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CMA EXAM QUESTONS AND ANSWERS
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CMA EXAM QUESTONS AND ANSWERS
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CMA EXAM QUESTONS AND ANSWERSTrue or False. Category Management is only possible if you have a full suite of data and
automated tools to work with. - Answers -False - You can do category management -
just less sophisticated - with limited data & technology
Match up each component to their best description:
1. Category Assessment
2. Category Tactics
3. Category Scorecard
4. Category Strategies - Answers -1. Uncovers the biggest areas of opportunity for the
retailer.
2. Creates action in the category and can have significant impact on sales and profits.
3. Tracks how the retailer is doing vs. category goals and targets.
4. Defines differentiated purposes for categories in the store.
What are the 4 prerequisites for category management? - Answers -Data,
Organizational Alignment, Collaborative Approach, Technical Tools/Automation
Which of the following statements regarding allocation of resources to categories is
most accurate? - Answers -Retailers should allocate resources to the category based
on the category's overall importance to the store and to their shoppers.
Consideration for which perspective will give you the winning formula in category
management? - Answers -All 3 of these perspectives are important for a winning
formula (Consumer, Retailer, Vendor)
There are several roles that retails may ask their vendors to participate in. _________
or Vendor Advisors may be responsible for providing labor assistance and helping them
grow the category for the retailer. _________ or Validators refer to vendors that a
retailer selects to provide supplemental data, resources, analytics, ideas, (and often a
second opinion). This results in a team capable of producing enough business analysis
and tactical programs to make the category management process succeed for the
retailer. - Answers -Category Captains, Category Advisors
Which of the following answers presents the original category management 8-step
process defined by the joint industry in the correct sequence? - Answers -1. Category
Definition
2. Category Role
3. Category Assessment
4. Category Scorecard
5. Category Strategies
6. Category Tactics
7. Plan Implementation
8. Category Review
,Following are components of the category plan. Which element is where a retailer's
opportunity gaps are determined? - Answers -Market and Category Assessment
"To attract customer traffic down the aisle", "to increase impulse purchases", and "to turf
protect" are examples of what? - Answers -Category Strategies
In which retail channel is category management practiced? - Answers -All of these
answers are correct (Online, Drug, Mass + Club, Grocery)
In which of the following retailer strategy examples can only one retailer really "own" the
strategy with the consumer within a market? - Answers -Cheapest Price
True or False. Retailers may have more than one type of store format so that they can
attract different types of shoppers to each the different formats. - Answers -True
Retailer X focuses their strategies on their very important customer. Their fresh areas
like deli, meats, and products have a wide assortment of products, and they have a
carryout service and in-store childcare. They maintain consistent pricing slightly above
market price. What would their overall strategy most likely be? - Answers -Great
shopping experience and/or easiest to shop
Which of the following is a question that would LEAST likely be addressed in the retailer
strategy phase in category management? - Answers -What are category tactics?
Which of the following statements best represents an attribute of a Club (large format)
store? - Answers -They tend to have lower operating expenses and less overhead, so
prices are generally lower
A retailer's strategy will affect: - Answers -All of the answers are correct. (Category
Roles, Category Strategies, and Category Tactics)
Which type of private label branding is "a no name brand" often used to indicate the
lowest cost alternative options? - Answers -Generic Brand
Store Layout, Aisle layout, and category adjacency plans should all be included in what
piece of the retailer's strategy? - Answers -Product Placement
The retailer's operations team can have significant influence over implementation of
category plans at a store level. Which of the following is the responsibility that retail
operations would have the LEAST influence over? - Answers -They develop overall
strategies for the retailer
Which tactic is most influenced by a retailer's Private Label/Store Brand strategy? -
Answers -All of the answers are correct. (Product Assortment, Product Placement,
Promotion, Pricing)
, Match each category role on the left with the most like pricing strategy on the right for a
typical large category for a Grocery retailer.
1. Convenience
2. Routine
3. Destination
4. Seasonal - Answers -1. Non-Competitive
2. Consistently Competitive
3. Price Leader
4. Frequently Competitive
Categories playing a _________ role tend to shrink or expand in shelf space based on
the time of year. - Answers -Seasonal
Assignment of __________ requires that retailers take a broad look across their
category mix to determine the category's relative _________. - Answers -Category
Roles, Importance
What are the most common traits of a destination category in retail grocery? - Answers -
Large dollar sales, high household penetration, high purchase frequency
Categories assigned a ______ role define the image of the retailer and usually lead all
categories in _____. Retailers dedicate the highest percentage of ______ to categories
that are assigned this role to ensure they understand and meet their ______ needs. -
Answers -Destination, Sales Growth, Resources, Target Shopper
Which of the following is not a category role? - Answers -Traffic Builder
True or False. Categories that are assigned different roles should be allocated a
different percentage of resources by the retailer. - Answers -True. The most important
categories should have more resources allocated to them.
Match the following category roles on the left with the corresponding product assortment
strategy on the right.
1. Routine
2. Destination
3. Convenience
4. Seasonal - Answers -1. Broad variety across subcategories, with major brands and
items being carried.
2. Largest variety from a subcategory, segment, and brand level, down to an item level.
3. Limited variety with only major brands and key items being carried.
4. Broad variety for categories in their peak times.
Large Christmas displays and Easter displays are good examples of which category
strategy? - Answers -Excitement Creating
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