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| Section | Weight | Objectives |
|---|---|---|
| Topic 1: Data Competency & Analysis | 25% | - POS Data Analytics - Shopper Data & Geo-demographic Analysis - Panel Data & Advanced Analytics |
| Topic 2: Professional Standards & Communication | 10% | - Fact-Based Storytelling & Presentation - Ethics & Legal Implications |
| Topic 3: Tactical Planning & Execution | 25% | - Pricing Strategy & Analysis - Efficient Assortment Development - Space Management & Store Clustering - Promotional Strategy & Evaluation |
| Topic 4: Category Assessment & Strategy | 25% | - Category Definition, Segmentation & Role - Root Cause Analysis & Insight Generation - Category Health Measurement |
| Topic 5: Business & Supply Chain Knowledge | 15% | - Supply Chain Principles - Retailer Economics & Profitability |
1. What is the primary purpose of gathering Shopper Data in category management?
A) To identify clear insights that guide actions and decisions
B) To increase the number of products on store shelves
C) To track the shipping process of products
D) To monitor employee performance in stores
2. What is NOT an example of how good storytelling enhances memory and engagement?
A) Engages them emotionally, moving them to action.
B) Uses complex language to sound more intellectual.
C) Initiates neurons in their brain to fire in the same pattern as the speaker's-known as 'neural coupling'.
D) A good story = brain candy.
3. Fair Share Analysis compares which of the following?
A) An equal and fair distribution of sales in the marketplace
B) An equal and fair share of the growth in the marketplace
C) Actual performance against a theoretical "fair share" of market opportunity
D) Actual performance against performance versus a year ago
4. What is the primary benefit of planning high-ROI promotions?
A) They eliminate the need for promotional frequency optimization
B) They deliver stronger sales per dollar spent, maximizing return
C) They reduce the need for vendor funding contributions
D) They ensure all shoppers receive the same promotional offers
5. Which primary data sources are used to answer the 'How' and 'Who' questions in category management?
A) Focus Groups and In-Store Observations
B) Social Media Analytics and Web Traffic Data
C) Retail POS Data and Syndicated POS Market Data
D) Loyalty Card Data and Household Panel Data
Solutions:
| Question # 1 Answer: A | Question # 2 Answer: B | Question # 3 Answer: C | Question # 4 Answer: B | Question # 5 Answer: D |
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