Deck 5: Category Management Cycles

Question 1

The purpose of this step is to segment the category according to the customer's wants and needs:

A)Assessment
B)Definition
C)Strategy
D)Tactics

Answer 1

B

Question 2

An example of products serving in this role are Halloween decorations:

A)Convenience
B)Destination
C)Occasional/Seasonal
D)Routine

Answer 2

C

Question 3

This role provides the retailer the reputation of a one-stop shop:

A)Convenience
B)Destination
C)Occasional/Seasonal
D)Routine

Answer 3

A

Question 4

Milk in a grocery store is an example of this role:

A)Convenience
B)Destination
C)Occasional/Seasonal
D)Routine

Question 5

This strategy focuses on increasing the size of the average transaction within a category,aisle,or total store:

A)Cash generating
B)Image enhancing
C)Profit contribution
D)Transaction building

Question 6

This is determined by the priority of importance of different categories in a retailer's business:

A)Assessment
B)Definition
C)Implementation
D)Role

Question 7

Categories are broken down first into:

A)Segments
B)Sub-segments
C)Brand extensions
D)Sub-categories

Question 8

This step sets up criteria for judging the productivity of the category:

A)Assessment
B)Execution
C)Implementation
D)Performance Measures

Question 9

A distinct manageable group of products or services:

A)Brand
B)Category
C)SKU
D)Subcategory

Question 10

This strategy focuses on increasing the number of customers into the store.

A)Excitement creating
B)Image enhancing
C)Traffic building
D)Transaction building

Question 11

This step is determined by the mission of the retailer:

A)Definition
B)Implementation
C)Strategy
D)Tactics

Question 12

This merchandise creates a sense of urgency or opportunity to the customer:

A)Image enhancing
B)Excitement enhancing
C)Cash generating
D)Turf defending

Question 13

Dog food is most likely serving a routine role in a:

A)Convenience store
B)Farm store
C)Grocery store
D)Pet store

Question 14

Retailers define categories based on all but:

A)Customer behavior
B)Customer's needs
C)Inter-relationships between products
D)Vendor's definition

Question 15

This role defines the image of the retailer:

A)Convenience
B)Destination
C)Occasional/Seasonal
D)Routine

Question 16

This role provides a balance between value,growth,and profit:

A)Convenience
B)Destination
C)Occasional/Seasonal
D)Routine

Question 17

Dog food is most likely serving a destination role in a:

A)Convenience store
B)Farm store
C)Grocery store
D)Pet store

Question 18

Which of the following is NOT a basic driver for the development of category strategies:

A)Gross margin
B)Profit
C)Total number of cars in the parking lot
D)Total number of shopping trips containing the category

Question 19

This is information gathered by POS data:

A)Customer behavior research
B)Exit interviews
C)Market basket analysis
D)Shopper behavior

Question 20

This step allows retailers to determine opportunities for improving the category's business by identifying gaps in sales,profit and stock turn:

A)Assessment
B)Implementation
C)Performance Measures
D)Review

Question 21

Why do retailers delist products?

Question 22

How can different stages in the cycle overlap?

Question 23

This strategy focuses on selling products with a higher gross margin and stock turn:

A)Cash generating
B)Image enhancing
C)Profit contribution
D)Transaction building

Question 24

This merchandise positions the category to appeal to the customer in comparison with the competition:

A)Image enhancing
B)Excitement enhancing
C)Cash generating
D)Turf defending

Question 25

Why do you think test stores are used,rather than a rollout in all stores?

Question 26

This is the step which is most likely to fail:
a.Assessment
b.Merchandising
c.Implementation
d.Review

Question 27

These retail employees are responsible for the impact of the introduction of new products at the store level:

A)Category management team
B)Corporate buyers
C)Store operations
D)Vendors

Question 28

Why do you think execution is the most difficult for category managers to control?

Question 29

How is a scorecard for a category like a report card for a student?

Question 30

This is the step in which the retailer sets the merchandise in the store:

A)Assessment
B)Execution
C)Delist
D)Review