Deck 6: Category Role

Question 1

Upon analyzing the internal financials the retailer is able to determine all EXCEPT:

A)How much the customer spends
B)The categories from which they purchase
C)The competitors the customer shops
D)The profitability of the category

Answer 1

C

Question 2

This rule states 80% of the customers make 20% of the sales:

A)Anderson's rule
B)Pareto's rule
C)The long tail
D)The short tail

Answer 2

B

Question 3

A destination category for one store is:

A)A niche category
B)Always bread,milk,dairy and produce
C)Different based on the image of the retailer
D)The same for all retailers

Answer 3

C

Question 4

This type of data is compiled from many retailers in a single market:

A)Demographic
B)Lifestyle
C)Syndicated
D)Traffic

Question 5

This data is determined by combining the zip code of the customer and the customer loyalty database:

A)Demographic
B)Geo-demographic
C)Geo-lifestyle
D)Lifestyle

Question 6

Which of the following is NOT an external source of data commonly used by retailers:

A)Competitor's POS data
B)Demographic data
C)Syndicated data
D)Traffic data

Question 7

Which of the following is NOT a type of internal data commonly used by retailers?

A)Customer loyalty data
B)Internal financial data
C)Internal POS Data
D)Lifestyle data

Question 8

This retail database is compiled from information associated with frequent buying cards:

A)Customer loyalty management
B)Customer relationship management
C)Shopper loyalty management
D)Shopper relationship management

Question 9

This type of data shows how many automobiles pass by a retail site:

A)Demographic
B)Lifestyle
C)Syndicated
D)Traffic

Question 10

This type of data includes age,race/ethnic group,income,and size of family:

A)Demographic
B)Lifestyle
C)Syndicated
D)Traffic

Question 11

Which of the following is a characteristic of a variety enhancer product?

A)High penetration and high frequency
B)High penetration and low frequency
C)Low penetration and high frequency
D)Low penetration and low frequency

Question 12

Which is the most likely market basket for the Thanksgiving shopper:

A)Bread,cheese,lettuce,mayonnaise turkey
B)Cheese,croissants,ham,potato chips,vegetables
C)Cranberry sauce,dressing mix,pumpkin pie,turkey
D)Croutons,lettuce,salad dressing,shredded cheese,turkey

Question 13

When setting an aisle,destination merchandise is usually located:

A)At the center of the aisle
B)Between the elbow and eye at the end of the aisle
C)On the bottom shelf at the beginning of the aisle
D)On the end cap

Question 14

This type of data would relate to a family's life stage:

A)Demographic
B)Lifestyle
C)Syndicated
D)Traffic

Question 15

Destination merchandise is usually located:

A)Center of the store
B)Front left of the store
C)Front right of the store
D)Perimeter of store

Question 16

Penetration is related to:

A)Number of average times purchased by a household in a year
B)Number of households purchasing a product
C)Number of retailers in a shopping center
D)Number of shopping centers in which a retailer is located

Question 17

Which of the following is a characteristic of a niche product?

A)High penetration and high frequency
B)High penetration and low frequency
C)Low penetration and high frequency
D)Low penetration and low frequency

Question 18

In order for a retailer to be successful in implementing category management,they must do all of the following EXCEPT:

A)Consult with other retailers
B)Determine the role
C)Develop strategies
D)Execute the plan

Question 19

This rule states: to sell many products at a small volume you realize profit.

A)Anderson's rule
B)Pareto's rule
C)The long tail
D)The short tail

Question 20

Which of the following is a characteristic of a staple product?

A)High penetration and high frequency
B)High penetration and low frequency
C)Low penetration and high frequency
D)Low penetration and low frequency

Question 21

Which of the following is a characteristic of a fill-in product?

A)High penetration and high frequency
B)High penetration and low frequency
C)Low penetration and high frequency
D)Low penetration and low frequency

Question 22

Roles are totally dependent upon all EXCEPT:
a.Customer's perception of the retailer
b.The retail channel
c.The retailer's image
d.The vendor's perception of the category

Question 23

List the five major steps to create baseline information:

Question 24

A routine category is all EXCEPT:

A)A product a customer buys but it is not the purpose of the shopping trip
B)Builds the image of the retailer
C)Consumes a larger percentage of the retailer's resources
D)Delivers overall growth to the retailer

Question 25

The convenience category is all EXCEPT:

A)A variety enhancer
B)An example is a shoe care product in a mass merchandiser
C)Ensures the image a s a one stop shopping experience
D)Only important when the customer buys it on a sporadic basis

Question 26

The occasional category is all EXCEPT:

A)A category purchased on a sporadic basis
B)An example is cleaning products in a grocery store
C)Delivers profit and cash flow
D)Is a fill-in

Question 27

A corporate executive is analyzing a store.What factors should he evaluate? Why is each important?

Question 28

List the basic steps in understanding the customer:

Question 29

What must a retailer know about the customer?