Question 12 (4 points)

The first and most essential step in the category business planning process is:

Question 12 options:

category definition

category role

category performance measures

category assessment

Question 13 (4 points)

In terms of category management, POS stands for:

Question 13 options:

Period of Service

Parents Over Shoulder

Point of Sale

Question 14 (4 points)

In the category tactics step, we:

Question 14 options:

determine the optimal category assortment, pricing, shelf presentation, promotion, and product supply tactics

measure, monitor and modify a category's progress on a timely basis

develop the marketing, product supply, and in store service (if needed) strategies for the category

develop and implement a written business plan to achieve the category role, strategies, tactics and scorecard

Question 15 (4 points)

The "walk" level of substitution is:

Question 15 options:

the decision-making process used to determine if a particular product should be kept or discontinued

the level within the consumer decision tree at which the consumer will switch between products on the shelf

the level within the consumer decision tree at which, unless the consumer's need is met, the consumer will not make a purchase in the category at all

Question 16 (4 points)

In the category strategy step, the category manager:

Question 16 options:

develops the marketing, product supply, and in store service (if needed) strategies for the category

develops and implements a written business plan to achieve the category role, strategies, tactics and scorecard

determines the optimal category assortment, pricing, shelf presentation, promotion, and product supply tactics

measures, monitors and modifies a category's progress on a timely basis

Question 17 (4 points)

Today's category definers are:

Question 17 options:

	behavioral
	attitudinal
	traits like main and secondary brands
	both behavioral and attitudinal