Category Strategy: Module 3 Pre-assessment

10 Questions | Total Attempts: 108

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Category Strategy: Module 3 Pre-assessment

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Questions and Answers
  • 1. 
    Which of the following are Macro-occasions as identified by consumers in Category Strategy? (Check all that apply)
    • A. 

      Relax

    • B. 

      Couples Casual

    • C. 

      Reconnect

    • D. 

      Casual

    • E. 

      Party

    • F. 

      Social

    • G. 

      Party Stop

    • H. 

      Celebrate

    • I. 

      Meal

    • J. 

      Shed the Day

    • K. 

      Winding Down

    • L. 

      High-Energy Gathering

  • 2. 
    Which of the following 3 are macro-needs as defined by Category Strategy?
    • A. 

      Refreshing/Easy Drinking

    • B. 

      Low Alcohol

    • C. 

      Malty

    • D. 

      Stout

    • E. 

      Badge Value

    • F. 

      Flavorful/Complex

    • G. 

      Sweet Fruity

    • H. 

      Low Sugar/Carb

    • I. 

      High Alcohol

    • J. 

      Bitter/Strong

    • K. 

      Hoppy

  • 3. 
    Which of the following are accurate statements about Category Strategy? (Check all that apply)
    • A. 

      It is based on research identifying consumer needs in occasions

    • B. 

      It will demand retailers reset their shelves within 6-9 months

    • C. 

      It delivers an organizing principle for beer

    • D. 

      It demands we think and act differently as marketers

    • E. 

      It flows out of Portfolio Strategy

    • F. 

      It replaces our "Demand Space" segmentation

  • 4. 
    Category Strategy liberates us from thinking about product segments in a traditional way.  
    • A. 

      True

    • B. 

      False

  • 5. 
    In which occasion are people most likely to be by themselves?
    • A. 

      Relax

    • B. 

      Reconnect

    • C. 

      Meal

    • D. 

      Social

    • E. 

      Celebrate

  • 6. 
    In which occasion does beer have an opportunity to take share, mostly from wine? 
    • A. 

      Relax

    • B. 

      Reconnect

    • C. 

      Meal

    • D. 

      Social

    • E. 

      Celebrate

  • 7. 
    In which occasion do we generally feel like beer has a "right to win"?
    • A. 

      Relax

    • B. 

      Reconnect

    • C. 

      Meal

    • D. 

      Social

    • E. 

      Celebrate

  • 8. 
    Beer over-indexes in this smaller occasion, capturing almost 40% of the alcohol-appropriate volume.
    • A. 

      Relax

    • B. 

      Reconnect

    • C. 

      Meal

    • D. 

      Social

    • E. 

      Celebrate

  • 9. 
    This "occasion" is similar in size to the Social Occasion, with beer capturing 1/3 of all alcohol appropriate volume. 
    • A. 

      Relax

    • B. 

      Reconnect

    • C. 

      Meal

    • D. 

      Social

    • E. 

      Celebrate

  • 10. 
    Category Strategy is different from past approaches because there is a direct tie between Needs, Occasions, Classes of Trade and Shopper Behavior. 
    • A. 

      True

    • B. 

      False

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