CMA Cheat Sheet 2026

The 30 highest-yield CMA facts, distilled from real exam questions. Print it, save it as a PDF, or study it here — free, no sign-up.

1. Which of the following best describes 'market development' in the Ansoff Matrix? → Selling existing products to new markets
2. What is the purpose of a 'competitive gap analysis'? → To identify areas where a company's capabilities fall short compared to competitors
3. A market analyst tracking a competitor's 'share of voice' is measuring: → The competitor's advertising spend as a percentage of total category advertising
4. The 'competitive response matrix' helps analysts predict how competitors will react to strategic moves by assessing their: → Awareness, motivation, and capability to respond
5. What is economic analysis in market research? → Studying the macroeconomic factors influencing market trends
6. A 'blue ocean strategy' differs from a 'red ocean strategy' in that it: → Creates uncontested new market space rather than competing in existing markets
7. An ad's 'unique selling proposition' (USP) is best described as: → A distinctive benefit that competitors cannot or do not offer
8. A company using a 'market penetration' strategy according to the Ansoff Matrix is focused on: → Selling existing products to existing markets
9. The 'brand identity prism' model by Jean-Noël Kapferer includes which six facets? → Physique, Personality, Culture, Relationship, Reflection, Self-image
10. A market analyst notes that a competitor has recently hired 50 engineers specializing in AI. This is an example of which type of competitive signal? → Strategic intent signal
11. Which element of the communications mix is best defined as any paid, non-personal presentation of ideas, goods, or services by an identified sponsor? → Advertising
12. Porter's Five Forces framework assesses competitive intensity by analyzing which five forces? → Rivalry, Threat of New Entrants, Buyer Power, Supplier Power, Threat of Substitutes
13. In digital advertising, 'CPM' refers to: → Cost Per Mille (cost per 1,000 impressions)
14. Diffusion of innovation theory, by Everett Rogers, identifies which five adopter categories in order of adoption? → Innovators, Early Adopters, Early Majority, Late Majority, Laggards
15. What does a SWOT analysis help identify in market research? → It provides a clear view of internal and external factors affecting the business
16. A 'kano model' analysis classifies product features into which three primary categories? → Must-have (basic), Performance, and Delighter (excitement) features
17. In the context of message strategy, 'slice-of-life' advertising executions typically aim to: → Show real consumers solving everyday problems with the product
18. A marketer selects TV dayparts to reach working adults between 6–9 AM and 4–7 PM. These time slots are known as: → Fringe time
19. What is the purpose of using confidence intervals in forecasting? → To account for statistical uncertainty in predictions
20. Which media channel offers the highest degree of audience selectivity and personalization? → Direct mail
21. A company's product is in a market with high rivalry, low switching costs, and many substitutes. What does Porter's framework suggest about this industry? → It is unattractive with low profit potential
22. The 'share of voice' (SOV) metric in advertising measures: → A brand's advertising spend as a proportion of total category ad spend
23. What is 'brand equity'? → The added value a brand name gives to a product beyond its functional benefits
24. A 'positioning statement' typically includes which four elements? → Target audience, frame of reference, point of difference, and reason to believe
25. Which branding architecture strategy uses individual brand names for each product rather than a single corporate brand? → House of Brands
26. What is financial analysis in market research? → Evaluating company financial health through ratios and profitability
27. What is the influence of social factors on consumer behavior? → Social influences such as peer pressure and family preferences play a significant role
28. What is 'benchmarking' in a competitive intelligence context? → Comparing a company's performance metrics against industry leaders or competitors
29. What role does psychology play in consumer behavior? → Consumers' emotional states and mental processes influence their purchasing decisions
30. Which concept describes the mental shortcut where consumers use brand reputation as a signal of quality? → Brand as a quality signal (signaling theory)