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Market Research & Competitive Analysis Flashcards

7 cards from real CSM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Market Research & Competitive Analysis flashcards as text

  1. A sales manager uses a perceptual map to position products. What two dimensions are MOST commonly plotted on a perceptual map?

    Answer: Price and quality (or any two attributes relevant to buyers)

    Perceptual maps plot two key attributes—most often price vs. quality—to visualize how customers perceive competing products relative to each other.

  2. Which segmentation approach divides a market based on customers' attitudes, values, and lifestyle characteristics?

    Answer: Psychographic segmentation

    Psychographic segmentation groups customers by psychological traits such as values, interests, and lifestyle, going beyond basic demographics.

  3. When analyzing secondary research data, a sales manager should FIRST evaluate the data for which characteristic?

    Answer: Source credibility and recency

    Secondary data must be assessed for source credibility and timeliness before use, since outdated or biased sources can lead to flawed strategic decisions.

  4. A company discovers that a competitor holds 15 patents in a technology area the company plans to enter. This information is MOST relevant to which type of competitive analysis?

    Answer: Intellectual property and barrier-to-entry analysis

    Patent holdings signal technology moats and potential legal barriers, making IP analysis critical when assessing entry into a new market area.

  5. In B2B sales, which data source is MOST useful for identifying a prospect's likelihood to purchase based on behavioral signals?

    Answer: Intent data platforms

    Intent data platforms track online research behaviors—content consumption, search queries—to signal which companies are actively evaluating solutions in a category.

  6. A sales team is targeting a new vertical. Which framework helps evaluate market attractiveness by assessing growth rate and competitive intensity?

    Answer: GE-McKinsey Nine-Box Matrix

    The GE-McKinsey Nine-Box Matrix evaluates business units or markets on industry attractiveness (including growth and competition) and competitive strength.

  7. What is the PRIMARY purpose of conducting a competitive gap analysis in sales planning?

    Answer: To find areas where competitors are weak and the company can gain an advantage

    A competitive gap analysis maps where competitors underperform or leave customer needs unmet, revealing opportunities for differentiation and market penetration.