CSM Market Research & Competitive Analysis 2

Question 1

A sales manager wants to understand why the company lost three major accounts last quarter. Which research method is MOST appropriate?

Accepted Answer

Win/loss interview analysis

Answer

Win/loss interviews directly capture the reasons prospects chose a competitor or churned, making them the most targeted method for understanding lost accounts.

Question 2

Which competitive intelligence technique involves systematically tracking a competitor's job postings to infer their strategic direction?

Accepted Answer

Talent signal analysis

Answer

Talent signal analysis uses competitor job postings to deduce investments in new capabilities, products, or markets before public announcements.

Question 3

A company's Total Addressable Market (TAM) is $500M. Its Serviceable Addressable Market (SAM) is $150M. Its current revenue is $30M. What is its market share within the SAM?

Accepted Answer

20%

Answer

Market share within SAM = ($30M / $150M) × 100 = 20%.

Question 4

Which Porter's Five Forces element is most directly affected when a new technology allows customers to easily switch between vendors?

Accepted Answer

Bargaining power of buyers

Answer

When switching costs decrease, buyers gain leverage to demand better prices or terms, increasing their bargaining power.

Question 5

In the context of competitive analysis, what does a 'blue ocean' strategy refer to?

Accepted Answer

Creating uncontested new market space where competition is irrelevant

Answer

Blue ocean strategy, coined by Kim and Mauborgne, focuses on creating new demand in uncontested market space rather than competing in saturated markets.

(CSM) Certified Sales Manager Practice Test

(CSM) Certified Sales Manager Practice Test

CSM Market Research & Competitive Analysis 2