Free CBM Practice Questions

Question 1

A new cloud-backup brand promotes a unique privacy feature, but business buyers keep excluding it from their shortlists. Interviews show that buyers value the feature yet doubt whether the service can reliably restore their files. Independent tests show restoration performance matches established providers, but the campaign has not communicated those results. What should lead the next sales presentation?

Accepted Answer

Evidence of reliable restoration that establishes the brand as a credible category choice.

Answer

A demonstration showing why competitors cannot reproduce the exclusive privacy feature.

Answer

An introductory discount to offset concern about choosing an unfamiliar provider.

Answer

Customer testimonials about the exclusive privacy feature that strengthen its appeal to prospective buyers.

Question 2

Buyers readily name a cracker brand when planning parties, but rarely think of it when packing weekday lunches. When prompted, they describe the same crackers as convenient and appealing for lunch; availability and price are not barriers. The next campaign's primary memory-building task is to:

Accepted Answer

Broaden salience by linking the brand to the weekday lunch occasion.

Answer

Improve logo recognition in the existing party advertising.

Answer

Build product-quality judgments through comparative taste and texture demonstrations.

Answer

Encourage advocacy by rewarding current buyers for recommending the brand to friends.

Question 3

Two comparable customer surveys use the same 0-10 likelihood-to-recommend question. In the first, 40% of respondents score 9-10, 40% score 7-8, and 20% score 0-6. In the second, the corresponding figures are 50%, 20%, and 30%. Which interpretation captures both the Net Promoter Score and the change beneath it?

Accepted Answer

NPS remains +20, although both the promoter and detractor shares have increased.

Answer

NPS falls from +60 to +40 because fewer respondents give a rating above 6.

Answer

NPS rises from +40 to +50 because more respondents now give ratings of 9 or 10.

Answer

NPS falls from about +33 to +25 when passive respondents are excluded from the denominator.

Question 4

Carden acquires Solva, a specialist coffee-machine brand. Research shows that Solva's identity should remain the main reason customers choose the machines, while visible Carden backing would reassure buyers about long-term service. The names should not become equal purchase drivers. Select the presentation that fits these roles.

Accepted Answer

Solva prominently, with a supporting 'by Carden' endorsement.

Answer

Solva alone, without a visible ownership link.

Answer

Carden Solva, positioned as co-driver brands.

Answer

Carden Professional, replacing the Solva name.

Question 5

A U.S. outdoor brand gives a creator a jacket in exchange for an honest video review; no cash changes hands. The review reflects genuine experience and contains supported claims. The video tags the brand but does not disclose the gift. Viewers may never visit the creator's profile or open the description. Which edit addresses the disclosure problem?

Accepted Answer

Explain the free-product relationship in the video, both aloud and in clearly visible text.

Answer

Put a gift disclosure in the profile, with a link below the video.

Answer

Add a prominent 'thanks' and brand tag without explaining the gift.

Answer

Require the creator to return the jacket after filming so that a gift disclosure is unnecessary.

Question 6

A portfolio review reads: 'Retire this brand: low relative market share in a slow-growing category.' The industrial sealant brand earns positive contribution after all avoidable support costs, serves a specialized need competitors do not meet, and occupies no capacity required by other lines. What is the strongest objection to the recommendation?

Accepted Answer

Its profitable niche role must be considered alongside the growth-share classification.

Answer

Positive contribution places the brand in the cash-cow category despite its low relative market share.

Answer

Its long trading history makes past brand-building expenditure a reason to continue funding it.

Answer

Its low market share makes increased advertising the appropriate alternative to retirement.

Question 7

Category buyers are randomly assigned to evaluate the same headphones at the same price. One group sees the established brand name; the other sees a neutral identifier. Specifications, packaging design, and the demonstration are otherwise identical. Purchase intention is reliably higher in the branded group. The defensible conclusion is:

Accepted Answer

The brand name adds positively to customer response to the unchanged offer.

Answer

The headphones have better acoustics than the competing products.

Answer

The brand name makes demand less responsive to future increases in the headphones' selling price.

Answer

The result establishes a durable pattern of repeat purchase among the customers who recognize the brand.

Question 8

After a campaign, brand tracking shows stronger awareness, clearer intended associations, and greater stated preference. Total sales remain flat. A retail audit finds that many planned outlets never stocked the product, while sales have improved in outlets that consistently carry it. In the brand value chain, which constraint is most directly supported by this evidence?

Accepted Answer

Channel support: favorable customer responses are not translating into purchases.

Answer

Program relevance: the campaign addresses the wrong customer need.

Answer

Program consistency: conflicting messages blur the brand's meaning.

Answer

Competitive reactions: rival activity erodes the brand's preference advantage.

Question 9

A pet-food brand requires a proposed line extension to generate at least $30,000 of net incremental contribution in its first year. Forecast revenue is $240,000, variable costs are $144,000, and incremental fixed launch costs are $50,000. The extension would displace $60,000 of existing-line revenue that earns a 40% contribution margin. No other costs or portfolio effects apply. Which financial verdict belongs in the approval paper?

Accepted Answer

$22,000 of net incremental contribution; the extension falls short of the financial requirement.

Answer

$46,000 of net incremental contribution; the extension clears the first-year financial requirement.

Answer

$14,000 of net incremental loss; the extension fails the first-year financial requirement.

Answer

$72,000 of net incremental contribution; the extension clears the first-year financial requirement.

Question 10

Safety engineers confirm that a batch of rechargeable lanterns can overheat and start a fire. They have identified the affected batch codes and approved immediate stop-use instructions. Distribution has been halted, but the cause remains under investigation. The brand manager is responsible for notifying owners. Which communication takes priority?

Accepted Answer

Publish the affected codes, stop-use instructions, a support contact, and the next update time.

Answer

Publish an investigation notice and release owner instructions once the cause is confirmed.

Answer

Notify retailers privately and postpone the owner announcement until every retailer has acknowledged receipt of the warning.

Answer

Tell all owners to discard the entire lantern range pending a wider product review.

Free CBM Practice Questions

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