Skip to content

How it works
The evidence
Today's challenge
Teams and classes
Academy
Countermove Index

How to play
How it works
The evidence
Today's challenge
Teams and classes
Academy
Countermove Index

Three ways to play

On your ownToday's challenge With your teamMatch other teams With your classOne code to join

Today's challenge

A new world every daySame world for everyone today.Take your seat

Academy/Certificate

Final check · 13 questions · 80% to pass

The Countermove certificate

One question on each of the thirteen ideas. Score 11 or more and download a completion card.

Question 1 of 13 · Value share and volume shareA premium brand will usually show:

Value share above volume shareVolume share above value shareEqual sharesNo value share

Question 2 of 13 · Penetration and double jeopardyDouble jeopardy says a small brand has:

Fewer buyers who buy it slightly less oftenFewer buyers who are much more loyalMore buyers who buy lessThe same buyers as a big brand

Question 3 of 13 · Mental and physical availabilityWeighted distribution counts stores by:

How much of the category they sellTheir floor spaceHow many brands they listTheir distance from the factory

Question 4 of 13 · Price elasticity and valueCompared with the same cut in the shelf price, a deal usually lifts volume:

More, in the weeks it runsLessAbout the sameNot at all

Question 5 of 13 · Promotions: lift, dip and rented shareWhich share gain is most likely to last?

One from more shoppers thinking of and finding the brandOne bought with deeper dealsOne from loading retailer stockOne from a price cut a rival then matches

Question 6 of 13 · Trade loading: sell-in and sell-outCompany revenue is usually booked on:

Sell-in, net of trade spendSell-outShopper surveysRetail audits

Question 7 of 13 · Brand and activation: your own splitJudging brand media only on in-quarter return tends to:

Understate it, because most of its return comes laterOverstate itGet it rightIgnore activation

Question 8 of 13 · Diminishing returns and saturationA budget decision should be judged on:

Marginal return of the next euroAverage returnTotal spendShare of voice only

Question 9 of 13 · Return on spend and paybackBreak-even on spend is at:

€0.50 of gross profit per €1€1 of gross profit per €1€1 of sales per €1€2 of sales per €1

Question 10 of 13 · Gross-to-net and the P&LNet sales are:

Gross sales minus trade spendGross sales minus cost of goodsRevenue after taxRetail sales value

Question 11 of 13 · Marketing mix modellingThe best way to sharpen a mix model's estimate for a channel is to:

Vary its spend on purpose, or test it by regionKeep its spend perfectly steadySpend only at seasonal peaksDrop the season control

Question 12 of 13 · Habit, loyal buyers and switchersState dependence means:

Having bought a brand makes buying it again more likelyPrices depend on the stateRetailers depend on suppliersShare depends only on price

Question 13 of 13 · Creative qualityA mix model credits most of last year's growth to TV. What else should you check?

Whether a strong campaign, not the channel, did the workNothing: the model sees everythingOnly the priceThe weather

0 of 13 answered

Countermove is a simulation with fictional companies. The Academy's labs run Countermove's own market engine with values simplified for play. Your progress stays in this browser. Not investment, legal or business advice.

Play

Take your seat
How to play
Today's challenge
Countermove Index

Groups

Teams and classes
Create a class
Create a match
For facilitators

Learn

How it works
The evidence
Academy

Send feedback
Privacy
Terms
Cookies
Instagram

Countermove