M.B.A. II (Semester III) (CBCS) Examination, 2018
Gr. A Marketing Management (Paper XX)
Paper II Sales and Strategic marketing
Day and Date Monday, 17-12-2018 Max. Marks 70
Time 10.30 a.m. to 1.00 p.m.
Instructions Question No. Q. Q. 3 and Q. 5 are compulsory.
Attempt any one question from Q. 4.
All questions carry equal marks.
1. Select appropriate answer. 14
Organizations many times use relationship selling approach to
large number of customers
medium number of customers
few number of customers
none of the above
Missionary salesperson's main responsibility is to
Take order
Educate or give information
Solve customer's problem
Respond to customer demand
In most large multi-product and multi-business organizations the strategic
planning is done, apart from corporate level, at
Product level Business unit level
Functional level All the above level
The sales strategy for each specific customer has four parts classification
of accounts, relationship strategy, selling methods and one of the following
Pricing strategy Product strategy
Promotion strategy Channel strategy
Sales budgets are generally set slightly
Lower than sales forecast
Higher than sales forecast
Same with respect to the sales forecast
None of the above
Seat
No. Set P
Set P
SLR-CL 54 *SLRCL54*
In designing sales territories, the sales manager should start the process
by selecting a geographical control unit that is
Small-size Large-size
Medium-size Any-size
In assigning salespeople to territories, the sales manager should judge the
effectiveness of a salesperson by comparing the salesperson's
Social characteristics
Cultural characteristics
Physical characteristics
All of the above
A sales manager in line position has an authority over the immediate
subordinates to
Recruit and select Direct and control
Recommend and advise None of the above
The most important and frequently used method of training salespeople
is
lectures Demonstrations
Case-studies On the job training
10) Sales managers find it difficult to develop an effective mix of sales force
motivational methods in the
Unambiguous company objectives
Wide-ranging nature of sales job
Changing marketing environment
Combined motivational package
11) The first step in designing an effective sales compensation plan is
Set up specific objectives
Examine the existing job descriptions
Decide level of pay
Decide indirect payment plan
12) The most commonly used evaluation method by sales organization for
evaluating salespeople is
Descriptive statements
Ranking method
Management by objectives
Graphic rating scales
Set P
*SLRCL54* SLR-CL 54
13) The only department in an organization that generates revenue is the
Sales department
Purchase department
HR department
Production department
14) Most companies want to have a person who is good in selling as well as
in
Team building Communicating
Managing salespeople None of the above
2. Write short note 14
Green marketing.
Offensive and defensive competitive strategies.
3. Write short note 14
Porter's three generic competitive strategies.
Role of promotional strategies for social websites in case of sales
management.
4. What is sales management Explain in detail different steps involved in sales
process. 14
OR
What is sales forecasting Differentiate between quantitative and qualitative
methods of sales forecasting. 14
5. Analyse the case 14
Mr. Rajesh has been selling carpets to home furnishings retailers for last
two years since he got MBA from reputed university. He considers himself to be
better that average salesperson and is particularly proud of the tight schedule he
maintains in order to cover his territory efficiently. The tight schedule he keeps
helps him sell more, he believes, because it allows to see more prospects each
day and because it wastes less of the buyer's times. To make sure of keeping
a tight schedule, Rajesh has memorized and practiced sales presentations and
knows exactly how long he can and should spend with each prospect.
He finds that he is usually quite successful in selling what he expects to sell
to each prospect, so he was surprised last week to be criticized by his sales
Set P
manager for missing out on some opportunities for several fairly large sales.
He replied to the sales manager that he could hardly have been expected to
make these sales because he did not even know that the buyers were planning
these major purchases. They must have been spur of the moment purchases,
Rajesh suggested, because he felt quite sure that those customers would not
have ordered from anyone else if they had planned their purchases and called
him in advance.
Questions
What is Rajesh doing wrong in his sales presentation
What can he do to improve