M.B.A. II (Semester III) Examination, 2016
(New CBCS)
Group A MARKETING MANAGEMENT (Paper II)
Sales and Strategic Marketing (Paper XX)
Day and Date Monday, 26-12-2016 Total Marks 70
Time 10.30 a.m. to 1.00 p.m.
Instructions Q. No. 1 is compulsory.
Attempt any two questions from Q. Q. 3 and Q. 4.
Attempt any two questions from Q. Q. 6 and Q. 7.
All questions carry equal marks.
1. Analyze the following case, identify the problem, generate possible alternatives
and choose the best alternative 14
Appearance of a Salesman
It is the packaging that matters both for the products and the individuals. How we
dress influences what others think about us. A salesman has to be presentable
slovenly appearance puts a stamp of failure on him. Carelessness in dress
habits is construed as carelessness in work habits. It is a sign of a loser. Not
only the right dress speaks volumes about us, it also boosts our own morale and
confidence. Shabbily dressed man is on the defensive. He finds that his
inadequacies get multiplied. The secret of a successful salesman is hidden in
his wardrobe. It makes us exude an air of confidence, and carry us as people of
substance. Of course, all that glitters is not gold. Many talented people have
simple dress habits. They want their true worth to be recognized, and do not
depend upon external factors like the dress habits. In the selling profession,
however, we cannot emulate the simple dressed millionaires. We should be at
least smartly dressed. Investment in good outfits pays in the long run. It helps us
project a positive image.
P.T.O.
Seat
No.
SLR-T 35
We should be careful about the quality of fabrics and their stitching. Poor fabrics
lose shine, and look shapeless. Though good outfits cost a little more in the
beginning, they are economical in the long run. Our dress should be consistent
with the type of projection we want to make. A door-to-door salesman has a
different appearance from the sales engineer selling a complex product. We
should dress in a way that makes us belong to a class from which the buyers
come. When we deal with secretaries who act as filters while accessing the
executives we have to dress better than them. Sales people wearing suits must
select 'classic' suits. The fabric could be worsted suiting. Colors should be
sober. Shirts should be full-sleeve, and buttoned up. There should be a formal
tie. The dress should reflect the dress habits of a target audience. While selling
to the farmers, we have to keep our dress simple enough. We can adapt to the
local surroundings. A banker looks ridiculous in cow-boy outfit. A stock-broker
should have a formal look. We should never give an impression that we are
mocking the dress habits of our customers. We should choose clothes depending
on our anatomical features. We have to underplay our obese anatomy. We have
to look authoritative by choosing suitable clothes if our stature is physically
small. It is necessary to avoid 'haute couture' unless we are selling designer
clothes and accessories. We cannot overemphasize the importance of a good
fit. Much thought should be given to the choice of a right tie. It must make a
statement for us. A tie should go well with the shirt. Silk ties are the best. Ties
should reach our belt buckle. We should choose simple but trendy accessories.
The watch should be aesthetic as well as functional. Attaché cases are used to
hold our essential material. Pens should reflect good taste. Cheap ball point
pens of throw-away type should not be handed over to the client to sign the order
form. It is better to have a simple black umbrella. Business cards should be
modest, and in elegant lettering. Some sales people have to be on the selling job
even off campus. They may strike a sale deal on sports ground. They should
select good but stylish sportswear for such off office situations. We should be
too conspicuous by our dress in a formal gathering. Cufflinks should not be too
expensive.
Hair should be well-groomed. It should not necessarily be short. It should, however,
be not too long. Glasses should be of good quality. There should be a handkerchief
SLR-T 35
available in breast pocket. We should avoid see-through shirts; and socks that
show legs when one sits down. Goat like beards is not liked. So also pencil-like
moustaches. Plastic briefcases show poor taste. Shiny hair looks awful. Hair
should be free from dandruff. Hankies should not be colored. Leather-jackets
and black rain-coats are to be avoided. Contemporary sales people do not use
suspenders.
Issues
Is it necessary to dress well to sell well Describe a medical representative that
you have seen. Could you advise him to be better dressed In what way
2. Write a short note on following (any two) 14
Contextual Marketing
Sales Training
Affiliate Marketing.
3. Write a short note on following (any two) 14
Sales presentations
Motivation for shopping on the net-attributes of online shopping
Green Marketing.
4. Write a short note on following (any two) 14
Relationship Management
Sales Budget.
Promotion for social websites.
5. What is the concept of salesmanship State the qualities of successful salesman. 14
6. What is a sale forecasting Explain in the details various forecasting methods. 14
7. What is Personal Selling Explain Process and Approaches of Personal Selling. 14