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National Diploma in Sales Management Stage I – October 28th, 2018 – Examination
Candidate’s Registration Number (As per in the examination admission form / Student
ID) 0 0 0 0 0
For Examiner’s use only
Examiner’s Comments
Second Examiner’s Comments
Part One 1st Marker 2nd Marker Final Marks
Question 01
Part Two
Question No.
Question 02
Question 03
Question 04
Question 05
Question 06
Question 07
Question 08
Question 09
Question 10
Question 11
Part Three
Question No.
Question 12
Question 13
Question 14
Question 15
Total
Page 2 of 15
Instructions to Candidates
Time: 1500 hrs – 1800 hrs Duration: Three (03) hours
There are three parts in this question paper. Part One
● This part has 40 multiple choice questions. It is a compulsory section. Candidates are expected to select the most suitable answer and underline the selected answer in the question paper itself.
Part Two
● Candidates are expected to answer the questions in the space provided in the question paper. All answers are compulsory.
Part Three
● Candidates are expected to answer only two questions out of four. ● Answers should be written in the additional supplementary answer sheets
provided and they should be attached to the question paper itself.
Other Instructions
● State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts.
● Always start answering a question on a new page. ● You are reminded that answers should not be written in pencil or red pen except
in drawing diagrams. ● Answer the questions using:
▪ Effective arrangement and presentation ▪ Clarity of expression ▪ Logical and precise arguments
● Illegible hand writing will be penalised.
Page 3 of 15
PART ONE
Read the question and underline the most appropriate answer Question 01
Question 1.1
What is not an objective of personal selling?
a) Informative objective
b) Persuasive objective
c) Relational objective
d) Counter attacking objective
Question 1.2
What is not a buying strategy in industrial selling?
a) Speculative buying
b) Top to bottom buying
c) Hand-to-mouth buying
d) Forward buying
Question 1.3
What is not a level of strategic planning?
a) Corporate level
b) Product/Functional Level
c) Business Level
d) Integration level
Question 1.4
Which statement reflects a dis-advantage of personal selling?
a) Flexibility of adjusting sales message
b) Immediate resolution of queries
c) Enables demonstration of products
d) Cost per prospect is high
Question 1.5
Which represents the Porter’s Generic Strategies?
a) Market penetration strategy
b) Product development strategy
c) Cost leadership strategy
d) Diversification strategy
Page 4 of 15
Question 1.6
AIDAS stands for attention, _______________, desire _______________ and satisfaction.
a) Interest, action
b) Intensity, appeal
c) Involvement, action
d) Involvement, appeal
Question 1.7
Which one is not a benefit of sales territories?
a) Adequate customer coverage
b) Increases length of customer interaction
c) Increase the efficiency of sales recruitments
d) Customers get personalized attention
Question 1.8
Market development strategy is used for:
a) Existing products in existing markets
b) New products in new markets
c) Existing products in new markets
d) New products in existing markets
Question 1.9
What is not a personal selling approach?
a) AIDAS approach
b) Buying formula approach
c) Right set of circumstances approach
d) Constructive approach
Question 1.10
Which does not represent the rules of effective team selling?
a) Select team member carefully
b) Team leader should be at the helm of the team
c) Conduct pre-briefing sessions to define the job for each member
d) Keep the maximum number of members
Page 5 of 15
Question 1.11
Which of the following statements about sales force management is true?
a) The sales force is the firm's most direct link to the customer
b) Organizations should not be sales-oriented
c) Personal selling is usually less expensive
d) Sales management is no different from any other kind of management
Question 1.12
Tick the components of a MACRO environment analysis?
a) PESTEEL Factors
b) Collaborators, competitors and customers
c) Product, price, place and promotions
d) Organizational structure, people and physical evidence
Question 1.13
Prospecting, pre-approach, approach, presentation, handling objections, close, and follow-
up is called the process of:
a) Product marketing process
b) Sales response function
c) Personal selling process
d) Consumer purchase decision process
Question 1.14
Which one is not considered in setting objectives?
a) Market performance
b) Budget for ATL activities
c) Contribution to profit
d) Customer relations and service
Question 1.15
Quantitative objectives in sales management should not be:
a) The feelings the sales manager has towards the sales team
b) Quantifiable
c) Time dependent
d) Achievable
Page 6 of 15
Question 1.16
Which one is not considered ‘In formulating a sales plan’?
a) To determine the direction of the business by setting objectives
b) To lay down the strategies and tactics to implement the action plans
c) To develop the sales budget in order to meet the expenses of sales plans
implementation
d) Re-checking the previous year’s financial records to find any errors
Question 1.17
The sales manager should instruct a sales person on:
a) What to be sold
b) Production process
c) Market research methods
d) The proper allocation of budgets on BTL activities
Question 1.18
Things to consider when making an appointment:
a) Right person, Right company, Right place,
b) Right time, Right location, Right method
c) Right person, Right time, Right place
d) Right dress, Right method, Right language
Question 1.19
Which one is not in Ansoff’s Product - Market matrix?
a) Market penetration
b) SWOT analysis
c) Market development strategy
d) Product development
Question 1.20
Diversification strategy refers to:
a) New products in new markets
b) Existing products in new markets
c) Existing products in existing markets
d) New products in existing markets
Page 7 of 15
Question 1.21
Cost leadership strategy can be achieved by:
a) Lowering the profit margins of the company
b) Lowering the cost of production and distribution
c) Using a proper competitor intelligence system
d) Developing new products on a regular basis
Question 1.22
Standard amount of volume that must be sold by salesperson of company is known as:
a) Sales contest
b) Expense quota
c) Production quota
d) Sales target
Question 1.23
Unity of command refers to:
a) That no subordinate should be responsible to more than one supervisor
b) Unification of all company efforts to achieve one goal
c) Staff positions in a company
d) Leadership of the sales manager
Question 1.24
Directing, motivating and compensating the sales people known as:
a) Formulation of sales plan
b) Implementation of sales plan
c) Evaluation of the sales plan
d) Control of the sales plan
Question 1.25
Objective efforts to move in a specific direction of goals are:
a) Sales force
b) Quantitative
c) Forecast
d) Qualitative
Page 8 of 15
Question 1.26
Which one is not strength in SWOT analysis?
a) Too much indirect cost
b) Cost advantage
c) Customer loyalty
d) Skilled and knowledgeable sales people
Question 1.27
The sales force structure of a Large FMCG firm is:
a) Complex sales force structure
b) Product sales force structure
c) Functional sales force structure
d) Territorial sales force structure
Question 1.28
The number of personnel, a sales manager supervises at a time is referred to as:
a) Unity of command
b) Span of control
c) Stability and continuity
d) Line and staff positions
Question 1.29
Which one is not used to determine the sales force size?
a) Workload approach
b) Breakdown method
c) Incremental method
d) Buying behaviour of customer method
Question 1.30
Who sells to the customers?
a) Semi wholesalers
b) Wholesalers
c) Retailer
d) Distributor
Page 9 of 15
Question 1.31
Fill in the blanks with appropriate words.
Delegation of _______________ and _______________ to experienced salespeople is quite common in a sales organization.
a) Implementation, evaluation
b) Authority, responsibility
c) Supervision, control
d) Processing, arranging
Question 1.32
The benefits of personal selling are _______________.
a) Can understand the customer
b) Instant feedback
c) Tailor-made sales presentation
d) All of above
Question 1.33
One of the advantages of functional sales force structure is:
a) The efficient operations of each function is possible
b) Each specialization is given due weightage by the management
c) Company becomes more market driven
d) The sales force can be managed and controlled easily
Question 1.34
Fill the blank with suitable word given below. Most producers use _______________ to bring their products to market.
a) Detailers b) Intermediaries c) Expediters d) Companies
Question 1.35
All of the following are forms of direct marketing communication except:
a) Targeting
b) Face-to-face selling
c) Kiosk marketing
d) Online marketing
Page 10 of 15
Question 1.36
The first step in the selling process involves prospecting. What follows next?
a) Qualifying
b) Approaching
c) Demonstration
d) Presentation
Question 1.37
Fill in the blank with the most suitable word given below. Selling is often described as being _______________ communication in respect to the relationship with consumers.
a) No personal
b) Non-structural
c) Two-way, personal
d) Demand-directed
Question 1.38
Fill the blank with suitable word given below.
A _______________ is an individual acting for a company by performing one or more of the
following activities: prospecting, communicating, servicing, and information gathering.
a) Marketer
b) Distributor
c) Salesperson
d) Advertiser
Question 1.39
The step in the selling process where customer problems and concerns need to be addressed is known as:
a) Prospecting
b) Pre-approach
c) Approach
d) Handling objections
Page 11 of 15
Question 1.40
Personal selling would be most appropriate for:
a) A packet of biscuits
b) Toyota hybrid car
c) Cinema ticket
d) Four packets of Maggi noodles
(1 Mark x 40 Questions) (Total 40 Marks)
Page 12 of 15
PART TWO
Answer all questions in the given space
Question 02
Write four (04) sales organizational structures.
1. ……………………………………………………………………………………………………………………………………
2. ……………………………………………………………………………………………………………………………………
3. ……………………………………………………………………………………………………………………………………
4. …………………………………………………………………………………………………………………………………… (04 Marks)
Question 03
List down four (04) principle factors you will take in to consideration when developing a
sales organization.
1. ……………………………………………………………………………………………………………………………………
2. ……………………………………………………………………………………………………………………………………
3. ……………………………………………………………………………………………………………………………………
4. …………………………………………………………………………………………………………………………………… (04 Marks)
Question 04
List down four (04) personal selling approaches.
1. ……………………………………………………………………………………………………………………………………
2. ……………………………………………………………………………………………………………………………………
3. ……………………………………………………………………………………………………………………………………
4. …………………………………………………………………………………………………………………………………… (04 Marks)
Page 13 of 15
Question 05
Describe four (04) key areas on how a sales manager’s job differs from other management
jobs.
1. ……………………………………………………………………………………………………………………………………
2. ……………………………………………………………………………………………………………………………………
3. ……………………………………………………………………………………………………………………………………
4. …………………………………………………………………………………………………………………………………… (04 Marks) Question 06
Write down four (04) essential requirements for effective personal selling.
1. ……………………………………………………………………………………………………………………………………
2. ……………………………………………………………………………………………………………………………………
3. ……………………………………………………………………………………………………………………………………
4. …………………………………………………………………………………………………………………………………… (04 Marks)
Question 07
Write down four (04) tasks in the business level of strategic planning.
1. ……………………………………………………………………………………………………………………………………
2. ……………………………………………………………………………………………………………………………………
3. ……………………………………………………………………………………………………………………………………
4. …………………………………………………………………………………………………………………………………… (04 Marks)
Question 08
Explain four (04) advantages of personal selling.
1. ……………………………………………………………………………………………………………………………………
2. ……………………………………………………………………………………………………………………………………
3. ……………………………………………………………………………………………………………………………………
4. …………………………………………………………………………………………………………………………………… (04 Marks)
Page 14 of 15
Question 09
List down the four (04) types of leads in qualifying prospects.
1. ……………………………………………………………………………………………………………………………………
2. ……………………………………………………………………………………………………………………………………
3. ……………………………………………………………………………………………………………………………………
4. …………………………………………………………………………………………………………………………………… (04 Marks)
Question 10
What are the four (04) Strategies mentioned in the Ansoff Matrix?
1. ……………………………………………………………………………………………………………………………………
2. ……………………………………………………………………………………………………………………………………
3. ……………………………………………………………………………………………………………………………………
4. …………………………………………………………………………………………………………………………………… (04 Marks)
Question 11
Briefly explain AIDAS approach. ………….……………………………………………………………………………………………………………………………………
………….……………………………………………………………………………………………………………………………………
………….……………………………………………………………………………………………………………………………………
………….…………………………………………………………………………………………………………………………………… (04 Marks)
(4 Marks x 10 Questions)
(Total of 40 Marks)
Page 15 of 15
PART THREE
Select 2 out of 4 questions and answer them in supplementary sheets. Attach your answer sheets to the question paper.
Question 12 Explain what is sales management and its duties?
(10 Marks) Question 13 The type of selling varies across customers, situations and the nature of commodity dealt. Explain what is;
a) Industrial selling b) Services selling c) Retail selling
(10 Marks) Question 14 Explain what a product sales force structure is in a sales organization and draw a diagram to brief its advantages.
(10 Marks)
Question 15 Define what “sales territory management” (STM) is and briefly explain four (04) advantages of proper territory management.
(10 Marks)
(10 Marks x 2 Questions) (Total of 20 Marks)
(Total 100 Marks)
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