CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
OCTOBER15
ASSESSMENT_CODE MK0010_OCTOBER15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
18658
QUESTION_TEXT
Explain the Different types of Sales Representatives?
SCHEME OF
EVALUATION
1. Order suppliers: Such salesmen are principally involved in ensuring
that the product or service is delivered to the customer and have very
little contribution in any other aspect of the sales process.
Examples: An ice cream vendor, salespeople moving with the delivery
van of their company from shop to shop ensuring the delivery of the
goods as required (from their range of products being carried in the van).
2. Order bookers: The principal role of such salesmen is to
inquire/ascertain the availability/stock of a particular product and ensure
that appropriate order is booked for supply. This is possible where the
demand for the product is known and the sales job is primarily
distributive in nature.
Examples: The salesmen of public sector oil companies.
3. Demand generators: The principal role of a salesperson in this
category is to identify ways and means of convincing the customer how
the product or service will fulfill their requirements
Examples: A typical example in this category would be the in-shop
salesperson in an electronic goods store selling items such as TV and
music system. A salesman’s job in such an environment is to identify
and match needs of the walk-in customers from the products available in
his store. This, he does by communicating the features and benefits of
his store’s products and create a demand for the same by appropriate
pricing. Success in such an environment is completely dependent on the
ability of the salesperson to correctly understand his customer psyche
and behavior.
4. Missionary salesperson: Excellent communication, in-depth product
knowledge, deep understanding of customer buying behavior, neversay-die-attitude and a positive approach to sales are prerequisites for
such salespersons.
Examples: A common example could be an automobile salesperson. As
the product is in the lifestyle category and risk-perception of the
customer for an incorrect decision is high, the role of the salesperson in
convincing the customer is imperative.
5. Solution providers: In the hierarchy of sales performers, solution
providers occupy the highest position. These salespersons are customerfocused and find delight in drawing up complete solutions for their
clients. They have innate abilities to probe and understand the
requirements of their clientele and go to extraordinary lengths in
tailoring a solution thereafter. As could be expected, the set of skills
required here are of a very high order in all aspects like communication,
product knowledge, customer understanding, buyer behaviour, buyer
decision-making process and ROI (return on investment) analysis. (5*2
= 10)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
72959
QUESTION_TEXT
Explain the various stages involved in the personal selling
process.
SCHEME OF
EVALUATION
Step 1–Prospecting
Step 2–Pre–approach
Step 3–Gain interview
Step 4–Presentation
Step 5–Handling objectives
Step 6–Closing the sale
Step 7–Post sales services
(10 marks, explanation required)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
72960
QUESTION_TEXT
How does Alderfer’s view differ from that of Maslow’s?
Clayton Alderfer’s ERG theory:
a. Existence
b. Relatedness
c. Growth
Maslow’s theory of Hierarchy of needs:
SCHEME OF EVALUATION 1. Physiological needs
2. Safety needs
3. Social needs
4. Esteem needs
5. Self actualization needs
(10 marks, explanation required)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
72962
QUESTION_TEXT Describe the selection criteria used for selecting channel partners.
SCHEME OF
EVALUATION
Selection criteria of channel partners
1. From the Manufacturer’s perspective: A manufacturer selects a
wholesaler based on his performance evaluation. Before selecting a
wholesaler manufacturer’s assess them on the following parameters
How can a wholesaler serve a retailer and a distributor in ensuring that
the product reaches the end customer?
2. From the Wholesaler perspective: A wholesaler will select its
retailer distributor & manufacturer on the basis of their effectiveness
and profitability.
3. From the Retailer perspective: A retailer will select its whole sale
distributor & manufacturer on the following parameters:
How can a wholesaler serve its manufacturer?
How can a distributor serve the end customer?
4. From the Distributor Perspective: A distributor will select its
retailer, wholesaler & manufacturer on the basis of efficiency so that
the supply to the end consumer does not get affected.
The Final Selection Criteria is based on SPEAR which is explained below
a. Sales factors: The ultimate justification for using intermediaries is
to improve market share, sales, and Profitability. Thus, sales an market
factors head the list of evaluative criteria.
b. Product factors: Product factors include the intermediary5
knowledge of the product and of its service or stocking requirements.
The quality of the prospect’s service staff should also be considered
c. Experience factors: Indicators of intermediary experience and
expertise can be obtained by evaluating the prospect’s previous
customers’ satisfaction whether the prospect has worked successfully
with similar products in the past, the prestige of its prior or current
channel partners, and the prospect’s current technology
d. Administrative factors: The administrative and contractual
conformance of prospects can be evaluated by examining the
prospect’s workload and determining whether it is overworked
e. Risk factors: Considerations of risk include evaluations of a
prospect’s commitment to the relationship and of how much the
proposed channel arrangement will cost the recruiting
organization The prospect’s enthusiasm for the product should also be
considered Costs, the extent of a prospect’s dealing with competitors,
and the career histories of its key personnel should likewise be
evaluated.
(10 Marks)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
72963
QUESTION_TEXT
SCHEME OF
EVALUATION
Name the methods followed by manufactures under direct
channel of distribution.
1.
2.
3.
4.
Selling directly through manufacture’s plant
Door to door selling
Multiple shops
Mail order houses
(10 marks, explanation required)
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
125699
QUESTION_TEXT
Discuss the different benefits of warehousing.
1.
SCHEME OF EVALUATION 2.
Economic Warehousing
Service benefits
(5 marks each, explanation required)