National Diploma in Sales Management
November 2012 Examination
Stage II
Date: 18th November 2012
Time: 1330 Hrs – 1630 Hrs
Duration: Three (03) Hrs
Total marks for the paper is 100. There are two (2) parts in this question paper.
Part One and Part Two include Eight (08) Questions. Select Two (2) questions at least from each
section and answer Five (5) questions in total.
Instructions to candidates
1. 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.
2. Always start answering a question on a new page.
3. You are reminded that answers should not be written in pencil or red pen except in drawing
diagrams.
4. Answer the questions using:
 Effective arrangement and presentation
5.

Clarity of expression

Logical and precise arguments

Clear diagrams and examples where appropriate
Illegible handwriting and language errors will be penalised.
Answer total of Five (5) questions with at least TWO (2) from Part One
and TWO (2) from Part Two
PART ONE
Question 01
Case Study - CAW PLC
CAW PLC is a fast moving consumer goods (FMCG) distribution company which has a range of
reputed FMCG items in their portfolio of products under the brand name ‘Caw Caw’. This range
of products includes toothpaste, soap, washing powder, perfume and many others. The
business has over 40 years presence in the country and their distribution covers the entire
island.
In the face of intense competition in the market, the management of CAW PLC realised that
the sales staff turnaround at CAW PLC had been very severe, particularly over the last two
years. After an independent analysis the management realised that the reason for this is mainly
due to lack of motivation among the sales staff. Sales people feel that there is no scope for
them and mainly financial motivations are not attractive among other de-motivating factors.
Thus sales staff is not motivated to work and just use CAW as a stepping stone to move to some
other FMCG company that offers better perks.
Question (01) is based on the case study provided above:
Assume that you have been appointed as the ‘National Sales Manager’ by CAW PLC.
The most successful motivational method is Self- Motivation. Salespeople cannot be motivated
unless they want to be. As the National Sales Manager of CAW PLC, identify the most critical
motivational factors in your organisation and the motivational tools you recommend to use at
CAW PLC.
(20 Marks)
Question 02
Typical work activities of a sales person depend on the market and the setting. A basic
distinction can be made between two types of sales: business to business (B2B) and business
to customer/consumer (B2C). Briefly explain what you understand by these two terms, B2B
and B2C in relation to sale management.
(20 Marks)
Page 2 of 4
© Sri Lanka Institute of Marketing
Question 03
What are the types of marketing cost analysis methods? Give a brief description of at least
three methods.
(20 Marks)
Questions 04
a) As a Senior Sales Manager, you have been entrusted to submit to the management a
proposal on how you intend to measure the performance of the sales team. Submit a plan
of the performance evaluation methods you intend to use for your organisation.
(15 Marks)
b) Before your submission of the plan, you were expected to brief the management about the
importance of a performance evaluation. Prepare a brief note for this purpose
outlining the main points.
(5 marks)
(Total 20 Marks)
Page 3 of 4
© Sri Lanka Institute of Marketing
PART TWO
Question 01
There are four motivational theories explained in the classification systems to help managers
identify and understand diverse needs of their sales team. Role Theory is one of these critical
theories. Explain Role Theory and the main characteristics of it.
(20 Marks)
Question 02
Leadership effectiveness is a combination of personal characteristics, managerial skills,
behaviours, and the situation. Explain your understanding of the personal characteristics and
managerial skills. Explain how these factors will affect the leadership potential of a sales
manager.
(20 Marks)
Questions 03
What are the sales forecasting methods uses in products and services markets? Briefly explain
each point.
(20 Marks)
Question 04
Explain the following terms in point form:
a)
b)
c)
d)
Routing the Sales Force
Breakdown Method
Buildup Method
Sales Territory
(5 X 4 =20 Marks)
(Total 20 Marks)
-ENDPage 4 of 4
© Sri Lanka Institute of Marketing