Questions and Answers of Selling And Sales Management

2 Suggest ways in which Kettle Foods can surmount the threat from own-label brands, with particular reference to direct marketing.
1 Which view is the more convincing – Teer’s or Layish’s? Give reasons to justify your answer.
5. Know the media used in direct marketing
4. Know how to manage a direct marketing campaign
3. Understand the nature of database marketing
2. Appreciate the reasons for growth in direct marketing activity
1. Understand the meaning of direct marketing
4 What are the implications for salespeople of the adoption of supply chain integration by larger manufacturers?
3 Describe the key elements of a customer care programme that would be appropriate in a manufacturing or service environment with which you are familiar.
2 Total quality management is a philosophy of management that should permeate every aspect of the organisation and not simply be the concern of production. What is meant by this statement in terms of
1 Discuss the implications of the move towards relationship marketing in organisational buying/selling situations in the context of how this might change the role of selling.
2 Suggest and justify tactics that could be used.
1 Advise senior management on the appropriateness of adopting a relational approach to selling.
6. Understand the notion of relationship selling as being the tactical marketing and sales key stemming from the adoption of reverse marketing
5. Understand the notion of reverse marketing and the change it is bringing about in the traditionally accepted roles of the field salesperson
4. Appreciate the role that is being played by just-in-time manufacturing in bringing about these changes
3. Understand how freer world trade is driving companies towards accepting the need for quality in terms of their relationships with their customers and suppliers
2. See that quality now embraces the organisation as a whole rather than being the sole concern of manufacturing
1. Relate to the ideas put forward by the early quality practitioners
3 What is global account management? What competencies are required and do they differ from those required of the key account manager?
1 Discuss the differences between the characteristics of low- and high-value sales.
8. Appreciate the key success factors for key account management
7. Identify the key components of a key account information and planning system
6. Recognise the ways in which relationships with key accounts can be built
5. Understand the special role and competences of global account management
4. Appreciate the tasks and skills of key account management
3. Understand the criteria used to select key accounts
2. Decide whether key account management is suitable in a given situation
1. Understand what a key account is and the advantages and disadvantages of key account management
2 Discuss the ways in which a salesperson can attempt to identify buyer needs.
1 If the product is right and the sales presentation is right, there is no need to close the sale. Discuss.
4 What are the benefits of an effective controlled sales process for the customer, the salesperson, the sales manager and the company?
3 What management tools and techniques could be used to ensure a controlled sales process is effective? Could information technology help?
2 Why do salespeople spend so much time unproductively? How can this be reduced?
1 This case study is based on car dealerships. How representative is this of other industries?
7 ‘Let me think about it. The Clearprint rep is coming next week. I should like to discuss the points you’ve raised with him.’
6 ‘My staff have got used to using the Clearprint. I’ll have to spend time showing them how to use your machine.’
5 ‘How do I know your service will be any better than Clearprint’s?’
4 ‘Aren’t your hiring charges much higher than Clearprint’s?’
3 ‘Doesn’t your firm have a bad reputation?’
2 ‘We haven’t had any major problems with the Clearprint so far.’
1 ‘I’m sorry, I have an urgent meeting in ten minutes’ time. Can we make it quick?’
5. Understand and apply the art of negotiation
4. Know how to deal with buyers’ objections
3. Understand what is involved in the presentation and the demonstration
2. Apply different questions to different selling situations
1. Distinguish the various phases of the selling process
2 Discuss the contribution of preparation to the selling process.
1 What considerations should be taken into account when deciding on the amount of prospecting a salesperson should do?
3 Prepare a list of possible objections and your responses to them.
2 Prepare a sales presentation for the briefcases.
1 What are your sales objectives? What extra information would be useful?
9. Plan individual sales interviews
8. Understand the art of negotiation
7. Understand the issues in cold canvassing
6. Assess what preparation is needed prior to selling
5. Understand the importance of self-management in selling
4. Take a systematic approach to keeping customer records
3. Understand the meaning and importance of the sales cycle
2. Evaluate sources of sales prospects
1. Itemise sales responsibilities
3 How does the external legal environment affect the role of sales management?
2 How well protected are customers from false trade descriptions and faulty goods?
1 What is a contract? Of what significance are contracts in buyer–seller relationships?
• Managers of such retail establishments?
• The staff who work there including implications for training and recruitment?
5. Appreciate ethical issues in sales
4. Make voluntary and legal restraints work to the advantage of both the buyer and the seller
3. Appreciate how legal controls affect sales activities
2. Apply appropriate terms and conditions to a contract of sale
1. Understand the importance of consumer protection in the context of selling
5 How is the world-wide trend towards urbanisation and greater overseas travel affecting opportunities for international selling?
4 What are the differences that should be considered when international sales managers draw up their export plans?
3 Discuss the contribution that the WTO has made to a freeing up of international sales negotiations.
2 How does the role of an export agent differ from the role of an export salesperson?
1 Discuss the contention that there is no such thing as ‘overseas selling’; it is merely an extension of selling to the home market.
5 What, if any, further research needs to be undertaken before attempting to export to the United States?
4 What would be your marketing communications and sales promotional strategies for the company in the United States? More specifically, outline your sales ‘message’ and the type of media you
3 How might your various strategies change and what further considerations would need to be made if, after initial success in the US market, the Middle East and Japan offered good export
2 What form of representation would you recommend for this new market – or would you consider setting up a manufacturing subsidiary? Give reasons for your decision.
1 Draw up a short-, medium- and long-term sales strategy upon how Quality Kraft Carpets can enter, develop and remain in the US market.
4 Assume that a small bank you are advising has decided to set up in the region. What strategic guidelines would you give to the bank in so far as organising its selling activities is concerned?
3 What research would you advise a small bank to undertake before setting up in the region for the first time?
2 What segmentation possibilities might exist for a smaller bank in the region?
1 Give advice to a UK bank that has not previously been engaged in the ASEAN region on what problems it might face when setting up in the area.
3 Finding partners that can sell the software to their clients.
2 Persuading a blue-chip company to use the software and prove to others that it works.
1 Managing software development in Calcutta.
3 Explain the concept of self-reference criteria and its implications for selling in China.
2 An important Chinese cultural issue is the avoidance of loss of face. Discuss its implications for selling in China.
1 What are the implications of Guanxi networks for selling in China?
6. Appreciate the effects of world-wide sourcing and buying alliances
5. Know how to organise for international selling
4. Evaluate the role of culture in international selling
3. Have a working knowledge of many of the world’s trading blocs
2. Appreciate the nature of different types of overseas representational arrangements
1. Understand key economic terms relating to international trade
6 How can new methods of promotion through the internet assist the sales process?
4 Explain the meaning of ‘push’ and ‘pull’ promotional techniques. How can each help the salesperson to plan sales more effectively?
3 Using appropriate illustrations, explain how PR assists the sales function.

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