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business
selling and sales management

Questions and Answers of Selling And Sales Management

2 Comment on the following as they exist now at Mephisto Products:(a) marketing orientation;(b) the marketing mix;(c) the product life-cycle.‘Yet another poor year,’ reflected the senior
3 What problems can you anticipate if Jim Bullins goes ahead and appoints a marketing manager? ‘Yet another poor year,’ reflected the senior executive of Mephisto Products. ‘Profits down by 15
4 What general advice can you give to the company to make it more marketing orientated? ‘Yet another poor year,’ reflected the senior executive of Mephisto Products. ‘Profits down by 15 per
1 Discuss the place of selling in the marketing mix.
3 Differentiate between product, production, sales and marketing orientation.
4 Discuss the relevance of Porter’s generic strategies for selling.
6 (a) ‘Marketing is satisfying customer needs at a profit.’(b) ‘Marketing is the process of creating unnecessary needs and wants.’Discuss the issues to which the above two statements give
1 Give a brief outline of ways that Harold Horne, Sales Manager, can contribute to the marketing planning process at Auckland Engineering. Harold Horne, Sales Manager for Auckland Engineering plc, a
2 Looking at Duncan’s analysis of the previous meeting, what issues/problems do you see that are of relevance to the activities of the salesforce? Harold Horne, Sales Manager for Auckland
3 How would you respond to Duncan’s comments on the promotional mix and in particular to his comments about the level of advertising expenditure? Harold Horne, Sales Manager for Auckland
4 What is the logic in conducting a SWOT analysis in this context? Harold Horne, Sales Manager for Auckland Engineering plc, a well-established engineering company in Bishop Auckland, County Durham,
3 Discuss the component parts of the communications mix.
5 Select a company of your choice and conduct a SWOT analysis and a PEST analysis for that company.
7 What do you understand by the setting of sales objectives in the context of the marketing planning process? Give three examples of sales objectives for an organisation of your choice.
8 Differentiate between ‘push’ and ‘pull’ strategies of promotion. Give two examples of each in the context of a large retailer and an automobile manufacturer.
1 What choice criteria did Jim and Mary use when deciding whether to buy a computer and which model to buy? Jim Appleton, managing director of Industrial Cleaning Services, had decided that a
2 Did the salesperson understand the motives behind the purchase? If not, why not? Did they make any other mistakes? Jim Appleton, managing director of Industrial Cleaning Services, had decided that
3 Imagine that you were the salesperson. How would you have conducted the sales interview? Jim Appleton, managing director of Industrial Cleaning Services, had decided that a personal computer could
3 What is meant by the concept of ‘reverse marketing’? Why has this concept only been in existence since the 1980s?
1 What are the implications of Guanxi networks for selling in China? For many years, China’s economy has been growing at an average of 9 per cent and this phenomenal growth rate is expected to
2 An important Chinese cultural issue is the avoidance of loss of face. Discuss its implications for selling in China. For many years, China’s economy has been growing at an average of 9 per cent
3 Explain the concept of self-reference criteria and its implications for selling in China. For many years, China’s economy has been growing at an average of 9 per cent and this phenomenal growth
1 Managing software development in Calcutta. For some weeks Russell Anderson had worried about work that was reaching him from Calcutta(now Kolkata) across his virtual private network in the
2 Persuading a blue-chip company to use the software and prove to others that it works. For some weeks Russell Anderson had worried about work that was reaching him from Calcutta(now Kolkata) across
3 Finding partners that can sell the software to their clients. For some weeks Russell Anderson had worried about work that was reaching him from Calcutta(now Kolkata) across his virtual private
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. Private banking has been one of the main growth areas
2 What segmentation possibilities might exist for a smaller bank in the region? Private banking has been one of the main growth areas of the banking industry in the Association of South East Asian
3 What research would you advise a small bank to undertake before setting up in the region for the first time? Private banking has been one of the main growth areas of the banking industry in the
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?
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. This company was founded in 2000 by William Jackson and John
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. This company was founded in 2000
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
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
5 What, if any, further research needs to be undertaken before attempting to export to the United States? This company was founded in 2000 by William Jackson and John Turner in Kidderminster, a UK
6 Discuss the relevance of the six main pricing objectives to current business practices.
1 Did Clarke break the law regarding the sale of the car? John Perry spent £1,500 on a second-hand car bought from Roy Clarke, salesperson at Kwiksell Cars.He is regretting his decision. Perry had
2 Which laws are relevant to this case? John Perry spent £1,500 on a second-hand car bought from Roy Clarke, salesperson at Kwiksell Cars.He is regretting his decision. Perry had never bought a car
How might the introduction of Innovetra in a group of retail establishments affect:(a) The staff who work there including implications for training and recruitment?(b) Managers of such retail
4 For an organisation of your choice explain the importance of legal/regulatory factors in the environment.
5 Selling has been criticised on both economic and ethical grounds. Discuss these criticisms, indicating how far you feel they are justified.
1 Advise senior management on the appropriateness of adopting a relational approach to selling. Relationship marketing plays a significant role in modern sales management. Companies have for some
2 Suggest and justify tactics that could be used. Relationship marketing plays a significant role in modern sales management. Companies have for some time realised the benefits of practising a
What would be the implications of Focus Wickes moving to say 50 per cent own-label merchandise within the next year from the viewpoints of:● end-customers;● sales staff;● suppliers?Mergers may
5 Discuss the relevance of Reichheld et al.’s model ‘The Virtuous Circle’ to selling and sales management.
1 Discuss the advantages and disadvantages of marketing fashion items online rather than through traditional retail stores.ASOS is the UK’s most successful online-only fashion retailer. The company
2 To what extent does ASOS sell through an integrated distribution channel system?ASOS is the UK’s most successful online-only fashion retailer. The company has experienced phenomenal growth based
3 Perform a strengths, weaknesses, opportunities and threats (SWOT) analysis on ASOS.ASOS is the UK’s most successful online-only fashion retailer. The company has experienced phenomenal growth
4 Based on the SWOT analysis what are your recommendations for ASOS?ASOS is the UK’s most successful online-only fashion retailer. The company has experienced phenomenal growth based on showing
1 Choose five technological changes that have impacted on selling and sales management. What effect do they have on selling and sales management practices?
4 What is customer relationship management? Describe how a salesforce automation company like Salesforce.com can help you manage customer relationships more effectively.
5 Using specific examples to illustrate the points being made, distinguish between the ‘intranet’ and the ‘extranet’ and explain how these two systems are used in a marketing context.
6 How can a company that engages in e-marketing reduce the perceived risk that might be inherent in the mind of a new customer in a website transaction?
How many salespeople are required?Silverton Confectionery is a growing Berkshire-based company specialising in selling quality chocolates and sweets at higher than average prices through newsagents
1 Carry out a full decision analysis for Classical Reproductions Ltd, using the following informationPrior probabilities for the various events for the next 12 months are:(A) = 0.3 (B) = 0.4 (C) =
2 The marketing manager also wants the new salesforce to be incentivised to ensure a good product launch. She recognises the importance of the sales budget in motivating and controlling the
1 The marketing manager for the relaunch of the SuperCook range in the United Kingdom wants a system of forecasting that will provide as accurate a picture as possible of first year sales in order to
3 Having applied Bayesian decision theory to this example, what do you consider are its advantages and disadvantages?Background to the application of Bayesian decision theory It has been mentioned
2 Carry out a pre-posterior analysis and find the expected value of perfect information (EVPI).Background to the application of Bayesian decision theory It has been mentioned throughout the chapter
5 In the context of sales remuneration discuss the psychological motives of each of Darmon’s five types of individual salesperson: i.e. Creatures of habit; Satisfiers; Trad-off-ers; Goal orientated
3 Give two examples of each with appropriate justification of products or services that tend to utilise:(a) A straight commission remuneration system;(b) A straight salary remuneration system.
Going where others might fear to tread . . . but still needing direction.Rovertronics was established in 1965 by Arthur Sullivant, an Oxford-educated cybernetics scientist who invented one of the
1 It is impossible to motivate, only to demotivate. Discuss.
3 What key elements should be included in a typical job description for a salesperson?
2 Do you agree with Spencer or Preedy or neither? Plastic Products Ltd is a company that produces and markets plastic cups, teaspoons, knives and forks for the catering industry. The company was
1 What general factors should be taken into account when recruiting salespeople? Plastic Products Ltd is a company that produces and markets plastic cups, teaspoons, knives and forks for the catering
6 Using appropriate examples, explain the role of direct response advertising within the overall marketing communications mix.
4 Discuss how SMS and email can complement direct mail, the traditional tool of direct marketing.
2 What is database marketing? Explain the types of information that are recorded on a database.
1 Compare the strengths and weaknesses of direct mail and telemarketing.
5 What type of company might benefit most from SMS? Text messaging (the sending of brief written messages directly to a cellular telephone) has been a phenomenon of the twenty-first century – it is
4 What might account for the very positive response to SMS? Text messaging (the sending of brief written messages directly to a cellular telephone) has been a phenomenon of the twenty-first century
3 What factors might reduce the acceptability of SMS for customers? Text messaging (the sending of brief written messages directly to a cellular telephone) has been a phenomenon of the twenty-first
2 What types of strategic messages might be delivered in future? Text messaging (the sending of brief written messages directly to a cellular telephone) has been a phenomenon of the twenty-first
1 Why might someone be prepared to pay to receive marketing messages? Text messaging (the sending of brief written messages directly to a cellular telephone) has been a phenomenon of the twenty-first
3 How might Kettle sustain or even increase its 30 per cent year-on-year growth? Kettle Foods has discovered that its Chips brand does not need advertising support. Might this be a problem now
2 Suggest ways in which Kettle Foods can surmount the threat from own-label brands, with particular reference to direct marketing. Kettle Foods has discovered that its Chips brand does not need
1 Which view is the more convincing – Teer’s or Layish’s? Give reasons to justify your answer. Kettle Foods has discovered that its Chips brand does not need advertising support. Might this be
2 What are the key skills required of a key account manager?
Analyse the reasons for the failure to secure the order and discuss the lessons to be learnt for key account management. Cloverleaf plc was a UK-based supplier of bottling machinery used in
5 Negotiation is an important part of the sales process, but it is sometimes said that this is a different skill to other skills needed by sales communicators. Are there any situations in which a
4 What are the benefits of an effective controlled sales process for the customer, the salesperson, the sales manager and the company? Sales research undertaken at Loughborough University examined
3 What management tools and techniques could be used to ensure a controlled sales process is effective? Could information technology help? Sales research undertaken at Loughborough University
2 Why do salespeople spend so much time unproductively? How can this be reduced? Sales research undertaken at Loughborough University examined the duration and proportion of time that car dealership
1 This case study is based on car dealerships. How representative is this of other industries? Sales research undertaken at Loughborough University examined the duration and proportion of time that
Thomas Maggs is head buyer for cereals and cereal-related products at Morrisco Markets, one of Britain’s top supermarket chains. Morrisco has a 14 per cent share of the UK grocery market with a
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.’ You have an appointment to see George Kirby, sales office manager
6 ‘My staff have got used to using the Clearprint. I’ll have to spend time showing them how to use your machine.’ You have an appointment to see George Kirby, sales office manager of Plastic
5 ‘How do I know your service will be any better than Clearprint’s?’ You have an appointment to see George Kirby, sales office manager of Plastic Foods Ltd, with regard to the hire of a Mordex
4 ‘Aren’t your hiring charges much higher than Clearprint’s?’ You have an appointment to see George Kirby, sales office manager of Plastic Foods Ltd, with regard to the hire of a Mordex
3 ‘Doesn’t your firm have a bad reputation?’ You have an appointment to see George Kirby, sales office manager of Plastic Foods Ltd, with regard to the hire of a Mordex photocopier. You are
2 ‘We haven’t had any major problems with the Clearprint so far.’ You have an appointment to see George Kirby, sales office manager of Plastic Foods Ltd, with regard to the hire of a Mordex
1 ‘I’m sorry, I have an urgent meeting in ten minutes’ time. Can we make it quick?’ You have an appointment to see George Kirby, sales office manager of Plastic Foods Ltd, with regard to the
4 The primary task of a sales representative is to sell the company’s products and services. What additional tasks do you feel a salesperson might undertake and how will it affect their selling
3 Give examples of marketing situations when the use of personal selling is most likely to be particularly effective and important.
Standa is a hydraulic braking system that has been around for 15 years, used by most of the major truck and lorry manufacturers. It has been very reliable, but has perhaps lost its way and key
3 Prepare a list of possible objections and your responses to them. The O’Brien Company manufactures and markets a wide range of luggage, including suitcases, handbags and briefcases. The company
2 Prepare a sales presentation for the briefcases. The O’Brien Company manufactures and markets a wide range of luggage, including suitcases, handbags and briefcases. The company is organised into
1 What are your sales objectives? What extra information would be useful? The O’Brien Company manufactures and markets a wide range of luggage, including suitcases, handbags and briefcases. The
7 Value analysis is a useful tool that can lead to significant reductions in costs of production. Using appropriate illustrations explain how this can positively assist an organisation’s
5 What is meant by the USP? How is it of use to the salesperson?

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