ANSWER ALL THE QUESTIONS (100 marks) Q1. Explain the elements of value creation between the buyer-seller relationships and salesperson's behaviour, motivation and role perceptions significance to the sales management objective provide examples that are relevant to the selling perspective 25 marks Case scenario ROSNEFT Relationship marketing plays a significant role in modem sales management Companies have for some time realised the benefits of practicing a relational approach to selling rather than a transactional one. Nevertheless, many markets are volatile or else have long product life-cycles, which make the practice of relationship seling challenges. ROSNEFT is a firm that supplies high-quality broadcasting equipment used by national TV networks, and their equivalents abroad. The product is chiefly customised to customers' specific requirements and has 10-15 years lifespan. The management is troubled by the fact that at present the firm practices a largely transactional approach to selling. They are keen to adopt a relational seling approach but are uncertain how this might be achieved The CEO has explained the meaning of relationship marketing and stressed that a relationship is between people. One of the problems ROSNEFT faced is that when a company they have previously sold to requires new equipment, the original buyer has left for another job, been promoted away from the buying function or retired Although ROSNEFT is keen to adopt a relational selling approach another major reservation is a long time between repurchases. One senior manager expressed this issue as follows: Relationship marketing cannot work because you can guarantee the places we sold to this year won't be in the market to buy again for 15-20 years Typically. ROSNEFT will design and install the equipment la process that can last anywhere between two months for small projects and up to three years for larger ones) and will then maintain contact with the customer for a time afterward to ensure that the system is effective. These systems typically last for anywhere between 15 and 20 years before they must be replaced. There are generally several small orders that may crop up in the interim, but ROSNEFT often does not bother with such minor orders as it typically needs a minimum of 20 million worth of business a year, which means that it usually only bids for the large orders. At present, however, ROSNEFT has BM3215/saling sales management/TH June 2020 a poor retention record with a rate of around 30 %, although customers claim to be highly satisfied with the equipment and level of service provided by the firm. Q2. Analyse and identify key issues of the case and suggest by using relevant sales management concepts learned throughout the selling and sales management course 25 Marts Q3. Evaluate ROSNEFT management's weakness and explain how to implement and adopt a relational approach to selling ROSNEFT Relationship marketing plays a significant role in modern sales management Companies have for some time realised the benefits of practicing a relational sechtsseling rather than a transactional one. Nevertheless, many markets are 2 of 3 se have long product life-cycles, which make the practice of relationship enges. ROSNEFT is a firm that supplies high-quality broadcasting equipment used by national TV networks, and their equivalents abroad. The product is chiefly customised to customers' specific requirements and has a 10-15 years lifespan. The management is troubled by the fact that at present the firm practices a largely transactional approach to selling. They are keen to adopt a relational seling approach but are uncertain how this might be achieved The CEO has explained the meaning of relationship marketing and stressed that a relationship is between people. One of the problems ROSNEFT faced is that when a company they have previously sold to requires new equipment, the original buyer has left for another job, been promoted away from the buying function, or retired Although ROSNEFT is keen to adopt a relational selling approach another major reservation is a long time between repurchases. One senior manager expressed this issue as follows: Relationship marketing cannot work because you can guarantee the places we sold to this year won't be in the market to buy again for 15-20 years Typically. ROSNEFT will design and install the equipment process that can last anywhere between two months mall projects and up to three years for larger ones) and will then maintain contact with the customer for a time afterward to ensure that the system is effective. These systems typically last for anywhere between 15 and 20 years before they must be replaced. There are generally several small orders that may crop up in the interim, but ROSNEFT often does not bother with such minor orders as it typically needs a minimum of 20 million worth of business a year, which means that it usually only bids for the large orders. At present, however, ROSNEFT has BM3215/eling sales management/THE-June 2020 Page 1 of 2 a poor retention record with a rate of around 30 %, although customers claim to be highly satisfied with the equipment and level of service provided by the firm Q2. Analyse and identify key issues of the case and suggest by using relevant sales management concepts leamed throughout the selling and sales management course 25 Marts Q3. Evaluate ROSNEFT management's weakness and explain how to implement and adopt a relational approach to selling 25 Marts 04. Suggest some effective sales management practices and explain how the adoption could improve the ROSNEFT objective 25 Marts End of Question Paper ANSWER ALL THE QUESTIONS (100 marks) Q1. Explain the elements of value creation between the buyer-seller relationships and salesperson's behaviour, motivation and role perceptions significance to the sales management objective provide examples that are relevant to the selling perspective 25 marks Case scenario ROSNEFT Relationship marketing plays a significant role in modem sales management Companies have for some time realised the benefits of practicing a relational approach to selling rather than a transactional one. Nevertheless, many markets are volatile or else have long product life-cycles, which make the practice of relationship seling challenges. ROSNEFT is a firm that supplies high-quality broadcasting equipment used by national TV networks, and their equivalents abroad. The product is chiefly customised to customers' specific requirements and has 10-15 years lifespan. The management is troubled by the fact that at present the firm practices a largely transactional approach to selling. They are keen to adopt a relational seling approach but are uncertain how this might be achieved The CEO has explained the meaning of relationship marketing and stressed that a relationship is between people. One of the problems ROSNEFT faced is that when a company they have previously sold to requires new equipment, the original buyer has left for another job, been promoted away from the buying function or retired Although ROSNEFT is keen to adopt a relational selling approach another major reservation is a long time between repurchases. One senior manager expressed this issue as follows: Relationship marketing cannot work because you can guarantee the places we sold to this year won't be in the market to buy again for 15-20 years Typically. ROSNEFT will design and install the equipment la process that can last anywhere between two months for small projects and up to three years for larger ones) and will then maintain contact with the customer for a time afterward to ensure that the system is effective. These systems typically last for anywhere between 15 and 20 years before they must be replaced. There are generally several small orders that may crop up in the interim, but ROSNEFT often does not bother with such minor orders as it typically needs a minimum of 20 million worth of business a year, which means that it usually only bids for the large orders. At present, however, ROSNEFT has BM3215/saling sales management/TH June 2020 a poor retention record with a rate of around 30 %, although customers claim to be highly satisfied with the equipment and level of service provided by the firm. Q2. Analyse and identify key issues of the case and suggest by using relevant sales management concepts learned throughout the selling and sales management course 25 Marts Q3. Evaluate ROSNEFT management's weakness and explain how to implement and adopt a relational approach to selling ROSNEFT Relationship marketing plays a significant role in modern sales management Companies have for some time realised the benefits of practicing a relational sechtsseling rather than a transactional one. Nevertheless, many markets are 2 of 3 se have long product life-cycles, which make the practice of relationship enges. ROSNEFT is a firm that supplies high-quality broadcasting equipment used by national TV networks, and their equivalents abroad. The product is chiefly customised to customers' specific requirements and has a 10-15 years lifespan. The management is troubled by the fact that at present the firm practices a largely transactional approach to selling. They are keen to adopt a relational seling approach but are uncertain how this might be achieved The CEO has explained the meaning of relationship marketing and stressed that a relationship is between people. One of the problems ROSNEFT faced is that when a company they have previously sold to requires new equipment, the original buyer has left for another job, been promoted away from the buying function, or retired Although ROSNEFT is keen to adopt a relational selling approach another major reservation is a long time between repurchases. One senior manager expressed this issue as follows: Relationship marketing cannot work because you can guarantee the places we sold to this year won't be in the market to buy again for 15-20 years Typically. ROSNEFT will design and install the equipment process that can last anywhere between two months mall projects and up to three years for larger ones) and will then maintain contact with the customer for a time afterward to ensure that the system is effective. These systems typically last for anywhere between 15 and 20 years before they must be replaced. There are generally several small orders that may crop up in the interim, but ROSNEFT often does not bother with such minor orders as it typically needs a minimum of 20 million worth of business a year, which means that it usually only bids for the large orders. At present, however, ROSNEFT has BM3215/eling sales management/THE-June 2020 Page 1 of 2 a poor retention record with a rate of around 30 %, although customers claim to be highly satisfied with the equipment and level of service provided by the firm Q2. Analyse and identify key issues of the case and suggest by using relevant sales management concepts leamed throughout the selling and sales management course 25 Marts Q3. Evaluate ROSNEFT management's weakness and explain how to implement and adopt a relational approach to selling 25 Marts 04. Suggest some effective sales management practices and explain how the adoption could improve the ROSNEFT objective 25 Marts End of Question Paper