Please select 1 question from 1^stor 2^nd and write a short essay answer. You are only required to answer 1 of these questions.

1. In the field of personal selling, the temptation to engage in unethical conduct is always present. Identify the types of temptations experienced by sales personnel and what can be done to address this.

OR

2. How does understanding the customer's communication style improve the salesperson's relationship-management skill?

Choose one from 3^rd or 4th and write a short essay

3. Why has it become necessary for the salesperson to become a product expert in the new economy?

OR

4. How do salespeople play a role in the product positioning strategy?

1. Intuit's Solutions for Small and Medium-Sized Businesses Intuit's user-friendly accounting and tax software solutions have created a highly profitable business and a loyal customer base. QuickBooks, one of its flagship products, provides accounting and management solutions to small and medium sized businesses (SMBs) and enjoys monopoly-like market leadership. The relatively low price points, high switching costs, and widespread adoption of the company's accounting solutions leave Intuit well positioned for growth in this attractive market. There are roughly 300,000 new SMBs formed annually in the United States. Intuit also offers payroll and payment services to SMBs. According to the firm, further growth appears promising because only 40 percent of QuickBooks customers use the firm's payroll services and less than 10 percent of those users have adopted Intuit's payment services. While enjoying a leadership position in the SMB market, Intuit may need to increase its R&D expenditures to keep Microsoft and Internet-based competitors at bay. While the firm currently benefits from a strong distribution channel, the advent of cloud computing could level the playing field. For example, multiple providers of accounting solutions already offer their solutions through Google's GOOG App Engine.

Answer this question after reading the text above:

• To sustain its leadership position in the SMB market, describe the differentiating value proposition that Intuit should offer to customers?

Several weeks ago, Joy Hong fell in love with the Toyota Corolla. After reading

about the car in a magazine ad, where it was "priced from $16 790," she decided to

visit a local Toyota dealer. A test drive convinced her to place an order. What

happened next was very frustrating.

• First, she was told this price was the base price for standard transmission. For automatic transmission, the base price increased to$20 375.

• Then the salesperson immediately started recommending options she should add to the basic car: Toyota genuine dash camera ($625), auto-dimming rear view mirror ($510), cargo liner ($152.50), cargo net ($107.50), roof rack ($365.25), block heater ($205), body side mouldings ($287.50), TRD exhaust system ($837.50), TRD performance air filter ($137.50), TRD rear sway bar ($456.50), alloy wheels ($872), and more. (She knew that once she bought the car, the dealership would pressure her to buy extended warranty and several protection packages.)

• Suddenly the price exceeded $20 000 without taxes (13%)and not including freight and PDI($1645). There was also a $100 environmental charge for air conditioning, plus insurance and registrationall adding considerably more than she had planned to spend. Joy returned home without placing an order.

What happened in this scenario? How could the salesperson not sell a car that Joy Hong was "in love" with?

Write a role play script between Joy Hong and the salesperson.

• In your roleplay how much information would you provide Joy?
• How would you make sure she knows about the options and makes the sale?
• What would you do to ensure Joy leaves the dealer feeling satisfied instead of frustrated?