Strategic Sales Management
Part A: Attempt all the following. 10*1=10 Marks
1. Avon, Amway, and Tupperware use which of the following forms of channel distribution?
a. direct marketing channel
b. indirect marketing channel
c. forward channel
d. fashion channel
2. From the economic system’s point of view, the role of marketing intermediaries is to transform:
a. raw products into finished products.
b. consumer needs into producer needs.
c. consumer needs and wants into product desires.
d. assortments of products made by producers into the assortments wanted by consumers.
3. When the manufacturer establishes two or more channels catering to the same market, then
…………… occurs.
(a) Vertical channel conflict
(b) Horizontal channel conflict
(c) Multi channel conflict
(d) None of the above
4. A distribution channel moves goods and services from producers to consumers. It overcomes the major time, place, and ______________ gaps that separate goods and services from those who would use them.
a. possession
b. profit
c. image
d. psychological
5. Through their contacts, experience, specialization, and scale of operation, ______________ usually offer the firm more than it can achieve on its own.
a. manufacturers
b. producers
c. direct marketers
d. intermediaries
6. Makers of televisions, cameras, tires, furniture, and major appliances normally use which of the following distribution channel forms?
a. direct marketing channel
b. indirect marketing channel
c. horizontal channel
d. synthetic channel
7. Using manufacturer’s representatives or sales branches is usually a characteristic of which of the following channel forms?
a. business marketing channels
b. customer marketing channels
c. service marketing channels
d. direct marketing channels
8. Transporting and storing goods is part of which of the following marketing channel functions?
a. negotiation
b. physical distribution
c. contact
d. matching
9. Who sells to the customers?
(a) Semi wholesalers
(b) Wholesalers
(c) Retailer
(d) Distributor
10. The benefits of marketing channels are………..
(a) Cost saving
(b) Time saving
(c) Financial support given
(d) All of above
Part B: Attempt five of the following 5*10=50 marks
- Describe the strategies of Marketing Inputs.
- Describe classification of service Marketing.
- Explain the organizational chart of Sales & Marketing management.
- Describe strategies of distribution in service organization with a suitable example.
- Explain the formulation & implementation of Marketing strategy for FMCG.
- Explain the process of recruitment and selection as adopted by the sales organizations today. What are the elements of Motivational Mix for the sales force?
- What methods do the sales organizations use for training the sales force . Explain various types of training programs. How can the effectiveness of these training programs be measured?
Part C: Read the case and answer the following questions. 2*20=40 Marks
Q1. C.G. Electronics Ltd. was a company incorporated in 1983 by Mr. Atul Seth and over the years had emerged as one of the forerunners in the growing segment of the electronics and home appliances market in India. Presently it has a market share of 30 percent of the home appliances market. The company’s product strategy has been to offer a wide product range right from mono stereo, two-in-ones, sophisticated music system, televisions, refrigerators, washing machines, and microwave ovens. C.G. Electronics marketing strategy also included offering the above products so as to match the needs and budget of the middle class and upper strata of the society.
In 1991 Rahul, son of Mr. Atul Seth took over as the Managing Director of the company. Seeing the intense competition in the market in the post liberalization scenario, Rahul was keen to go by the principle that once you have targeted your customer , you follow him/her relentlessly with attractive offerings .In 1994 he started with a well focused promotion and distribution strategies. The promotion included spending Rs 10 crores in advertising through holding exhibitions, organizing special training programmes for their sales force, using mass media appeal, offering freebies and various other sales promotion techniques. For distribution, Rahul went about the task of selecting exclusive showrooms and franchisees to display their wide range of products. The location for the exclusive retail outlets was also selected so as to match the perception of the consumers as an “exclusive showroom” for them.
Even after two years of the operating the new promotion and distribution strategy, the sales of C.G. Electronics, was not picking up to the extent the company had thought it would. Rahul directed the marketing manager to do a study of the other retail outlets to know the trend. The results indicated that there was a change in the consumers’ perception about purchasing consumer durables. There was seen a preference for purchasing goods from retail outlets having more than one brand.
Questions:
(a) Where do you think Rahul went wrong in his analysis of consumer behaviour?
(b) Discuss the change in the role of consumers today as compared to the consumers five years ago.
Q2.
(a) What are the objectives of external audit in the context environmental appraisal?
(b) Discuss the need for strategic control.