Download GTU (Gujarat Technological University) MBA 2019 Winter 3rd Sem 2830103 Sales And Distribution Management Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? III EXAMINATION ? WINTER 2019
Subject Code: 2830103 Date: 05-12-2019
Subject Name: Sales and Distribution Management
Time: 10:30 AM TO 1.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1
(a) Answer the following multiple choice questions. 06
1 The legend for AIDA formula includes attention, interest, desire and
one of the following
[A] Arrangement [B] Agreement
[C] Action [D] Assistance
2 ______ distribution ensures widespread coverage, volumes &
availability
[A] Intensive [B] Selective
[C] Exclusive [D] Regular
3 A zero level channel denotes a __________ distribution set up.
[A] Indirect [B] Direct
[C] Dedicated [D] None of above
4 Conflicts escalate through the stages of latent, perceived, felt and
______
[A] Dispute [B] Legal
[C] Arguments [D] Manifest
5 Missionary salesperson?s main responsibility is
[A] Take order [B] Educate or give
information
[C] Solve customer problem [D] Respond to customer
demand
6 A sales budget consists of estimates of
[A] Sales volume [B] Selling expenses
[C] Sales administration costs [D] All of above
Q.1
(b) Briefly explain the following terms 04
1. FAB Approach
2. Delphi Method
3. Activity Quota
4. Horizontal & Vertical Channel Conflict
Q.1 (c) What do you mean by Transactional Selling? 04
Q.2 (a) What are the various sales presentation methods are available to
sales person? Explain any two in detail.
07
(b) What are the methods used to determine optimum size of the sales
force? Explain any two of these methods.
07
OR
(b) Assume you are appointed as head of marketing of Saragam
Aluminium Company, which is a new company, manufacturing and
07
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? III EXAMINATION ? WINTER 2019
Subject Code: 2830103 Date: 05-12-2019
Subject Name: Sales and Distribution Management
Time: 10:30 AM TO 1.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1
(a) Answer the following multiple choice questions. 06
1 The legend for AIDA formula includes attention, interest, desire and
one of the following
[A] Arrangement [B] Agreement
[C] Action [D] Assistance
2 ______ distribution ensures widespread coverage, volumes &
availability
[A] Intensive [B] Selective
[C] Exclusive [D] Regular
3 A zero level channel denotes a __________ distribution set up.
[A] Indirect [B] Direct
[C] Dedicated [D] None of above
4 Conflicts escalate through the stages of latent, perceived, felt and
______
[A] Dispute [B] Legal
[C] Arguments [D] Manifest
5 Missionary salesperson?s main responsibility is
[A] Take order [B] Educate or give
information
[C] Solve customer problem [D] Respond to customer
demand
6 A sales budget consists of estimates of
[A] Sales volume [B] Selling expenses
[C] Sales administration costs [D] All of above
Q.1
(b) Briefly explain the following terms 04
1. FAB Approach
2. Delphi Method
3. Activity Quota
4. Horizontal & Vertical Channel Conflict
Q.1 (c) What do you mean by Transactional Selling? 04
Q.2 (a) What are the various sales presentation methods are available to
sales person? Explain any two in detail.
07
(b) What are the methods used to determine optimum size of the sales
force? Explain any two of these methods.
07
OR
(b) Assume you are appointed as head of marketing of Saragam
Aluminium Company, which is a new company, manufacturing and
07
Page 2 of 3
marketing aluminum extruded products, such as door, window,
frames, heat sinks, and control panels. Customers include household
and business organizations. The factory is located in Hosur district
of Tamil Nadu, about 38 km from Banglore. You are discussed with
CEO to initially focus on sales and distribution efforts in southern
region consisting of Karnataka, Tamil Nadu, Andhra Pradesh and
Kerala. You are required to design sales territories to cover the four
southern states. Describe how you would go about your task.
Q.3 (a) Explain different qualitative sales forecasting methods. 07
(b) Draw up the outline of a distribution strategy for a company selling
FMCG product and Pharmaceutical products.
07
OR
Q.3 (a) What is channel conflict? What are the main areas that give rise to
channel conflict? Explain them in brief.
07
(b) All-in-One is a large, (2500 sq.ft.) well established individual
retailer in a prominent Delhi locality. He has a regular clientele of
hundreds of local citizens. Recently, two major national retail chains
have opened supermarkets in the same locality. Sushil Arora, owner
of All-in-One is worried. Should he enhance the value added
services from his store (reducing profitability) OR should he sell out
to a third retail chain which also plans to enter the same area? What
should he do and why?
07
Q.4 (a) Explain types of retailers and wholesalers with examples. 07
(b) What are the factors you would consider for planning a warehouse
for dairy products?
07
OR
(a) What are the relative advantages and disadvantages of various
transportation modes? How would you evaluate the best transport
mode in a given situation?
07
(b) Talk-more Telecom is a mobile telephone company which ranks No
3 in the industry. They are trying to evaluate their current channel
systems. What factors should they consider for this evaluation?
07
Q.5 Case Study : RK Consultants ? Selling Consultancy Services 14
When the mail from 2M-Hydraulics was received by Rahul
Deshpande, the CEO of RK Consultant, he immediately talked on
the intercom to his VP, to personally handle this enquiry. ?If you
succeed to get this order and execute the same to the complete
satisfaction of 2M-Hydraulics, it would open doors for many more
orders in future,? said the CEO.
?Yes, I agree with you, but for that I will have to fly down to
Banglore immediately to meet with key people in 2M-Hydraulics to
understand clearly their needs, before submitting our proposal?,
responded Arun.
?Why not, go ahead, and let me know if you need any help from
me?, said Rahul and hung up. Arun looked at the website of 2M-
Hydraulics and gathered information that the company had a
technical tie-up with a German company and wanted to manufacture
and market hydraulic valves, pumps, and other accessories in India.
The company had decided distribution strategy of selling its product
through dealer, who have expected to design, assemble, sales and
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Page 1 of 3
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA - SEMESTER ? III EXAMINATION ? WINTER 2019
Subject Code: 2830103 Date: 05-12-2019
Subject Name: Sales and Distribution Management
Time: 10:30 AM TO 1.30 PM Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q.1
(a) Answer the following multiple choice questions. 06
1 The legend for AIDA formula includes attention, interest, desire and
one of the following
[A] Arrangement [B] Agreement
[C] Action [D] Assistance
2 ______ distribution ensures widespread coverage, volumes &
availability
[A] Intensive [B] Selective
[C] Exclusive [D] Regular
3 A zero level channel denotes a __________ distribution set up.
[A] Indirect [B] Direct
[C] Dedicated [D] None of above
4 Conflicts escalate through the stages of latent, perceived, felt and
______
[A] Dispute [B] Legal
[C] Arguments [D] Manifest
5 Missionary salesperson?s main responsibility is
[A] Take order [B] Educate or give
information
[C] Solve customer problem [D] Respond to customer
demand
6 A sales budget consists of estimates of
[A] Sales volume [B] Selling expenses
[C] Sales administration costs [D] All of above
Q.1
(b) Briefly explain the following terms 04
1. FAB Approach
2. Delphi Method
3. Activity Quota
4. Horizontal & Vertical Channel Conflict
Q.1 (c) What do you mean by Transactional Selling? 04
Q.2 (a) What are the various sales presentation methods are available to
sales person? Explain any two in detail.
07
(b) What are the methods used to determine optimum size of the sales
force? Explain any two of these methods.
07
OR
(b) Assume you are appointed as head of marketing of Saragam
Aluminium Company, which is a new company, manufacturing and
07
Page 2 of 3
marketing aluminum extruded products, such as door, window,
frames, heat sinks, and control panels. Customers include household
and business organizations. The factory is located in Hosur district
of Tamil Nadu, about 38 km from Banglore. You are discussed with
CEO to initially focus on sales and distribution efforts in southern
region consisting of Karnataka, Tamil Nadu, Andhra Pradesh and
Kerala. You are required to design sales territories to cover the four
southern states. Describe how you would go about your task.
Q.3 (a) Explain different qualitative sales forecasting methods. 07
(b) Draw up the outline of a distribution strategy for a company selling
FMCG product and Pharmaceutical products.
07
OR
Q.3 (a) What is channel conflict? What are the main areas that give rise to
channel conflict? Explain them in brief.
07
(b) All-in-One is a large, (2500 sq.ft.) well established individual
retailer in a prominent Delhi locality. He has a regular clientele of
hundreds of local citizens. Recently, two major national retail chains
have opened supermarkets in the same locality. Sushil Arora, owner
of All-in-One is worried. Should he enhance the value added
services from his store (reducing profitability) OR should he sell out
to a third retail chain which also plans to enter the same area? What
should he do and why?
07
Q.4 (a) Explain types of retailers and wholesalers with examples. 07
(b) What are the factors you would consider for planning a warehouse
for dairy products?
07
OR
(a) What are the relative advantages and disadvantages of various
transportation modes? How would you evaluate the best transport
mode in a given situation?
07
(b) Talk-more Telecom is a mobile telephone company which ranks No
3 in the industry. They are trying to evaluate their current channel
systems. What factors should they consider for this evaluation?
07
Q.5 Case Study : RK Consultants ? Selling Consultancy Services 14
When the mail from 2M-Hydraulics was received by Rahul
Deshpande, the CEO of RK Consultant, he immediately talked on
the intercom to his VP, to personally handle this enquiry. ?If you
succeed to get this order and execute the same to the complete
satisfaction of 2M-Hydraulics, it would open doors for many more
orders in future,? said the CEO.
?Yes, I agree with you, but for that I will have to fly down to
Banglore immediately to meet with key people in 2M-Hydraulics to
understand clearly their needs, before submitting our proposal?,
responded Arun.
?Why not, go ahead, and let me know if you need any help from
me?, said Rahul and hung up. Arun looked at the website of 2M-
Hydraulics and gathered information that the company had a
technical tie-up with a German company and wanted to manufacture
and market hydraulic valves, pumps, and other accessories in India.
The company had decided distribution strategy of selling its product
through dealer, who have expected to design, assemble, sales and
Page 3 of 3
service hydraulic power packs required for various applications for
material movements. Arun spoke with Srinivas Rao, GM of 2M-
Hydraulics, and fixed an appointment to meet with him.
Arun gathered information about market potential in major metros
and cities, competition and requirements of 2M-Hydraulics. His
doubt about ?can we get dealers in India performing so many tasks.?
Was answered by the GM. ? If we can get them in German, why not
in India? ?
Arun came back to his office at Pune, discussed with Rahul and sent
his proposal to Shrinisa, within one week. Arun received a call from
Shrinivas, asking Arun to come over to Banglore for a presentation
to a team of senior executives, to be followed by negotiation.
Questions :
1. How was RK Consultants approach to the customer?s
requirements?
2. If you were Arun Pande, which presentation method,
negotiation style and closing technique you would use?
OR
Q.5 Case Study : CG Engineering Company ? Achieving Quota 14
Ashok Desai was transferred from western region, where he worked
as are sales manager of CE Engineering Company, to eastern as
regional marketing manager ? industries. He was told by the
company? GM sales that he was transferred from western to eastern
region to set things right, as eastern region was not performing well
on sales & profit. Ashok?s main responsibilities were to manage
effectively 11 sales engineers and achieve sales volume and
contribution (to profit) quotas. For Ashok not only the industrial
customers but also the sales engineers are new. The sales engineers
were compensated based on straight salary and perquisites like rent
allowance and medical reimbursement. There was no incentive
scheme. The territory of eastern region consisted of states of West
Bengal. Bihar, Assam and Orissa. Ashok felt that the sales engineers
were not covering the market adequately and were not following any
system of routing and scheduling. He also thought those sales people
were spending more time in traveling and less in selling activities.
After taking to sales engineers individually, he got an impression
that most of them were not motivated, as they were not given
adequate freedom of operation and recognition whenever they got
good orders. Ashok thought that there was a good scope of applying
what he had learnt in the management institute and achieve superior
result as expected by general manager (sales)
Questions :
1. If you were Ashok, what you do to achieve the sales volume
and contribution quotas?
2. What are the other types of quota?s can be applied in this
case?
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This post was last modified on 19 February 2020