Download GTU (Gujarat Technological University) MBA (Master of Business Administration) 2019 Summer 3rd Sem 3539213 Sales And Distribution Management Previous Question Paper
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER (3) ? EXAMINATION ? SUMMER 2019
Subject Code: 3539213 Date: 10/05/2019
Subject Name: Sales and Distribution Management
Time: 2.30 pm TO 5.30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Question Text and Description Marks
Q.1 Define the following terms.
(a) Delphi Method of Forecasting
(b) Personal Selling
(c) Warehousing
(d) International Selling
(e) Sales Contests
(f) Channel Conflict
(g) Vendor Managed Inventory
14
Q.2 (a) What do you mean by Sales Management? What are the
functions of a Sales Manager? Explain.
07
(b) Discuss the changing role of personal selling. Highlight the
usefulness of personal selling in selling pharmaceutical products
to doctors
07
OR
(b) How would you handle these objections raised at the end of a
sales presentation?
(i) ?Your product quality is not good?
(ii) ?Your price is not competitive?
(iii) ?You do not provide after sales service?
07
Q.3 (a) What are the basic components of a compensation package?
Explain in brief mentioning the advantages and disadvantages of
each component.
07
(b) What are the factors to be considered while setting up a
distribution channel in an international market? Explain with the
help of any suitable example.
07
OR
Q.3 (a) What is meant by performance appraisal? What are the different
methods of appraising a sales person?s performance?
07
(b) Suggest a suitable compensation scheme for travelling sales
persons for a marketer of soaps in the entire country.
07
Q.4 (a) What do you understand by primary and secondary distribution
channel partners? How are they different from each other?
07
(b) You have been retained as a consultant to develop sales training
programme to improve the productivity of middle-level sales
managers of a company manufacturing personal-care products
07
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Page 1 of 2
Seat No.: ________ Enrolment No.___________
GUJARAT TECHNOLOGICAL UNIVERSITY
MBA ? SEMESTER (3) ? EXAMINATION ? SUMMER 2019
Subject Code: 3539213 Date: 10/05/2019
Subject Name: Sales and Distribution Management
Time: 2.30 pm TO 5.30 pm Total Marks: 70
Instructions:
1. Attempt all questions.
2. Make suitable assumptions wherever necessary.
3. Figures to the right indicate full marks.
Q. No. Question Text and Description Marks
Q.1 Define the following terms.
(a) Delphi Method of Forecasting
(b) Personal Selling
(c) Warehousing
(d) International Selling
(e) Sales Contests
(f) Channel Conflict
(g) Vendor Managed Inventory
14
Q.2 (a) What do you mean by Sales Management? What are the
functions of a Sales Manager? Explain.
07
(b) Discuss the changing role of personal selling. Highlight the
usefulness of personal selling in selling pharmaceutical products
to doctors
07
OR
(b) How would you handle these objections raised at the end of a
sales presentation?
(i) ?Your product quality is not good?
(ii) ?Your price is not competitive?
(iii) ?You do not provide after sales service?
07
Q.3 (a) What are the basic components of a compensation package?
Explain in brief mentioning the advantages and disadvantages of
each component.
07
(b) What are the factors to be considered while setting up a
distribution channel in an international market? Explain with the
help of any suitable example.
07
OR
Q.3 (a) What is meant by performance appraisal? What are the different
methods of appraising a sales person?s performance?
07
(b) Suggest a suitable compensation scheme for travelling sales
persons for a marketer of soaps in the entire country.
07
Q.4 (a) What do you understand by primary and secondary distribution
channel partners? How are they different from each other?
07
(b) You have been retained as a consultant to develop sales training
programme to improve the productivity of middle-level sales
managers of a company manufacturing personal-care products
07
Page 2 of 2
like shampoos, creams and moisturizers etc. Describe the key
features of the training programme devised by you.
OR
Q.4 (a) Explain in detail the role and function of a wholesaler. How are
they different from those of a retailer?
07
(b) Write a detailed note on Ethics in sales management, with
reference to the various situations where ethical conflicts can be
observed in a sales organization.
07
Q.5
CASE STUDY:
Surgi-Safe Industries (SSI) at Okhla Industrial Estate, New Delhi
is the first company among the few about to launch plastic
disposable syringes in India. Apart from the traditional glass
syringes, the company has only one competitor, ?Doctors
Choice?, which has been recently launched in Karnataka. SSI has
been set up in collaboration with DispoFranc, a French
Company, which is the market leader in Europe. This project
could be realized only after the recent liberalization policy of the
Government of India with respect to investment in the medical
sector. Ashok Raina is the Indian promoter of SSI. The product,
although well established in Europe, is new to the Indian market.
The quality standards and technical expertise of DispoFranc are
very high. Production in India, to begin with, is planned under
the guidance and close supervision of DispoFranc. As each
syringe is sterilized and packed in single blister pack with the
latest technology, they offer complete safety to the user against
any type of contamination. Moreover, the market price of SSI
syringes is expected to be much lower than the traditional glass
syringes and comparable to those of ?Doctors Choice?.
The study of available and collected data for demand projections
for the coming decade reveals the existence of large potential
market. However Raina visualizes initial resistance to change
from doctors and the general public.
Raina lists hospitals (both government and Private), nursing
homes, maternity clinics, private dispensing doctors as well as
individuals as potential users / customers. While preparing for a
meeting of the Board of Directors, Raina?s mind is busy thinking
about the potential problems that might crop up in this new
business venture.
(a) What should SSI do to overcome the initial resistance to change
and develop a good market for the product?
07
(b) How would you monitor the performance of the SSI sales force?
Mention some of the commonly used parameters to monitor sales
force performance.
07
OR
Q.5 (a) What sort of a sales and distribution network should SSI set up
in order to reach the different types of target buyers?
07
(b)
How does a company such as SSI, launching an innovative
product in the market, forecast the sales for its product?
07
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This post was last modified on 19 February 2020