Solapur University Question Paper
M.B.A. (Part – II) (Semester – III) Examination, 2014
Paper – XX : SALES AND STRATEGIC MARKETING (New)
Group – A : Marketing Management (Paper – II)
Day and Date : Wednesday, 4-6-2014 Total Marks : 70
Time : 11.00 a.m. to 2.00 p.m.
Instructions : 1) Question No. 1 is compulsory.
2) Attempt any two questions from Q. No. 2, 3 and 4.
3) Attempt any two questions from Q. No. 5, 6 and 7.
1. Case study : 14
Prakash was a sales supervisor with a stationery company with around a dozen
salesmen reporting to him. He led a Bohemian i.e. carefree life-style and was
fond of good things in life. Prakash had been appointed a supervisor on the
strength of his seniority. He lacked the other qualities of a supervisory position.
When he was a salesman, he was on black slapping terms with some of his
customers while some others felt scared by him. He obtained results by hook or
crook. As a supervisor, he treated his subordinates as his minions. He expected
the subordinates to pander to his ego and keep him in good spirits. He wanted to
be wined and denied at the cost of his subordinates. His selling effort was minimal.
He wanted his subordinates to foot the bill of his journeys. He wanted them to
provide him a pack of cigarettes every now and then. At the end of the day, he
wanted a treat with a sumptuous meal and liquor.
Such behavior on the part of Prakash had its negative effect on his subordinates.
They got demoralized. Some left out of disgust. A few who continued in absence
of an alternative opportunity worked resentfully. All this affected sales adversely.
Prakash was identified as the key to the problem. He was replaced by a new
supervisor. But what went wrong because of Prakash would not be so easy to
mend.
Could the subordinates have corrected the behavior of Prakash ? What steps
can the organisation take to damage caused by the tenure of Prakash ?
1) Analyse the above case.
2) Identify problem in the case.
3) Suggest alternative solutions.
4) Identify best alternative.
SLR-XY – 55
2. Write short notes (any two) : 14
a) Relationship management
b) Types of calls
c) Product based sales organisation.
3. Write short notes (any two) : 14
a) Sales forecasting and its importance
b) Position of sales management in marketing mix
c) Functional sales organisation.
4. Write short notes (any two) : 14
a) Sales contest
b) Sales record and reporting
c) Sales force objectives.
5. What is need for sales organisation and explain its structure ? Give role of sales
manager in the form of functions and responsibilities. 14
6. Write offensive and defensive competitive strategies are important in strategic
marketing. 14
7. Explain recent trends in marketing specifically focus on Ambush Marketing, Green
Marketing and Contextual Marketing. 14
M.B.A. (Part – II) (Semester – III) Examination, 2014
Paper – XX : SALES AND STRATEGIC MARKETING (New)
Group – A : Marketing Management (Paper – II)
Day and Date : Wednesday, 4-6-2014 Total Marks : 70
Time : 11.00 a.m. to 2.00 p.m.
Instructions : 1) Question No. 1 is compulsory.
2) Attempt any two questions from Q. No. 2, 3 and 4.
3) Attempt any two questions from Q. No. 5, 6 and 7.
1. Case study : 14
Prakash was a sales supervisor with a stationery company with around a dozen
salesmen reporting to him. He led a Bohemian i.e. carefree life-style and was
fond of good things in life. Prakash had been appointed a supervisor on the
strength of his seniority. He lacked the other qualities of a supervisory position.
When he was a salesman, he was on black slapping terms with some of his
customers while some others felt scared by him. He obtained results by hook or
crook. As a supervisor, he treated his subordinates as his minions. He expected
the subordinates to pander to his ego and keep him in good spirits. He wanted to
be wined and denied at the cost of his subordinates. His selling effort was minimal.
He wanted his subordinates to foot the bill of his journeys. He wanted them to
provide him a pack of cigarettes every now and then. At the end of the day, he
wanted a treat with a sumptuous meal and liquor.
Such behavior on the part of Prakash had its negative effect on his subordinates.
They got demoralized. Some left out of disgust. A few who continued in absence
of an alternative opportunity worked resentfully. All this affected sales adversely.
Prakash was identified as the key to the problem. He was replaced by a new
supervisor. But what went wrong because of Prakash would not be so easy to
mend.
Could the subordinates have corrected the behavior of Prakash ? What steps
can the organisation take to damage caused by the tenure of Prakash ?
1) Analyse the above case.
2) Identify problem in the case.
3) Suggest alternative solutions.
4) Identify best alternative.
SLR-XY – 55
2. Write short notes (any two) : 14
a) Relationship management
b) Types of calls
c) Product based sales organisation.
3. Write short notes (any two) : 14
a) Sales forecasting and its importance
b) Position of sales management in marketing mix
c) Functional sales organisation.
4. Write short notes (any two) : 14
a) Sales contest
b) Sales record and reporting
c) Sales force objectives.
5. What is need for sales organisation and explain its structure ? Give role of sales
manager in the form of functions and responsibilities. 14
6. Write offensive and defensive competitive strategies are important in strategic
marketing. 14
7. Explain recent trends in marketing specifically focus on Ambush Marketing, Green
Marketing and Contextual Marketing. 14
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