Management: Sales Promotion Manager

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Examination Paper of Semester IV IIBM Institute of Business Management Semester-IV Examination Paper Sales Management Section A: Objective Type (30 marks) • • • This section consists of Multiple Choice questions & Short Answer type questions. Answer all the questions. Part one questions carry 1 mark each & Part Two questions carry 5 marks each. MM.100

Part One: Multiple Choices: 1. Sales executives have responsibilities for coordination which involves a. Individual b. The organization c. The company d. None of the above 2. Who researched buyer-seller Dyads in the Life Insurance business a. Hanri Tosi b. McMurry c. Arnold d. Franklin Evans 3. Formula for calculating Gross Margin is a. Sales – Cost of sales b. Gross profit – Cost of sales c. Sales – Expenses d. None of the above 4. Coach- and – pupil method is a. Company Information b. Sales Technique c. On – the – just Training d. Both (a) & (c) 5. Term in which ratio measures the effectiveness of sales personnel in securing order a. “Lowering Average” b. “Batting Average” c. “Multiple Average” d. None of the average

1 IIBM Institute of Business Management

Examination Paper of Semester IV

6. District sales manager and planning report is called a. Manager plan b. District plan c. District sales plan d. None of the above 7. Numerical expression indicating the degree to which one or more factor associated with a given products demand is a. Sales Index b. Product Index c. Market Index d. Company Index 8. Event that strengthens the buyers tendency to make a particular response is called a. Reinforcement b. Cue c. Drives d. Both (a) & (b) 9. 2 Types of drive in learning process are a. Innate and learned drive b. Mutual and learned drive c. Innate and mutual drive d. None of the above 10. The weak stimuli which determine when the buyer will respond a. Cue b. Response c. Drive d. None of the above Part Two: 1. Write a short note on “Sales Resistance”? 2. What is “Controlling Selling Expenses”? 3. Write short note on “Product Line Policy”?

4. What do you understand by “Straight-Commission Plan”?

END OF SECTION A

2 IIBM Institute of Business Management

Examination Paper of Semester IV

Section B: Caselets (40 marks) • • • • This section consists of Caselets. Answer all the questions. Each caselet carries 20 marks. Detailed information should form the part of your answer (Word limit 200 to 250 words).

Caselet 1 Allen Specialty Company, located in Detroit, Michigan, manufactured a line of Ballpoint pens, and mechanical pencils and, in the past five years, had added a line of stationary. Allen products were sold to stationary and office supply wholesalers and retailers, as well as to department stores, discount houses, drugstores, variety stores, and supermarkets. A field sales force of eighty-two persons operated out of six district sales offices. Allen management believed that a critical factor in the company’s sales success was the coordination of its national advertising and the activities of Allen salespeople and dealers. The sales promotion program was the responsibility of the sales promotion manager, Jack Biggerstaff, and his staff, in conjunction with the sales planning committee at Allen headquarters in Detroit. The sales planning committee consisted of the managers of merchandising, advertising, and marketing research. The sales promotion plan, for both new and existing products, described objectives; roles of salespersons and dealers; anticipated sales; the national, local, and trade advertising; and point-of-purchase displays, deals, premiums, and contest offers. With approval of the sales promotion plan by the sales planning committee and the sales promotion manager, Jack Biggerstaff, the sales promotion department prepared sales promotion kits for the Allen sales staff. The kit included advertising proofs, products samples, illustrations of the point-of-purchase displays, samples of premiums offered, and a description of the special deal or...
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