Savitribai Phule Shikshan Prasarak Mandals

Sinhgad Institute of Business Management, Kamlapur.

Term End Examination Nov. 2014.
Sub: Sales and Strategic Marketing
Paper II -- Marketing Management
Day/Date: Friday / 12.11.2014

Course: MBA- II
Duration: 3 Hours.
Max. Marks: 70 Marks
Time: 10 .00 am to 1 .00 pm

Note: 1) Q. 1 compulsory.
2) Solve any two from 2, 3, and 4
4) Solve any two from 5, 6,7

Q.1. Case Study

Marks 14

Jane is an experienced and successful district sales manager who could work in any industry and for any
company. In fact, there are many Janes in all companies. Jane is performance-driven, a very good coach
and a people person. Each month Jane is put to the test with different sales representative she must coach
to success.IBZ is a mid-sized technology company that has had some tough years but has turned the
corner. It pays its reps a combination of salary and bonus for achievement of targets. This year the bonus
plans have a super bonus portion which accelerates when a rep is 5% over quota. Jane wants to get the
year off to a great start. However, as she shared in one of our monthly coaching sessions, she is frustrated
with one of her most tenured sales representative.
For some background, Jane took over an underperforming region last year and has helped lead the team to
be in the top 25% of districts in the country. Janes goal this year is to reach the top 10% of the country and
she is focused. Her key area of focus is on finding innovative ways to grow the business. She wants her
team to develop new business opportunities for lagging product lines.
As she reviews her team, the one rep keeps coming up. Ray has been with the company for over 20 years
and has worked with 10 DMs. He has been on 2 personal improvement programs (PIP) and has won
several sales contests in the last few years. Ray knows his stuff, he knows his customers and he knows how
to get others in the office to do his work. When Jane works with Ray she has a good day although she
wonders whether he works full days when she is not with him. He picks her up at 8:30 and drops her off
around 4:30. The day is well planned and Ray has a good rapport with his customers.
Jane has invested a lot of energy trying to motivate Ray and a lot of time giving him positive feedback on his
skills, customer service and business plans and on his year-end review. She would like to see the results if
he would put the extra call each day.
In reviewing Rays business plan, Jane determine that he had not included any new target customers or
innovative approaches to driving the business further. She is frustrated with Rays lack of initiative and drive
Case Questions:
1. Analyze the case in detail
2. Indentify the problem of the case
3. Give the alternate solution
4. Give the best solution

2. Write short answers (Any Two):

A) Porters three generic competitive strategies
B) Affiliate Marketing and Contextual marketing

Marks 14

C) Characteristics of a successful salesman

3. Write short answers (Any Two):

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A) Value added selling

B) Concept of e-Business and e- markets
C) The Evolving Face of Personal Selling
4. Write short answers (Any Two):

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A) Sales Training
B) Harvesting strategies
C) Build strategies
Q.5 Explain different types of sales organization

Marks 14

Q.6 Explain the personal Selling process in detail.

Marks 14

Q.7 What do you understand by Sales forecasting? Explain various methods of sales forecasting.
Marks 14