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PRINCIPLES
& PRACTICE OF SELLING
Instructions to candidates:
a) Time
allowed: Three hours (plus an extra ten minutes’ reading time at the start – do
not write anything during this time)
b)
Answer any FIVE questions
c) All
questions carry equal marks. Marks for each question are shown in [ ]
1.
Describe the stages in the evolution of modern business practice and summarize
the benefits of the marketing philosophy to commercial organizations. [20]
2.
Explain what you understand by the consumer
decision-making process and indicate how a company’s
sales force can benefit from a full understanding of the process. [20]
3. You
have been asked by one of your clients to prepare a report explaining the
approaches to be used in order to generate new sales leads. What information
would you include in your report? [20]
4.
Advise a group of junior sales people on the meaning of the following terms:
a) The
buy class
b)
Just-in-time purchasing
c)
Reverse marketing [20]
5. What
are the key factors that a sales negotiator must consider in order to improve
the chances of sales success? [20]
6.
Critically appraise THREE techniques that a sales force can use in order to
close a sale and provide examples to support your explanations. [20]
7.
Write notes on THREE of the following:
a)
Premium offers
b)
Trade promotions
c)
Telephone selling
d)
Overseas agents [20]
8.
Discuss the advantages of sales demonstrations and explain the key factors you
would consider when conducting a sales demonstration. [20]