Describe the stages in the evolution of modern business practice and summarize the benefits of the marketing philosophy to commercial organizations

Describe the stages in the evolution of modern business practice and summarize the benefits of the marketing philosophy to commercial organizations

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]


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