Strategic Planning in Sales and Marketing 2013 July Knec Past Paper

1. (a) Highlight five economic environmental trends that may impact on organizations’ sales, (10 marks)
(b) Explain five factors that a salesperson should take into account in qualifying prospects. (10 marks)
2. (a) Hassan Ali recently got a job as a salesperson. One of his duties is prospecting.
Advise him on five prospecting strategies that he could adopt. (10 marks)
(b) Strategic sales planning may be beneficial to an organization in various ways. Outline five of these ways. (10 marks)
3. (a) Outline five benefits that an organization could derive from enhancing the quality of its customer relationships. (10 marks)
(b) Explain five factors that may determine the structure of a sales organization, (10 marks)
4. (a) Rapsi Limited is in the process of preparing its sales budget. Outline five steps that the company should follow. (10 marks)
(b) Target account identification may benefit an organization in various ways.
Outline five of these ways. (10 marks)
5. (a) Zuka Limited intends to undertake a sales forecast. Highlight five techniques that the organization could use in the exercise. (10 marks)
(b) Tawa Limited intends to evaluate its sales people in different geographical regions horizontally. Highlight five limitations of adopting such a method of evaluation. (10 marks)
6. (a) The sales planning process consists of certain steps. Describe those steps. (10 marks)
(b) Explain five benefits that an organization could derive from establishing a pool of prospects. (10 marks)
7. (a) Gazibo Limited designs its sales force structure on territorial basis. Explain five advantages of adopting such a sales force structure. (10 marks)
(b) Explain five positive effects of using information communication technology in retail selling.

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