THE KENYA NATIONAL EXAMINATIONS COUNCIL
BUSINESS EDUCATION SINGLE AND GROUP CERTIFICATE
EXAMINATIONS
DIPLOMA IN SALES AND MARKETING
MODULE in
STRATEGIC PLANNING IN SALES AND MARKETING
1. (a) Tunda Company Ltd recently developed its sales forecast. Explain five ways in which the sales manager may use such a forecast. (10 marks)
(b) Highlight five factors in the internal environment of an organization which may affect the level of sales attained in the organization. (10 marks)
2. (a) Describe five stages in the strategic sales planning process. (10 marks)
(b) Explain five reasons that would make it necessary for an organization to evaluate it’s sales force. (10 marks)
3. (a) Highlight five criteria that a salesperson may use to determine whether a prospect qualifies as a customer. (10 marks)
(b) The marketing manager of Haraka Company Ltd is in the process of establishing a sales force structure. Explain five factors that may influence the type of sales force structure the manager may adopt. (10 marks)
4. (a) The salespersons of Josap Company Ltd use personal visits as a strategy to prospect for customers. Highlight five advantages of using this strategy. (10 marks)
(b) Explain five ways in which developments in Information and Communication Technology have contributed to improvement in relationships between salespeople and their customers. (10 marks)
5. (a) Salespeople arc expected to plan their sales call. Highlight five reasons that make such planning necessary. (10 marks)
(b) Explain five factors that the sales manager should consider in determining the selling strategy to adopt. (10 marks)
6. (a) Describe five characteristics of a strategic partnership relationship between a salesperson and a customer. (10 marks)
(b) There are certain factors that a salesperson should consider in determining the level of contact to maintain with the buying organization. Explain five such factors. (10 marks)
7. (a) Highlight five benefits that an organization may derive from undertaking sales planning. (10 marks)
(b) The sales manager of Pote Company Ltd has decided to use the straight salary method to compensate the sales force. Explain five advantages of the method. (10 marks)
