THE KENYA NATIONAL EXAMINATIONS COUNCIL
DIPLOMA IN SALES AND MARKETING
MODULE III
BUSINESS EDUCATION SINGLE AND GROUP CERTIFICATE
EXAMINATIONS
STRATEGIC PLANNING IN SALES AND MARKETING
1. (a) The sales manager of Bidii Company Ltd is in the process of conducting a sales analysis.
Describe four factors that the manager should consider in determining the types of information to use in the analysis. ‘ (8 marks)
(b) Explain the importance of carrying out a sales management audit in an organization (12 marks)
2. (a) Explain five factors that may determine the strategy that a firm may adopt for its customer relationship.(10 marks)
(b) Outline five circumstances under which a sales manager may find it appropriate to use contracted sales agents for its customer prospecting activities. (10 marks)
3. (a) Outline five measures that a marketing department may take in order to enhance the level of the quality of goods delivered to customers. (10 marks)
(b) Explain five ways in which the mobile phone has facilitated selling activities of a firm in Kenya. (10 marks)
4. (a) One of the stages in sales planning is the establishment of sales targets. Explain five reasons for setting of such targets. (10 marks)
(b) One of the methods that a sales manager may use to organize salespeople is the customer basis. Explain five advantages of using this method.’ (10 marks)
5. (a) One of the methods that an organization may use for its sales forecasting is the sales force composite method. Outline four advantages of using this method. (8 marks)
(b) Didi, a sales lady with a manufacturing firm, has decided to use direct mail as a prospecting strategy. Explain six measures that Didi should take to enhance the effectiveness of this strategy. (12 marks)
6. (a) There are certain objectives that a salesperson is expected to achieve on the initial sales call to a prospect. Highlight five such objectives. (10 marks)
(b) Explain five ways in which a good compensation program for salespersons may enhance their performance. (10 marks)
7. (a) On£ of the strategies that a salesperson may use for prospecting is the internet.
Explain six advantages of using this strategy. – (12 marks)
(b) There are certain factors that a salesperson should consider when determining the method to use in contacting a customer. Outline four such factors
