Semester One Final Examinations, 2017 MKTG3503 Sales and Account Management

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School of Business
EXAMINATION
Semester One Final Examinations, 2017

MKTG3503 Sales and Account Management

This paper is for St Lucia Campus students.

Examination Duration: 120 minutes

For Examiner Use Only
Reading Time: 10 minutes
Question Mark
Exam Conditions:

This is a Central Examination

This is a Closed Book Examination - specified materials permitted

During reading time - write only on the rough paper provided

This examination paper will NOT be released to the Library

Materials Permitted In The Exam Venue:

(No electronic aids are permitted e.g. laptops, phones)

Unmarked Bilingual dictionary is permitted

Materials To Be Supplied To Students:

1 x 6 Page Answer Booklet

1 x Multiple Choice Answer Sheet

Instructions To Students:

Additional exam materials (eg. answer booklets, rough paper) will be

provided upon request.

Answer Part A on the MCQ answer sheet provided. Answer Part B in the writing
book provided.

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Semester One Final Examinations, 2017 MKTG3503 Sales and Account Management

Part A – Answer all questions in this section

Each question is worth 1 mark

1) One of the key questions to be asked when considering the evaluation of

alternative types of sales training is …

a) which method and media are best suited for conducting the training?

b) which method will require the least variation away from active selling?

c) which method is least expensive?

d) which method is the most attractive to upper management levels?

e) which method requires the least amount of pre-planning on the part of the
sales manager?

2) The problem with an evaluation of sales training effectiveness is …

a) it is hard to attribute future performance variations strictly to sales training.

b) an evaluation can only be made after the training has occurred.

c) a final exam may not be predictive of the salesperson’s actual learning ability.

d) sales volume per salesperson is hard to measure accurately.

e) salespeople generally overestimate the good they get from sales training
sessions in the post-training self-assessment questionnaires.

3) Which of the following statements regarding sales leadership is false?

a) Typical senior sales leadership titles are chief sales executive, national sales
manager or regional sales manager.

b) Senior sales leadership influences the entire sales organisation or a large sub-
unit.

c) Sales leadership is the day to day control of the salesforce under routine
operating conditions.

d) Sales leadership involves activities that influence others to achieve common

goals for the collective good of the sales organisation and the company.

e) For field sales managers, leadership involves influencing assigned

salespeople by creating a climate that inspires salespeople.

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4) A salesperson wishing to shift or redirect the topic of discussion should use which
of the following types of questions?

a) Evaluative

b) Reactive

c) Probing

d) Tactical

e) None of the above

5) Within the SPIN questioning system, which questions are designed to serve as a
transition from need identification to presentation of solutions?

a) Situation questions

b) Needs-payoff questions

c) Implication questions

d) Transition questions

e) Both a and c are correct

6) Which of the following is not a specific aspect of a transformational leadership

style?

a) Articulates a vision.

b) Provides an appropriate model.

c) Fosters the acceptance of group goals.

d) Is dictatorial.

e) Provides intellectual stimulation.

7) The salesperson’s choice to expend effort over a period of time, especially when
faced with adverse conditions is referred to as …

a) intensity.

b) persistence.

c) tenacity.

d) determination.

e) degree.

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Semester One Final Examinations, 2017 MKTG3503 Sales and Account Management

8) If personal selling is prominent in the firms marketing strategy, some sort of

______ to help determine sales training needs is highly recommended.

a) customer survey

b) job analysis

c) competitor survey

d) performance testing

e) salesforce audit

9) Which of the following statements regarding the power held by an individual in an

interpersonal relationship is false?

a) The possession and use of power will have a major impact on the quality of
leadership achieved by a sales manager.

b) The power held by an individual in an interpersonal relationship can be one or

more of five steps.

c) An individual’s objective assessment of where the power lies will determine

the effects of power in that interpersonal relationship.

d) Sales managers who wish to become effective leaders should develop

referent and expert power bases.

e) Coercive power is based on a belief that one party can remove rewards and
provide punishment to affect behaviour.

10) Steve is a salesperson for XYZ Corporation. His territory includes 50 established
accounts which he calls on regularly. Although Steve is supposed to allocate
some time to prospecting, he’d rather call on his existing accounts. Like many
salespeople in his position, Steve resists prospecting because …

a) he is afraid of rejection.

b) he doesn’t believe it is necessary.

c) he’d rather use his spare time catching up on paperwork.

d) his established accounts are too important.

e) he doesn’t need any new accounts.

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Semester One Final Examinations, 2017 MKTG3503 Sales and Account Management

11) Salespeople need to possess effective communications skills so that they …

a) can do a better job of asking for an order.

b) are better able to identify buying needs and accurately convey proposed
solutions.

c) are better able to communicate to the selling organisation.

d) have an advantage over their customers.

e) both b and d are correct.

12) Most sales organisations focus on this behavioural criterion in salesperson

evaluation.

a) Number of demonstrations conducted.

b) Number of required reports submitted.

c) Number of customer calls.

d) Number of letter/phone calls to prospects.

e) Number of customer complaints.

13) One of the most difficult types of objections to overcome is one based on …

a) price.

b) quality.

c) performance.

d) loyalty to a competitor.

e) All of the above are relatively easy to overcome.

14) A salesperson who is intrinsically motivated …

a) is motivated by the rewards that the job provides.

b) is motivated by the need for love and belongingness

c) finds the job inherently rewarding.

d) finds the job’s fringe benefits, pay, and generous vacation policy provide
motivation.

e) works for the feeling of security offered by the job.

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Semester One Final Examinations, 2017 MKTG3503 Sales and Account Management

15) Sales organisation effectiveness evaluations generally result in …

a) recommendations that are tactical in nature, such as specific actions designed

to improve the performance of an individual salesperson.

b) suggestions to cut back staff positions.

c) the implementation of new cost containment procedures.

d) general strategic or policy changes.

e) a complete restructuring of the sales organisation.

16) Generally speaking, buyers will make their purchase decisions based on …

a) benefits.

b) features.

c) price.

d) the salesperson’s ability to describe the features of a product.

e) the salesperson’s ability to implement the feature advantage process (FAP).

17) A sales organisation audit can best be defined as …

a) a systematic and diagnostic tool that is best used to determine the adequacy
of the firm’s advertising expenditure.

b) a prescriptive device that is generally used in the redesign of territories or

districts.

c) a framework that can be used to assess salespeople for promotion potential.

d) a tool that is used by all organisations to help them achieve their goals.

e) a comprehensive, systematic, diagnostic and prescriptive tool used to assess

the adequacy of a firm’s sales management process.

18) What is the key sales management budgeting task?

a) To develop sales forecasts that will provide the expected level of sales for the
next planning period.

b) To translate the sales forecasts into sales quotas for each territory, and
district.

c) To determine the amount of selling budget necessary to support the sales

function.

d) To determine the best way to allocate sales resources throughout the sales
organisation and across the different selling activities.

e) To instill a sales consciousness throughout the sales organisation.

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19) A telemarketing organisation would probably want its salespeople to use a …

a) directed sales presentation.

b) canned sales presentation.

c) written sales presentation.

d) organised sales presentation.

e) motivational sales presentation.

20) Which of the following best describes derived demand?

a) Demand derived from consumer markets.

b) Demand derived from business markets.

c) Demand derived from intermediaries.

d) Demand derived from the demand for another product.

e) Demand derived from the buying centre.

21) Sharon has quit her job selling vacuum cleaners door-to-door. Now she is selling
industrial equipment to businesses. Which of the following is one of the changes
she can expect?

a) She will call on fewer customers.

b) She will have to deal with fewer problems.

c) Her job will be much easier.

d) She will have less control of her time.

e) All of the above are changes she can expect.

22) Purchase decisions tend to be more complex in business markets than consumer
markets. Accordingly, in business markets you are more likely to find (relative to
consumer markets)…

a) a larger number of customers.

b) more people influencing the buying decision.

c) fewer people influencing the buying decision.

d) buyers who are more intelligent.

e) more products to sell.

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Semester One Final Examinations, 2017 MKTG3503 Sales and Account Management

23) Which of the following forms of locating prospects brings the prospect to the
salesperson?

a) Centers of influence.

b) Outbound telemarketing.

c) Tradeshows.

d) Noncompeting salespeople.

e) Cold canvassing.

24) When planning sales dialogues, the salesperson must …

a) list all the features and benefits his/her product provides.

b) identify the major competitive advantages of his/her product.

c) write a script to guide the sales encounter.

d) remember that most prospects have the same needs and expectations.

e) remember to focus on customer needs and how the customer defines value.

25) How can salespeople improve their chances of getting an appointment?

a) Request a specific amount of the prospects time.

b) Give the prospect a reason to grant the appointment.

c) Suggest a specific time and date convenient to the prospect.

d) Only B and C are correct.

e) A, B, and C are correct.

26) A canned sales presentation can be beneficial for …

a) salespeople representing FMCG companies such as Heinz.

b) independent reps as they don’t have the same company support as company
salespeople.

c) new salespeople who are still learning the features, benefits and applications
of their company’s products.

d) salespeople without proper training in selling to difficult customers.

e) canned sales presentations should never be used, as buyers see through

them.

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Semester One Final Examinations, 2017 MKTG3503 Sales and Account Management

27) When the client starts to talk about delivery or installation, this can provide the
salesperson the opportunity to …

a) phone head office to get the products dispatched to the prospect.

b) thank the prospect for listening as this marks the end of the meeting.

c) attempt a trial close.

d) tell the client how fast the product can be installed in their factory.

e) explain the delivery and transportation costs that will be extra to the cost of the
product.

28) There are a number of attributes a salesperson must show to build trust. If the
client thinks “does this sales person have the ability and resources to get the job
done right?” they are questioning which trust builder?

a) Compatibility

b) Expertise

c) Candour

d) Customer orientation

e) Dependability

29) Caution signals from clients are important for salespeople to recognise because
they may indicate blocked communications and may evolve into disagreement
signals. What is the best way to handle these?

a) Turn the lights on so these signals won’t seem so orange.

b) Stop the presentation there and then and reschedule another meeting when
your client may be in a better mood and therefore more receptive to your
ideas.

c) Slow down and depart from your planned approach.

d) Let the buyer know you are aware that something has upset them, so show
that you are there to help, not to sell at any cost.

e) Ask if there is someone else in the firm that may be able to help you instead.

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Semester One Final Examinations, 2017 MKTG3503 Sales and Account Management

30) Sarah Shillingworth is a sales manager responsible for the business sales at RAE
Insurance Brokers, Brisbane. She has worked out a set of training objectives she
believes will help the sales reps grow the business. Which of the following would
not be considered a training objective for a sales manager like Sarah?

a) Create positive attitudes and improve sales force morale.

b) Develop salespeople for future sales management positions.

c) Ensure awareness of ethical and legal responsibilities.

d) Develop new marketing programs for the company’s existing products.

e) Teach administrative procedures (e.g. expense accounts, call reports).

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Semester One Final Examinations, 2017 MKTG3503 Sales and Account Management

Part B – Answer 4 questions only from the following list.

Each question is worth 5 marks

1) You have been hired as a sales manager for a large automotive part supplier.
Your CEO wants you to analyse how the company can improve productivity
within the firm and has scheduled a meeting in a week’s time. Your
investigations into the company systems reveal that the sales reps all act
independently, with each chasing business all over the greater Brisbane area.
Some of the senior reps are against distinct territories. Their attitude is there is
no need for such a practice as all the major car dealers and auto shops are
less than an hour’s drive from the office and splitting up the city by territory
would mean that some would lose their good accounts to others. This is quite
different from your previous firm. You realise that introducing territories will
meet some resistance from the reps so you need to get upper management
support to implement changes.

Your task now is to make some notes in readiness for this meeting
based on the pros and cons of territory management in order to sell the
ideas to the CEO. You want to put up a balanced argument so you will
need to say what are the advantages and disadvantages of the current
system, and what are the advantages and disadvantages of a
systematic approach to dividing the area into distinct territories. (5
marks)

2) You have just hired a graduate to fill a new salesperson position in your firm.
She has a great personality and excellent communication skills. These are two
attributes you believe are important in a sales representative. Unfortunately
she has no sales experience. She has read your training manual but is still
unsure about how the ADAPT sequence of questioning works.

a. Identify and explain each of the individual steps involved in the ADAPT
sequence of questioning. (2 marks)

b. Develop two example questions for each step.(3 marks)

3) The salesperson’s appearance and manner must convey a favourable

impression. Within the first few minutes that the prospect and the salesperson
are together, the prospect makes judgments that will have a direct effect on
the interaction to follow. The first few words the salesperson says set the tone
of the entire presentation. There are several approaches that can be used to
gain the prospect's interest and attention.

a. Explain the strengths and weaknesses of each of the following

introductory approaches.

i. Introduction

ii. Referral

iii. Question

iv. Benefit

v. Compliment (1 mark each = 5 marks total)

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Semester One Final Examinations, 2017 MKTG3503 Sales and Account Management

4) You are tasked with assessing the salary compensation of your sales force as
part of the restructuring of the company you work for. As part of this
restructuring your manager wants you to look for alternative ways of
compensating the sales team.

a. Explain 4 of the 5 non-financial compensation rewards that should be

available to salespeople. (½ mark each = 2 marks total)

b. What suggestions can you make for administrating recognition

rewards? (3 marks)

5) How does the consultative selling approach differ from problem-solving and
need satisfaction selling? (2 marks)

Explain the three key roles of consultative salespersons. (1 mark each = 3 marks
total)

END OF EXAMINATION

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