Selling And Sales Management 11th Edition Kenneth Le Meunier-FitzHugh - Solutions

What sort of marketing mix should Cato Lifts adopt if they wish to sell to:(a) non-commercial buyers?(b) international buyers?
What is the effect of different pricing strategies on personal selling?
Outline any anticipated problems if Matthew Cley goes ahead and appoints a marketing manager.
Give a brief outline of ways that Sales Manager Harold Horne can contribute to the marketing planning process at Auckland Engineering.
Explain the differences between marketing strategies and sales strategies.
Looking at Duncan’s analysis of the previous meeting, what issues/problems do you see that are of relevance to the activities of the sales force?
What is the relationship between objectives, strategies and tactics?
How would you respond to Duncan’s comments on the promotional mix and, in particular, to his comments about the level of advertising expenditure?
Discuss the component parts of the communications mix.
What is the logic in conducting a SWOT analysis in this context?
What is the relationship between SWOT analysis and the TOWS matrix?
Select a company of your choice and conduct a PEST(LE) analysis and then build a SWOT matrix for that company.
What is meant by contingency planning and when is it required in the marketing planning process?
What do you understand by the setting of sales objectives in the context of the marketing planning process? Give three examples of objectives for an organisation of your choice.
What choice criteria did Jim and Mary use when deciding whether to buy a computer and which model to buy?
Compare and contrast the ways in which consumers and organisations buy products and services.
Did the salesperson understand the motives behind the purchase? If not, why not? Did they make any other mistakes?
Of what practical importance is the study of organisational buyer behaviour to the personal selling function?
Imagine that you were the salesperson. How would you have conducted the sales interview?
‘Brand personality’ is the characterisation of brands as perceived by consumers. Explain what is meant by this through the use of appropriate practical everyday illustrations.
Explain what is meant by the ‘decision-making unit’ (DMU). Why is identifying the DMU particularly difficult when selling to public-sector organisations?
What are the main stages in the decision-making process in consumer buyer behaviour?
What are the main stages in the decision-making process in organisational buyer behaviour?
What can Johnny Tan do to revitalise his distribution channel?
In the context of sales channels, why is it important to engage in segmentation and targeting?
What are the implications of pursuing each of the three courses of action suggested by JohnnyTan?
How can sales promotion techniques be used to help the sales effort?
Explain the meaning of ‘push’ and ‘pull’ promotional techniques. How can each help the salesperson to plan sales more effectively?
How can new methods of promotion through the internet assist the sales process?
How is technology being used by firms to promote their products and how does this influence sales activities?
What are the key concepts in logistics, and what do these mean in terms of designing the total distribution system in a company?
Draw up a short-, medium- and long-term sales strategy for how Quality Kraft Carpets can enter, develop and remain in the US market.
Discuss the contention that there is no such thing as ‘overseas selling’ – it is merely an extension of selling to the home market.
What form of representation would you recommend for this new market – or would you consider setting up a manufacturing subsidiary? Give reasons for your decision.
How does the role of an export agent differ from the role of an export salesperson?
How might your various strategies change and what further considerations would need to be made if, after initial success in the US market, the Middle East and Japan offered good export opportunities?
What are the differences that should be considered when international sales managers draw up their export plans?
What would be your marketing communications and sales promotional strategies for the company in the United States? More specifically, outline your sales ‘message’ and the type of media you would use to communicate this message.
How is the worldwide trend towards urbanisation and greater overseas travel affecting opportunities for international selling?
What, if any, further research needs to be undertaken before attempting to export to the United States?
Discuss the effects of internationalisation on pricing.
In what ways does the international sales environment differ from the typical sales environment in the domestic market? What additional considerations need to be made by sales managers to adapt to the international environment?
What major, different market-entry strategies exist for companies that engage in international marketing, and what are the benefits and disadvantages of each method?
What are your sales objectives? What extra information about Mr Forbes would be useful to have?
What considerations should be taken into account when deciding on the amount of prospecting a salesperson should do?
Prepare a sales presentation for the laptop bags.
Discuss the contribution of preparation to the selling process.
Prepare a list of possible objections to the products, and your responses to them.
The primary task of a sales representative is to sell the company’s products and services. What additional tasks do you feel a salesperson might undertake, and how will those affect their selling role?
Give examples of selling situations where the use of personal selling is most likely to be particularly effective and important.
Consider the use of social media in selling
In the context of sales remuneration, discuss the psychological motives of each of Darmon’s five types of individual salesperson: Creatures of habit; Satisfiers; Trade-off-ers; Goal orientated; and Money orientated.
When preparing for sales, what information and planning is essential in order to improve the potential for success?
What is a contract? Of what significance are contracts in buyer–seller relationships?
If the product is right and the sales presentation is right, there is no need to close the sale. Discuss.
Discuss the ways in which a salesperson can attempt to identify buyer needs.
List and discuss four characteristics of an effective sales presentation or demonstration.
Cite and discuss examples of a close under each of: summarise and ask for order, alternative choice, concession close, objection close.
Negotiation is an important part of the sales process, but it is sometimes said that this is a different skill to other skills needed by sales communicators. Are there any situations in which a case can be made to separate this element from the sales process so that it is dealt with by different
What are the implications of Guanxi networks for selling in China?
Discuss the differences between the characteristics of low- and high-value sales.
An important Chinese cultural issue is the avoidance of loss of face. Discuss its implications for selling in China.
What are the key skills required of a key account manager?
Explain how you could build close personal relationships in China to enable the development of long-term business partnerships.
What is global account management?
During the sales interview, the following objections are raised. How would you deal with them?1 ‘I’m sorry, I have an urgent meeting in ten minutes’ time. Can we make it quick?’2 ‘We haven’t had any major problems with the Clearprint so far.’3 ‘Doesn’t your firm have a bad
What competencies are required for global account management and do they differ from those required of the key account manager?
Identify the sales tasks and skills required for this job.
Discuss some of the major developments in selling and sales management and the implications of these for the process of key account management.
Write an application letter to apply for this position, outlining how you would be able to meet the needs of the role.
Customer relationship management (CRM) and key account management (KAM) are two separate elements of the sales process. Explain how the two might be interrelated.
Form a small group (four to six people) and carry out an interview role play for this position. Half of the team should represent the company and the other half act as applicants.
Carry out a full decision analysis for Classical Reproductions Ltd, using the following information:Calculation of expected profit with perfect informationPrior probabilities for the various events for the next 12 months are:(A) = 0.3 (B) = 0.4 (C) = 0.3 Event ABC Profit for optimal act 800,000
Carry out a pre-posterior analysis and find the expected value of perfect information (EVPI).
Having applied Bayesian decision theory to this example, what do you consider are its advantages and disadvantages?
Justify which general factors you consider should be taken into account when recruiting salespeople for the positions described in the exercise. In particular, suggest how the performance of such salespeople could be evaluated.
State whether you agree with the sales manager or the sales director, or neither.
Suggest and justify the kind of commission structure that you would put in place.
Advise senior management on the appropriateness of adopting a relational approach to selling.
How would you advise Microcom in developing a strategy to implement relationship marketing and selling?
What are the implications for salespeople of the adoption of supply chain integration by largermanufacturers?
Discuss the relevance of Reichheld et al. ’s model of ‘the virtuous circle’ to selling and salesmanagement.
How is a relationship marketing approach different to conventional transactional marketing?
Explain the difference between internal marketing and external relationship marketing. How arethey interconnected?
Discuss the nature of direct marketing
Address the strengths and weaknesses of online selling compared to direct sales.
Review the changing nature of technology
What is database marketing?
Identify the use of technology to support sales activities
Give an account of sales situations where direct personal selling is likely to be more effective than other direct marketing techniques. Justify your answer by referring to specific practical situations.
Discuss four ways that the internet has affected selling and sales management practices.
Discuss the advantages and disadvantages of marketing fashion items online rather than through traditional retail stores.
Using specific examples, explain the concepts of inbound and outbound calls.
To what extent does ASOS sell through an integrated distribution channel system?
Perform a strengths, weaknesses, opportunities and threats (SWOT) analysis on ASOS.
Based on the SWOT analysis, what are your recommendations for ASOS’s choice of selling channel?
What steps should Richard Booth take to investigate further the problems highlighted by his initial research, while at the same time gaining the cooperation of the sales force? In your answer indicate what information Booth will require.
Explain the importance of building relationships with customers.
What are the disadvantages of the present salary-only compensation plan? What advice would you give to Booth about devising and implementing a new system of compensation for the sales force?
Discuss how firms can attract and retain new customers.

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Selling And Sales Management 11th Edition Kenneth Le Meunier-FitzHugh - Solutions

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