National Diploma in Sales Management

(NDSM)
August 2014 Examination
Stage I
Date: 24 August 2014

Time: 1400 Hrs – 1700 Hrs Duration: Three (03) Hrs

Total marks for this paper is 100 marks.

There are two parts in this question paper. All questions in Part One are compulsory. It
includes a mini case.

Part Two includes 6 Essay Type Questions. Answer 03 questions from this part.

Instructions to candidates

1. State your Registration Number on the front cover of the answer book and on each
and every additional paper attached to it. Your name must not appear anywhere in
the answer book or answer scripts.
2. Always start answering a question on a new page.
3. You are reminded that answers should not be written in pencil or red pen except in
drawing diagrams.
4. Answer the questions using:
a. Effective arrangement and presentation
b. Clarity of expression
c. Logical and precise arguments
d. Clear diagrams and examples where appropriate
5. Illegible handwriting and language errors will be penalised.
 PART ONE
Answer all questions

Question 01: Case Study

Hindustan Unilever Limited (HUL)

HUL, a pioneer distribution network in India, is constantly reinventing the process of

distributing its products to serve rural segments. In this process of reinventing, HUL has
revamped its sales organisation in the rural markets which in turn has helped in fulfilling all
the needs of the segment. This has increased the purchasing capacity of rural customers
while satisfying their needs as well.

The company has brought all the ‘markets’ with a population below 50,000 under the rural
sales organization team. This team consists of an exclusive sales force and redistribution of
stockists is made under the charge of responsible managers. The team stresses on the
availability of the products and building superior brand preferences in the rural interiors.
With this strategy, HUL’s distribution network in the rural sector has already covered 50,000
villages, reaching 250 million consumers through 6000 stockists.

Source: Jadhav (2009)

a. In light with the above, describe the role of a Sales organization.

(15 Marks)

b. Explain the importance of people in the sales organization consciously co-operating to

work towards achieving a common goal.
(15 Marks)

c. Describe briefly how team work is important towards its success in reaching goals.

(10 Marks)

(Total 40 Marks)

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 PART TWO
This part includes SIX Essay Type Questions
Answer a total of THREE questions from this part
Question 01

You are the Marketing Manager of a Sri Lankan travel company who promotes Sri Lanka to
the world. You have to attract new travel agents from other destinations to promote and
sell Sri Lanka to their clientele. Describe the process which you will use to attract new travel
agents to promote Sri Lanka in their countries.
(Total 20 Marks)

Question 02

You are the Head of Sales at a leading telecommunication organization. There are five
different sales channels and sales managers who work under you. Discuss the importance
of sales professionalism to managers and explain the advantages and disadvantages to
justify your answer.
(Total 20 Marks)

Question 03

You are the Marketing Manager of a multinational company who sells cosmetic products.
Describe the communication mix which can be used to promote your products and explain
with examples the importance of personal selling in the communication mix you have
chosen for your organization.
(Total 20 Marks)

Question 04

Market coverage is about reaching the end user as cost effectively as possible while
maximizing customer satisfaction. Explain with relevant examples the three major levels of
market coverage strategies.

(Total 20 Marks)

Page 3 of 4
Question 05

Mention five approaches of Personal Selling and describe one approach in detail with
examples.
(Total 20 Marks)

Question 06

Explain briefly on what a sales territory is and how a sales territory could be designed for a
company.
(Total 20 Marks)

(3 x 20 Marks)
(Total 60 Marks)

-END-

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