BATCH: 2022-24 SET: A ROLL NO:

Shree Chanakya Education Society’s

INDIRA SCHOOL OF BUSINESS STUDIES PGDM, PUNE
POST GRADUATE DIPLOMA IN MANAGEMENT – E-BUSINESS MANAGEMENT (PGDM EBM)

End Semester Examination – April 2023

Semester - II

Subject: Personal Selling Lab Code: EMC-212

Day & Date: Thursday, 27 April 2023 Time: 09.30 am to 12.00 pm
Total Marks: 60 Duration: 2 ½ Hours

Instructions:
1. All questions are compulsory. Each question has an internal option. Kindly read the
detailed instructions for each question.
2. Each question carries equal (10) marks.

Q1. Solve any 5 out of 8 Questions:

a) Advertisement in TV is a type of
• ATL Advertisement
• BTL Advertisement
• TTL Advertisement
• All the above

b) Name at least 2 types of key people involved in a sales transaction at the

customer’s place.

c) When you bargain on price discounts, you are looking at what part of
“Value Proposition” –
• Performance Value
• Relational Value
• Emotional Value
• Financial Value
d)
Selling a Mobile phone is a type of –
• Transactional Selling
• Solution Selling
• Consultative Selling
• Provocative Selling

e) Define personal selling.

f) Enlist four different kinds of negotiators.
g) What do you mean by Objection Handling?
h) Enlist four elements of Negotiation.

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Q2. Solve any 2 out of 3 Questions:

a) Explain how leads are categorized and why it matters.
b) Explain why sales management is an important function in today's
business environment.
c) Compare the difference between a sales lead and a prospect.

Q3. Solve any 1 out of 2 Questions:

a) How does ATL, BTL and TTL marketing plan work? If your business is
a start-up in Online grocery items like BigBasket or Instamart, then
identify the best marketing plan out of the three mentioned, apply the
same and discover a plan for your start-up.

b) Assume you are a Store Sales Manager of “Croma” located at

Shivajinagar, Pune and you have taken a target to sell 50 units of Smart
TV of all brands & all sizes to be sold for the month “May 2023”. Build
a plan on how many “Total Leads” you would need to achieve the target.
Also, what are the different marketing activities you would do to generate
the required “Total Leads”?

Q4. Solve any 1 out of 2 Questions:

a) What do you mean by Sales productivity? Assuming you are the Sales
Manager of an Insurance company, evaluate the importance of measuring
sales productivity.

b) Assume that you are the salesperson involved in selling Laptop devices.
Come up with a brand or product name of your choice. List down the
features of the product and then connect the features with the advantages
it has over the competitor's product and the benefits it gives to the
customers.

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Q5. Solve any 1 out of 2 Questions:

a) The Customer says - "We think that the system you have outlined would
be ideal. Not only will it satisfy our needs today, it will also see us through
the next 3 or 4 years. However, you are quoting Rs. 200,000 and we find
now that there is only Rs. 160,000 left in our budget. We can't bridge a
gap that big. Do you have any alternative suggestions?" As a salesperson,
how will you evaluate the statement? Interpret the customer's tactic when
he says the above statement. What will be your response to this
statement?

b) “Variables have a COST to us and VALUE to the customer”. Dig deep

down into the statement and defend using an example of your choice.

Q6. Solve any 1 out of 2 Questions:

a) What are the different types of Questions asked in the "Funnel
Technique"? Supposing there is a prospect enquiring about a 2-door &
300 Liters refrigerator, design and write the "Questions" that you will ask
the prospect while using the "Funnel Technique".

b) Discuss how you will deal with a customer who bargains hard while
buying a product. The customer may bargain on "Financial Value" –
He/she wants more discounts/offers or "Relational Value" – he/she wants
additional benefits/services from the product.

*****

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