Turn over © 2014 The Kenya National Examinations Council

Candidates should check the question paper to ascertain that all the pages are printed as indicated and that no questions are missing.

This paper consists of 12 printed pages.

GRAND TOTAL

Question 11 12 13 14 15 TOTAL SCORE

Candidate's Score

SECTIONB

Question 1 2 3 4 5 6 7 8 9 10 TOTAL SCORE

Candidate's Score

SECTION A For Examiner's Use Only

Write your name and index number in the spaces provided above. Sign and write the date of the examination in the spaces provided above. This paper consists of TWO Sections; A and B. Answer ALL the questions in Section A in the spaces provided after each question. Answer any FOUR questions in Section Bin the spaces provided after question 15. All questions carry equal marks. Do NOT remove any pages from this booklet. Candidates should answer the questions in English.

INSTRUCTIONS TO CANDIDATES

3 hours

PRINCIPLES AND PRACTICE OF SELLING

CRAFT CERTIFICATE IN SALES AND MARKETING MODULE I

THE KENYA NATIONAL EXAMINATIONS COUNCIL

Candidate's Signature. _ 1902/101 PRINCIPLES AND PRACTICE OF SELLING July 2014 Time: 3 hours

Index No .. _ Name.~~~--~------~----~-

2 1902/101

(i)

(ii)

(2 marks) Outline two disadvantages of using demonstrations to sell a product. 5.

(iv)

(4 marks) 4. Identify four challenges that a salesperson may face when selling to major accounts.

(3 marks)

(ii)

(iii)

(i)

3. State three advantages of using a telephone as a tool to prospect for customers.

(i)

(ii)

(iii)

2. Outline three ways in which a public transport company would reduce the perishability of its services. (3 marks)

(i)

(ii)

(2 marks) List two duties of missionary salespeople. 1.

Answer ALL questions in this section in the spaces provided after each question.

SECTION A (32 marks)

Turn over 3 1902/101

(ii)

(iii)

(iv)

(i)

10. Identify four problems that a salesperson may encounter when selling his products in a foreign market. (4 marks)

(iv)

('") uu

(ii)

(i)

(4 marks) 9. List four non-monetary rewards that a firm would use to motivate its salespersons.

(i)

(ii)

( '") ill/

8. A certain company has decided to use samples to promote its product. State three ways in which the sample may be distributed to customers. (3 marks)

(iv)

(iii)

(i)

(ii)

7. List four selling tools that a salesperson should carry when prospecting for customers. (4 marks)

(i)

(ii)

(iii)

6. State three factors in the physical environment of a travelling salesperson's route that may influence the performance of his duties. (3 marks)

4 1902/101

One of the attributes that a salesperson should possess in order to be successful in personal seliing is empathy. Explain four ways in which a salesperson would portray such empathy. (8 marks)

(b)

Explain six factors that a salesperson should consider when qualifying a potentiai customer. (9 marks)

(a)

(8 marks)

(b) One of the categories of salespeople found across various industries is the technical salespeople. Highlight four responsibilities of this category of salespeople.

(9 marks)

A salesperson is expected to gather information about developments in the market. Explain six ways in which such information would be gathered.

(a)

rs marks)

(b) A certain firm has decided to rely on members of their regular salesforce to sell to its major accounts. Explain four disadvantages of adopting this approach.

Wavinya, a salesperson, is scheduled to conduct a product demonstration to a certain customer. Highlight six preparations that she should make before the demonstration.

(9 marks)

(a)

(b) To make a successful sales presentation, a salesperson must appear to be credible in the eyes of a customer. Explain four ways in which a salesperson would achieve such credibility. (8 marks)

Describe six distinguishing features between the internal and travelling salesmanship. (9 marks)

(a)

(b) Explain six benefits that a firm would derive from adopting the direct marketing approach to reach customers. (9 marks)

Explain four factors in the environment that may limit the attainment of a sales target by a salesperson. (8 marks)

(a)

Answer any FOUR questions from this section in the spaces provided after question 15.

SECTION B (68 marks)

15.

14.

13.

12.

11.