SALES AND DISTRIBUTION MANAGEMENT
NAME: COATES, KRISCHELLE S.
SCHEDULE: MT(1:00-2:30PM)
QUESTIONS
1. How relationship selling
is different from
transaction-oriented
selling?
2. Why is a sales career
considered exciting,
challenging, and a route to
the top position in an
organization?
COURSE: BSBA-MARKETING MANAGEMENT
SCORE:
ASSIGNMENT 1
ANSWERS POINTS YOUR
POINTS
Transaction oriented selling marketing is selling to a large 10
number of customer they are more focus on selling in a
mass marketing and promote to generate sales they
don’t care about their relationship with their customer
as long as they make a sale and they try to boost point of
sale transaction volume and efficiency. Instead of
establishing a relationship with their customer, this
strategy places more emphasis on closing the deal.
Giving your consumers a product demonstration and a
new product offer is an example of transaction selling.
While Relationship marketing is the opposite of
transaction selling because their main goal is to have a
connection with their customers to build customer
loyalty and to have a long term relationship with their
customers even if prices are raised, their customer is
more likely to stick with them if they believe in it and like
the goods or services it offers. Giving out freebies to
loyal customers and thanking them online are examples
of relationship selling.
When you master selling, you can be in the top position, 10
and it's a very rewarding feeling to be able to close a sale
and earn more money the more you sell, as they will give
you more incentives and rewards for being the top in
sales. This is why I find a career in sales to be both
exciting and challenging. Anyone with a competitive
attitude or the desire to be recognized for their hard
work will use this as a significant motivator to pursue a
great job for years. Your coworkers and customers will
appreciate you more for your expertise in the field, but
you will have to put a lot of effort to win and maintain
their trust. Selling is not an easy job but for those who
enjoy learning like me, a job in sales is rewarding.
3. Discuss the importance 10
of creative selling (thru
presentation) in relation
to generating more sales.

4. Explain the role of 10

missionary salespeople for
the purpose of converting
a prospect to a customer.
5.What is your 10
understanding of sales
and distribution
management?

TOTAL 50

SALES AND DISTRIBUTION MANAGEMENT

CASE 1 CUTTING COSTS

/20

Last year Sam was promoted to manager of marketing research for the sole television station in a small
metropolitan market. Sam had earned a bachelor’s degree in marketing research three years earlier and
immediately accepted an entry-level marketing research position at the television station because its
management had a reputation for honesty and helping small businesses gain access to the mass media.
The television station was sold six months ago to an international conglomerate. At that time, the
general manager was replaced by John. John has developed a reputation in the industry of raising
revenues and cutting costs.

John just finished reviewing the policies of the former general manager and noted that, although the
cost of servicing the numerous small business accounts was high, the profit margin on these accounts
was about the same as for large business accounts. John decided that revenues and profits could be
increased by 20 percent simply by charging small business accounts proportionately more for television
air time. John calls Sam and wants him to conduct a survey that would guarantee data that would justify
his price increase.

Sam is dismayed at the prospect of conducting such research. In his college coursework, Sam had
learned the importance of conducting objective, unbiased research studies. Furthermore, Sam had won
a national competition with his senior marketing research project. Through the first two years with the
television station, Sam was consistently complimented by the small business owners that he worked
with for his integrity in conducting research studies. It was this work and these compliments that led to
his promotion to manager of marketing research.

After Sam got off the telephone with John, he stared into space and pondered his dilemma. Jobs were
not readily available in the town, and he did not wish to relocate elsewhere. Yet if he produced the data
that John wanted, it would go against his training and pride in conducting proper research studies. And
what about all of those small businesses that have come to rely on the television station for their access
to the mass media? How many would be able to pay the higher price for television air time?

GUIDE QUESTIONS

1. Discuss the possible issues in the case.

2. What should Sam do?
3. Which alternative would you select if you were in Sam's shoes? Why would you pick this
alternative?
4. Regardless of what Sam does in this situation, how can he prevent this situation from arising in
his future employment, whether at the television station or elsewhere?

ANSWERS:

1.

2.

3.

4.