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Summer-2013
Master of Business Administration- MBA Semester 1
MK0010–Sales, Distribution and Supply Chain Management-4 Credits
(Book ID: B1721)
Assignment (60 Marks)
Note: Answer all questions (with 300 to 400 words each) must be written within 6-8 pages.
Each Question carries 10 marks 6 X 10=60
Q1. How to manage a company’s sales force?
Answer. Sales force management systems are information systems used in CRM marketing and
management that help automate some sales and sales force management functions. They are
often combined with a marketing information system, in which case they are often called
customer relationship management (CRM) systems.
Q2. Explain Gap analysis with SERVQUAL model.
Answer. SERVQUAL was originally measured on 10 aspects of service quality: reliability,
responsiveness, competence, access, courtesy, communication, credibility, security,
understanding the customer and tangibles. It measures the gap between customer
expectations and experience. The basic assumption of the measurement was that customers
can evaluate a firm's service quality by comparing their perceptions with their expectations. By
the early 1990s, the authors had refined the model to the useful acronym RATER:
Q3. Write short notes on:
A. Elements of Physical Distribution (any four)

2. B. Patterns of Distribution
Answer. A. (1) Warehousing: In order to provide service to the distribution channel, the
manufacturer must maintain some warehousing facilities. The alternatives range from one
inplant facility to a large network of local warehouses. Although customer service usually
improves as the number of warehouses increases, the average size of the warehouse
decreases. Smaller warehouses can lead to reduced efficiency and increased total costs, which
ultimately could have a negative effect on the quality of customer service.
B. 1. Distribution Patterns
Some products are almost always sold through retail stores to consumers, and sometimes these
are distributed by distribution companies that buy from manufacturers. In other cases, the
products are sold directly from manufacturers to stores. Some products are sold directly from
Q4. Explain three components of Supply chain management.
Answer. The concept of Supply Chain Management is based on two core ideas. The first is that
practically every product that reaches an end user represents the cumulative effort of multiple
organizations. These organizations are referred to collectively as the supply chain.
The second idea is that while supply chains have existed for a long time, most organizations
Q5. Define Aggregate Planning and its strategies to meet demand and supply.
Answer. In the spectrum of production planning, aggregate planning is intermediate-range
capacity planning that typically covers a time horizon of 2 to 12 months, although in some
companies it may extend to as much as 18 months. It is particularly useful for organizations that
experience seasonal or other fluctuations in demand or capacity. The goal of aggregate
planning is to achieve a production plan that will effectively utilize the organization’s resources
to match expected demand.
Q6. Explain the challenges faced by International Sales Managers.
Answer. Here are some of the biggest management challenges:
Language Barriers

3.  The biggest, most common managerial challenge when it comes to working
internationally is a language barrier. While most executives are fluent in a number of
languages, there is no guarantee an entire office will speak your language. Even if you
have some foreign language skills, it is different to try to conduct business in a foreign
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