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C.When describing warranties and guarantees to customers, both Cyboran and Ross are dealing with the product element of the marketing mix.D. Both Ross and Cyboran are dealing with the place element of the marketing mixwhen they discuss features and benefits.E. Customer service is not part of the marketing mix for either Cyboran or Ross because of the type of products they sell.Warranties, features, and benefits are aspects of the product element of the marketing mix. Discounts are part of the price component. Direct mail and customer service are elements of the promotion component.AACSB: AnalyticBlooms: UnderstandFutrell - Chapter 01 #145Learning Objective: 01-01 Define and explain the term selling.
Level of Difficulty: 2 MediumTopic: Essentials of a Firms Marketing Effort146.What would be the Golden Rule of Personal Selling that Ross and Cyboran adhere to? A.Treat customers as you would like to be treated.B. Create situations where reciprocity is essential.C. Do not be afraid to accept credit for a job well-done.D. Be guided by self-interests.E. Encourage customers to do research before buying.The Golden Rule of Personal Selling refers to the sales philosophy of unselfishly treating others as you would like to be treated. Reciprocity is not expected.AACSB: AnalyticBlooms: UnderstandFutrell - Chapter 01 #146Learning Objective: 01-03 Explain the relationship between the definition of personal selling and the Golden Rule of Personal Selling.Level of Difficulty: 2 MediumTopic: The Golden Rule of Personal Selling147.Which of the following statements accurately describes the type of selling engagedin by Ross and Cyboran? A. Both are direct sellers.B. Both are sales engineers.C. Both sell to ultimate consumers.D. Cyboran is a detail salesperson.E.Ross is a service salesperson.Ross sells computer services, which are intangible and can be difficult to sell. Cyboran is most likely an account representative who calls on established customers to sell them tangible products.AACSB: AnalyticBlooms: UnderstandFutrell - Chapter 01 #147Learning Objective: 01-05 Enumerate some of the various types of sales jobs.Level of Difficulty: 2 MediumTopic: Why Choose a Sales Career?
148.Both Ross and Cyboran started their careers at the bottom of the sales personnel career path, so they both began working as: A.traineesB. marketersC. regional salespersonsD. junior salespersonsE. internsThe sales trainee position is the first step in the sales personnel career ladder. A trainee moves up to salesperson and later a regional sales manager. Some individuals may start as interns at a firm, but an internship is not part of the sales career path.AACSB: AnalyticBlooms: RememberFutrell - Chapter 01 #148Learning Objective: 01-05 Enumerate some of the various types of sales jobs.