SCENARIO 12-14 a Perfume Manufacturer Is Trying to Choose Between

question 43

True/False

SCENARIO 12-14 A perfume manufacturer is trying to choose between 2 magazine advertising layouts.An expensive layout would include a small package of the perfume.A cheaper layout would include a "scratch-and-sniff" sample of the product.The manufacturer would use the more expensive layout only if there is evidence that it would lead to a higher approval rate.The manufacturer presents the more expensive layout to 4 groups and determines the approval rating for each group.He presents the "scratch-and-sniff" layout to 5 groups and again determines the approval rating of the perfume for each group.The data are given below.Use this to test the appropriate hypotheses with the Wilcoxon Rank Sum Test with a level of significance of 0.05.
-Referring to Scenario 12-14, the null hypothesis should be rejected.

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Definitions:

FAB

Features, Advantages, and Benefits; a sales methodology focusing on communicating the features, advantages, and benefits of a product or service.

Persuasive Communication

The ability to convince others to adopt a certain viewpoint or to take a specific action through effective verbal or written messages.

SELL Sequence

A methodical approach in sales that involves Showing the feature, Explaining the advantage, Leading into the benefit, and Letting the customer respond.

SWOT Analysis

A strategic planning tool used to identify and analyze the Strengths, Weaknesses, Opportunities, and Threats related to business competition or project planning.