A new tropical fruit juice product was entering the marketplace. The director of marketing for the company would like to know which advantage should be emphasized in advertisements, and which advertisement is better for sales. Nine cities with similar demographics are chosen, and a different combination of Media and Marketing Strategy is tried. The unit sales of tropical fruit juice for the eight weeks are shown in the two-way table below.MediaMarketing Strategy ConvenienceQualityPriceTelevision492, 630, 559, 447, 480, 624, 547, 444464, 559, 759, 558, 528, 670, 534, 657678, 628, 591, 633, 684, 761, 691, 549Social Media464, 559, 759, 558, 528, 670, 534, 657710, 650, 705, 653, 577, 837, 629, 799705, 585, 527, 499, 515, 566, 710, 547Newspaper690, 650, 705, 653, 577, 825, 629, 799577, 616, 708, 486, 480, 652, 585, 538803, 583, 825, 597, 813, 564, 708, 615 At the 0.05 level of significance,a. is there an interaction between media and marketing strategy?b. is there an effect due to media?c. is there an effect due to marketing strategy?

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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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A new tropical fruit juice product was entering the marketplace. The director of marketing for the company would like to know which advantage should be emphasized in advertisements, and which advertisement is better for sales. Nine cities with similar demographics are chosen, and a different combination of Media and Marketing Strategy is tried. The unit sales of tropical fruit juice for the eight weeks are shown in the two-way table below.

Media	Marketing Strategy
	Convenience	Quality	Price
Television	492, 630, 559, 447, 480, 624, 547, 444	464, 559, 759, 558, 528, 670, 534, 657	678, 628, 591, 633, 684, 761, 691, 549
Social Media	464, 559, 759, 558, 528, 670, 534, 657	710, 650, 705, 653, 577, 837, 629, 799	705, 585, 527, 499, 515, 566, 710, 547
Newspaper	690, 650, 705, 653, 577, 825, 629, 799	577, 616, 708, 486, 480, 652, 585, 538	803, 583, 825, 597, 813, 564, 708, 615

At the 0.05 level of significance,
a. is there an interaction between media and marketing strategy?
b. is there an effect due to media?
c. is there an effect due to marketing strategy?

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