Answer to Question 1
A paired-samples t-test is an appropriate test for comparing the scores of two interval variables drawn from related populations. This is the appropriate test when the same respondent is measured twice. For example, respondents may be asked their attitudes toward corporate sponsorship in sports and their attitudes toward corporate sponsorship of the arts. Since the attitude scores are both provided by the same person, the assumption that they are independent is not realistic. When a paired-samples t-test is appropriate, the two numbers being compared are usually scored as separate variables.
Answer to Question 2
A marketing manager should answer the following three questions in order to compose a positioning statement:
1 . Who are you trying to persuade? (Who is your target segment?)
2 . With whom are you competing? (Who are your competitors, what is your major product category, what frames of reference will customers use in making choices?)
3 . How are you better? (What is your uniqueness, your competitive advantage, your point of difference, and do you have attributes or benefits that dominate competitors?)
Putting these three answers together leads to a marketing manager's positioning statement, for example: For customers who want segment, our brand is the best at unique selling propositioncompetit ors and competitive advantage..
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