Read the following extract and answer the questions that
follow:
When a Scented Candle Just Won’t Do
A fragrance called green tea blows through the corridors of Sonesta
hotels worldwide courtesy of Air Esscentials, a 10-year-old company
in Miami that sells scent-diffusing systems. Green tea lemongrass,
another Air Esscentials creation, is the aroma of choice at Morgans
Hotels worldwide. Now, those very same smells are also perfuming
the living rooms and bedrooms of many private residences.
Hotels, resorts and casinos, as well as retailers like Victoria’s
Secret and Thomas Pink, depend on ambient scents to strengthen
brand identity — as well as to get customers to linger and spend.
Piping in those fragrances has long been the principal business of
Air Esscentials, Aroma360, ScentAir and their rivals in what is
known as the air care business. But increasingly, these companies
are finding a new revenue stream in the home market. (In other
words, pull out those plug-ins.). ―Our company grew rapidly because
when we would put a scent into a Sonesta hotel or a Ritz-Carlton or
a Melia resort, guests would go up to the front desk and ask how
they could get it,‖ said Spence Levy, president of Air Esscentials.
―The home market has grown 35 percent a year for us every year
since we started in 2007.‖
Drugstores and other retailers are fully stocked with low-cost home
fragrances, from room sprays to candles and wall plug-ins. Now,
thanks to Air Esscentials and other such firms, there are options
on the higher end: compact yet high-powered diffusers that will
infuse scent throughout a room for hours or days at a time.
Examples include Aera, a $200 device the size of a paperback book
that its parent company, Prolitec, says can perfume a room of up to
2,000 square feet, with fragrance levels adjustable through an app.
Each fragrance capsule costs $50 and, according to Aera’s website,
will last about 60 days if it is placed in ―a 450-square-foot room,
on an average setting running for 24 hours per day.‖
Jeanette Wolfe, a holistic health educator, is a big fan of such
devices and a big believer in the power of scent to increase energy
and ―drop you into a calm place,‖ as she put it. She used to rely
on old-fashioned methods to perfume her Victorian home in
Princeton, N.J.: dried flowers
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and squares of muslin that were infused with essential oils and
placed in the air vents. ―But it
wasn’t as strong or clear or efficient a scent as I wanted,‖ Ms.
Wolfe said.
Now each floor of the house has its own fragrance dispersed by an
AroMini, one of several styles of cold-air diffusers for the home
made by AromaTech. According to the company, AroMini, a
12-inch-tall cylinder that costs $279, is strong enough to imbue
fragrance in a 1,000square-foot room. The essential oil or aroma
oil refills cost $16 to $180, and last about a month.
The home fragrance market is a $6.4 billion business at the retail
level, according to a 2016 study by Kline, a market research and
consulting firm in Parsippany, N.J. Using data from a Simmons
national consumer survey, the online research company Statista
calculated that 73 percent of Americans used room deodorizers and
air freshener sprays last year; the figure is poised to hit 77
percent by 2020.
More than just a way of eliminating odor, home fragrance has lately
become a means of selfexpression. ―It’s an element of design, like
the colors on the wall or the furniture — it’s a way for people to
communicate who they are,‖ said Richard Weening, chief executive of
Prolitec, the Milwaukee-based commercial air care company that
recently introduced Aera. ―I do not think I’ve met an individual
who doesn’t respond to scents,‖ Ms. Wolfe said.
Actually, some don’t respond well. Consider the people who are
allergic to perfumes or just don’t like them. The ―fragrance free‖
movement, which uses the tagline ―think before you stink,‖ has
tried for years to beat back the use of fragrances in public
places, in deference to the scentsensitive. Still, there are many
who consider lemon-infused air to be a luxury, maybe even a
necessity. ―The general principle is: People like places that smell
good, and they don’t like places that smell bad,‖ said Mr. Weening
of Prolitec.
To hear him tell it, the conventional tools deployed for making a
place smell good — candles, sprays, wax melts, reed diffusers, and
so-called liquid electricals like plug-ins — leave something to be
desired. The scents are heavy, inconsistent and, in his view, maybe
just a bit unrefined. ―It’s that New York taxicab smell,‖ Mr.
Weening said. Two years ago, Dimitri Gailit, the chief executive of
AromaTech, based in Vancouver, British Columbia, noticed that his
company was fielding calls from clients who wanted their residences
to smell as inviting as their stores. ―So we decided to make every
one of our products available for home use,‖ he said.
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The devices, sold through the company’s website and Amazon, include
the AromaCube ($30), a battery-operated diffuser meant for a small
space like a bathroom; the AromaPod ($129), designed for up to 500
square feet; and the industrial-strength AromaPro ($849), which
comes
with an HVAC adapter, meaning it can work through a customer’s home
heating and airconditioning system. The company’s cold air
diffusion process breaks down aroma oils and essential oils — the
most popular are white tea and thyme, and oriental garden — and
disperses them in the form of dry vapor.
Depending on the device, customers can digitally adjust the
intensity of the vapor as well as the hours that it is dispersed.
Control of the diffusers via an app is in the planning
stages.
―There are people who are buying our machines for aromatherapy,‖
Mr. Gailit said, ―and then there are customers who want to create a
certain ambience in their home, like when they’re having a party.
They may be having a tropical-themed party or a chocolate fondue
party, so they’ll disperse a fragrance like coconut spice or
chocolate.‖ Customers have responded, Mr. Gailit said: ―Since we
introduced our consumer line, we have significantly increased our
business.‖ Mr. Weening said he had had the same experience since
Aera hit the market. ―We’re way ahead of where we expected to be
with sales,‖ he said. ―People are buying multiple machines.‖
Aroma360’s clients are mostly commercial, ―but a lot of business
owners asked for scents in their home as well,‖ said Meghan
McMahon, the company’s director of marketing. Residential customers
can choose from cold air diffusers that range in price from $149
(for 300 to 800 square feet) to $1,499 (to cover up to 6,000 square
feet). ScentAir, too, ventured into the home fragrance market at
the urging of commercial customers. But rather than sell directly
to the consumer, ScentAir has made its home fragrance system —
which is essentially a high-end plug in that costs $130 — available
exclusively on the websites of hotel clients like Marriott and
Westin.
―It’s a nice tie-in for us,‖ said Edward Burke, ScentAir’s vice
president of customer strategy and communications. ―And by offering
the home version on the hotels’ websites, it helps us be a better
partner.‖
Source:
https://www.nytimes.com/2017/08/02/business/smallbusiness
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Questions:
A Structured Development Process (SDP) is a sequence of steps or
stages to conceive design and commercialise a product. Using the
case study above explain how these organisations:
1.3 Configured their distribution and marketing activities.
In: Operations Management
The primary source is "Peace in our Time Speech given in Defense of the Munich Agreement 1938"
Questions are:
1) Who were the author[s], date, and/or origins of the primary source?
2) To who was the document directed?
3) What were the main idea[s] and/or argument[s] of the primary source?
4) What were the political, religious, and/or social messages[s] of the primary document?
5) How did it relate to the era it originated or what does it teach us about the society where it originated?
In: Economics
In: Psychology
In: Psychology
6. The following sentence uses adjectives/adverbs correctly:
Students who attended the review session did better on the exam than those who studied on their own.
Group of answer choices
True
False
7. Verbs tell us the time of an action. The time that a verb shows is usually called ______.
Group of answer choices
tense
gerund
to be
noun
8. Identify the correct verb form:
Where on my Internet browser _____ (is, are) the directions to
block pop-up messages?
Group of answer choices
are
is
In: Operations Management
A university wants to determine if students from different majors are equally likely to be cited for academic dishonesty. They average instances of documented cheating across 10 years for three different academic majors and find the following results: Business Administration (M = 5.1; N = 10), Fine Art (M = 1.9; N = 10), and Nursing (M = 3.2; N = 10). They also calculated the between-group and within-group sum of squares (SSB = 301.6; SSW =1343.8). Use a one-way ANOVA (where α = .01) to determine if there are significant differences in cheating rates by major.
In: Statistics and Probability
Business law
Farid and Ah Fong graduated from a university in 2020 with a
qualification in Bachelor of Business and
Commerce. They decided to form a business offering advice to
clients who wish to grow their businesses
at a large scale. Fatimah who is a novice businesswoman is looking
for a successful business partner in
order to grow her business. She met a businessman by the name Felix
but she is unsure of his financial
credibility. She approached Farid and Ah Fong for consultation and
advice as she came across their
advertisement in the social media. Farid and Ah Fong did a thorough
business research and recommended
to Fatimah to proceed to have a business dealing with Felix as a
business partner. Fatimah approached
Felix and entered into a multi-million-dollar project. After a few
months, Fatimah discovered that Felix is
a financially troubled businessman. Fatimah is very upset. She
approached Farid and Ah Fong for a
clarification. However, Farid and Ah Fong claimed that they have
conducted a thorough research on Felix’s
financial standing. However, it has now transpired that Farid and
Ah Fong did not look at the financial
standing of Felix for the year 2018 but only looked at the
financial standing for the year 2019. They claimed
that there is no need to check the financial standing for the last
two years. They also claimed that since
they just graduated, they do not have much experience. Fatimah
seeks your advice as to her rights against
Farid and Ah Fong.
In: Operations Management
A random sample of 20 college professors is selected from all professors at a university. The following list gives their ages: 27, 52, 49, 63, 60, 57, 48, 53, 47, 42, 51, 54, 62, 60, 49, 58, 56, 47, 44, 49 [a] (1 point) What is the POPULATION in this problem? [b] (1 point) What is the SAMPLE? [c] (1 point) State whether the ages of professors are QUANTITATIVE or QUALITATIVE? [d] (1 point) If quantitative, is it DISCRETE or CONTINUOUS? [e] (6 points) Using the age sample data above, find the mean. median, mode, range. standard deviation and variance. Be sure to include the units in your answers. You do not need to show work. Round to 1 decimal place. [f] (2 points) Find the inter-quartile range of the age sample data. Show work. [g] (4 points) Find the "fences". Then use the fences to determine whether there are any outliers. Show all work. [h] (4 points) Draw a boxplot. Draw a boxplot. (Label the 5 number summary. Be sure to include outlier(s) if any.)
In: Statistics and Probability
A random sample of 4 college students was drawn from a large university. Their ages are 22, 17, 23, and 20 years.
a) Test to determine if we can infer at the 5% significance level that the population mean is not equal to 20.
b) Interpret your conclusion.
In: Statistics and Probability
From a survey of 120 students attending a university, it was
found that 48 were living off campus, 57 were undergraduates, and
25 were undergraduates living off campus. One student is selected
at random.
Let event A be “The student is an undergraduate”
Let event B be “The student is living off campus”.
a. Sketch the Venn diagram and show number of students for all parts of the diagram
b. Find the probability that selected person is an undergraduate student or he/she lives off campus
c. Find the probability that selected student is an undergraduate living on campus
d. Selected person is a graduate student living on campus.
In: Statistics and Probability