Evans and Hills has developed a new line of specialty teas positioned directly against its competitor,Milton Brews.Evans and Hills has pitched its plan to recapture its lost market share on this line of specialty teas and is seeking regular inputs from the test marketing process.To facilitate this process,it is using BuyerScan,a software that generates store-by-store,week-by-week reports on the actual sales of tested products and the impact of in-store and in-home marketing efforts.This scenario illustrates the ________.
A)traditional test marketing approach
B)just-in-time inventory tracking approach
C)controlled test market approach
D)simulated test approach
E)direct commercialization approach

Question

Quizplus · Accepted Answer

This scenario describes a controlled test market approach, where the company is testing a new line of specialty teas using a software that generates sales reports on a weekly basis. This approach allows for regular inputs and tracking of the impact of in-store and in-home marketing efforts.

Evans and Hills Has Developed a New Line of Specialty