Best City Co. opened Mobile Phone-only stores at nine locations in Manhattan to gauge consumer's reactions to them. These stores, called Best City Mobile, carried more than 80 cell phones from big manufacturers. Shoppers here also had the option to choose from seven mobile phone service carriers. Based on positive consumer reaction and the success of these stores, Best City opened stores nation wide. This is an example of
A) product development.
B) test marketing.
C) project planning.
D) idea screening.

Question

Quizplus · Accepted Answer

Test marketing is a controlled experiment in a limited geographical area to test the new product or in some cases certain aspects of the marketing strategy, such as packaging or advertising.