Mary, who was on vacation, in Atlanta, Georgia, bought Heinz hot pepper ketchup for her family. Upon returning to Houston, Texas, she was unable to find the product on the supermarket shelves. When asked about the product, the salesperson informed her that the product was launched in Atlanta for on a trial basis, and was withdrawn due to its low sales. Heinz should have been in this stage of new product development.

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.

Mary, Who Was on Vacation, in Atlanta, Georgia, Bought Heinz