Evans and Hills, a beverages manufacturing company, has developed a new line of specialty teas and is seeking regular input from the test marketing process. To facilitate this process, the firm uses 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. Which of the following approaches does this scenario illustrate?
A) standard test markets
B) inventory tracking
C) controlled test markets
D) simulated test markets
E) direct commercialization

Question

Quizplus · Accepted Answer

The scenario describes a controlled test market approach, where Evans and Hills are regularly seeking input from the test marketing process through the use of BuyerScan software to generate reports on the actual sales of tested products and the impact of marketing efforts. This approach allows the company to make informed decisions about the success of their new line of specialty teas before fully launching them in the market.

Evans and Hills, a Beverages Manufacturing Company, Has Developed a New