Procter & Gamble introduced its Duncan Hines ready-to-spread frosting in a small geographic area. When General Foods became aware of the product, it rushed to market its own Betty Crocker ready-to-spread frosting, which eclipsed the Duncan Hines product introduction. This act illustrates ________.
A) why many companies engage in test marketing
B) one of the problems associated with test marketing
C) why prototypes are so important
D) how idea screening can make a product a commercial success
E) the variety of sources for idea generation

Question

Quizplus · Accepted Answer

This act illustrates one of the problems associated with test marketing, specifically the risk of competitors quickly copying and surpassing a product introduction within a small geographic area.

Procter & Gamble Introduced Its Duncan Hines Ready-To-Spread Frosting in a Small