Like all companies, McDonald's needs to continue identifying, developing, and introducing new products. One recent concept McDonald's identified is a vegan burger. After assessing the concept, McDonald's research and development kitchen developed a vegan burger that they felt would be appealing to the 13% of Americans that are vegetarian or vegan. Before rolling the vegan burger out, McDonald's wanted to examine the viability in the real world, but on a limited basis. McDonald's next step should be to ______ the vegan burger.
A) test market
B) concept test
C) field exam
D) commercialize

Question

Quizplus · Accepted Answer

Test marketing is the correct next step after a product has been developed and before a full-scale rollout. It allows the company to test the product's viability in a real-world setting but on a limited basis, gathering valuable feedback and making necessary adjustments.

Like All Companies, McDonald's Needs to Continue Identifying, Developing, and Introducing