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 prototypes are so important
B)one of the problems associated with test marketing
C)how idea screening can make a product a commercial success
D)why many companies engage in test marketing
E)the variety of sources for idea generation

Question

Quizplus · Accepted Answer

Test marketing can reveal a product to competitors, allowing them to quickly develop and launch competing products, as illustrated by General Foods' response to Procter & Gamble's test marketing.

Procter & Gamble Introduced Its Duncan Hines Ready- To- Spread