Select the true statement concerning test marketing.
A) Test marketing is simply an extension of the screening and developing stages.
B) Test marketing should be conducted after all the marketing mix variables have been finalized.
C) Test marketing is a limited introduction of the product in areas chosen to represent the intended market.
D) If the product is successful in the test market, then it is ensured of success upon total introduction.
E) Large corporations usually launch test marketing efforts in one small area at a time.

Question

Quizplus · Accepted Answer

Test marketing is a limited introduction of the product in areas chosen to represent the intended market, where the firm can study actual consumer behavior under realistic market conditions. It is conducted after the marketing mix variables have been finalized, but it is not guaranteed that a successful test market will ensure success upon total introduction. Large corporations may conduct test marketing in multiple areas to gather more data and insight. Thus, options A, B, D, and E are incorrect.

Select the True Statement Concerning Test Marketing