COOKING OIL MINI CASE: Value Mart is a national grocery store chain that markets its own line of store-brand food products as a low-cost, high-value option for the cost-conscious consumer. Based on an evaluation of sales data from various product categories collected from scanners at checkout points, Value Mart has determined that there may be a market for a Value Mart brand cooking oil. In order to further explore customer preferences and potential marketing tactics, Value Mart has decided to conduct focus group sessions with Value Mart consumers. After conducting the focus groups, Value Mart decides to do a small-scale trial of a store-brand cooking oil exclusively at its stores in the New York area to see if consumers will buy the product.
-In the COOKING OIL MINI CASE, after conducting its focus group, Value Mart decides to try offering store-brand cooking oil in a limited geographical area to see how consumers will respond to the new product. This is known as ________.

Question

Quizplus · Accepted Answer

Test marketing involves introducing a new product or service to a limited geographical area to gauge consumer response before a full-scale launch, which is what Value Mart is doing by offering its store-brand cooking oil exclusively in the New York area.

COOKING OIL MINI CASE: Value Mart Is a National Grocery