Sam Reuter, marketing manager for Herbal Shampoo Company, has to choose one of three different proposed labels for a new herbal shampoo. How might Sam pretest consumer response to the labels?
A) Put a toll-free telephone number and Web site address on the product label.
B) Check the labels of competitors.
C) Launch the product with new labels and evaluate the response.
D) Prepare sample labels with graphics software and test them on the Internet.
E) Set up a televideo conference.

Question

Quizplus · Accepted Answer

Pretesting consumer response to the labels can be done by preparing sample labels with graphics software and testing them on the Internet. This would allow for a cost-effective and quick way to gather feedback from a large number of potential consumers without the need to launch the product beforehand. Using a toll-free telephone number and website address on the label may not provide enough data, checking competitors' labels may not be informative about consumer preferences, and launching a product with new labels without pretesting may lead to unnecessary expenses and potential losses. Setting up a televideo conference may not be as feasible or cost-effective as using the Internet for pretesting.

Sam Reuter, Marketing Manager for Herbal Shampoo Company, Has to Choose