Going to the Dogs

Going to the Dogs
Demand for pet services is greatly increasing across the United States. In fact, Americans will spend nearly $44 billion dollars on their pets this year. Many American dog owners are seeking out "doggy day cares" that are more like a resort or spa than an ordinary kennel for their canine companion. Day care services for dogs now include toy rooms, outside play areas, doggie massages, treadmills, swimming pools, and cushy beds for nap time. Pet owners can watch their pets via a webcam, and some doggy day cares have a phone where owners can talk to their dogs when they feel their pets need to hear their voices. Rates vary from $20 to $45 a day per pet, depending on the amenities that the pet owner chooses.
-Refer to Going to the Dogs.Before opening the It's a Dog's Life doggy resort,the potential company owners projected the costs involved in providing the services the target market (dog owners) appears to desire.Unfortunately,a decision was made to not proceed with the doggy resort,as the owners felt the cost to provide the services was too high considering the rates the target market would be willing to pay.This would be an example of:

A) idea screening.
B) concept testing.
C) business analysis.
D) commercialization.
E) test marketing.