A few years ago,Toro introduced a small,lightweight snow blower called the Snow Pup.Even though the product worked well,sales failed to meet expectations because consumers perceived the name to mean the Snow Pup was a toy or too light to do any serious snow removal.Toro took the Snow Pup off the market and reintroduced it as the Snow Master.Sales surpassed expectations with the new name.
-Refer to Toro.The poor sales under one name and the excellent sales under another is one reason that marketers need to study which of the following prior to introducing a new product?
A) consumer behaviour
B) heterogeneous marketing
C) the socialization process
D) autonomous marketing

Question

Quizplus · Accepted Answer

Marketers need to study consumer behavior prior to introducing a new product to ensure that the product name, features, benefits, and overall marketing mix resonate with the target audience and meet their needs and expectations. In this case, consumers perceived the name "Snow Pup" as meaning the product was not suitable for serious snow removal, leading to poor sales. By changing the name to "Snow Master," Toro was able to better communicate the product's capabilities and increase sales.

A Few Years Ago,Toro Introduced a Small,lightweight Snow Blower Called