Rita is a successful entrepreneur who owns a small coffee shop. She serves her customers her own homemade brew of coffee. Recently, she developed a new flavor of tasty brew and distributed free samples to her regular customers. She then sought their feedback on the new flavor. This is an example of _____.
A) brand positioning
B) test marketing
C) commercialization
D) brand retailing

Question

Quizplus · Accepted Answer

This scenario is an example of test marketing, which involves introducing a product in a small market to gauge consumer feedback before a wider release. By distributing free samples and soliciting feedback, Rita can determine whether her new coffee flavor will be successful before investing resources into a broad commercial launch. Brand positioning is the process of establishing a unique image and identity for a brand, which is not demonstrated in this scenario. Commercialization is the stage where a product is introduced to the market and produced on a larger scale, and brand retailing is the act of selling products directly to consumers through a distribution channel, neither of which are demonstrated in this scenario.

Rita Is a Successful Entrepreneur Who Owns a Small Coffee