4.6 Market Testing

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Products surviving to module 4.5 are ready to be tested as real products. In some cases the marketer accepts what was learned from concept testing and skips over market testing to launch the idea as a fully marketed product. But other companies may seek more input from a larger group before moving to commercialization.

The most common type of market testing makes the product available to a selective small segment of the target market (e.g., one city), which is exposed to the full marketing effort as they would be to any product they could purchase. In some cases, especially with consumer products sold at retail stores, the marketer must work hard to get the product into the test market by convincing retailers to agree to purchase and place the product on their store shelves.

If market testing displays promising results the product is ready to be introduced to a wider market. Some firms introduce or roll-out the product in phases.  This allows the company to ramp up production in a more controlled way and to fine tune the marketing mix as the product is distributed to new areas.

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Disclaimer

LLP/LdV/TOI/2011/IRL-502 This project has been funded with support from the European Commission. The author is solely responsible for this publication (communication) and the Commission accepts no responsibility for any use may be made of the information contained therein.