1. Exploring Marketing ResearchWilliam G. ZikmundChapter 12:
Test Marketing
2. TEST MARKETING
Controlled experimentationNot just trying
something
outBut scientific
testing
3. Test MarketingAn experimental procedure that provides an opportunity to test a new product or a new marketing plan under realistic market conditions to measure sales or profit potential.
4. FUNCTONS OF TEST MARKETINGESTIMATE
OUTCOMESIDENTIFY AND
CORRECT
WEAKNESSES
IN PLANS
5. A Lengthy and Costly Procedure$$$$$Loss of
SecrecyWhen not
to Test?How Long
Should a
Test Last?
6. Selecting a Test MarketPopulation Size
Demographic Composition
Lifestyle Considerations
Competitive Situation
Media
Self-contained Trading Area
Overused Markets - Secrecy
7. Control Method of Test MarketingSmall City
Low Chance of Being Detected
Distribution is Forced (Guaranteed)