Abstract:
One of the sacred institutions of American grocery and drug product marketing today is the test market. Virtually no products ai-e extended to national distribution and placed into major product runs without extensive test market ing experience. The high cost of marketing failures have made this s corner stone of today's marketing plans. Yet, the test market has not been an unqualified success. Often, managements are faced with a difficult series of decisions after examining test marketing results as virtually existed prior to the test marketing effort.
This could also be of interest:
Research Papers
Test marketing renewed in the test
Catalogue: The European Marketing Research Review 1966
Author: Hans-Jörg Besmer
 
August 1, 1966
Research Papers
High tech test marketing
Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research
Author: William B. Boundy (Jr.)
 
June 15, 1986
