12-testmarketing.ppt

Exploring Marketing ResearchWilliam G. Zikmund
Chapter 12:
Test Marketing
TEST MARKETING
Controlled experimentation
Not just trying
something
out
But scientific
testing
Test Marketing
An 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.
FUNCTONS OF TEST MARKETING
ESTIMATE
ES
IDENTIFY AND
CORRECT
WEAKNESSES
IN PLANS
A Lengthy and Costly Procedure
$$$$$
Loss of
Secrecy
When not
to Test?
How Long
Should a
Test Last?
Selecting a Test Market
Population Size
position
Lifestyle petitive Situation
Media
Self-contained Trading Area
Overused Markets - Secrecy
Control Method of Test Marketing
Small City
Low Chance of Being Detected
Distribution is Forced (Guaranteed)
Advantages of using the Control Method of Test Marketing
1. Reduced costs
2. Shorter time period needed for reading test market results
3. Increased secrecy petitors
4. No distraction pany salespeople from regular product lines
Copyright © 2000 by Harcourt, Inc. All rights reserved.
Some Problems Estimating Sales Volume
Overattention
Unrealistic Store Conditions
petitive Environment Incorrectly
Incorrect Volume Forecasts
Adjusted Data
ration and Repeat Purchase Rate
Time Lapse
Copyright © 2000 by Harcourt, Inc. All rights reserved.
High Tech Test Markets
Electric
Test
Markets
Simulated
Test
Markets
Virtual-reality
Simulated
Test Markets