市场营销课件12-testmarketing.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 12: Test Marketing 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 A Lengthy and Costly Procedure Selecting a Test Market Population Size Demographic Composition Lifestyle Considerations Competitive Situation Media Self-contained Trading Area Overused Markets - Secrecy Control Method of Test Marketing Small City Low Chance of Being Detected Distribution is Forced (G