TestMarketing英文版的教程.pptx

TestMarketing英文版的教程 TEST MARKETINGControlled experimentationNot just tryingsomethingoutBut scientifictesting 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. FUNCTONS OF TEST MARKETINGESTIMATEOUTCOMESIDENTIFY ANDCORRECTWEAKNESSESIN PLANS A Lengthy and Costly Procedure$$$$$Loss of SecrecyWhen notto Test?How LongShould aTest Last? Selecting a Test MarketPopulation SizeDemographic CompositionLifestyle ConsiderationsCompetitive SituationMediaSelf-contained Trading AreaOverused Markets - Secrecy Control Method of Test MarketingSmall CityLow Chance of Being DetectedDistribution is Forced (Guaranteed) Advantages of using the Control Method of Test Marketing1. Reduced costs 2. Shorter time period needed for reading test market results3. Increased secrecy from competitors4. No distraction of company salespeople from regular product linesCopyright ? 2000 by Harcourt, Inc. All rights reserved. Some Problems Estimating Sales VolumeOverattentionUnrealistic Store ConditionsReading Competitive Environment IncorrectlyIncorrect Volume ForecastsAdjusted DataPenetration and Repeat Purchase RateTime LapseCopyright ? 2000 by Harcourt, Inc. All rights reserved. High Tech Test MarketsElectricTestMarketsSimulatedTestMarketsVirtual-realitySimulatedTest Markets Advanced Experimental Designs are More ComplexCompletely RandomizedRandomized Block DesignLatin SquareFactorial Completely Randomized DesignAn experimental design that uses a random process to assign subjects (test units) and treatments to investigate the effects of only one independent variable.Copyright ? 2000 by Harcourt, Inc. All rights reserved. Completely Randomized DesignsAverage minutesshopper spendsin storeControl:no musicExperimentaltreatment:slow musicExperimentaltreatment:fast music16 18 12Copyright ? 2000 by Harcourt, Inc. All rights reserved. Independent Variable AGroup AGroup BGrou