Question31. What advantage(s) does test marketing offer the marketer?

31. What advantage(s) does test marketing offer the marketer?
a. Provides experience before full introductions.
b. Allows testing of the marketing program.
c. Allows testing of positioning, advertising, distribution, and pricing.
d. All of the above.
229
e. None of the above.
Bonneville Communications is concerned about test marketing and the possible related
problems. Choose from the following the one item that is not a disadvantage.
f. Test marketing costs can be high.
g. It can take much time to test market.
h. It allows time for competition to spy and gain advantages.
i. People who are surveyed tend to tell less than the truth.
j. B and C
32. Under what circumstances might a company do more than the average amount of test
marketing?
a. When a new product requires a major investment.
b. When management is not sure of the product.
c. When management is not sure of the marketing program.
d. When the product has no substitutes and is new in its category.
e. All of the above.
33. Although test marketing costs can be high, they are often small when compared with _____.
a. the final results
b. making a major mistake
c. management’s approval and acceptance
d. stockholders’ confidence
e. A and B
34. An attractive idea must be developed into a _____.
a. product idea
b. product concept
c. product image
d. test market
e. none of the above
35. _____ calls for testing new-product concepts with groups of target consumers.
a. Concept development
b. Concept testing
c. Idea generation
d. Idea screening
e. Test marketing
36. The marketing strategy statement in new product development consists of three parts:
_____, _____, and _____.
a. idea generation; idea screening; concept development
b. idea generation; concept development; concept testing
c. idea generation; idea screening; idea management
d. target market description; planned product positioning; sales goals
230
e. idea generation; test marketing; commercialization
37. _____ involves a review of the sales, costs, and profit projections for a new product to find
out whether they satisfy the company’s objectives.
a. Idea generation
b. Idea screening
c. Business analysis
d. Concept development and testing
e. Test marketing
38. In the _____ of new-product development, often products undergo rigorous tests to make
sure that they perform safely and effectively or that consumers will find value in them.
a. business analysis stage

Our website has a team of professional writers who can help you write any of your homework. They will write your papers from scratch. We also have a team of editors just to make sure all papers are of HIGH QUALITY & PLAGIARISM FREE. To make an Order you only need to click Ask A Question and we will direct you to our Order Page at WriteDemy. Then fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.