Download New Products Management

New Products Management
Chapter 19
Market Testing:
Pseudo Sale
Figure 19-3
Products For Which Market Testing
Should Not Have Been Skipped
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New Coke
TV-Cable Week
Treesweet Low-Calorie Orange Juice
Toppels
Figure 19-4
Methods of Market Testing
• Pseudo Sale
– Speculative Sale
– Simulated Test Marketing
• Controlled Sale
– Informal Selling
– Direct Marketing
– Minimarketing
• Full Sale
– Test Marketing
– Rollout
Conditions for Speculative Sale
• Where industrial firms have very close downstream
relationships with key buyers.
• Where new product work is technical, entrenched within a
firm's expertise, and only little reaction is needed from the
marketplace.
• Where the adventure has very little risk, and thus a costlier
method is not defendable.
• Where the item is new (say, a new material or a completely
new product type) and key diagnostics are needed. For
example, what set of alternatives does the potential buyer see,
or what possible applications come to mind first.
Simulated Test Market Procedure
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Mall intercept.
Self-administered questionnaire.
Advertising stimuli.
Mini-store shopping experience.
Post-exposure questionnaire.
Receive trial package.
Phone followup and offer to buy more.