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New Products Management Chapter 19 Market Testing: Pseudo Sale Figure 19-3 Products For Which Market Testing Should Not Have Been Skipped • • • • 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 • • • • • • • Mall intercept. Self-administered questionnaire. Advertising stimuli. Mini-store shopping experience. Post-exposure questionnaire. Receive trial package. Phone followup and offer to buy more.