Pembangunan Produk Baru - Soalan Perbincangan

Discuss the benefits and drawbacks of test marketing and explain why some companies do or do not use test marketing for new products. Name and describe the three approaches to test marketing.

Answer:

Test marketing gives the marketer experience with marketing the product before going to the great expense of full introduction. It lets the company test the product and its entire marketing program—targeting and positioning strategy, advertising, distribution, pricing, branding and packaging, and budget levels. The amount of test marketing needed varies with each new product. Test market costs can be high, and it takes time that may allow competitors to gain advantages. When the costs of developing and introducing the product are low, or when management is already confident about the new product, the company may do little or no test marketing. Companies often do not test-market simple line extensions or copies of successful competitor products. However, when introducing a new product requires a big investment, when the risks are high, or when management is not sure of the product or marketing programs, a company may do a lot of test marketing.

The three approaches to test marketing are:
a. Standard test markets: the company finds a small number of representative test cities, conducts a full marketing campaign in these cities, and uses store audits, consumer and distributor surveys, and other measures to gauge product performance.
b. Controlled test markets: several research firms keep controlled panels of stores that have agreed to carry new products for a fee. The research firms track individual consumer behavior for new products.
c. Simulated test markets: the company or research firm shows ads and promotions for a variety of products, including the new product being tested, to a sample of consumers. It gives consumers a small amount of money and invites them to a real or laboratory store where they may keep the money or use it to buy items. The researchers note how many consumers buy the new product and competing brands.