TEST MARKETING

 is a tool used by the companies to check the viability of their new product or a
marketing campaign before it is being launched in the market on a large scale.
 It helps to evaluate factors such as product’s performance, level of acceptance of
the new product and customer’s satisfaction.
INDUSTRIAL GOODS MARKET TESTING:
Two types of market testing:
1. Alpha Testing (within the company)
 is a type of acceptance testing
 is performed to identify all possible issues/bugs before releasing the product to
everyday users or to the public.
2. Beta Testing (with outside customers)
 is performed by real users of the product in a real environment and can be
considered as a form of external User Acceptance Testing.
CONSUMER GOODS MARKET TESTING:
1. Sales Wave Research
 new product is placed into the hands of customers, free cost
 re offer the product or the competitors product as many as three to four times
(sales wave).
2. Simulated Test Marketing
 involve mathematical estimates of the markets share based on initial consumer
reaction to the new product.
3. Controlled Test Marketing
 research firm manages the panel of stores that will carry a product for a free.
 controlled shelf position; number of facings,
 sales are measured at check out
4. Market Test
 Company chooses the few representatives cities and the sales forces tries to sell
the product and give it a good shelf exposures.
 Factors consider in research firm:
1. Number of test cities
2. Decision of selecting cities
3. Length of test
4. Kind of information/feedback
 5. Mode of action

References:
Selling Today: Creating Customer Value (Copyright 2015)
Author: Manning Gerald L., Michael Ahearne, Barry L. Reece