READINGS TEST 2 - product

READINGS TEST 2 - product - READINGS TEST 2 Concept Testing...

Info icon This preview shows pages 1–2. Sign up to view the full content.

READINGS TEST 2 Concept Testing Pg. 161-162: Pros and Cons of upfront evaluations -the practice is spreading because of quality, time, cost and marketing -biggest cause of a new product failure is that the intended buyer did not see a need for the item (no purpose, value or net worth of price) -save time by gathering information and making decisions that help assure the product will move through development fast -settle on a product positioning statement and a target market Pros o Lower costs o Avoid rising cumulative expenditures curve o Elimination of the many losers naturally picked up in an aggressive concept generation program Pg. 164-166: Does concept testing always make sense? Why or Why not? No it does not It is a mandatory part of the process for makers of consumer packaged goods Business to business firms have always spent much time talking with users about their needs and problems, what suggestions they have, what they think about various ideas and so on When it doenst make sense o When the prime benefit is a personal sense (aroma of a perfume or taste of a new food) Must have some sort of product to demonstrate o New art and entertainment are also hard o When it embodies some new technology that users cannot visualize o Firms sometimes mismanage concept testing and then blame the tool for misleading them Consumers sometimes just don’t know what problems they have (microwave oven) o Also doubts about industrial products and on services When it makes sense When consumer can make judgements Pg. 167-168: Know the three purposes of concept tests Part of the prescreening process 3 purposes 1. Identify the very poor concept so it can be eliminated
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 2
This is the end of the preview. Sign up to access the rest of the document.
  • Fall '07
  • Marketing, real time, food products, Poor Advertising

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern