Short essays discussing: test marketing, the four Ps, product life cycle, and marketing communication mix.
Any form of test marketing has its drawbacks. Marketers of food products often use taste testing as a way of predicting consumer behavior with reference to the new product, and this approach has its dangers as well. People select foods based on personal preferences, and when we are talking about foodstuffs, we are really talking about personal preferences over group preferences. That is, each person has his or her own particular likes and dislikes, and some products will appeal to them and some will not. There is not always a clear population dedicated to a certain taste as there might be for other products. To be effective in predicting consumer behavior, a taste test must have a very large base population taking the test to give a good idea of the percentage of the consumer population that will be interested in the product.
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