E-Marketing Professionals

Test marketing involves placing a product for sale in one or more selected areas and observing its actual performance under the proposed marketing plan. The purpose is to evaluate the product and pretest marketing efforts in a real setting prior to a full-scale introduction. Rather than inquire about intentions, test marketing allows actual consumer behavior to be observed. The firm can also learn about competitive reactions and the response of channel members. On the basis of testing, the firm can go ahead with its plans on a larger scale, modify the product and then expand its effort, modify the marketing plan and then expand its effort, or drop the product.