MKTG6004 Lecture Notes - Lecture 10: Australian Tertiary Admission Rank, Test Market, Direct Marketing
Document Summary
Product use testing, market testing: concept test: test the likelihood of a consumer trial (phase 3: evaluation) optional, product use test: test the usability of the product and likelihood of rebuy (phase 4: development) Must do in-house, optional with consumers: market test: test the viability of the product in a real market (phase 5: launch) optional. Tries to simulate normal operating conditions, where possible or beneficial. The respondent groups may be internal (staff) or external (consumers, experts, channels) Field testing", usage testing", market acceptance testing", beta testing". Mainly used to determine: initial reaction usage problems likely repeat purchase levels. Pre-use sense" reactions: mainly visual, but also touch, aroma, taste, sound. Tests design and look, colours, packaging, shape and size. Also is part of the attention-getting" role of design and packaging. Sometimes changing packaging can have a negative effect e. g. shapes. Important to get consumers to engage" the product in the store.
