MKTG6004 Lecture Notes - Lecture 15: Target Market, Micromarketing, Toothpaste
15 Aug 2018
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Who do product use testing: once the prototype is ready marketing begins assessing the physical prototype among real customers. Use testing means testing the prototype under normal operating conditions. The prototype will not be perfect at this time, testing should continue until the team is satisfied that the new product does indeed solve the problem or fulfil the need that was expressed in the original protocol. Product use testing is necessary as the user (cid:449)hose pro(cid:271)le(cid:373) started the proje(cid:272)t still has(cid:374)"t told us that our produ(cid:272)t sol(cid:448)es the problem. Further the risk and costs of use testing are small compared to the loss of earnings from a successful product. Put is mainly used to test initial reactions, figure out usage problems and likely repeat purchase levels. The respondent group may be external or internal (staff). It is also called field testing, usage testing, market acceptance testing or beta testing.
