Managing Products

Step 6. MARKET TESTING

Products surviving to Step 6 are ready to be tested as real products.  In some cases the marketer accepts what was learned from concept testing and skips over market testing to launch the idea as a fully marketed product.  But other companies may seek more input from a larger group before moving to commercialization.  The most common type of market testing makes the product available to a selective small segment of the target market (e.g., one city), which is exposed to the full marketing effort as they would be to any product they could purchase.  In some cases, especially with consumer products sold at retail stores, the marketer must work hard to get the product into the test market by convincing distributors to agree to purchase and place the product on their store shelves.  In more controlled test markets distributors may be paid a fee if they agree to place the product on their shelves to allow for testing.  Another form of market testing found with consumer products is even more controlled with customers recruited to a “laboratory” store where they are given shopping instructions.  Product interest can then be measured based on customer’s shopping response.  Finally, there are several high-tech approaches to market testing including virtual reality and computer simulations.  With virtual reality testing customers are exposed to a computer-projected environment, such as a store, and are asked to locate and select products.  With computer simulations customers may not be directly involved at all.  Instead certain variables are entered into a sophisticated computer program and estimates of a target market’s response are calculated.

Step 7. COMMERCIALIZATION

If market testing displays promising results the product is ready to be introduced to a wider market.  Some firms introduce or roll-out the product in waves with parts of the market receiving the product on different schedules.  This allows the company to ramp up production in a more controlled way and to fine tune the marketing mix as the product is distributed to new areas.