The purpose of test marketing is to:
a. eliminate ideas that are inconsistent with an organization's new-product strategy.
b. shorten the development process of a product and reduce costs.
c. assess how well various aspects of the marketing mix fit together.
d. evaluate a new-product idea before any prototype is created.
ANSWER: c
Test marketing allows management to evaluate alternate strategies and to assess how well various aspects of the marketing mix fit together. It is the limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation.
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