31. Why is informal selling highly suitable for industrial selling?
32. Before launching its new breakfast cereal, Wish Foods Inc., decided to test the product in
the market. The new products team decided to sell the cereal on a small scale in two major
outlets of FourMart Inc., a retail departmental store. This technique of market testing would help
create an actual buying situation and allow for flexibility in changing the product’s price and other
variables. Which of the following market testing methods does this scenario best illustrate?
33. As a method of market testing, which of the following is an advantage minimarket testing
provides over test marketing?
34. Which of the following is a controlled sale market testing method that involves real
purchasing under some real competitive environment?
35. Identify the controlled sale market testing method that involves distributors and retailers
or dealers in the process.
36. Merva Cosmetics Inc. primarily sells its products by mailing catalogs to consumers. The
company tests its new product lines by simply listing them in some of its catalogs and counting
the orders. Identify the market testing method being used by Merva Cosmetics.
37. Controlled-distribution scanner markets are based on scanner technology and have
received much attention in the _____ field.
38. Identify the method of market testing which is most likely to make use of a rollout.
40. Which of the following tests all market variables, including competition and the trade?
41. To test its new product, Reliway Inc. choose three cities to sell the product and three
cities very similar to the first group where the product was not sold. All six cities were watched
closely, and the stocking and sales of the new product were audited using the InfoScan system.
This method helped the company fine–tune its sales plans. Identify the market testing method
illustrated in this scenario.
42. When compared to other test methods, test marketing:
43. Today, companies primarily use test marketing to:
44. Which of the following is an advantage of using test marketing?
45. Which of the following is a drawback of test marketing?
46. Which of the following market testing methods is sometimes called tiered marketing?
47. Which of the following statements is true regarding rollout?
48. A rollout when compared to test marketing:
49. Which of the following is an advantage of the pseudo sale market testing method?
50. A firm desiring to use two or more market testing techniques for a new product is most
likely to begin with a _____ method.
51. What are the two important insights that can be gained from market testing?
52. What are the costs involved in market testing?
53. Discuss the various problems associated with simulated test markets.
54. Describe direct marketing and minimarkets as methods of market testing and list their
advantages.
55. Discuss the pros and cons of using a rollout as a market testing tool.