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Posts: 142
2 months ago
Not all companies undertake market testing.  What factors influence the amount of market testing a product receives?
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Marketing Management
Edition: 13th
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2 months ago
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The amount of market testing is influenced by the investment cost and risk on the one hand, and the time pressure and research cost on the other.  High-risk products—those that create new product categories or have novel features—warrant more market testing than modified products.  The amount of market testing may be severely reduced, however, if the company is under great time pressure.
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