CHAPTER TWENTY. Market Testing: Controlled Sale & Full Sale March 22, 2007. Controlled Sale by Informal Selling. Used for business-to-business products, also consumer products sold directly to end users.
Controlled Sale & Full Sale
March 22, 2007
Result: IRI knows almost every stimulus that hits each individual family, and it knows almost every change that takes place in each family's purchase habits.
sales force morale
Cost ($1 mill+)
Time (9-12 months+)
hurt competitive advantage
competitor may monitor test market
competitor may go national
Competitor can disrupt test marketPros and Cons of Test Marketing
“Showing Your Hand”