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1 Procter & Gamble introduced its Duncan Hines ready-to-spread frosting in a small geographic area. When General Foods became aware of the product, it rushed

1 Procter & Gamble introduced its Duncan Hines ready-to-spread frosting in a small geographic area. When General Foods became aware of the product, it rushed to market its own Betty Crocker ready-to-spread frosting, which eclipsed the Duncan Hines product introduction. This act illustrates how idea screening can make a product a commercial success the variety of sources for idea generation why prototypes are so important 1.5 pts one of the problems associated with test marketing why many companies engage in test marketing

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