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Test marketing is a step in the new product development process. In the chapter it was stated that some marketers see test marketing as an

Test marketing is a step in the new product development process. In the chapter it was stated that some marketers see test marketing as an essential step, almost a mandatory step. Other marketers see it as a step that can be eliminated because it tips off competitors about an organization's pending actions. What is your opinion on this issue?

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Pros of Test Marketing 1 Risk Mitigation Test marketing allows companies to assess the viability of a new product before a fullscale launch minimizing ... blur-text-image

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International Marketing And Export Management

International Marketing And Export Management

Authors: Gerald Albaum , Alexander Josiassen , Edwin Duerr

8th Edition

1292016922, 978-1292016924

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