testmarketing英文版(存儲版)
【正文】 ic Composition ? Lifestyle Considerations ? Competitive Situation ? Media ? Selfcontained Trading Area ? Overused Markets Secrecy Control Method of Test Marketing ? Small City ? Low Chance of Being Detected ? Distribution is Forced (Guaranteed) Advantages of using the Control Method of Test Marketing 1. Reduced costs 2. Shorter time period needed for reading test market results 3. Increased secrecy from petitors 4. No distraction of pany salespeople from regular product lines Copyright 169。 2023 by Harcourt, Inc. All rights reserved. Randomized Block Design Independent Variables Control: no music Experimental treatment slow music Experimental treatment: fast music Mornings and afternoons Evening hours Blocking variable Copyright 169。 2023 by Harcourt, Inc. All rights reserved. A Test Market Experiment on Pricing Sales in Units (thousands) Regular Price $.99 130 118 87 84 X1= X= Reduced Price $.89 145 143 120 131 X2= CentsOff Coupon Regular Price 153 129 96 99 X1= Test Market A, B, or C Test Market D, E, or F Test Market G, H, or I Test Market J, K, or L Mean Grand Me
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