A product manager learns that only 20 percent of the potential supermarkets have initially agreed to display a new brand of instant coffee in single-serving sizes. Through an extensive couponing effort, an additional 10 percent of the supermarkets have begun to display the new product. In which stage of the new-product planning process would these data be generated?
A) Concept testing
B) Product screening
C) Business analysis
D) Test marketing

Question

Quizplus · Accepted Answer

These data would be generated during the test marketing stage, where the product is introduced to a limited market to understand its acceptance and the effectiveness of the marketing mix, including distribution and promotions like couponing.

A Product Manager Learns That Only 20 Percent of the Potential