Under what circumstances should test marketing be used? Under what circumstances should you be reluctant to use test marketing?

We have already learned that Marketing is the process of anticipating, identifying and meeting customer needs and requirements, but once we have identified these basic necessities to 'sell' a product how do we uncover if the customer 'need' will evolve into a 'want' and motivate them to put their hand in their pocket and buy what we have to sell? The most obvious way is by using market research to uncover the customer requirements; this …

…Therefore, the product concept needed to be researched in other countries, quantative data was collected by using worldwide medical focus groups which mixed clinicians from different backgrounds went a long way to help Glaxo-Welcome identify the best look, and way for their representatives to promote the product. References: 1.<Tab/>www.dunnhumby.com/press/pr_20030819.htm 2.<Tab/>Jobber D (2004); Principals and Practice of Marketing 4th edition; McGraw Hill;