Marketing/Product Development – Module 3 Case Study
Write a brief summary of considerations and criteria for new product concept testing and test marketing. The posted readings will support this endeavor, but further independent research will add to and be a plus for completion of this task.
This should be the equivalent of 2 ½ to 3 pages with proper citations and provide at least 2-3 scholarly article reference.
Posted Readings
OPEN TEXT
Scan Chapter 4 Dynamic Tension in Versioning and PD Curves (Links to an external site.) (Links to an external site.)from “Creating Services and Products (b. 1.0)” textbook.
Scan Chapter 5 Examples of Product Differentiation & Versioning (Links to an external site.) with an emphasis on Versioning from “Creating Services and Products (b. 1.0)” textbook.
Articles
Concept Testing 101: How to Laser Focus Your Products and Priorities (Links to an external site.)
Evaluating New Products (Links to an external site.)
Test Marketing in New Product Development (Links to an external site.)
Exploring the Power of Qualitative Comparative Analysis for Marketing Research (Links to an external site.) pp. 340 – 341
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