التفاصيل البيبلوغرافية
| العنوان: |
New Product Models for Test Market Data. |
| المؤلفون: |
Narasimhan, Chakravarthi1, Sen, Subrata K.2 |
| المصدر: |
Journal of Marketing. Winter83, Vol. 47 Issue 1, p11-24. 14p. 2 Diagrams, 2 Charts. |
| مصطلحات موضوعية: |
*TEST marketing, *MATHEMATICAL models of marketing, *MARKETING of new products, *MARKETING management, *INDUSTRIAL research, *COMMERCIAL product testing, *MARKETING research, *PRODUCT management research, *MARKET entry |
| مستخلص: |
This paper presents a critical review of nine models using test market data to evaluate the performance of a new brand in an inexpensive, frequently purchased product category. The models are evaluated on both theoretical criteria (e.g., the mathematical structure of the model) and on managerial dimensions (e.g., the type of sales data required and the degree of commercial acceptance of the model). Based on these criteria, three of the models are particularly useful. The paper concludes with a discussion of future directions for research in the area of test market models. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
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