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Product testing
Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, Pearson Education Limited 2007
Slide 12.2
The primary objective of product testing is to prove its fitness for purpose does the product perform to specification and deliver the expected benefits? While many tests may be simulated proof is provided by usage in real time under real conditions.
Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, Pearson Education Limited 2007
Slide 12.3
In addition to performance of the actual product the developer may also wish to test elements of the marketing mix as these will influence potential users, perceptions and expectations price, packaging, distribution and promotion.
Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, Pearson Education Limited 2007
Slide 12.4
Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, Pearson Education Limited 2007
Slide 12.5
The overall objective of product testing is assessing potential buyers opinion of actual products vis a vis competitive offerings. Effective product testing requires that the test be:
Realistic Sensitive Valid
Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, Pearson Education Limited 2007
Slide 12.6
Product testing should be geared to providing information for specific decisions concerning:
The positioning of the product The final selection of product features Development of a launch strategy
Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, Pearson Education Limited 2007
Slide 12.7
Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, Pearson Education Limited 2007
Slide 12.8
In-house testing is known as Alpha testing. Placing product under development with selected customers is known as Beta testing. Alpha testing is mainly used for consumer products while Beta testing is mainly used for industrial products.
Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, Pearson Education Limited 2007
Slide 12.9
Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, Pearson Education Limited 2007
Slide 12.10
Michael Baker and Susan Hart, Product Strategy and Management, 2nd Edition, Pearson Education Limited 2007