How might product and market testing differ for the testing of a new service versus a new product?

A

There are some significant differences in testing between products and services. Formulating marketing goals and strategies, a company must always build on the needs of its target customers. When forming a marketing complex, one should always take into account what consumers think, what their views and behaviour are. In many cases, exploratory research can suggest ways to develop alternative marketing tools and provide a preliminary assessment of these alternative options. However, services require more elaborate research and testing due to subjectivity. One of the most common forms of exploratory study for services is strategic market analysis. A focus group is a discussion held in the target group of respondents. As a rule, the group consists of eight to ten participants, although the composition of four to six people is also used quite often. The discussion is led by a moderator, who, following the plan, indicates the topics to be discussed.

In conclusion, it is important to understand that marketing has a broader meaning than promotion or sales and this is a common vision of the enterprise regarding markets. Many factors are important for the prosperity of a company: the right strategy, employees committed to the company, a well-established information system and accurate marketing program execution. However, marketing is becoming the basis for improving customer relationships. Therefore, testing processes are applied to both products and services. Although the procedures are different, the main goal is identifying market demand and potential success.

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Academic.Tips. 2021. "How might product and market testing differ for the testing of a new service versus a new product?" September 14, 2021. https://academic.tips/question/how-might-product-and-market-testing-differ-for-the-testing-of-a-new-service-versus-a-new-product/.

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Academic.Tips. "How might product and market testing differ for the testing of a new service versus a new product?" September 14, 2021. https://academic.tips/question/how-might-product-and-market-testing-differ-for-the-testing-of-a-new-service-versus-a-new-product/.

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"How might product and market testing differ for the testing of a new service versus a new product?" Academic.Tips, 14 Sept. 2021, academic.tips/question/how-might-product-and-market-testing-differ-for-the-testing-of-a-new-service-versus-a-new-product/.

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