Simulated Test Marketing Technology for

Innovation remains an arduous and painful process for many companies, doing untold damage to brands, profitability, and careers. Some have used line extensions to mitigate risk, but all too often they have ended up extending the core brand into oblivion. Others have used test markets to help gauge opinion before a national rollout, only to have competitors snatch ideas and undermine results. Given the problems with conventional approaches, it's not surprising that 90% of new products and services fail. Market New Products Successfully is the definitive guidebook for using simulated test marketing (STM), a technology that can help companies dramatically improve the odds of introducing a successful new product or service. The book examines why STM is important, what the differences are between the major systems, how to do a simulation, and what insights it offers a marketing plan. It is the ultimate guidebook for any smart marketer looking to improve the financial outcome of the innovation process.

Exhibits	p. vii
Acknowledgments	p. xi
Introduction to Simulated Test Marketing
The High Cost of Marketing Failure	p. 3
Traditional Test Marketing: A Recipe for Failure	p. 15
A Short History of Simulated Test Marketing Research	p. 31
How the Major Simulated Test Marketing Systems Compare	p. 49
Detailed Analysis of Simulated Test Marketing
The Marriage between Mathematical Modeling and Simulated Test Marketing	p. 81
Marketing Plan and Market Response Inputs for a Simulated Test Marketing Model	p. 113
How Simulated Test Marketing Can Improve a Marketing Plan	p. 143
Theory and Research Using Simulated Test Marketing
Forecasting Awareness for New and Established Products and Services	p. 181
In Search of the Best Media Weight and Schedule	p. 197
Modeling Competitive Response: A Critical Issue of the '90s	p. 211
Toward Marketing Plan Optimization	p. 219
Simulated Test Marketing and Expert Systems	p. 241
Recent Discoveries Based on Autopsies of New Product Failures	p. 261
Notes	p. 287
Bibliography	p. 291
Index	p. 295
About the Authors	p. 305
Table of Contents provided by Syndetics. All Rights Reserved.

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Simulated Test Marketing Technology for Launching Successful New Products

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