Marketing mix testing
Newly developed products or services are only accepted by customers if the single marketing mix elements are carefully coordinated. It is necessary to combine the four elements of the marketing mix (product, price, promotion - advertising and packaging, distribution) and to analyse them as a whole. An isolated analysis of each single element is not useful in order to test the success of the whole marketing mix.
The interactions between different marketing mix elements play a great role and following questions can be answered by carrying out marketing mix tests:
- Do advertising and packaging communicate the central benefits of the product or service? Does the product or service fulfil the expectations that arise from the advertising?
- Is the desired or required price level a realistic one?
- Do advertising, packaging and product experience convey similar image profiles or are there any discrepancies?
Following the test which determines the strengths and weaknesses of the single marketing mix elements advice is provided on how to best optimize the marketing mix concept.
See also:
Analysis
