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Test Marketing: A Perturbation in the Market Place

Author

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  • Benjamin Lipstein

    (Sullivan, Stauffer, Colwell & Bayles, Inc.)

Abstract

New products achieve positions in the market place by disrupting existing brand loyalty and switching patterns. Test markets can be viewed as going through phases of equilibrium prior to new product introduction, disequilibrium during introduction and return to equilibrium. This process is described by transition matrices of brand loyalty and brand switching. A method of analysis is developed which provides indices of the market's stability prior to new product entry, disequilibrium created by the introduction and the market's return to stability. This enables marketing management to judge the impact of introduction as well as evaluate test market results in approximately half the length of time normally required by conventional methods.

Suggested Citation

  • Benjamin Lipstein, 1968. "Test Marketing: A Perturbation in the Market Place," Management Science, INFORMS, vol. 14(8), pages 437-448, April.
    • Handle: RePEc:inm:ormnsc:v:14:y:1968:i:8:p:b437-b448
    DOI: 10.1287/mnsc.14.8.B437
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    Cited by:

    1. Xiaoxin Dai & Kuan-Chou Chen, 2017. "Examining Antecedents of Brand Loyalty on Sportswear: An Empirical Investigation of University Students in Hong Kong," International Journal of Social Science Studies, Redfame publishing, vol. 5(7), pages 87-96, July.
    2. Yongming Huang & Jamal Khan, 2022. "Has the information and communication technology sector become the engine of China’s economic growth?," Review of Development Economics, Wiley Blackwell, vol. 26(1), pages 510-533, February.
    3. Toh Mun Heng & Shandre M. Thangavelu, 2006. "Singapore Information Sector: A Study Using Input-Output Table," SCAPE Policy Research Working Paper Series 0615, National University of Singapore, Department of Economics, SCAPE.
    4. Yongming Huang & Mohammad Haseeb & Jamal Khan & Md. Emran Hossain, 2023. "Structural changes and economic landscape of the Indian economy: 2000‐2019," Review of Development Economics, Wiley Blackwell, vol. 27(1), pages 395-422, February.
    5. Toh Mun Heng & Sandre M. Thangavelu, 2006. "Singapore information sector : a study using input-output table," Development Economics Working Papers 21817, East Asian Bureau of Economic Research.
    6. Yongming Huang & Jamal Khan & Eric Girardin & Umair Shad, 2021. "The Role of the Real Estate Sector in the Structural Dynamics of the Chinese Economy: An Input–Output Analysis," China & World Economy, Institute of World Economics and Politics, Chinese Academy of Social Sciences, vol. 29(1), pages 61-86, January.
    7. Jaewon Lim & Jae Hong Kim, 2019. "Joint Determination of Residential Relocation and Commuting: A Forecasting Experiment for Sustainable Land Use and Transportation Planning," Sustainability, MDPI, vol. 11(1), pages 1-24, January.
    8. Hierro, Mara & Maza, Adolfo, 2009. "Structural shifts in the dynamics of the European income distribution," Economic Modelling, Elsevier, vol. 26(3), pages 733-739, May.
    9. David Plane & Peter Rogerson, 1986. "Dynamic flow modeling with interregional dependency effects: an application to structural change in the U.S. migration system," Demography, Springer;Population Association of America (PAA), vol. 23(1), pages 91-104, February.

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