...Nikolay Korotkov; Nicoletta Occhiocupo; Lyndon Simkin Purpose – The world's leading manufacturers of fast moving consumer goods (FMCGs) generate up to 50 per cent of their revenues in emerging markets. Simulated test marketing (STM) is a common practice deployed by these companies to forecast new...

... measure of ethical predisposition may be misleading and that ethical attitudes may be situational. Marketers must consider the characteristics of each country when assessing risk. © MCB UP Limited 1997 Consumer behaviour National cultures New Zealand Singapore Test marketing USA...

...S. Tamer Cavusgil; Ugur Yavas With the increasing costs of product failures, marketers need to be more systematic in their approach to assessing acceptance of new products. The general principles of test marketing are described and some of the errors which occur in a test market noted. © MCB UP...