Test market city evaluation: a goal programming approach

Abstract

A critical concern for corporations test marketing new products involves test market city evaluation. In order for test marketing to be successful, corporations must identify cities that offer a good fit with the firm’s overall product strategy. Unfortunately, little has been written to aid corporations in making complex test city selection decisions. Presents a model that combines the concepts of marketing, the management science technique of goal programming, and microcomputer technology to provide managers with a more effective and efficient method for evaluating test cities and making selection decisions. Extends the existing literature on test market evaluation by applying a computer optimization model to test market evaluation in a way that has not been done before.

Citation

Hoffman, J.J., Schniederjans, M.J. and Flynn, L. (1996), "Test market city evaluation: a goal programming approach", Journal of Product & Brand Management, Vol. 5 No. 3, pp. 24-33. https://doi.org/10.1108/10610429610126551