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Fitness-for-Use Testing
How do we ensure that engineered materials will meet all of the customer needs—
including the ones that the customer is not aware of? What is the optimal balance
of price and performance? How do we quantify the value of our product in different
applications?
The most important word in the vocabulary of advertising is TEST. If
you pretest your product with consumers, and pretest your advertising,
you will do well in the marketplace.
David Ogilvy
One large American company has been a major brand name in home appli-
ances for decades. However, its market position was squeezed between pre-
mium product lines appealing to afu ...