品牌转换模型ProductQuest(ppt 22页)

Early evaluation of prototype products
Identify opportunities, understand risks of product weaknesses, provide R&D with improvement direction
Explore categories for opportunities
Test improved products vs. competitors
Fine-tuning product to optimum level prior to launch
Can include other marketing components - concept, pack, price, etc => Fine-tuning   marketing mix prior to launch
Monitor products - attribute quality, brand  preference
Track health and equity of product, assess changes in competitors, measure product variation against internal quality control standards
Is product manufactured at  a consistently acceptable standard?

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