long tail, introducing products and choice - unit 1

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  • introducing products
    • test marketing
      • prod is launched into a limited area - usually geographical - to test how it competes in the mass market
        • good: see how prod works in the real world
        • bad: gives competitors chance to see  the new product and potentially copy
    • product trial
      • releasing the product with advertising, free samples and special deals
    • SWOT analysis
      • assessing the product in terms of: Strengths, Weaknesses, Opportunities and Threats
  • Trade off
    • taking a setback in terms of one objective in order to prioritise another
  • The long tail
    • modern markets have many small niche suppliers alongside generic mass ones


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