The Eli Cutter Test market discussed in class probably failed because:

The test market was conducted in the wrong cities $-$ cities not representative of the actual target

market were used

Eli Cutter was positioned too close to its likely major competitor $-$ Marlboro

The test market employed marketing mix elements different than those the firm intended to use if and

when the product was commercialized

The test market was conducted at the wrong time of the year. They should have waited until Summer to

avoid competing for commercial air$-$time with other new products that were being heavily promoted

None of the above suggests why Eli Cutter failed.