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Besides its high cost, what is the other possible problem that test marketing is likely to face?

It exposes the new product and its marketing mix to competitors before its introduction. Thus, the element of surprise is lost.

The product's success may present a threat to other product extensions recently introduced by the company and thus spread its customers thin.

The decision to commercialize a product includes ordering materials and equipment.

Consumers may perceive the sales promotion, pricing, or advertising campaign as overzealous hard sell or even unfair trade practices.

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