Preface
前言
Before discussing why market testing could not always be
beneficial, it must first come with the characteristic of the market. The market is
the platform that allows people to conduct trade with the combination of
many elements such as trends, price, geography, and so on. The market will
change and affect by many of these elements and make it continues to transform
over time and people will be hard to predict it.
在讨论为什么市场测试并不总是有益之前，必须首先结合市场的特征。市场是人们可以结合趋势、价格、地理等多种要素进行交易的平台。市场会因许多这些因素而发生变化和影响，并随着时间的推移不断变化，人们将难以预测。
Accurate Issues
准确度问题
The market was very hard to fully accurately predict but there are some tools such as market testing to help in the prediction of the market. Market testing will first create the testing product and directly face the customer to test the effect. This method might tell the business some useful information, but it was based on the current situation. It's mean that the same information might not be useful and accurate in terms of future prediction. Even more, if the company is using the old prediction information as guidelines in the decision-making, it might mislead the decision-maker to make the wrong decision too.
市场很难完全准确地预测，但有一些工具，例如市场测试，可以帮助预测市场。市场测试会先创建测试产品，直接面对客户测试效果。这种方法可能会告诉业务一些有用的信息，但它是基于当前的情况。这意味着相同的信息在未来预测方面可能没有用处和准确度。更重要的是，如果公司在决策中使用旧的预测信息作为指导，也可能误导决策者做出错误的决定。
Costly and time-consuming
耗费时间与财力
Moreover, market testing is
requiring the company to create a not perfection product in the market. This
will actually very costly and time-consuming too. This is because that the
market testing was purposely to test the market response but not to earn more
profit which may really expensive and not accurate. Increasingly, the market
testing will drag the business development become slow and cause unnecessary
stress on business finances.
此外，市场测试要求公司在市场上创造出不完美的产品。这实际上也将非常昂贵和耗时。这是因为市场测试是故意测试市场反应而不是赚取更多利润，这可能非常昂贵且不准确。越来越多的市场测试会拖累业务发展变得缓慢，给企业财务带来不必要的压力。
Competitor Awareness
竞争对手意识
Furthermore, while the
business is conducting the market testing and release not perfection product to
the market, it might cause the competitor to be aware of the business. In
the market, speed is one of the most important elements to be successful. Be the
first marketer, would have many advantages such as the pioneer
advantages which may help the business to develop and gain customer trust.
However, conducting the market testing will violate this rule as it would slow
down the development and leak the information to the competitor and lose the
pioneer advantages. It was just like giving opportunities to the competitor.
此外，当企业进行市场测试并向市场发布不完美的产品时，可能会导致竞争对手了解该企业。在市场上，速度是成功的最重要因素之一。成为第一营销者，将有许多优势，例如可以帮助企业发展并获得客户信任的先驱优势。但是，进行市场测试会违反此规则，因为它会减慢开发速度并将信息泄露给竞争对手，从而失去先锋优势。这就像给竞争对手机会。
Parving the road for your competitor
为您的竞争对手铺路
More than that, because the market testing product is not yet
perfect, it might also give the chance and opportunities to your competitor to
copy, improve and create a better product. This might cause a great loss to
the business and lose the pioneer advantages and opportunities to be pregnant in the market. The market testing is usually done in the open market and the result
is no secret, which means that the competitor could also monitor and steal the
result of your market testing result. This might cause that the market testing
of the company is actually paving the way for the competitor too.
更重要的是，由于市场测试产品尚不完善，它也可能给您的竞争对手复制、改进和创造更好产品的机会和机会。这可能会给企业带来很大的损失，失去先行者的优势和在市场上孕育的机会。市场测试通常在公开市场上进行，结果不是秘密，这意味着竞争对手也可以监控和窃取您的市场测试结果。这可能会导致公司的市场测试实际上也在为竞争对手铺平道路。
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