The Eli Cutter test market discussed in class probably failed because:
1. The test market was conducted in the wrong cities - cities not representative of the actual target market were used
2. Eli Cutter was positioned too close to its likely major competitor - Marlboro
3. The test market employed marketing mix elements different than those the firm intended to use if and when the product was commercialized
4. 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
5. None of the above suggests why Eli Cutter failed.
Answer: Eli Cutter was positioned too close to its likely major competitor - Marlboro