1. where industrial firms have very close downstream relationships with key buyers
2. where new product work is technical , entrenched within a firm's expertise ' and only little reaction is needed from the marketplace
3.where the adventure has very little risk , and thus a costlier method is not defendable
4.where the item is new (say , a new material or a completely new product type ) and key diagnostics are needed. for example , what set of alternatives does the potential buyer see , or what possible applications come to mind first?
there is no advertising in a speculative sale market test, and the ways of using it are many. for example , some people reject the idea of making a presentation to a buyer and then admitting there is actually no product available to buy. in such cases , they simply tell buyers, ''we are getting ready to market a new product , and i want to know if you might be interested''