Like all companies, McDonald's needs to continue identifying, developing, and introducing new products. One recent concept McDonald's identified is a vegan burger. After assessing the concept, McDonald's research and development kitchen developed a vegan burger that they felt would be appealing to the 13% of Americans that are vegetarian or vegan. Before rolling the vegan burger out, McDonald's wanted to examine the viability in the real world, but on a limited basis. McDonald's next step should be to ________ the vegan burger.

a. test market
b. concept test
c. field exam
d. commercialize

The test market consists of a strategy used by organizations to assess how consumers will be receptive to a new product or service launched. In this step, companies select a group of consumers or a specific region with a profile aligned with the new product, to feel the reaction of the market, and then be able to distribute the product on a large scale. After defining the target audience of the test market, the companies monitor the promotion and distribution strategies, carrying out a kind of test to verify the errors and successes of the marketing campaign and the possibilities of the insertion of the new product in the mass market to be successful .

This is an advantageous strategy for companies, due to the lower cost associated with a large-scale launch, the monitoring of high risks, and the possibility of feeling the market, making corrections and checking the demand for the product.