Discussion:
Read the Appendix: iDirect's Secret Weapon: The New Testing Mandate on pages 207-223 of the textbook. Based on what you read and learned in this unit, answer the following questions in a paper at least two pages in length. Your paper should be in APA format and include a separate cover page and reference page (with at least two references) in addition to the two pages of content.
Questions:
1. Why do the authors consider testing to be learning?
2. What are two barriers to iDirect testing, and how can they be overcome?
3. How can a SWOT analysis assist in determining what to test?
4. Can testing help direct marketers determine which media to use and whether to use a sales force for direct sales?
If so, how?