1-What was Lee Apparel Company’s overall goal for conducting such an extensive test

market of its new line of jeans under the brand name “Riders”? In your opinion did the

company achieve its goal? Why or why not?

2- Identify and explain the strengths and weaknesses associated with the test market

process utilized by the Lee Apparel Company.

3-In your opinion, should the company offer consideration to the development and

implementation of Internet-based test marketing strategies? Why or why not?