Diagnosis of the enterprise customer capital in the system of innovative product testing

Abstract

Marketing testing is the integral part of the modern innovative activity. The need to increase the efficiency of this process for innovative products leads to the search for new methods. Therefore, there is a need to attract of customer capital.

The article considers product testing and market testing as components of marketing testing of innovative products. The sequence of marketing testing and the possible influence of elements of customer capital on its stages are determined. The place of customer capital diagnostics in the system of innovative product testing was determined and on its basis, its generalized scheme was developed.