Final answer:
A concept test is a method where potential customers are presented with marketing mix variables for a new product to assess their likelihood of future purchase or use.
Step-by-step explanation:
A concept test is when a company presents potential customers with the marketing mix variables for a new product or service. After potential customers experience the product or service, they are surveyed to determine if they would buy or use it again. This kind of test allows companies to gauge market reaction and potential demand before the product is widely available in the market. Concept tests are essential because they provide insights into the potential success of a product and can help companies refine their marketing strategies and product offerings based on consumer feedback.