The Emphasis of a Marketing Strategy for a Discontinuous Innovation

question 171

Multiple Choice

The emphasis of a marketing strategy for a discontinuous innovation would most likely be to:

• A)advertise benefits to consumers, stressing point of differentiation and consumer advantage.
• B)obtain widespread distribution.
• C)educate consumers about entirely new consumption patterns through product trial and personal selling.
• D)generate awareness among consumers and obtain widespread distribution.

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Definitions:

Gross Profit

The financial gain obtained after deducting the cost of goods sold from sales revenue, before subtracting any operating expenses.

Net Present Value

It's the calculation of the present value of all cash entering minus the present value of all cash exiting over a certain period.

Sales Quantity

The total number of units sold within a specific period.

Discounted Payback Period

The period of time it takes for an investment's cash flows, discounted back to the present value, to cover its initial cost.