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In Addition to Consumers, What Other People, Groups, and Environmental

question 54

Essay

In addition to consumers, what other people, groups, and environmental forces interact to influence an organization's marketing activities?

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Definitions:

Laggards

Consumers who like to avoid change and rely on traditional products until they are no longer available.

Trialability

The extent to which a product can be tested or used on a limited basis before making a purchase decision.

Diffusion

is the process through which an innovation is communicated through certain channels over time among the members of a social system, typically illustrating how new products, ideas, or practices spread within a population.

Compatibility

The capability of two or more systems to operate in unison without conflict or error.

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