At the Time When Ellen Decided to Purchase a Tablet

question 76

Multiple Choice

At the time when Ellen decided to purchase a tablet computer, the product had just become accessible to the mass market. She did not purchase the tablet until after she was convinced that the benefits it would offer her would far exceed its price. Also, she waited for her friends to try the product and popular gadget television shows to endorse it. Which of the following customer segments does Ellen best represent?

• A) laggards
• B) technology enthusiasts
• C) early adopters
• D) early majority

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Definitions:

Glass-Ceiling Effect

An unofficially acknowledged barrier to advancement in a profession, especially affecting women and minorities, regardless of qualifications or achievements.

Ecological Fallacy

A logical error that arises when conclusions about individual behavior are drawn from group data.

Outputs Relative

The concept of comparing the productivity, efficiency, or performance outcomes of an entity to another or to a set standard.

Cost of Inputs

The total expenses incurred to acquire resources necessary for the production of goods or services.