A Marketing Manager Should Realize That the Adoption Curve Concept

question 170

Multiple Choice

A marketing manager should realize that the adoption curve concept implies

• A) the firm's promotion target should always be the innovators.
• B) the laggards are cautious, but that they are willing to adopt a new product quickly if advertising gets their attention.
• C) using different promotional mixes for different adopter groups.
• D) the firm's promotion target should always be the opinion leaders.
• E) None of these is a good answer.

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Definitions:

New Environmental Paradigm

The view that human social actions occur within an ecosystem that has its own processes and limits.

Ecosystem Processes

The natural cycles and exchanges of energy and nutrients that sustain the functioning and biodiversity of ecological systems.

Environmental Racism

the disproportionate impact of environmental hazards on minority ethnic groups, often because of discriminatory policies or practices that expose these communities to pollutants.

Aboriginal Communities

Groups of indigenous people who are native to a particular geographical region, often maintaining practices, languages, and beliefs distinct from those of dominant cultures.