The Emphasis of a Marketing Strategy for a Discontinuous Innovation

question 219

Multiple Choice

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

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

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Definitions:

After-tax Rate

The rate of return on an investment after accounting for taxes, giving a more accurate reflection of the actual take-home returns.

Marginal Tax Rate

The percentage of tax applied to your income for each tax bracket in which you qualify, essentially the tax rate you would pay on one additional dollar of income.

Weighted Average Cost

Weighted average cost often refers to the weighted average cost of capital (WACC), a calculation of a firm's cost of capital in which each category of capital is proportionately weighted.