The Emphasis of a Marketing Strategy for a Discontinuous Innovation

question 258

Multiple Choice

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

• A) generate awareness among consumers.
• B) advertise benefits to consumers that stress points of differentiation.
• C) educate consumers about new consumption patterns through personal selling.
• D) obtain widespread distribution in multiple channels.
• E) stress price differentials from competitors' products.

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Definitions:

Predetermined Overhead Rate

A method for distributing manufacturing overhead across production units, utilizing projected costs.

Customizing Department

A department within a company that is dedicated to modifying or adapting products or services to meet specific customer needs or requirements.

Direct Labor-Hour

A measure of the labor time spent directly on the production of goods or services, often used as a basis for allocating labor costs to products.

Manufacturing Overhead

All manufacturing costs that are not directly associated with the production of a product, including costs for indirect materials, indirect labor, and other indirect expenses.