A Marketing Manager Should Realize That the Adoption Curve Concept

question 7

Multiple Choice

A marketing manager should realize that the adoption curve concept implies

• A) that the firm's promotion target should be the innovators.
• B) that 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) All of the above are true.
• E) None of the above is true.

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Definitions:

Quality Cost Report

A detailed breakdown of all costs related to ensuring the quality of products, including prevention, appraisal, and failure costs.

Customer Returns

Merchandise that has been sold and later returned by the customer.

External Failure Cost

Expenses associated with defects that are found by the customer after the product has been delivered, including returns, repairs, and warranty claims.

Warranty Period

The specific timeframe during which a manufacturer or seller commits to repairing or replacing defective products at no charge to the customer.