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:

Loyalty

A strong feeling of support or allegiance, often seen in the context of brands or organizations as repeated purchases by consumers.

Organizational Market

The market composed of organizations, including businesses and governments, that purchase goods and services for operational needs, production, or resale.

North American Industry

Refers to the sectors and businesses operating within North America, which encompasses diverse industries such as manufacturing, technology, and services.

Usage Rate

The frequency or intensity with which a consumer uses a product or service, influencing their value as customers.