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:

Hydrograph

A graph showing the rate of flow (discharge) versus time past a specific point in a river, or other channel or conduit carrying flow.

Summer Thunderstorm

A weather phenomenon characterized by heavy rainfall, lightning, thunder, and occasionally hail, frequently occurring in the summer.

Steady Light Rain

A continuous and uniform precipitation with relatively low intensity, typically not leading to significant flooding.

River's Flow

The movement of water in a river channel as it travels from the headwaters to the mouth, influenced by gravity and landscape.