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:

Diagnostic and Statistical Manual

A manual published by the American Psychiatric Association that categorizes mental disorders based on standardized criteria.

Sociocultural Approach

An approach to psychology that examines the ways in which social and cultural environments influence behavior.

Psychological Disorders

Mental health conditions characterized by disruptions in thinking, feeling, behavior, and interpersonal relationships.

Medical Illnesses

Disorders or diseases that affect a person's physical health.