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:

Cultural Diffusion

The spread of cultural beliefs and social activities from one group to another, blending cultures over time.

Symbolic Interactionism

A theoretical framework in sociology that emphasizes the importance of symbols and language as core elements of all human interaction.

Structural Functionalism

A viewpoint in sociology that sees society as an intricate system where its components collaborate to foster unity and steadiness.

Conflict Theory

A theoretical framework in sociology that views society as an arena of inequality generating conflict and social change.