Question 1

Discuss the ways in which adopter group characteristics can be researched by marketers.

Accepted Answer

Adopter group characteristics can be researched by marketers through various methods. One way is through demographic analysis, which involves studying the age, gender, income level, education level, and other demographic factors of the adopter group. This can provide valuable insights into the specific characteristics of the group and help marketers tailor their marketing strategies accordingly.

Another method is psychographic analysis, which involves studying the lifestyle, values, attitudes, and interests of the adopter group. This can help marketers understand the motivations and preferences of the group, allowing them to create more targeted and effective marketing campaigns.

Marketers can also conduct behavioral analysis, which involves studying the purchasing behavior, brand loyalty, and usage patterns of the adopter group. This can help marketers identify trends and patterns in the group's behavior, allowing them to develop strategies to effectively reach and engage with the group.

Additionally, marketers can utilize market research techniques such as surveys, focus groups, and interviews to gather direct feedback and insights from the adopter group. This can provide valuable qualitative data that can help marketers better understand the needs and preferences of the group.

Overall, by utilizing a combination of demographic, psychographic, and behavioral analysis, as well as market research techniques, marketers can effectively research adopter group characteristics and develop targeted marketing strategies to reach and engage with their target audience.

Question 2

Discuss the relation between diffusion and the product life cycle.

Accepted Answer

The relation between diffusion and the product life cycle is that diffusion is a key factor in determining the success and longevity of a product within its life cycle. Diffusion refers to the process by which a new product or innovation spreads through a market or population. This process is closely tied to the product life cycle, which consists of the stages a product goes through from introduction to decline.

During the introduction stage of the product life cycle, diffusion is crucial for gaining initial acceptance and adoption of the product. The rate of diffusion will determine how quickly the product gains market share and establishes itself within the industry. A rapid diffusion can lead to a quick uptake of the product and a successful introduction stage, while a slow diffusion can result in a longer and more challenging introduction phase.

As the product moves into the growth stage of the life cycle, diffusion continues to play a significant role in determining the extent of market penetration and the level of competition within the industry. A high rate of diffusion during this stage can lead to rapid growth and increased market share, while a slower diffusion may result in a more gradual expansion of the product's presence in the market.

During the maturity stage, diffusion becomes crucial for maintaining market share and fending off competition. A product with a high diffusion rate may continue to attract new customers and retain its position in the market, while a product with a slower diffusion may struggle to maintain relevance and may face declining sales.

Finally, during the decline stage of the product life cycle, diffusion can determine the speed at which the product loses market share and becomes obsolete. A product with a low diffusion rate may linger in the market for longer, while a product with a high diffusion rate may quickly be replaced by newer innovations.

In conclusion, diffusion and the product life cycle are closely related, as the rate of diffusion can significantly impact the success and longevity of a product within its life cycle. A high diffusion rate can lead to rapid growth and market dominance, while a low diffusion rate can result in a more challenging and uncertain path through the product life cycle.

Question 3

YapSnap.com is a social media website which allows its members to chat and send pictures to each other via private messages. YapSnap can be considered to be a _____ because it changes the way one communicates with other people.

Accepted Answer

A)  dynamically discontinuous innovation 
B)  continuous innovation 
C)  dynamically continuous innovation 
D)  discontinuous innovation 
E)  hedonic innovation 
A)  dynamically discontinuous innovation 
B)  continuous innovation 
C)  dynamically continuous innovation 
D)  discontinuous innovation 
E)  hedonic innovation C

Question 4

Describe the various types of innovation as characterized by their degree of novelty.

Accepted Answer

Innovation can be categorized into diffe

Question 5

Ying is known to read several online reviews, consult all his friends, and gather all the available information about a product before purchasing it. From the given information, it is understood that Ying follows _____ while making innovation adoption decisions.

Accepted Answer

A)  the high-effort hierarchy of effects 
B)  the low-effort hierarchy of effects 
C)  peripheral processing 
D)  heuristic processing 
E)  schema probing 
A)  the high-effort hierarchy of effects 
B)  the low-effort hierarchy of effects 
C)  peripheral processing 
D)  heuristic processing 
E)  schema probing

Question 6

Manson used to rent DVDs to watch movies. He has recently switched to downloading or streaming movies from the Internet and watching them on his smartTV. This change in his media consumption method is due to:

Accepted Answer

A)  a personalized marketing method. 
B)  the innovation in media technology. 
C)  the diversity in consumption patterns. 
D)  the packaging method of media. 
E)  a change in the function of media. 
A)  a personalized marketing method. 
B)  the innovation in media technology. 
C)  the diversity in consumption patterns. 
D)  the packaging method of media. 
E)  a change in the function of media.

Question 7

Identify a characteristic of innovators.

Accepted Answer

A)  They have little social influence. 
B)  They tend to be opinion leaders. 
C)  They tend to be followers. 
D)  They are highly collective in thought. 
E)  They are risk averse. 
A)  They have little social influence. 
B)  They tend to be opinion leaders. 
C)  They tend to be followers. 
D)  They are highly collective in thought. 
E)  They are risk averse.

Question 8

Mark is a graphic designer. He has an aversion toward tablets. He refused to buy a tablet even when all his friends bought one. He continued to refuse even when his boss pressured him to buy a tablet, as the company was to start doing all their design work on tablets. In the context of consumer behavior, Mark's behavior is an example of:

Accepted Answer

A)  insistence. 
B)  arbitraging. 
C)  resistance. 
D)  scheming. 
E)  referencing. 
A)  insistence. 
B)  arbitraging. 
C)  resistance. 
D)  scheming. 
E)  referencing.

Question 9

In Aldmur, warmth of food is associated with freshness. CheesyPies is trying to sell frozen pizzas in Aldmur. CheesyPies would likely face difficulties in the market because of the:

Accepted Answer

A)  adoption speed of the innovation. 
B)  incompatibility with the existing consumer values and norms. 
C)  low trialability of the product. 
D)  collectivist nature of the community. 
E)  socioeconomic status associated with the product or service. 
A)  adoption speed of the innovation. 
B)  incompatibility with the existing consumer values and norms. 
C)  low trialability of the product. 
D)  collectivist nature of the community. 
E)  socioeconomic status associated with the product or service.

Question 10

The more compatible an innovation is with consumers' values, norms, and behaviors, the lesser the product diffusion.

Accepted Answer

A) True 
 B)False

Question 11

If an innovation is to spread through the market, it:

Accepted Answer

A)  must appeal to every adopter group. 
B)  only needs to appeal to innovators. 
C)  only needs to appeal to early-majority consumers. 
D)  must first appeal to the lower classes. 
E)  must first appeal to the middle classes. 
A)  must appeal to every adopter group. 
B)  only needs to appeal to innovators. 
C)  only needs to appeal to early-majority consumers. 
D)  must first appeal to the lower classes. 
E)  must first appeal to the middle classes.

Question 12

Innovators adopt innovations independent of the opinions of other people, and they tend to:

Accepted Answer

A)  be easily influenced by their reference group. 
B)  be easily influenced by their peer group. 
C)  be ignorant about new products. 
D)  be more receptive to information about new products. 
E)  be less receptive to information about new products. 
A)  be easily influenced by their reference group. 
B)  be easily influenced by their peer group. 
C)  be ignorant about new products. 
D)  be more receptive to information about new products. 
E)  be less receptive to information about new products.

Question 13

The SoundBoy was a portable radio targeted toward children in the 1970s. It came in different colors and shapes and was one of the most popular products in its time. Portable radios have slowly been replaced by smartphones, tablets and other gadgets. From the above scenario, it can be stated that the SoundBoy is currently in the _____ stage of the product life cycle.

Accepted Answer

A)  growth 
B)  decline 
C)  introduction 
D)  contagion 
E)  maturity 
A)  growth 
B)  decline 
C)  introduction 
D)  contagion 
E)  maturity

Question 14

Cocreation is actively involving consumers in creating value through participation in new product development, among other marketing activities

Accepted Answer

A) True 
 B)False

Question 15

Discuss the use of cocreation in innovation.

Accepted Answer

Cocreation in innovation refers to the c

Question 16

Like dynamically continuous innovations, discontinuous innovations often spawn a host of peripheral products and associated innovations.

Accepted Answer

A) True 
 B)False

Question 17

The characteristics of the social system in which an innovation operates affect resistance, adoption, and diffusion.

Accepted Answer

A) True 
 B)False

Question 18

Among factors that influence resistance, adoption, and diffusion, _____ is the extent to which an innovation is consistent with one's needs, values, norms, or behaviors.

Accepted Answer

A)  compatibility 
B)  fungibility 
C)  periodicity 
D)  trialability 
E)  complexity 
A)  compatibility 
B)  fungibility 
C)  periodicity 
D)  trialability 
E)  complexity

Question 19

_____ is the degree to which consumers influence each other in the diffusion of a new product.

Accepted Answer

A)  Trialability 
B)  Complexity 
C)  Contagion 
D)  A fashion 
E)  A fad 
A)  Trialability 
B)  Complexity 
C)  Contagion 
D)  A fashion 
E)  A fad

Question 20

Which of the following is true of hedonic innovations?

Accepted Answer

A)  They offer benefits in product performance over existing alternatives. 
B)  They appeal to our pleasure-seeking and/or sensory needs. 
C)  They have new social meaning. 
D)  They are only incremental improvements. 
E)  They usually spawn other innovations and product forms. 
A)  They offer benefits in product performance over existing alternatives. 
B)  They appeal to our pleasure-seeking and/or sensory needs. 
C)  They have new social meaning. 
D)  They are only incremental improvements. 
E)  They usually spawn other innovations and product forms.

Discuss the ways in which adopter group characteristics can be researched by marketers.

Discuss the relation between diffusion and the product life cycle.

YapSnap.com is a social media website which allows its members to chat and send pictures to each other via private messages. YapSnap can be considered to be a _____ because it changes the way one communicates with other people.

Describe the various types of innovation as characterized by their degree of novelty.

Ying is known to read several online reviews, consult all his friends, and gather all the available information about a product before purchasing it. From the given information, it is understood that Ying follows _____ while making innovation adoption decisions.

Manson used to rent DVDs to watch movies. He has recently switched to downloading or streaming movies from the Internet and watching them on his smartTV. This change in his media consumption method is due to:

Identify a characteristic of innovators.

In Aldmur, warmth of food is associated with freshness. CheesyPies is trying to sell frozen pizzas in Aldmur. CheesyPies would likely face difficulties in the market because of the:

The more compatible an innovation is with consumers' values, norms, and behaviors, the lesser the product diffusion.

If an innovation is to spread through the market, it:

Innovators adopt innovations independent of the opinions of other people, and they tend to:

Cocreation is actively involving consumers in creating value through participation in new product development, among other marketing activities

Discuss the use of cocreation in innovation.

Like dynamically continuous innovations, discontinuous innovations often spawn a host of peripheral products and associated innovations.

The characteristics of the social system in which an innovation operates affect resistance, adoption, and diffusion.

Among factors that influence resistance, adoption, and diffusion, _____ is the extent to which an innovation is consistent with one's needs, values, norms, or behaviors.

_____ is the degree to which consumers influence each other in the diffusion of a new product.

Which of the following is true of hedonic innovations?

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

Exam 15: Innovations: Adoption, Resistance, and Diffusion

Discuss the ways in which adopter group characteristics can be researched by marketers.

Discuss the relation between diffusion and the product life cycle.

YapSnap.com is a social media website which allows its members to chat and send pictures to each other via private messages. YapSnap can be considered to be a _____ because it changes the way one communicates with other people.

Describe the various types of innovation as characterized by their degree of novelty.

Ying is known to read several online reviews, consult all his friends, and gather all the available information about a product before purchasing it. From the given information, it is understood that Ying follows _____ while making innovation adoption decisions.

Manson used to rent DVDs to watch movies. He has recently switched to downloading or streaming movies from the Internet and watching them on his smartTV. This change in his media consumption method is due to:

Identify a characteristic of innovators.

In Aldmur, warmth of food is associated with freshness. CheesyPies is trying to sell frozen pizzas in Aldmur. CheesyPies would likely face difficulties in the market because of the:

The more compatible an innovation is with consumers' values, norms, and behaviors, the lesser the product diffusion.

If an innovation is to spread through the market, it:

Innovators adopt innovations independent of the opinions of other people, and they tend to:

Cocreation is actively involving consumers in creating value through participation in new product development, among other marketing activities

Discuss the use of cocreation in innovation.

Like dynamically continuous innovations, discontinuous innovations often spawn a host of peripheral products and associated innovations.

The characteristics of the social system in which an innovation operates affect resistance, adoption, and diffusion.

Among factors that influence resistance, adoption, and diffusion, _____ is the extent to which an innovation is consistent with one's needs, values, norms, or behaviors.

_____ is the degree to which consumers influence each other in the diffusion of a new product.

Which of the following is true of hedonic innovations?

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters