Deck 31: Note : Products - Innovations

Question 1

The speed at which a truly new product spreads through a market is known as the ________.

A) continuity of innovations
B) diffusion of innovations
C) adoption process
D) branding process

Answer 1

B

Question 2

The diffusion curve maps directly to the product life cycle.

Answer 2

True

Question 3

Which of the following requires substantial changes in consumption patterns?

A) dynamically discontinuous innovations
B) continuous innovations
C) discontinuous innovations
D) incremental innovations

Answer 3

C

Question 4

Which tool is most useful for understanding new product innovation in strategic marketing?

A) Kano model
B) product life cycle
C) demographic analysis
D) customer value frontier

Question 5

In terms of marketing strategy,an innovation is defined by ________.

A) disruptions in consumer price points
B) changes in consumption patterns
C) technological advancements
D) shifts in market segments

Question 6

Inter-consumer communication typically drives the acceptance or failure of innovative new products.

Question 7

The behaviors,knowledge,and equipment needed to use a product are known as ________.

A) consumption patterns
B) process innovations
C) relative qualities
D) adaptive tools

Question 8

What is the first step in the adoption process of an innovation?

A) gaining awareness of a product
B) understanding a product
C) evaluating a product
D) purchasing a product

Question 9

Which adoption segment is most critical to the success or failure of a truly new product?

A) innovators
B) late majority
C) early majority
D) early adopters

Question 10

How can a marketing strategist influence the rate of diffusion through the attributes of an innovation?

Question 11

In a customer value frontier,products in the ________ quadrant would most likely be considered innovations.

A) southeast
B) southwest
C) northeast
D) northwest

Question 12

Two-step communication refers to the process of ________.

A) becoming aware of a product through advertising
B) observing another consumer using a product
C) learning about a product on social networking sites
D) talking to another consumer about a product

Question 13

Which of the following is a true statement about the rate of diffusion?

A) Costly innovations will diffuse more quickly in the market.
B) Highly complex innovations are more quickly adopted by laggards.
C) Customers are more likely to try a product if the price of change is low.
D) News reports about new product innovations are more influential than inter-consumer communications.

Question 14

The innovator segment typically influences more consumers than the laggard segment.