Everyone in a target market falls into one of the five groups of adoption based on his or her willingness to try the innovation (see Exhibit 8.11 in Chapter 8 of the textbook Marketing management the 3rd edition by Marshall and Johnston). There are innovators, early adopters, early majority, late majority, and laggards. A person can be an innovator or early adopter in one product category and a laggard in another. Describe the process of adoption and the different categories. Next, select two products that you have adopted/purchased, and how the process and category applied to you?
Everyone in a target market falls into one of the five groups of adoption based on his or her willingness to try the innovation (see Exhibit 8.11 in Chapter 8 of the textbook Marketing management the 3rd edition by Marshall and Johnston). There are innovators, early adopters, early majority, late majority, and laggards. A person can be an innovator or early adopter in one product category and a laggard in another. Describe the process of adoption and the different categories. Next, select two products that you have adopted/purchased, and how the process and category applied to you?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Everyone in a target market falls into one of the five groups of adoption based on his or her willingness to try the innovation (see Exhibit 8.11 in Chapter 8 of the textbook Marketing management the 3rd edition by Marshall and Johnston). There are innovators, early adopters, early majority, late majority, and laggards. A person can be an innovator or early adopter in one product category and a laggard in another. Describe the process of adoption and the different categories. Next, select two products that you have adopted/purchased, and how the process and category applied to you?
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