C9.2 Forecasting, the PLC, and Adoption

C9.2 Forecasting, the PLC, and Adoption - Chapter 9 Part B...

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Unformatted text preview: Chapter 9 Part B   Total Population   Fraction in Urban Areas   Fraction in target age bracket (25-60)   Fraction bothered by noise   Population eligible for product         = 238 M x 0.74 x 0.46 x 0.47 = 38 M Fraction aware first year Fraction in market (need/interest) Fractional availability (channel) Fraction likely to purchase x 0.30 x 0.30 x 0.65 x 0.22   Population that will try product = 0.49 M   Fractional repeat purchase rate   Units repurchased in first year   Total Units purchased in first year x 0.58 = 0.28 M = 0.77 M Risk Takers Deliberate Adopters Opinion Leaders Skep4cal Tradi4on Bound A small percentage never adopts New/Cool Full Solu4on Compe44ve Advantage Cheap Solu4on Commodity Pragma4sts: S4ck with the herd Visionaries: “Break from the herd” Pragmatist don’t trust Visionaries Visionaries: “Break from the herd” CHASM Pragma4sts: S4ck with the herd Choose beachhead (pain); provide 100% solutions ...
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This note was uploaded on 11/22/2011 for the course MARKETING BUS M 341 taught by Professor Stevehuff during the Fall '11 term at BYU.

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