Bell-shaped Curve and Adopter Categories

Bell-shaped Curve and Adopter Categories - Bell-shaped...

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Bell-shaped Curve and Adopter Categories
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S-shaped Curve and Cumulative Adoption
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A Marketing Process* - 1 Using marketing research to determine the needs and desires Formative research to get answers to: What would make it easy for the priority population to obtain the product or respond to the intervention? What makes it difficult for or keeps the priority population from responding to the intervention? What benefit does the priority population desire as a result of responding to the intervention? *Syre & Wilson (1990)
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A Marketing Process* - 2 Developing a product that satisfies the needs and desires of the clients Know the priority population; can it be segmented Creating an intervention that meets the Consider the benefit ladder *Syre & Wilson (1990)
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A Marketing Process* - 3 Developing informative & persuasive communication flows Relates to the creative strategy & message How will the planners get the message out?
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This note was uploaded on 01/19/2012 for the course HPS 3850 taught by Professor Johnson during the Spring '11 term at Kennesaw.

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Bell-shaped Curve and Adopter Categories - Bell-shaped...

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