Marketing Final Exam

And evaluate more brands than do early adopters they

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Unformatted text preview: more information and evaluate more brands than early adopters. They are cautious and thoughtful and do not try the product without asking someone else. The customers’ dominant characteristic is deliberateness. In terms of the diffusion process, these customers are most likely: a. innovators b. early minority c. laggards d. early majority e. late majority ANS: D The early majority will collect more information and evaluate more brands than do early adopters. They rely on friends, neighbors, and opinion leaders for information. PTS: 1 REF: 179-180 Thinking KEY: CB&E Model Customer OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 57. Liz tends to adopt new products sooner than a lot of other people, but she weighs the pros and cons before buying. She does considerable product research, but her friends don’t really look to her for information. She really deliberates before she makes a purchase. Liz is best described as a(n): a. innovator b. early adopter c. early majority d. late majority e. laggard ANS: C These are characteristics of the early majority category of adopters. PTS: 1 REF: 179-180 Thinking KEY: CB&E Model Customer OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 58. The _____ adopt a product because most of their friends have already done so, and their adoption is usually the result of pressure to conform because they rely on group norms. a. laggards b. early adopters c. early majority d. innovators e. late majority ANS: E PTS: 1 TOP: AACSB Reflective Thinking Strategy MSC: BLOOMS Knowledge REF: 180 OBJ: 11-4 KEY: CB&E Model Product | CB&E Model 59. Which category of adopters adopt a new product because most of their friends have already adopted it? a. b. c. d. e. Innovators Early majority Early adopters Laggards Late majority ANS: E This describes the late majority, who tend to rely on group norms, and their adoption stems from pressure to conform. PTS: 1 REF: 180 Thinking KEY: CB&E Model Customer OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 60. Leon is not very quick to purchase innovative products when they come out, but after a while he breaks down and buys if after most of his friends have bought it. He gets most of his information from them when he decides to buy something. He is very skeptical of marketing, so he trusts his friends more than anything. Leon is best described as a(n): a. innovator b. early adopter c. early majority d. late majority e. laggard ANS: D This is characteristic of the late majority, who tend to be influenced by group norms. PTS: 1 REF: 180 Thinking KEY: CB&E Model Customer OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 61. Among the late majority group, adoption of a product primarily results from: a. word-of-mouth communications b. print advertising c. advertising in nontraditional media d. broadcast advertising e. sales promotions ANS: A This group attains information about new products primarily from word-of-mouth communication rather than the ma...
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