Marketing Final Exam

From a rapidly advancing society they are called a b

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Unformatted text preview: ss media. PTS: 1 REF: 180 Thinking KEY: CB&E Model Customer OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 62. In the adopter categories, the final 16 percent to adopt are similar to innovators in that they do not rely on the norms of the group but are independent because they are bound to tradition. They tend to have the lowest socioeconomic status, are suspicious of new products, and are alienated from a rapidly advancing society. They are called: a. b. c. d. e. generics late majority decliners laggards late diffusers ANS: D By the time laggards adopt an innovation, it has probably become outmoded and been replaced by something else. PTS: 1 REF: 180 Thinking KEY: CB&E Model Customer OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 63. Which is the last adopter category to adopt an innovation? a. Late majority b. Laggards c. Late diffusers d. Reluctant adopters e. Traditionalists ANS: B Laggards represent the final 16 percent to adopt an innovation. By the time they adopt an innovation, it has probably become outmoded and replaced by something else. PTS: 1 REF: 180 Thinking KEY: CB&E Model Customer OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 64. All of the following are product characteristics influencing the rate of adoption EXCEPT: a. complexity b. compatibility c. relative advantage d. observability e. distribution ANS: E While it is a marketing factor that may influence the rate of adoption of a new product, distribution is not a product factor influencing the rate of adoption. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 65. Which product factor influencing the rate of adoption represents the degree of difficulty involved in understanding and using a new product? a. Complexity b. Compatibility c. Relative advantage d. Observability e. Trialability ANS: A The more complex the product, the slower is its diffusion. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 66. Oakley, the manufacturer of protective eyewear for sports enthusiasts, has recently introduced Oakley’s Thump, UV sunglasses that allow the wearer to store and listen to 120 different songs. Which of the following product characteristics would likely exert the greatest influence on the market success of these new glasses? a. Compatibility b. Comparability c. Complexity d. Tangibility e. Competitive advantage ANS: C Complexity refers to the degree of difficulty involved in using the new product. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 67. Which product characteristic affecting the rate of adoption represents the degree to which the new product is consistent with existing values and product knowledge, past experiences, and current needs? a. Complexity b. Compatibility c. Relative advantage d. Observability e. Trialability ANS: B Products that are compatible wi...
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