Marketing Final Exam

Product characteristic affecting the rate of adoption

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Unformatted text preview: ng the rate of adoption does this represent? a. Complexity b. Compatibility c. Relative advantage d. Observability e. Trialability ANS: C Hemopure is superior to existing substitutes in that it does not need to be matched to blood type and can be stored for a longer period of time. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 73. Which product characteristic affecting the rate of adoption of a new product represents the degree to which the benefits or other results of using the product can be communicated to target customers? a. Observability b. Diffusion c. Adoption d. Trialability e. Complexity ANS: A If target customers can see the benefits, the rate of adoption will be faster. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 74. Razor scooters gained instant popularity because walkers and runners frequently saw people on the scooters zipping by them and having fun. This information suggests the adoption rate of the Razor scooter was most affected by which product characteristic? a. b. c. d. e. Complexity Trialability Relative advantage Observability Compatibility ANS: D Observability refers to the degree to which the product benefits can be observed. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 75. A new medication to eliminate fungal growths on people’s toenails may have a slow rate of adoption because it is not a highly visible item in homes. Also, this item is not often discussed among friends and coworkers. This is an example of how the characteristic of _____ can work to slow the adoption process. a. relative advantage b. observability c. trialability d. complexity e. compatibility ANS: B Observability refers to the degree to which the benefits or other results of using a product can be observed by others and communicated to target customers. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 76. The degree to which a product can be used on a limited basis represents which product characteristic influencing the rate of adoption? a. Complexity b. Trialability c. Observability d. Relative advantage e. Sampling ANS: B Trialability is the degree to which a product can be tried on a limited basis. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 77. Which of the following products has the lowest level of trialability? a. An Internet chat room b. Low-fat ice cream c. Surgically implanted hearing aids d. e. Organic pet food A new air freshener ANS: C Trialability is the degree to which the product can be tried on a limited basis. Surgically implanted hearing aids would more likely be a permanent procedure. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 78. When Coca-Cola North American debut...
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