If it is one of just two or three retailers carrying

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Unformatted text preview: three retailers carrying this product (very selective distribution) it is likely to agree to higher levels of expenditures on promotion and customer service. If it is the only retailer to carry this product in its competitive area (exclusive distribution), it is much easier to get the retailer to maximize expenditures in these areas since it will reap all the rewards (i.e. the customer has NO other outlet to buy from). Partial credit (half) for selecting SELECTIVE only. R e s p o n s e F e e d b a c k : Question 22 0 out of 4 points When Henry Ford first ofered his traditionally black Fords in other colors, to the consuming public, this was a: Answer Selected Answer: d. dynamically continuous Correct Answer: b. continuous innovation R e s p o n s e F e innovation Difusion of Innovations are defined by the degree to which they afect consumer behavior. Discontinuous innovations greately afect consumer behavior (whole new behaviors need to be learned), dynamically continuous innovations require some behavior modification while continuous innovation requires very little. Changing the color of a...
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