1.Advertisingis used to build customer awarenessof a technologicalinnovation through an effective advertising messageplaced in theadvertising mediamost likely to reach the target market.
Show Transparency 12.Promotionsare temporaryselling tactics used at the customer ordistributor level tostimulate purchaseor trial. Examples include:a.Offering samples or free trial.b.Offering cash rebates after purchase.c.Including an additional product with purchase.d.Offering sales bonuses to distributor or retailer sales representatives.3.Publicity and Public Relationscan be used to generate word-of-mouthrecommendations, public awarenessand goodwill.C.Tailoring the Marketing Plan to Intended Adoptersis crucial because eachadopter group responds to different marketing content. For example, earlyadoptersusually respond to marketing materials emphasizing technical contentand the leading edge nature of innovation. Later adopters respond to marketingmaterials that communicate a product’scompleteness, ease of use, lifestylematch, andlegitimacy. Transitioning from marketing to early adopters to lateadopters may have to overcome some difficulties when the early majority is notyet convinced of technology’s utility. Show Transparency 2VII.Creating an Information Epidemic A.Certain individuals can have a disproportionate effect on the marketplace.Gladwell categorized these individuals into three categories: 1.Connectorshave anexceptionally high number of diverseacquaintances, a high social drive, and are likely to bring togetherpeople that are otherwise unlikely to meet.2.Mavensare driven to obtain and share knowledgeabout items ofinterest to them (product prices, attributes, etc.).3.Salespersonsare able to transmit verbal and nonverbal cues that enablethem to influence other’s emotional responsesand for our purposespurchasing decisions.118