Topic diffusion of innovation 44 p 233 robin recently

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Topic: Diffusion of Innovation 44. (p. 233) Robin recently bought Voice Over Internet protocol (VOIP) phone service (phone service delivered over the Internet). A few of Robin's friends bought VOIP before she did, but many other friends were interested in Robin's opinions of the new phone service. Robin is a(n) __________ in this product category. A. innov ator B. laggard C. late majority D. early majority E. early adopter Early adopters, who are not the very first buyers of a new product (those are the innovators) but who still buy very early in the product's life, are important to the diffusion of the products because they are often opinion leaders. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 11-02 Describe the different groups of adopters articulated by the diffusion of innovation theory. Topic: Diffusion of Innovation 45. (p. 233) If the __________ diffusion of innovation group is relatively small, the number of people who ultimately adopt the innovation likely will also be small. A. innov ator B. laggard C. late majority D. early majority
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E. early adopter Early adopters, who are not the very first buyers of a new product (those are the innovators) but who still buy very early in the product's life, are important to the diffusion of the products because they are often opinion leaders. If there are relatively few early adopters to serve as opinion leaders, the market for the product is likely to be small. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 11-02 Describe the different groups of adopters articulated by the diffusion of innovation theory. Topic: Diffusion of Innovation 46. (p. 234) The __________ diffusion of innovation group is crucial because few new products can be profitable until this large group buys them. A. innov ator B. laggard C. late majority D. early majority E. early adopter The early majority is the first large group to adopt the product. Without this group, profits are unlikely to materialize. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 11-02 Describe the different groups of adopters articulated by the diffusion of innovation theory. Topic: Diffusion of Innovation 47. (p. 234) As soon as she saw one, Hillary wanted a flat- screen television, but she was worried about making the wrong choice. She waited until there were many alternatives in the market with lower prices and improved quality. Hillary is part of the __________ diffusion of innovation group. A. innov ator B. laggard C. late majority D. early majority E. early adopter
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Hillary has waited for a more competitive market with lower prices; this occurs when the early majority is adopting the product. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 11-02 Describe the different groups of adopters articulated by the diffusion of innovation theory.
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  • Fall '12
  • Chris
  • Marketing, Product life cycle management

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