The adoption curve A emphasizes the importance of securing the wholehearted

The adoption curve a emphasizes the importance of

This preview shows page 55 - 58 out of 182 pages.

265. The adoption curve A. emphasizes the importance of securing the wholehearted cooperation of channel members to promote the product in the channel and to the final user.B. emphasizes the relations among groups and shows that individuals in some groups act as leaders in accepting a new idea.C. is any distraction that reduces the effectiveness of the communication process.D. is the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message.E. puts more emphasis on technology and less on relationships.266. Which of the following shows the correct sequence of market acceptance of a new idea, as represented in the adoption curve? 14-55
Background image
Chapter 14 - Promotion-Introduction to Integrated Marketing Communications267. Which of the following groups is likely to be the first to adopt a new product? 268. A retailer's target customers are young, well educated, and mobile--with many contacts outside their local social group and community. They are eager to try new ideas and are willing to take risks. These target customers are: 269. The innovators are the group of customers who A. have fewer contacts outside their own social group or community.B. tend to have the greatest contact with salespeople.C. tend to avoid risk and wait to consider a new idea after many early adopters have tried it—and liked it.D. tend to be older, less well educated, and cling to the status quo thinking it is the safest way.E. are likely to be mobile and have many contacts outside their local social group and community.270. The best way to reach INNOVATORS is through: 14-56
Background image
Chapter 14 - Promotion-Introduction to Integrated Marketing Communications
Background image
Image of page 58

You've reached the end of your free preview.

Want to read all 182 pages?

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture