31 the process by which the use of a new product or service spreads throughout a mar 4347783

31. The process by which the use of a new product or service spreads throughout a market group is referred to as: 
A. new product introduction.
B. lead user dispersion.
C. diffusion of innovation.
D. test marketing effectiveness.
E. product development diffusion.

32. The diffusion of innovation theory focuses on: 
A. the geographic boundaries of innovation.
B. how quickly laggards can be transformed into innovators.
C. the psychological traits of innovators.
D. the rate at which consumers are likely to adopt a new product or service.
E. the number of potential products and competitors spread out in a given market.

33. Which of the following is NOT one of the five groups in the diffusion of innovation curve? 
A. Innovators.
B. Laggards.
C. Late minority.
D. Early majority.
E. Early adopters.

34. Innovators are critical to new product marketers because they: 
A. are the major source of innovation.
B. act as reverse engineering consultants.
C. help with test marketing.
D. help the product gain market acceptance.
E. extend the product life cycle.

35. Whenever Donald considers upgrading his personal computer system, he consults with Jeremy, a knowledgeable friend who always has the latest technology. For Donald, Jeremy is a(n) ___________ in the diffusion of innovation curve. 
A. innovator
B. laggard
C. late majority
D. early majority
E. early adopters

36. In the diffusion of innovation process, innovators enjoy taking risks and are regarded as highly knowledgeable. Marketers want to identify innovators because: 
A. they prefer products from established market leaders.
B. other consumers defer to their judgment, creating the opportunity for word-of-mouth referrals.
C. they are especially price conscious.
D. they are easily influenced by reminder advertising.
E. they share an interest in protecting intellectual property rights.

37. Janet acts like an innovator when it comes to dining out. She explores new cuisines and new locations with a passion. Which of the following sources would be unlikely for her to use? 
A. Online social networks
B. Tips from her friends that work in real estate
C. The business sections of local newspapers that list new businesses
D. Regular visits to the “trendier” parts of town
E. Published directories of restaurants with comments from other diners

38. Sales representatives and marketers can apply the diffusion of innovation theory to their advantage. If they can identify innovators in the market, these customers will help the product gain acceptance in the marketplace by ________________. 
A. spreading positive word of mouth to other potential customers
B. buying a number of the products so they can give them to their less innovative friends
C. repositioning the products
D. creating demand among post-adopters
E. responding quickly to mass market advertising

39. For new product marketers, early adopters are important because they tend to be: 
A. few in number.
B. specialists in reverse engineering.
C. opinion leaders.
D. fond of prototypes.
E. alpha testing enthusiasts.

40. Robin waited before she bought voice over the Internet protocol (VOIP) phone service. Several friends were the first to use VOIP but many other friends were interested in Robin's opinions of the new phone service. Robin is a(n) ________________ in this product category. 
A. innovator
B. laggard
C. late majority
D. early majority
E. early adopter

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