Flashcards
Untitled_4
Cards in this deck (24)
- 1any new idea, service or productinnovation
- 2the use of the word "new" in advertising is limited to products available for less thansix months
- 3the process by which the acceptance of an innovation is spread by communication to members of a social system over a period of timediffusion process
- 44 elements of the diffusion processthe innovation, the channels of communication, the social system, and time
- 55 characteristics of the innovation that may help it diffuse faster or slowerrelative advantage, compatibility, complexity, trialablity, observability.
- 6degree to which consumers consider it superior to existing substitutesrelative advantage
- 7degree to which consumers feel it is consistent with their present needs, values, and practices.compatability
- 8degree to which it is difficult to understand or usecomplexity
- 9the degree to which it can be tried on a limited basistrialability
- 10degree to which its benefits can be observed imagined or describedobservability
- 11modern society is more accepting of new productssocial system
- 12time adopter categoriesinnovators, early adopters, early majority, late majority, laggards
- 13product is new to the companyfirm oriented definition
- 14minor modificationcontinuous
- 15significant modification but no impact on consumption patterns or behaviordynamically continuous
- 16totally new product that changes consumption patterns or behaviordiscontinuous
- 17based on consumer exposure. new if it has been purchased by very few people and has been only on the market for a short timemarket oriented definition
- 18consumer judges it as newconsumer oriented definition
- 193 channels of communicationmarketer to consumer, consumer to consumer (word of mouth), influential impersonal sources
- 20time between the first time consumer becomes aware of the innovation and the decision to purchase itpurchase time
- 21the stages through which an individual consumer passes in arriving at a decision to try to continue using a new productadoption process
- 22stages of the adoption processawareness, interest, evaluation
- 23consumer uses the product on a limited basistrial
- 24if the trial is favorable consumer decides to use the product on a full rather than limited basis if unfavorable the consumer decided to reject itadoption
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- Flashcards on Untitled_4, created by sofiaisabel418 on 18/06/2013.
- Created by
- sofiaisabel418 · Jun 2013
- Updated
- Feb 19, 2016
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