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117) When a product spreads through the population, it is called the
A) extension of innovation.
B) proliferation of innovation.
C) open innovation.
D) dispersal of innovation.
E) diffusion of innovation.
118) The key idea behind diffusion of innovation is that
A) not all consumers accept a new product at the same time; adoption of a product spreads
slowly throughout the population.
B) once a product enters the market, the time span between awareness and purchase is incredibly
short.
C) the introduction of an entire new product class almost always diffuses the importance of its
predecessor within a matter of months.
D) adoption of a new product line does not change the diffusion rate of older lines in the market.
E) the rate of adoption is independent of other product form innovations or competitive products
in the marketplace.
119) The classifications of innovators, early adopters, early majority, late majority, and laggards
are based upon
A) how frequently a consumer uses a product.
B) the number and strength of competitors.
C) when consumers begin buying a new product.
D) the time it takes to educate a consumer in the use of a new technology.
E) how quickly consumers respond to an advertising message or campaign.
120) The largest numbers of product adopters with respect to the diffusion of innovation are
found among
A) innovators and laggards.
B) early majority and late majority.
C) late majority and laggards.
D) innovators and early majority.
E) innovators and early adopters.
121) The consumers who adopt a new product in the earliest stage of a product life cycle are
called
A) early adopters.
B) early majority.
C) late majority.
D) laggards.
E) innovators.
122) The consumers represented by Segment A in Figure 11-5 above are called
A) early adopters.
B) late majority.
C) laggards.
D) early majority.
E) innovators.
123) The consumers represented by Segment B in Figure 11-5 above are called
A) early adopters.
B) late majority.
C) laggards.
D) early majority.
E) innovators.
124) The consumers represented by Segment C in Figure 11-5 above are called
A) early adopters.
B) late majority.
C) laggards.
D) early majority.
E) innovators.
125) The consumers represented by Segment D in Figure 11-5 above are called
A) early adopters.
B) late majority.
C) laggards.
D) early majority.
E) innovators.
126) The consumers represented by Segment E in Figure 11-5 above are called
A) early adopters.
B) late majority.
C) laggards.
D) early majority.
E) innovators.
127) For any product to be successful, it must be purchased by
A) early adopters and laggards.
B) early majority and late majority.
C) late majority and laggards.
D) innovators and early majority.
E) innovators and early adopters.
128) In terms of the diffusion of innovation, innovators account for ________ percent of product
adopters.
A) 2.5
B) 13.5
C) 16
D) 34
E) 50
129) As product adopters, innovators
A) have a fear of debt and use neighbors and friends as information sources.
B) are skeptical and have below average social status.
C) are deliberate and use many informal social contacts.
D) are leaders in social settings and have a slightly above average education.
E) are venturesome, higher educated, and use multiple information sources.
130) According to the diffusion of innovation concept, consumers who are venturesome, higher
educated, and use multiple information sources in their adoption of products are called
A) innovators.
B) early adopters.
C) the early majority.
D) the late majority.
E) laggards.
131) When Apple introduced the Apple II personal computer in 1977, industry analysts predicted
that very few would be sold. However, a short time after the product was made available,
consumers who were young, highly educated, adventuresome, and well-informed began buying
them. While those buyers were relatively few in number, marketers such as IBM and Compaq
were encouraged because other, less adventuresome consumers, like businesspeople, would
likely adopt personal computers later. Based on the diffusion of innovation concept, those first
buyers of personal computers were
A) early adopters.
B) early majority.
C) innovators.
D) product leaders.
E) diffusion leaders.
132) In terms of the diffusion of innovation, early adopters account for ________ percent of
product adopters.
A) 2.5
B) 13.5
C) 16
D) 34
E) 50
133) According to the diffusion of innovation concept, early adopters
A) have a fear of debt and use neighbors and friends as information sources.
B) are skeptical and have below average social status.
C) are deliberate and use many informal social contacts.
D) are leaders in social settings and have a slightly above average education.
E) are venturesome, higher educated, and use multiple information sources.
134) According to the concept of the diffusion of innovation, consumers who are leaders in
social settings and have slightly above average education are called
A) innovators.
B) early adopters.
C) the early majority.
D) the late majority.
E) laggards.
135) In terms of the diffusion of innovation, early majority accounts for ________ percent of
product adopters.
A) 2.5
B) 13.5
C) 16
D) 34
E) 50
136) As product adopters in the diffusion of innovation, members of the early majority
A) have a fear of debt and use neighbors and friends as information sources.
B) are skeptical and have below average social status.
C) are deliberate and use many informal social contacts.
D) are leaders in social settings and have a slightly above average education.
E) are venturesome, higher educated, and use multiple information sources.
137) According to the concept of the diffusion of innovation, consumers who are deliberate
adopters with many informal social contacts are called
A) innovators.
B) early adopters.
C) the early majority.
D) the late majority.
E) laggards.
138) As product adopters in the diffusion of innovation, members of the late majority
A) have a fear of debt and use neighbors and friends as information sources.
B) are skeptical and have below average social status.
C) are deliberate and use many informal social contacts.
D) are leaders in social settings and have a slightly above average education.
E) are venturesome, higher educated, and use multiple information sources.
139) According to the concept of the diffusion of innovation, consumers who are skeptical and
have below average social status are called
A) innovators.
B) early adopters.
C) the early majority.
D) the late majority.
E) laggards.
140) In terms of the diffusion of innovation, laggards account for ________ percent of product
adopters.
A) 2.5
B) 13.5
C) 16
D) 34
E) 50
141) As product adopters in the diffusion of innovation, laggards
A) have a fear of debt and use neighbors and friends as information sources.
B) are skeptical and have below average social status.
C) are deliberate and use many informal social contacts.
D) are leaders in social settings and have a slightly above average education.
E) are venturesome, higher educated, and use multiple information sources.
142) Under the concept of the diffusion of innovation, consumers who have a fear of debt and
depend on neighbors and friends as their information sources are called
A) innovators.
B) early adopters.
C) the early majority.
D) the late majority.
E) laggards.
143) All of the following are barriers to the adoption of new products except which?
A) risk
B) regulatory
C) psychological
D) usage
E) value
144) There are several reasons a consumer might be reluctant to adopt a new product. For
example, a consumer might be reluctant to adopt a new product because of a usage barrier, which
occurs when
A) there is no incentive to change.
B) there are physical, economic, or social risks.
C) there are cultural differences.
D) the financial commitment is too great.
E) the product is not compatible with existing habits.
145) If a customer is reluctant to try a new product because he'd have to change his normal
everyday behaviors, the company introducing it is most likely facing a ________ barrier.
A) usage
B) risk
C) value
D) financial
E) psychological
146) Which of the following quotes from a new-product adopter would signal the need for a firm
to counteract a usage barrier?
A) "It looks delicious but it might make me fat."
B) "What if I can't make the monthly payments?"
C) "I don't want to use this if it means it will take me longer to get ready in the morning."
D) "Big deal, the only difference is the shape of the package."
E) "Sure I'll try it; why not!"
147) A new exercise video contends that with one day of fasting and a one-hour period of intense
cardiovascular exercise, the average individual can lose five pounds a week and be in peak health
within six months of starting the program. ________ barriers could doom the new product to
failure because the product's claims are not consistent with how consumers really behave.
A) Psychological
B) Social
C) Physical
D) Risk
E) Usage
148) Several factors explain why a consumer would be reluctant to adopt a new product. For
example, a consumer might be reluctant to adopt a new product because of a value barrier, which
occurs when
A) there are physical, economic, or social risks.
B) there are cultural differences.
C) the financial commitment is too great.
D) there is no incentive to change.
E) the product is not consistent with existing habits.
149) Which of the following quotes from a new product adopter would signal the need for a firm
to counteract a value barrier?
A) "But it might make me fat."
B) "What if I can't make the monthly payments?"
C) "I don't want to try this if it means I have to swallow it with milk."
D) "I really don't see how it is better than the system I already have."
E) "My brother will tease me relentlessly if I buy that."
150) Imagine that Post Foods introduces a cereal bar—Trail Mix Crunch—just like those
Kellogg's and General Mills already have on the market. Post has decided to promote the bars
using ads without coupons and to price the bars at about the same price as these other brands.
Post Trail Mix Crunch cereal bars will also be distributed to the same stores as the products from
Kellogg's and General Mills. Which of the following barriers to new-product adoption will most
likely prevent the Post Trail Mix Crunch cereal bars from being a successful product?
A) value barrier
B) psychological barrier
C) risk barrier
D) usage barrier
E) social barrier
151) If a customer is reluctant to try a new product because she's afraid it might make her ill, the
company is most likely facing a(n) ________ barrier.
A) usage
B) risk
C) value
D) emotional
E) psychological
152) There are several reasons a consumer would be reluctant to adopt a new product. For
example, a consumer might be reluctant to adopt a new product because of a risk barrier, which
occurs when
A) there is no incentive to change.
B) there are physical, economic, or social fears.
C) there are cultural differences.
D) the financial commitment is too great.
E) the product is not consistent with existing habits.
153) Which of the following quotes from a new-product adopter would signal the need for a firm
to counteract a risk barrier?
A) "It is against my religion."
B) "What if I can't make the monthly payments?"
C) "I don't want to try this if it means I have to swallow it with milk."
D) "Big deal, the only difference is the shape of the package."
E) "Sure I'll try it; why not!"
154) There are several reasons a consumer would be reluctant to adopt a new product. For
example, a consumer might be reluctant to adopt a new product because of a psychological
barrier, which occurs when
A) there is no incentive to change.
B) there are physical, economic, or social risks.
C) there are cultural differences or image problems.
D) the financial commitment is too great.
E) the product is not consistent with existing habits.
