Question 1

An innovator describes those consumers who are the first to purchase a new product.

Accepted Answer

A) True 
 B)False

Question 2

If a product is 'new' to the company, then it would be considered an innovation according to the:

Accepted Answer

A)  product-oriented approach. 
B)  market-oriented approach. 
C)  consumer-oriented approach. 
D)  firm-oriented approach.

Question 3

The difference between the diffusion of innovations process and the adoption process is that the adoption process represents the macro view while the diffusion process represents the micro view.

Accepted Answer

A) True 
 B)False

Question 4

When Sony introduces its latest 3D television at a very high price to consumers who are willing to pay top dollar for the latest technology, then gradually lowers the price in a stepwise fashion to attract additional market segments, it is practicing a _____ strategy.

Accepted Answer

A)  market penetration 
B)  market skimming 
C)  diffusion 
D)  product obsolescence

Question 5

The carpet salesperson poured soft drink on a carpet sample to show how the specially treated carpet would resist stains. This demonstration was done so the consumer would better understand the product's features and is an example of the product's:

Accepted Answer

A)  relative advantage. 
B)  compatibility. 
C)  trialability. 
D)  observability.

Question 6

If consumers must be convinced that a product has relative advantage, it is likely that the consumer will face an extensive time period that is commonly called:

Accepted Answer

A)  consideration time. 
B)  adoption time. 
C)  evaluation time. 
D)  purchase time.

Question 7

A)Explain the five stages in the adoption process use an example to illustrate the process. 
B)What criticisms have been made of this five-stage model?

Accepted Answer

The answer of A)Explain the five stages in the adoption...

Question 8

The stages in the adoption process end:

Accepted Answer

A)  with consumer trial of the product. 
B)  with consumer adoption of the product. 
C)  with consumer rejection of the product. 
D)  with either (b) or (c).

Question 9

Thomas has never bought tennis shoes with Velcro fasteners because he perceived them as being for children or old people. This issue concerned the product's:

Accepted Answer

A)  compatibility. 
B)  complexity. 
C)  relative advantage. 
D)  observability.

Question 10

Kate has decided she needed more information about the mid-sized car that was the number one seller in Australia last year. For this vehicle, Kate is in the stage of the adoption process known as:

Accepted Answer

A)  interest. 
B)  awareness. 
C)  evaluation. 
D)  trial.

Question 11

The elements of diffusion include:

Accepted Answer

A)  an innovation. 
B)  channel of communication. 
C)  the social system. 
D)  all of the above.

Question 12

Consumer innovators tend to be very brand-loyal.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is not one of the five steps of the adoption process?

Accepted Answer

A)  Awareness. 
B)  Trial. 
C)  Decision. 
D)  Evaluation.

Question 14

What are the reasons a firm might wish to achieve a rapid rate of adoption for a new product? What are the circumstances where a marketer might wish to avoid a rapid rate of adoption? Give an example of the latter.

Accepted Answer

The answer of What are the reasons a firm might...

Question 15

The first group of consumers to purchase a new product are:

Accepted Answer

A)  word-of-mouth communicator. 
B)  consumer innovators. 
C)  opinion receiver. 
D)  leading consumers.

Question 16

Which of the following approaches to define a new product or service is most favoured by researchers?

Accepted Answer

A)  Product-oriented definition. 
B)  Firm-oriented definition. 
C)  Market-oriented definition. 
D)  Consumer-oriented definition.

Question 17

The degree to which consumers perceive a new product as superior to existing substitutes determines its:

Accepted Answer

A)  compatibility. 
B)  complexity. 
C)  trialability. 
D)  relative advantage.

Question 18

Discontinuous innovation allows consumers to maintain current behaviour patterns.

Accepted Answer

A) True 
 B)False

Question 19

Five adopter categories are cited as important to marketers. Innovators are the first _____ per cent of people who are venturesome and eager to try new things.

Accepted Answer

A)  0.5 
B)  2.5 
C)  13.5 
D)  34

Question 20

The amount of time that elapses between consumers' initial awareness of the new product and the point at which they purchase or reject it is known as:

Accepted Answer

A)  consideration time. 
B)  adoption time. 
C)  evaluation time. 
D)  purchase time.

Exam 15: Consumer influence and diffusion of innovations

An innovator describes those consumers who are the first to purchase a new product.

If a product is 'new' to the company, then it would be considered an innovation according to the:

The difference between the diffusion of innovations process and the adoption process is that the adoption process represents the macro view while the diffusion process represents the micro view.

When Sony introduces its latest 3D television at a very high price to consumers who are willing to pay top dollar for the latest technology, then gradually lowers the price in a stepwise fashion to attract additional market segments, it is practicing a _____ strategy.

The carpet salesperson poured soft drink on a carpet sample to show how the specially treated carpet would resist stains. This demonstration was done so the consumer would better understand the product's features and is an example of the product's:

If consumers must be convinced that a product has relative advantage, it is likely that the consumer will face an extensive time period that is commonly called:

A)Explain the five stages in the adoption process use an example to illustrate the process. B)What criticisms have been made of this five-stage model?

The stages in the adoption process end:

Thomas has never bought tennis shoes with Velcro fasteners because he perceived them as being for children or old people. This issue concerned the product's:

Kate has decided she needed more information about the mid-sized car that was the number one seller in Australia last year. For this vehicle, Kate is in the stage of the adoption process known as:

The elements of diffusion include:

Consumer innovators tend to be very brand-loyal.

Which of the following is not one of the five steps of the adoption process?

What are the reasons a firm might wish to achieve a rapid rate of adoption for a new product? What are the circumstances where a marketer might wish to avoid a rapid rate of adoption? Give an example of the latter.

The first group of consumers to purchase a new product are:

Which of the following approaches to define a new product or service is most favoured by researchers?

The degree to which consumers perceive a new product as superior to existing substitutes determines its:

Discontinuous innovation allows consumers to maintain current behaviour patterns.

Five adopter categories are cited as important to marketers. Innovators are the first _____ per cent of people who are venturesome and eager to try new things.

The amount of time that elapses between consumers' initial awareness of the new product and the point at which they purchase or reject it is known as: