The emphasis of a marketing strategy for a continuous innovation concentrates on
A)obtaining widespread distribution.
B)setting a low price.
C)generating awareness.
D)using reminder advertising to reeducate consumers.
E)using personal selling.

Question

Quizplus · Accepted Answer

The emphasis of a marketing strategy for a continuous innovation is to generate awareness since continuous innovations are usually improvements or modifications of existing products that already have an established market, hence creating awareness of the new developments is crucial to the success of the innovation. The other choices may not necessarily be applicable or effective for continuous innovations. Obtaining widespread distribution, setting a low price, and using personal selling could apply to other types of products. Reminder advertising may be useful for products that have been in the market for a while, but not for a continuous innovation.

The Emphasis of a Marketing Strategy for a Continuous Innovation