The emphasis of a marketing strategy for a discontinuous innovation would most likely be to
A)generate awareness among consumers.
B)advertise benefits to consumers,stressing points of differentiation.
C)educate consumers about new consumption patterns through product trial and personal selling.
D)obtain widespread distribution in multiple channels.
E)stress price differentials from competitors' products.

Question

Quizplus · Accepted Answer

Discontinuous innovations are new and unfamiliar to the market and require a higher level of education and personal selling to influence consumer adoption. Therefore, the emphasis of a marketing strategy for a discontinuous innovation would be to educate consumers about new consumption patterns through product trial and personal selling.

The Emphasis of a Marketing Strategy for a Discontinuous Innovation