Question 1

According to Everett Rogers, what is the element that differentiates diffusion from other types of communications research?

Accepted Answer

Everett Rogers states that it is the element of time that differentiates diffusion from other types of communications research. The goals of the diffusion researcher and the marketer are to shorten the time lag between introduction of an idea or product and its widespread adoption.

Question 2

A product is said to be compatible if:

Accepted Answer

There are five characteristics of an innovation that can assist in determining the rate of acceptance or resistance of the market to a product. A product's (1) relative advantage (the perceived marginal value of the new product relative to the old), (2) compatibility (its compatibility with acceptable behavior, norms, values, and so forth), (3) complexity (the degree of complexity associated with product use), (4) trialability (the degree of economic and/or social risk associated with product use), and (5) observability (the ease with which the product benefits can be communicated) affect the degree of its acceptance or resistance.

Question 3

A product's _____ refers to the ease with which its benefits can be communicated to the customers.

Accepted Answer

There are five characteristics of an innovation that can assist in determining the rate of acceptance or resistance of the market to a product. A product's (1) relative advantage (the perceived marginal value of the new product relative to the old), (2) compatibility (its compatibility with acceptable behavior, norms, values, and so forth), (3) complexity (the degree of complexity associated with product use), (4) trialability (the degree of economic and/or social risk associated with product use), and (5) observability (the ease with which the product benefits can be communicated) affect the degree of its acceptance or resistance.

Question 4

An important first step in adapting a product to a foreign market is to determine:

Accepted Answer

An important first step in adapting a product to a foreign market is to determine the degree of newness as perceived by the intended market. How people react to newness and how new a product is to a market must be understood.

Question 5

Ingrid Cleaners develops promotional materials and product demonstrations to easily communicate the benefits of its cleaning products. In this scenario, Ingrid Cleaners tries to enhance the _____ of its products.

Accepted Answer

By trying to communicate the benefits of its cleaning products easily, Ingrid Cleaners tries to enhance the observability of its products in the markets. In general, the rate of diffusion can be postulated as positively related to relative advantage, compatibility, trialability, and observability but negatively related to complexity.

Question 6

A company focusing its efforts on making its new innovation more user-friendly than before is working on the _____ of the product.

Accepted Answer

There are five characteristics of an innovation that can assist in determining the rate of acceptance or resistance of the market to a product. A product's (1) relative advantage (the perceived marginal value of the new product relative to the old), (2) compatibility (its compatibility with acceptable behavior, norms, values, and so forth), (3) complexity (the degree of complexity associated with product use), (4) trialability (the degree of economic and/or social risk associated with product use), and (5) observability (the ease with which the product benefits can be communicated) affect the degree of its acceptance or resistance.

Question 7

As part of the "green movement," the European Commission has passed a legislation to control all kinds of packaging waste throughout the European Union. Two critical issues that affect product development are the control of the packaging component of solid waste and _____.

Accepted Answer

The European Commission has passed legislation to control all kinds of packaging waste throughout the European Union. Two critical issues that affect product development are the control of the packaging component of solid waste and consumer demand for environmentally friendly products.

Question 8

Which of the following is a physical attribute of a motorbike that is essential for its primary function?

Accepted Answer

Mobility is an essential physical attribute of a motorbike as it allows the bike to move and transport the rider from one place to another. Color, price, design, and popularity may all influence a buyer's decision but are not essential for the primary function of a motorbike.

Question 9

HT Motors introduces a new technology in its cars to improve its mileage as well as to reduce carbon emissions. It also takes measures to improve its production facilities in order to reduce its carbon footprint. Actual introduction of green measures to meet the government guidelines rather than just through advertising and marketing shows that HT Motors engages in ________.

Accepted Answer

Green marketing is a term used to identify concern with the environmental consequences of a variety of marketing activities.

Question 10

Fiona's company wants to launch a new product in Madrid. Fiona requests her product manager to distribute some samples to potential customers there so that she can gauge the consumer preferences prevalent there before introducing the product. Here, Fiona tires to reduce the degree of economic and social risks, also known as _____, associated with product use.

Accepted Answer

Introducing samples in the new European market even before actually introducing the product will help Fiona gauge the trialability (social and economic risks) of her company's product in the new market. There are five characteristics of an innovation that can assist in determining the rate of acceptance or resistance of the market to a product. A product's (1) relative advantage (the perceived marginal value of the new product relative to the old), (2) compatibility (its compatibility with acceptable behavior, norms, values, and so forth), (3) complexity (the degree of complexity associated with product use), (4) trialability (the degree of economic and/or social risk associated with product use), and (5) observability (the ease with which the product benefits can be communicated) affect the degree of its acceptance or resistance.

Question 11

_____ is the process by which innovation spreads.

Accepted Answer

Diffusion is the process by which innovation spreads and knowledge of this is helpful in developing a successful product strategy.

Question 12

According to Everett Rogers, the goals of the diffusion researcher and the marketer are to shorten the time lag between:

Accepted Answer

According to Everett Rogers, the goals of the diffusion researcher and the marketer are to shorten the time lag between introduction of an idea or product and its widespread adoption.

Question 13

Carolyn, who is interested in marketing her company's diet products in Asia, studies the acceptable behavior, norms, and values in Asian markets. In this scenario, Carolyn studies her product's _____ in the Asian markets.

Accepted Answer

By studying the accepted norms, behavior and values in Asian markets, Carolyn studies her product's compatibility. There are five characteristics of an innovation that can assist in determining the rate of acceptance or resistance of the market to a product. A product's (1) relative advantage (the perceived marginal value of the new product relative to the old), (2) compatibility (its compatibility with acceptable behavior, norms, values, and so forth), (3) complexity (the degree of complexity associated with product use), (4) trialability (the degree of economic and/or social risk associated with product use), and (5) observability (the ease with which the product benefits can be communicated) affect the degree of its acceptance or resistance.

Question 14

Mark finds that his new digital camera is easy to handle, as he did not have to read the instruction manual to determine how to turn the camera on, snap a digital picture, and export the picture to his computer. The signs (symbols) on the camera body make it very clear what he was to do to achieve digital photography success. Which of the following characteristics of Mark's "new product" makes it easy for him to begin his digital experience?

Accepted Answer

The ease of use of Mark's new digital camera reduces the product's complexity and is therefore is an innovation characteristic that determines the rate of acceptance or resistance of the digital camera in the market. There are five characteristics of an innovation that can assist in determining the rate of acceptance or resistance of the market to a product. A product's (1) relative advantage (the perceived marginal value of the new product relative to the old), (2) compatibility (its compatibility with acceptable behavior, norms, values, and so forth), (3) complexity (the degree of complexity associated with product use), (4) trialability (the degree of economic and/or social risk associated with product use), and (5) observability (the ease with which the product benefits can be communicated) affect the degree of its acceptance or resistance.

Question 15

From a sociological viewpoint, any idea perceived as new by a group of people is considered as a(n) _____.

Accepted Answer

From a sociological viewpoint, any idea perceived as new by a group of people is an innovation.

Question 16

Which of the following is considered to be one of the extraneous variables that affect the rate of diffusion of an object?

Accepted Answer

At least three extraneous variables affect the rate of diffusion of an object: the degree of perceived newness, the perceived attributes of the innovation, and the method used to communicate the idea.

Question 17

Which of the following countries or group of countries has been at the forefront of the "green movement"?

Accepted Answer

Europe has been at the forefront of the "green movement," with strong public opinion and specific legislation favoring environmentally friendly marketing and products.

Question 18

Martin is comparing the characteristics of his company's water filters with those that are already being marketed in the local market. He realizes that there is lot of scope for his filters as they are functionally more advanced, have a longer life, and can also be marketed at a competitive price than those of other sellers in the local market. The innovation characteristic of Martin's product that will help in wide acceptance of his product in the local market is its _____.

Accepted Answer

Martin's water filters have a relative advantage over that of his counterparts in the local market as they are functionally more advanced, have a longer life, and can be marketed at competitive prices. There are five characteristics of an innovation that can assist in determining the rate of acceptance or resistance of the market to a product. A product's (1) relative advantage (the perceived marginal value of the new product relative to the old), (2) compatibility (its compatibility with acceptable behavior, norms, values, and so forth), (3) complexity (the degree of complexity associated with product use), (4) trialability (the degree of economic and/or social risk associated with product use), and (5) observability (the ease with which the product benefits can be communicated) affect the degree of its acceptance or resistance.

Question 19

Which of the following best defines green marketing?

Accepted Answer

Green marketing is a term used to identify concern with the environmental consequences of a variety of marketing activities.

Question 20

She Tales, a women's clothing company based in Singapore, had to modify its clothes before introducing them in markets in Iran to suit the needs of the women in that country who are generally expected to cover themselves completely as per societal norms. To adapt its clothes to Iranian markets, She Tales had to mostly use opaque material and provided accessories like scarves. Which of the following factors has dictated She Tales' product adaptation in this scenario?

Accepted Answer

By adapting its clothes to suit the societal expectation of the way a woman dresses in Iran, She Tales has been dictated by the cultural requirements of the Iranian market. Legal, economic, political, technological, and climatic requirements of the local marketplace often dictate product adaptation.

Quiz 13: Products and Services for Consumers

According to Everett Rogers, what is the element that differentiates diffusion from other types of communications research?

A product is said to be compatible if:

A product's _____ refers to the ease with which its benefits can be communicated to the customers.

An important first step in adapting a product to a foreign market is to determine:

Ingrid Cleaners develops promotional materials and product demonstrations to easily communicate the benefits of its cleaning products. In this scenario, Ingrid Cleaners tries to enhance the _____ of its products.

A company focusing its efforts on making its new innovation more user-friendly than before is working on the _____ of the product.

As part of the "green movement," the European Commission has passed a legislation to control all kinds of packaging waste throughout the European Union. Two critical issues that affect product development are the control of the packaging component of solid waste and _____.

Which of the following is a physical attribute of a motorbike that is essential for its primary function?

_____ is the process by which innovation spreads.

According to Everett Rogers, the goals of the diffusion researcher and the marketer are to shorten the time lag between:

Carolyn, who is interested in marketing her company's diet products in Asia, studies the acceptable behavior, norms, and values in Asian markets. In this scenario, Carolyn studies her product's _____ in the Asian markets.

From a sociological viewpoint, any idea perceived as new by a group of people is considered as a(n) _____.

Which of the following is considered to be one of the extraneous variables that affect the rate of diffusion of an object?

Which of the following countries or group of countries has been at the forefront of the "green movement"?

Which of the following best defines green marketing?