Question 1

Figure 11-6 above shows five categories and profiles of product adopters.Venturesome, higher educated adopters who use multiple information sources are called _________, and would be found in cell _______.

Accepted Answer

Innovators are described as venturesome, higher educated adopters who use multiple information sources, and they are found in cell A on the adoption curve.

Question 2

There are several reasons why a consumer would be reluctant to purchase a new product.One example would be a risk barrier.A risk barrier occurs when

Accepted Answer

A risk barrier occurs when there are physical, economic, or social risks associated with purchasing a new product. Consumers may be concerned about the potential negative outcomes of trying something new, such as not being satisfied with the product or feeling like they wasted their money. This can make them hesitant to make a purchase. Other factors listed may also contribute to a consumer's reluctance to purchase a new product, but B specifically refers to the concept of a risk barrier.

Question 3

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 _________ barrier.

Accepted Answer

The reluctance of the customer is due to the fear of the product making her ill, which is a risk-related barrier.

Question 4

There are several reasons why a consumer would be reluctant to purchase a new product.One example would be a usage barrier.A usage barrier occurs when

Accepted Answer

A usage barrier occurs when the new product is not compatible with the consumer's existing habits or routines. This can make the consumer reluctant to purchase the product as it may require them to change their behavior, which can be difficult and inconvenient.

Question 5

Which of the following responses would signal the need for a firm to counteract a psychological barrier?

Accepted Answer

The response "But it might make me look fat" suggests that the customer is experiencing a psychological barrier related to body image. This barrier could potentially prevent them from making a purchase, so the firm may need to counteract it with messaging that emphasizes the product's health benefits or appeals to the customer's desire for a positive self-image.

Question 6

As product adopters, laggards typically

Accepted Answer

Laggards are typically cautious about new products, often relying on friends and neighbors for information, and they tend to avoid debt.

Question 7

Which of the following responses would signal the need for a firm to counteract a usage barrier?

Accepted Answer

A usage barrier occurs when a consumer is hesitant to use a product due to the way it is used or consumed. In this case, the consumer is concerned about having to swallow the product with milk, indicating a usage barrier.

Question 8

Which of the following responses would signal the need for a firm to counteract a risk barrier?

Accepted Answer

Option B raises a concern about financial risk, which needs to be addressed by the firm. The other options are either positive or neutral and do not require action from the firm.

Question 9

Warranties, money-back guarantees, extensive usage instructions, demonstrations, and and free samples are all ways in which

Accepted Answer

Warranties, money-back guarantees, extensive usage instructions, demonstrations, and free samples are all methods used by companies to overcome adoption barriers. These barriers can include things like skepticism, uncertainty, and resistance to change. By providing these assurances and demonstrations, companies can encourage potential customers to try their products, thus overcoming these barriers and increasing adoption rates.

Question 10

Which of the following responses would signal the need for a firm to counteract a value barrier?

Accepted Answer

A value barrier occurs when a consumer perceives no significant difference or added value in a product compared to others. The response "Big deal, the only difference is the shape of the package" indicates that the consumer sees no added value in the product, suggesting the need for the firm to address this perception.

Question 11

There are several reasons why a consumer would be reluctant to purchase a new product.One example would be a value barrier.A value barrier occurs when

Accepted Answer

A value barrier occurs when consumers perceive no incentive or added value in switching to a new product, making them reluctant to change from their current habits or products.

Question 12

Imagine Post Cereal introduces a cereal bar just like the ones Kellogg's and Quaker 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 the other brands.Post Cereal bars will also be distributed to the same stores as the Kellogg's and Quaker products.Which of the following barriers to new product adoption will most likely prevent the Post Cereal bars from being a successful product?

Accepted Answer

The value barrier is likely to prevent adoption because consumers may not perceive enough added value in switching to Post Cereal bars when they are priced similarly and marketed similarly to existing options from Kellogg's and Quaker.

Question 13

Figure 11-6 above shows five categories and profiles of product adopters.Skeptical, with below average social status adopters are called __________ and would be found in cell _________.

Accepted Answer

The answer of Figure 11-6 above shows five categories and...

Question 14

Figure 11-6 above shows five categories and profiles of product adopters.Deliberate adopters with many informal social contacts are called __________ and would be found in cell _________.

Accepted Answer

Early majority adopters with many informal social contacts are called opinion leaders and would be found in cell C.

Question 15

Figure 11-6 above shows five categories and profiles of product adopters.Leaders in social setting, and have slightly above average education are called _________ and would be found in cell _________.

Accepted Answer

Early adopters are typically leaders in social settings and have slightly above average education, which corresponds to cell B.

Question 16

When the personal computer was first introduced, 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 who were well informed began buying personal computers.While those buyers were relatively few in number, the marketers of computers were encouraged because other, less adventuresome consumers would likely adopt personal computers later.According to the product adoption classification, those first buyers of personal computers were

Accepted Answer

The first buyers of personal computers are described as young, highly educated, adventuresome, and well informed. This matches the characteristics of innovators, who are the first to adopt a new product or technology.

Question 17

There are several reasons why a consumer would be reluctant to purchase a new product.One example would be a psychological barrier.A psychological barrier occurs when

Accepted Answer

Psychological barriers often involve cultural differences or concerns about how a product might affect one's image, which can deter consumers from purchasing a new product.

Question 18

If a customer is reluctant to try a new product because he'd have to change his normal every day behaviors, the company is most likely facing a __________ barrier.

Accepted Answer

A usage barrier refers to a customer's reluctance to try a new product because it requires a change in their normal behavior, routine, or habits. In this scenario, the customer is hesitant to try the new product as they would have to alter their everyday actions, indicating that the company is facing a usage barrier. Risk barriers refer to concerns about the potential negative consequences of using a new product, value barriers are related to the customer's perception of the product's worth, financial barriers concern the cost of the product, and psychological barriers relate to emotional or mental obstacles that prevent a customer from trying a new product.

Question 19

A new exercise video contends that with one day of fasting and one 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 will doom the new product to failure because the product's claims are not consistent with what consumers do and how they think.

Accepted Answer

The answer of A new exercise video contends that with...

Question 20

Figure 11-6 above shows five categories and profiles of product adopters.Adopters who have a fear of dept, and depend on neighbors and friends for the information sources are called __________ and would be found in cell _________.

Accepted Answer

Laggard adopters are characterized by a fear of debt and a reliance on neighbors and friends for information sources. They would be found in cell E.

Quiz 11: Managing Successful Products, Services, and Brands

Figure 11-6 above shows five categories and profiles of product adopters.Venturesome, higher educated adopters who use multiple information sources are called ___, and would be found in cell _.