A marketing manager should realize that the adoption curve concept implies
A) that the firm's promotion target should be the innovators.
B) that the laggards are cautious, but that they are willing to adopt a new product quickly if advertising gets their attention.
C) using different promotional mixes for different adopter groups.
D) All of the above are true.
E) None of the above is true.

Question

Quizplus · Accepted Answer

The adoption curve concept suggests that different adopter groups have different tendencies and preferences for adopting new products or ideas. Therefore, using different promotional mixes for different adopter groups can increase the likelihood of successful adoption and market acceptance of the product. Thus, option C is the correct choice. Option A is incorrect as innovators are usually the first to adopt new products, so targeting them with promotions may not necessarily lead to greater market adoption. Option B is also incorrect as laggards tend to be slow to adopt new products, and advertising alone may not be enough to convince them to switch. Option D is incorrect as it includes all options, and not all of them are true. Option E is incorrect as there are some truths to the adoption curve concept.

A Marketing Manager Should Realize That the Adoption Curve Concept