A marketing manager should realize that the adoption curve concept implies
A) the firm's promotion target should always be the innovators.
B) 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) the firm's promotion target should always be the opinion leaders.
E) None of these is a good answer.

Question

Quizplus · Accepted Answer

The adoption curve concept suggests that different adopter groups have different needs and preferences, and therefore require different promotional mixes. This means that a marketing manager should tailor their promotional strategies to reach each adopter group effectively. Choosing the innovators or opinion leaders as the sole promotion target may not be the most effective approach for the entire product life cycle. Laggards are not typically willing to adopt a new product quickly, even with advertising.

A Marketing Manager Should Realize That the Adoption Curve Concept