Chapter 11

Question 1

A consumer who was happy enough with his or her experience with a product to use it again

Answer 1

Adopter

Question 2

A product perceived as new by a potential adopter

Answer 2

Innovation

Question 3

The process by which the adoption of an innovation spreads

Answer 3

Diffusion

Question 4

A biological metaphor that traces the stages of a product’s acceptance from its introduction (birth) to its decline (death)

Answer 4

Product Life Cycle

Question 5

All brands that satisfy a particular type of need.

Answer 5

Product Category

Question 6

The first stage of the PLC in which the full-scale launch of a new product into the marketplace occurs

Answer 6

Introductory Stage

Question 7

The second stage of the PLC when sales typically grow at an increasing rate, many competitors enter the market, large companies might start acquiring small pioneering firms, and profits are healthy.

Answer 7

Growth Stage

Question 8

The third stage of the PLC during which sales increase at a decreasing rate

Answer 8

Maturity Stage

Question 9

The fourth stage of the PLC, characterized by a long-run drop in sales

Answer 9

Decline Stage

Question 10

The first 2.5% of all those who adopt the product

Answer 10

Innovators

Question 11

13.5% of adopters following the innovators (the Influencers), desire to talk to others about their experiences with goods and services

Answer 11

Early adopters

Question 12

34.0% of adopters following the Early adopters, weight the pros and cons before adoptying a new product, deliberateness

Answer 12

Early majority

Question 13

34.0% of adopters following the Early majority, rely on group norms, pressured to conform, skepticism

Answer 13

Late majority

Question 14

Final 16% to adopt

Answer 14

Laggards