Lecture 8: Product Buying Flashcards

1
Q

Different types of innovation (3)

A
  1. discontinuous innovations
  2. dynamically continuous innovations
  3. continous innovations
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2
Q

alternative types of innovation (3)

A
  1. functional performance
  2. aesthetic or hedonistic innovations
  3. Symbolic innovations
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3
Q

success of innovation 1 (5)

A
  1. compatibility
  2. reactive advantage
  3. trial ability
  4. observability
  5. speed
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4
Q

success of innovation 2 (5)

A
  1. simplicity
  2. perceived risk
  3. product symbolism
  4. aesthetic of hedonistic innovations
  5. innovation overload
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5
Q

traditional adoption process

A
  1. awareness
  2. interest
  3. evaluation
  4. trial
  5. adoption
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6
Q

importance of innovators (4)

A
  1. immediate cash flow
  2. develop market leadership
  3. feedback
  4. communication to later adopters
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7
Q

targeting innovators (4)

A
  1. understanding their characteristics
  2. the type of lifestyle
  3. tend to be younger
  4. their reading goes beyond local and mass media
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8
Q

opinion generators (3)

A
  1. opinion formers
  2. opinion leaders
  3. opinion shapers
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9
Q

opinion formers

A

people how have a status of experts because of their job

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10
Q

opinion leaders

A

people influencing others through word of mouth

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11
Q

opinion shapers

A

people influencing other by the way the behave

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12
Q

two step model of communication

A

sender - opinion leader - receiver

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13
Q

stimulating opinion leadership (3)

A
  1. pass it on type campaigns
  2. planting discussions
  3. buzz marketing
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