Lecture 8: Product Buying Flashcards
1
Q
Different types of innovation (3)
A
- discontinuous innovations
- dynamically continuous innovations
- continous innovations
2
Q
alternative types of innovation (3)
A
- functional performance
- aesthetic or hedonistic innovations
- Symbolic innovations
3
Q
success of innovation 1 (5)
A
- compatibility
- reactive advantage
- trial ability
- observability
- speed
4
Q
success of innovation 2 (5)
A
- simplicity
- perceived risk
- product symbolism
- aesthetic of hedonistic innovations
- innovation overload
5
Q
traditional adoption process
A
- awareness
- interest
- evaluation
- trial
- adoption
6
Q
importance of innovators (4)
A
- immediate cash flow
- develop market leadership
- feedback
- communication to later adopters
7
Q
targeting innovators (4)
A
- understanding their characteristics
- the type of lifestyle
- tend to be younger
- their reading goes beyond local and mass media
8
Q
opinion generators (3)
A
- opinion formers
- opinion leaders
- opinion shapers
9
Q
opinion formers
A
people how have a status of experts because of their job
10
Q
opinion leaders
A
people influencing others through word of mouth
11
Q
opinion shapers
A
people influencing other by the way the behave
12
Q
two step model of communication
A
sender - opinion leader - receiver
13
Q
stimulating opinion leadership (3)
A
- pass it on type campaigns
- planting discussions
- buzz marketing