MKT 337 Lecture Notes - Lecture 17: Customer Service, Takers, Sales Territory
Document Summary
Adoption curve: shows when different groups accept ideas. The first group to adopt new products. Tend to be young and well educated. Likely to be mobile and have many contacts. The second group in the adoption curve to adopt a new product. Tends to have the greatest contact with salespeople. Early majority: a group in the adoption curve that avoids risk and waits to consider a new idea until many early adopters try it and like it. A group of adopters who are cautious about new ideas. Often older and more set in their ways. Tend to be conservative, smaller-sized firms with less specialization. Makes little use of marketing sources of information. Prefer to do things the way they have been done in the past. Tend to be older and less well educated. Tend to be the smallest businesses with the least specialization. Demand for the general product idea, not just the company"s own brand.
