MKT-210 Chapter Notes - Chapter 12: Brainstorming, Outsourcing, Observability

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19 Oct 2017
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Innovation: the process by which ideas are transformed into new products and services that will help firms grow. Without innovation and its resulting new products and services, firms would have only two choices: continue to market current products to current customers, take the same product to another market with similar customers. Diffusion of innovation: the process by which the use of an innovation, whether a product or a service, spreads throughout a market group over time and over various categories of adopters. The theory surrounding diffusion of innovation helps marketers understand the rate at which consumers are likely to adopt a new product or service. It gives them a means to identify potential markets for their new products or services and predict their potential sales, even before they introduce the innovations. There are five groups according to how soon they buy the product after it has been introduced: #1.

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