Author Question: Which of the following is likely to slow the rate of product diffusion? a. A relative advantage c. ... (Read 37 times)

Chelseaamend · **on:** Jun 29, 2018

Which of the following is likely to slow the rate of product diffusion?
a. A relative advantage c. Trialability
b. Compatibility with consumer needs d. Complexity

Question 2

One of the effective ways to differentiate a brand from other brands is to:
A) discard old prototypes of the product.
B) position the brand away from the prototype.
C) increase the number of associations with the product category.
D) price the product close to its prototype.
E) create an entirely new set of associations for the brand.

jessofishing · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

D
The text describes various attributes that are likely to accelerate the rate of adoption of a product or service. These include a relative advantage (e.g., a cure for cancer), compatibility with the needs of consumers, and ease of observability or trialability. On the other hand, complex products or services are difficult for the consumer to understand and may slow the diffusion rate. This may be found in the Product Diffusion section (10-5).

Answer to Question 2

B