Add Papers Marked0
Paper checked off!

Marked works

Viewed0

Viewed works

Shopping Cart0
Paper added to shopping cart!

Shopping Cart

Register Now

eKönyvtár library
FAQ
 

Great deal: today with a discount!

Regular price:
1 445 Ft
You save:
273 Ft
Discounted price*:
1 172 Ft
Purchase
Add to Wish List
ID number:286054
Author:
Evaluation:
Published: 04.11.2010.
Language: English
Level: College/University
Literature: n/a
References: Not used
Extract

Diffusion
“Is the adoption of new products or services over time by consumers within social systems, as encouraged by marketing. Diffusion refers to the cumulative percentage of potential adopters of a new product or service over time” (McDonald, 1999:176)

Diffusion
Diffusion as a function of the product newness
Continuous innovation, e.g. new miracle ingredient
Dynamic continuous innovation, e.g. disposable lighter
Discontinuous, e.g. microwave
Adoption
Early adopters - status, opinion leaders, respectable
Early majority - more conservative, more deliberate
Late majority - sceptical, below average status
Laggards - low status, income

Conclusion
All models have strengths and weaknesses
Models do not provide all the answers to planning problems
Models do however assist a Marketing Planning assess the current situation and provides insight into the future – BUT be careful how you interpret the models

Author's comment
Load more similar papers

Send to email

Your name:

Enter an email address where the link will be sent:

Hi!
{Your name} suggests you to check out this eKönyvtár paper on „Marketing Planning Theories and Models”.

Link to paper:
https://eng.ekonyvtar.eu/w/286054

Send

Email has been sent

Choose Authorization Method

Email & Password

Email & Password

Wrong e-mail adress or password!
Log In

Forgot your password?

Facebook

Not registered yet?

Register and redeem free papers!

To receive free papers from eKönyvtár.com it is necessary to register. It's quick and will only take a few seconds.

If you have already registered, simply to access the free content.

Cancel Register