The emphasis of a marketing strategy for a discontinuous innovation would most likely be to
A)generate awareness among consumers and obtain widespread distribution.
B)advertise benefits to consumers, stressing point of differentiation and consumer advantage.
C)educate consumers about entirely new consumption patterns through product trial and personal selling.
D)obtain widespread distribution in multiple channels.
E)stress price differentials from competitors' products.

Question

Quizplus · Accepted Answer

Discontinuous innovations require a complete change in consumption patterns, which means that consumers may not understand how to use the product or why it's beneficial. Therefore, the emphasis of the marketing strategy should be on educating consumers about the new consumption patterns through product trial and personal selling. This will help consumers see the value in the product and how it can fit into their lives.

The Emphasis of a Marketing Strategy for a Discontinuous Innovation