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

Question

Quizplus · Accepted Answer

Discontinuous innovations are entirely new products that require consumers to adopt new consumption patterns. Therefore, educating consumers about these new patterns through personal selling is crucial.

The Emphasis of a Marketing Strategy for a Discontinuous Innovation