The emphasis of a marketing strategy for a discontinuous innovation would most likely be to:
A)advertise benefits to consumers, stressing point of differentiation and consumer advantage.
B)obtain widespread distribution.
C)educate consumers about entirely new consumption patterns through product trial and personal selling.
D)generate awareness among consumers and obtain widespread distribution.

Question

Quizplus · Accepted Answer

Discontinuous innovations refer to entirely new products, often with new consumption patterns, that require extensive education and personal selling to consumers. Therefore, the emphasis of the marketing strategy should be on educating consumers and offering product trials to help them understand the new consumption patterns. Obtaining widespread distribution and generating awareness are important, but educating consumers about the new value proposition of the product is crucial. Advertising benefits and stressing the point of differentiation may be less effective since consumers may not yet understand the need for the innovation.

The Emphasis of a Marketing Strategy for a Discontinuous Innovation