ComicalYou is a new social media service in which participants create avatars to represent themselves, describe their lives, and interact with one another. All the postings are graphical, presenting the messages in the form of comic panels and strips. The service's software easily converts ideas into whimsical images. The site's creators, Ginny and RJ, believe that ComicalYou will be especially appealing to young people because it is so effective in conveying emotional content with a lighthearted appeal. They, along with a team of six employees, have completed the software, tested it on two dozen of their closest friends, and are eager to open up their site to users. As ComicalYou reaches the introduction stage of the product life cycle, what marketing strategy is most appropriate?
A) Lower price slightly to increase sales.
B) Focus on making customers aware of the product and its benefits.
C) Cut prices in response to increased competition.
D) Increase advertising in response to greater competition.
E) Develop product adaptations to extend the product's life.

Question

Quizplus · Accepted Answer

Since ComicalYou is in the introduction stage, the focus should be on making customers aware of the product and its benefits. This can be achieved through advertising and other promotional activities to build brand awareness and attract early adopters. Lowering the price or cutting prices in response to competition is not appropriate at this stage as the main objective should be to establish the product in the market and demonstrate its value. Developing product adaptations to extend the product's life is also not appropriate since the product has just been launched and has not yet reached maturity in the market.

ComicalYou Is a New Social Media Service in Which Participants