COPY MINI CASE: Speedy Copy just opened a new store in South Hills Shopping Center.The store offers copy, fax, and binding services, and sells related office supplies.To encourage people to visit the store, Speedy Copy sends a flier to local homes and businesses with a coupon for using their services.In an attempt to discourage similar stores from opening in the surrounding shopping centers, Speedy Copy has priced its services to be very inexpensive, in the hopes that increased consumer purchase volumes will balance out the store's decreased profit margin. Ken works just down the street from South Hills Shopping Center and makes a point of visiting Speedy Copy on its opening day.He finds the store to be understaffed and under equipped to meet his needs and sends an e-mail to his friends at work, telling them that the store isn't worth visiting.
-In the COPY MINI CASE,Speedy Copy's direct-mail campaign attempts to enhance ________ in order to speed the diffusion of the use of its store.
A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability

Question

Quizplus · Accepted Answer

The direct-mail campaign with a coupon for using their services is meant to encourage trialability, or the ease of trying out the store's services, in order to speed up the diffusion of the use of its store.

COPY MINI CASE: Speedy Copy Just Opened a New Store