Question 1

Which of the following is NOT a main stage of the New Product Adoption Process?

Accepted Answer

The stages in the New Product Adoption Process are awareness, interest, evaluation, trial, adoption, and post-adoption evaluation. There is no stage called "unawareness class."

Question 2

A variable that influences the awareness class would include _____.

Accepted Answer

The answer of A variable that influences the awareness class...

Question 3

Aerobics was initially considered a woman's sport,but societal attitudes toward aerobics have changed and many health clubs are now offering co-ed aerobics classes.The change in societal attitudes toward men engaging in aerobics represents an increased _____ for this activity.

Accepted Answer

The change in societal attitudes toward men engaging in aerobics represents an increased compatibility for this activity, indicating that it is now seen as more suitable or in harmony with societal norms and expectations for both genders.

Question 4

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as _____.

Accepted Answer

Trialability refers to the ability to test out an innovation on a limited basis before fully committing to it. This allows individuals and organizations to evaluate the innovation and see if it fits their needs before investing significant resources into it.

Question 5

Trialability is tied closely to the concept of _____.

Accepted Answer

Trialability refers to the ease with which a potential user can try out a new product or service. Perceived risk is closely tied to trialability because if users perceive a product as risky or difficult to try, they may be less likely to do so. Therefore, increasing trialability can help to reduce perceived risk and encourage potential users to try a product.

Question 6

Though not shown in the Brand Adoption Process Model,_____ (a form of free advertising)also plays a significant role in facilitating brand awareness.

Accepted Answer

Word-of-mouth communication is a powerful tool in creating brand awareness as it is a form of free advertising that is often seen as more trustworthy and credible than other forms of advertising. While it is not explicitly stated in the Brand Adoption Process Model, it is recognized as an important factor in brand adoption and can significantly influence consumer behavior.

Question 7

Logos with abstract designs were found to produce more favorable consumer responses than those with natural designs.

Accepted Answer

Research has shown that consumer responses can vary widely depending on the context and the target audience, and there is no definitive evidence to suggest that logos with abstract designs universally produce more favorable responses than those with natural designs. The effectiveness of a logo design (abstract or natural) often depends on how well it aligns with the brand's identity, values, and the expectations of its target audience.

Question 8

The three types of trademarks in the United States are utility,design,and plant.

Accepted Answer

The three types of trademarks in the United States are actually: (1) word marks, (2) design marks, and (3) composite marks. Utility, design, and plant are types of patents, not trademarks.

Question 9

The notions of trial and repeat purchase are particularly apt for _____.

Accepted Answer

The notions of trial and repeat purchase are particularly relevant for inexpensive consumer packaged goods as these products have a high chance of being bought again by the same customer once they are satisfied with the product's quality and value for money. In contrast, high-end luxury goods may not see a lot of trial purchases, as customers may not be willing to spend large amounts of money on a product without prior research or recommendations. Industrial goods are also less likely to involve trial purchases as the buying decisions are usually made by trained professionals who have knowledge of the product specifications and technical details. Brand awareness and advertising efforts may be important for all types of products, but the focus on trial and repeat purchase is more relevant for consumer packaged goods.

Question 10

A copyright is a distinctive sign used by any legal entity to identify the good or services to customers with which it appears and to distinguish its goods or services from competition.

Accepted Answer

A copyright protects original works of authorship, such as books and music, not a distinctive sign used to identify goods or services. Trademarks are used for that purpose.

Question 11

Which of the following would be a typical element of a trademark?

Accepted Answer

A trademark is typically a distinctive word, phrase, symbol, or design that identifies and distinguishes the source of the goods of one party from those of others. While color, smell, and sound can sometimes be trademarked, they are not typical elements and require additional evidence of distinctiveness.

Question 12

Sometimes the only way to overcome the perception of a lack of ______ is through heavy advertising to convince consumers that a new way of doing things really is better than an existing solution.

Accepted Answer

The answer of Sometimes the only way to overcome the...

Question 13

Rugby was initially considered a men's sport,but societal attitudes have changed and more schools have women's rugby teams.This change in societal attitudes toward women playing rugby represents increased _____ for this activity.

Accepted Answer

This change represents increased compatibility, as societal attitudes have shifted to be more accepting and supportive of women participating in rugby, indicating that the idea of women playing rugby is now more compatible with societal norms and values.

Question 14

The degree to which a product innovation is perceived as better than existing alternatives is termed _____.

Accepted Answer

Relative advantage refers to the extent to which a product innovation is perceived to be better than existing alternatives. Compatibility refers to the extent to which a product innovation is perceived as consistent with existing values, past experiences and customer needs. Complexity refers to the degree to which a product innovation is perceived as difficult to use or understand. Trialability refers to the ability of individuals to test and experiment with the product innovation. Observability refers to the extent to which the benefits of a product innovation are visible to others.

Question 15

A new cosmetic product that matches consumers' needs,personal values,beliefs,and past consumption practices has the _____ innovation-related characteristic that increases the likelihood of adoption.

Accepted Answer

Compatibility refers to the extent to which an innovation is consistent with the values, experiences, and needs of potential adopters. A new cosmetic product that matches consumers' needs, personal values, beliefs, and past consumption practices would have high compatibility and therefore a greater likelihood of adoption. The other innovation-related characteristics are: relative advantage (the degree to which an innovation is perceived as better than the existing alternatives), observability (the extent to which the benefits of an innovation are visible to others), complexity (the degree of difficulty in understanding and using the innovation), and trialability (the ability to try the innovation before making a commitment to adopt it).

Question 16

A variable that affects the trier class is _____.

Accepted Answer

The answer of A variable that affects the trier class...

Question 17

Relative advantage is a function of _____.

Accepted Answer

Relative advantage is primarily determined by consumer perception, as it relates to how consumers perceive the benefits of a new product or innovation compared to existing alternatives.

Question 18

Which of the following determinant of the awareness class,while closely allied,is not a distinctly marcom activity?

Accepted Answer

Distribution is not a distinctly marcom activity as it involves the physical movement of goods from producers to consumers or intermediaries, whereas marcom activities focus on promoting products or services through marketing communications. The other options, free samples and coupons, trade shows and personal selling, advertising, and social media, are all traditional marcom activities aimed at creating awareness about the product or service.

Question 19

An innovation's degree of perceived difficulty is referred to as _____.

Accepted Answer

Complexity refers to the degree to which an innovation is perceived to be difficult to understand and use.

Question 20

A variable that does NOT influence the repeater class would be _____.

Accepted Answer

The answer of A variable that does NOT influence the...

Quiz 3: Brand Adoption, Brand Naming and Intellectual Property Issues