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

Question

Quizplus · Accepted Answer

Since a discontinuous innovation is a new product or service that represents a completely new way of doing things, the emphasis of the marketing strategy would most likely be on educating consumers about entirely new consumption patterns through product trials and personal selling. This is because consumers may not be aware of the product or its benefits, and may require education to adopt new behaviors or consumption patterns. Generating awareness and obtaining widespread distribution may also be important, but educating consumers should be the primary focus. Advertising benefits and stressing differentiation may not be effective if consumers do not yet understand the new product or its value proposition.

The Emphasis of a Marketing Strategy for a Discontinuous Innovation