emphasis of a marketing strategy for a dynamically continuous innovation would include
A) advertising to generate awareness.
B) obtaining widespread distribution.
C) advertising to explain points of difference and benefits.
D) setting a low price.
E) using personal selling.

Question

Quizplus · Accepted Answer

A dynamically continuous innovation is a new product that requires some change in behavior from the consumer but is not a completely new concept. Therefore, advertising to generate awareness (A) and setting a low price (D) may not be necessary for this type of innovation. The emphasis of the marketing strategy should be on explaining the points of difference and benefits to the consumer. This is best achieved through advertising to explain points of difference and benefits (C). While obtaining widespread distribution (B) and using personal selling (E) is important for any new product launch, it may not be the primary emphasis for a dynamically continuous innovation.

Emphasis of a Marketing Strategy for a Dynamically Continuous Innovation