emphasis of a marketing strategy for a discontinuous innovation would most likely be to
A) generate awareness among consumers.
B) advertise benefits to consumers, stressing points of differentiation.
C) educate consumers about entirely new consumption patterns through product trial and personal selling.
D) obtain widespread distribution in multiple channels.
E) stress price differentials from competitors' products.

Question

Quizplus · Accepted Answer

Discontinuous innovations involve entirely new consumption patterns or usage habits that may be difficult for consumers to understand or adopt. Therefore, the emphasis of the marketing strategy for a discontinuous innovation should be to educate consumers about the benefits of the new product through product trial and personal selling. This will help generate awareness and understanding among consumers and encourage them to adopt the new product. Advertisements, price differentiation, and distribution are also important components of the marketing strategy but may be less effective in promoting adoption of a discontinuous innovation.

Emphasis of a Marketing Strategy for a Discontinuous Innovation Would