Finland-based Rapala VMC Corp.is the world's largest fishing lure manufacturer.It developed its first fishing lure-a cigar-shaped minnow-in 1962.The annual market for fishing lures in terms of retail sales is approximately $600 million.Rapala VMC garnered one-third of that amount in 2003.New lures must be introduced each year in order to stay competitive in this industry.Like other lure manufacturers,Rapala focuses on two questions in developing and making new lures: Does it work,and does it look good? Developing a new lure takes two or three years and involves extensive field testing by tournament professionals and fishing guides.At the annual fishing industry trade show in 2003,Rapala unveiled the "dream lure for the 21st century."
-Refer to Rapala.The degree to which the newest lures are perceived as superior to earlier models refers to a characteristic used to predict the rate of adoption.What is it?
A) complexity
B) trialability
C) relative advantage
D) differentiation capability

Question

Quizplus · Accepted Answer

Relative advantage refers to the degree to which the new product is perceived as superior to existing products. In the case of fishing lures, new models must have a relative advantage to previous ones in order to be adopted by consumers.

Finland-Based Rapala VMC Corp