MKT 100 Lecture Notes - Lecture 17: Wisconsin National Guard, Observability

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Yanina Chevtchouk

Document Summary

Graph: population that is more or less likely to adopt and innovate. Most important to marketers because of their capacity to influence other through word of mouth, repsected by other for objective knowledge and therefore credible source of info. Adopt before avg person but never first try a product, want to avoid risk, use mass media and early adopters as sources of info. Adopt after most people have bought the product, skeptical, don"t trust mass media or sales people. Not comfy with change and are suspicious of change that deviates from strict tradition. Even though ppl have different capacities for adapting a product, the features of the product influence how quickly or easily it is adopted. Innovator in one category, and leggard in another (individual products) Relative advantage: easier to adopt a product if it has superior features to an existing product.