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Applied Marketing Knowledge: Discussion Questions

Applied Marketing Knowledge: Discussion Questions

1 .
Explain the differences in:
  1. Continuous innovation
  2. Dynamically continuous innovation
  3. Discontinuous innovation
2 .
List the stages of new product development.
3 .
Consider new product adopter categories and answer the following questions.
  1. Do you believe that consumers are always in the same category? For example, once a laggard, always a laggard? Can someone be a laggard in one category and an early majority in another?
  2. What impact do these categories have on new product development?
  3. Can you think of a time or product category where marketing would want to push more consumers into one category?