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Promotional strategies must vary to appease to different adopter groups. Hence the need for various push/pull marketing strategies. Market research on how markets/consumers accept new ideas has led to the adoption curve model. The adoption curve shows when different groups accept ideas. In addition, the adoption curve helps explain why a new product goes through the product life-cycle stages. Promotion blends usually have to change to achieve different promotion objectives at different life-cycle stages. Marketing managers must make decisions that ultimately evoke a specific consumer behavior. To this end, they must consider that their promotional strategy will be influenced by the adoption curve as well as the stage it is in the PLC. Various consumer adoption processes include:
Innovators-don't mind taking risksEarly Adopters-are opinion leadersEarly Majority-are deliberateLate Majority- are cautiousLaggards/Nonadopters-hang on to tradition
Given the list above, in your opinion, what type of adopter are you?
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