Chapter 3

Question 0

Repeater class

Answer 0

Repeat purchasing, is a function of five primary forces:

personal selling, advertising and social media, price, distribution, and product satisfaction

Question 1

Trier class

Answer 1

Is another name for a consumer who is trying a new product for the first time

Question 2

Relative advantage

Answer 2

Represents the degree to which consumers perceive a new brand as being better than existing alternatives with respect to specific attributes or benefits

Question 3

Compatibility

Answer 3

The degree to which an innovation is perceived to fit into a person’s way of doing things

Question 4

Complexity

Answer 4

Refers to an innovations degree of perceived difficulty.

Example: the more difficult and innovation is to understand or use, the slower the rate of adoption

Question 5

Trialability

Answer 5

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment.

Example: test driving new automobiles, food testing, trial size versions of new shampoo

Question 6

Observability

Answer 6

Is the degree to which the user of a new brand or other people can observe the positive effects of new product usage.

Example: the more consumption behavior can be sensed the more observable or visible it is.

Question 7

Intellectual property

Answer 7

Refers to a number of different author or company creations for which a set of exclusive rights are recognized under law

Example: a new brand name and/or logo

Question 8

Patent

Answer 8

Permits and author or a firm to secure a monopoly or exclusive rights to the use of an invention for a period of 20 years which is generally not renewable.

Question 9

Copyright

Answer 9

Is a set of exclusive rights not for an actual idea or invention but for the form in which it is expressed and it should be in a tangible medium.

Example: playing a song when I guitar, but the musical works needs to be scored to receive copyright protection

Question 10

Trademark

Answer 10

Is a distinctive sign or indicator used by an individual business organization or other legal entity to identify the goods or services to consumers with which the trademark appears

Question 11

Trade dress

Answer 11

May encompass these as well as unconventional categories such as associations of the brand with color smell and sound