Explain the nature of the consumer adoption process. How is it different from the concept of diffusion of innovations?
The consumer adoption process is a generally accepted conceptualization of the stages a consumer goes through when confronted with a new product or service. The consumer must become aware of the product, develop interest, perform a pre-purchase evaluation, and then try the product, either as a consequence of a purchase or of a marketer-sponsored promotion or incentive.
The diffusion process is a communications model and consists of four elements: the innovation, communication channels, time and the social system within which the innovation is spreading, concept shows a process that is normally distributed around a population mean.
The degree to which an innovative product or service possesses these characteristics determines the ease with which it is adopted and diffused throughout the population. Older products such as the automobile and telephone were slower to diffuse through the population than newer ones like the Internet and cellular phones. In this fast-paced environment, marketers must develop and successfully commercialize new products. However the consumer adoption process explains consumer behavior and how consumers adapt to a product, while the diffusion of innovations describes the life of a product over time.
Define “pervasive computing” in your own words. What changes is it likely to bring about in the way marketers approach the Internet?
The concept means that a single person can have access to all their computing devices to assist in performing all sorts of daily tasks. It may accomplish an increasing number of personal and professional transactions using a new class of intelligent and portable devices. It gives people access to the information needed. Usually new technology are not usually simple to learn, that is why complexity can slow down the diffusion of an innovation. metrocard’s CCspeedpass example for getting in the mta stations.
Be prepared to describe the strategic drivers of wireless adoption and to give an example of each.
Context- when and where the customer needs and wants.
Localization- a consumer driving down the highway can be beamed info about attraction in the area.
Personalization- specific stocks and price levels, notified on cellphone.
Time sensitive- coupons, can be saved or retained on the screen until the customer shows it at check out
High value- coupons with high value
Voice activation- make it safe
Once-click payment mechanisms- a system in which payment is easily and securely authorized and billed to a single account.
Security- user must be assured transmissions are secure.
Privacy- no abuse on tech capabilities like geo locational services, protecting consumer data.
Expanded permission marketing- must find out what kind of information consumers are willing to receive.