(a) Early Majority
(b) Laggards
(c) Late Majority
(d) Early Adopters
(e) Innovators
Adopter Categories: Speed of Adoption Sequence
Everett Rogers' theory on the diffusion of innovations categorizes individuals based on their readiness to adopt new ideas or technologies. The sequence reflects the speed of adoption, from earliest to latest.
Rogers' Adopter Categories Ordered by Adoption Speed
- Innovators (e): The very first individuals to adopt. They are risk-takers and eager to try new things.
- Early Adopters (d): These individuals adopt early, acting as opinion leaders within their social system.
- Early Majority (a): They adopt new ideas just before the average person, though they deliberate more than early adopters.
- Late Majority (c): This group adopts new ideas just after the average person, often out of necessity or social pressure.
- Laggards (b): The last to adopt, they are traditional and often skeptical of change.
Therefore, the correct order, representing the speed from fastest to slowest adoption, is Innovators (e), Early Adopters (d), Early Majority (a), Late Majority (c), and Laggards (b).
The correct sequence is (e), (d), (a), (c), (b).
Important Questions from Trends in Marketing
Which of these is an example of a G2C marketing drive?
Which of these companies uses the tagline ‘Think Different'?
In CRM database management, both Factor Analysis and Cluster Analysis are which type of techniques?
- Assertion (A) : Social marketing differs from other types of marketing as its objective is not to benefit the marketer but to benefit the target audience and the general society.
Reason (R) : Its goal is not to market a product or service per se but to influence a social behaviour that usually carries high public consensus.
Codes : - Arrange the first seven steps to develop a social marketing plan as given by Philip Kotler :
I. Conduct a situation analysis.
II. Identify the competition and target market barriers and motivators.
III. Develop a strategic marketing mix (4 Ps).
IV. Describe the plan background, purpose and focus.
V. Set objectives and goals.
VI. Craft a desired positioning.
VII. Select target markets.
Codes :
