Using marketing to shape perceptions and expectations

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Reference no: EM132173908

1. In the context of a firm's product diffusion curve, when there is a chasm between early adopters and early majority customers:

the firm must reduce its production capacity.

the early majority market becomes saturated.

the firm should improve its efficiency to target the mass market.

the early majority market is ready to buy the product.

2. Pre-advertised products that are not actually on the market yet and may not even exist are referred to as ________.

value-added products

vaporware

consignments

substitute products

3. Which of the following statements is true of using marketing to shape perceptions and expectations?

A firm that aggressively promotes its products loses its actual installed base and its perceived installed base.

A firm can signal its commitment to an industry by making substantial investments that would be difficult to reverse.

A firm should avoid using vaporware if other vendors beat the firm to market and the firm fears that customers may select a dominant design.

Preannouncements reduce excitement about a product before its release.

Reference no: EM132173908

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