marketing strategies should be targeted to which of the following adapter classes?
a. innovators
b. innovators and early adopters ***
c. innovators, early adopters, and early majority
d. innovators, early adopters, early majority, and late majority
To determine which adapter classes marketing strategies should be targeted to, we need to understand the characteristics and behaviors of these classes.
The adapter classes you mentioned are based on the Diffusion of Innovation theory, which categorizes individuals into different groups based on their adoption of new products or ideas.
Here's a breakdown of the four adapter classes and their characteristics:
a. Innovators: These are the first individuals to adopt new products or ideas. They are usually venturesome and have a high tolerance for risk. They represent a small percentage of the total population.
b. Early Adopters: These individuals adopt new products or ideas shortly after the innovators. They are opinion leaders and have a high social status. They are also willing to take risks but are more cautious than innovators. Early adopters are an important target market for marketers as they can influence others' adoption decisions.
c. Early Majority: This group adopts new products or ideas after a significant portion of the population has already done so. They are deliberate and need more evidence and social proof before committing to a new product or idea.
d. Late Majority: These individuals adopt new products or ideas only after the majority of the population has already done so. They are skeptical and require a lot of convincing and reassurance before making a purchase or embracing a new idea.
Considering this information, the correct answer to your question would be b. Innovators and early adopters. Marketing strategies are typically targeted towards these two adapter classes because they are more likely to embrace new products or ideas early on and spread word-of-mouth recommendations, which can influence the early majority and late majority to follow suit.
It's important to note that the specific target market for marketing strategies may vary depending on the product, target audience, industry, and other factors. Conducting market research and understanding the characteristics of your target customers will help determine the appropriate adapter classes to target.