《留学生市场营销论文-产品革新的扩散》由会员分享，可在线阅读，更多相关《留学生市场营销论文-产品革新的扩散（3页珍藏版）》请在金锄头文库上搜索。
1、Diffusion of InnovationsThis topic investigates key issues concerning with how various innovations get diffused in the market-place after their initial launch.Objectives:1. To study theories about diffusion2. To look at consumer segments which facilitate diffusion processes.Key Ideas:Diffusion is a
2、process by which an innovation is communicated through certain channels over time amongst members of a given social system.There are four key elements:The Innovation:- a product or an idea Communication:- through different channels. Time: time taken by an individual to adohttp:/ pt an innovation. So
3、cial system:- this sets the boundary within which diffusion takes place i.e. a group of people, a society etc.What is an innovation?A totally new conceptCopied productsModificationsRobertson (1967) provides three categories of Innovation:Continuous Innovation:- These innovations are a modification o
4、f present products and are the least disruptive in their impact on consumption behavior.Dynamically Continuous:- Either a creation of a new product or an alteration of an existing one. These innovations have some disruptive influence on consumption behavior, but do not change the established behavio
5、r.Discontinuous Innovation:- These innovations are radically new. They have a considerable disruptive impact on consumption behavior.What makes an innovation successful?Rogers suggests the following characteristics:Relative advantage:- Is an innovation offering more benefits than the existing one? I
6、f it is then it will be more likely to diffuse successfully.Compatibility:- How compatible (consistent) an innovation is with existing experience of potential adopters?Complexity:- Degree to which an innovation http:/ is perceived to be easy or complex to use and understand. The more complex the inn
7、ovation the less likely it is to succeed.Triability:- An innovation is more likely to succeed if potential adopters can try it out first. For instance, a new shampoo could be packed in miniature bottles and given out as shampoo which would allow consumers to form an opinion about it before a purchas
8、e made.Observability:- Is concerned with the degree to which an innovation can be seen by friends and neighbours. The higher the visibility the more likely it will be for an innovation to diffuse.What is Innovativeness? It is “any idea or product perceived by potential adopters to be new”, regardles
9、s of the time it has been in the marketplace.Who buys new products? Rogers suggests the following:The photocopy displayed provides some generalisation about characteristics of adopter categories. For instance the evidence indicates that Innovativeness is strongly related to Education, Ability to cop
10、e with uncertainties and change.Communication process: Information regarding a new product is communicated within a given social system as follows:The two-step flow model: http:/ This theory postulates that effects of mass-media are not directly received by majority of people instead are picked by a
11、 small number of people who in turn disseminate information to others in a society (labeled as opinion http:/ leaders).Multi-phasic model:Several researchers have challenged the two step flow of information and put forward an alternative theory. This theory emphasises that the audience are not passi
12、ve but actively seek information regarding products. Sources that they may consult are:Mass-media i.e. television, magazinesWord -of- mouth i.e. friends, neighborsNeutral sources i.e. consumer reports.SELF- TEST QUESTIONS?What is Innovation?What are the main elements of Innovation?What characteristics are required to assist diffusion?What are the theories that explain the communication process?
