Assume that you are a consultant to firms with new products. You have members of the appropriate market segments rate innovations on the 10 characteristics described in Table 7–3.

Based on these ratings, you develop marketing strategies. Assume that a rating of 9 is extremely favorable (e.g., strong relative advantage or a lack of complexity) and 1 is extremely unfavorable.

Suggest appropriate strategies for each of the following consumer electronic products (see table).

Transcribed Image Text:

Attribute Fulfillment of felt need Compatibility Relative advantage Complexity Observability Trialability Nature of group Type of decision Marketing effort Perceived risk Product A B C D E F G H I 9 8 6886 co co m 363 8 7820 00 00 00 8 7 7 8 3 00 00 00 00 00 F 8 9 8 9 7 9 9 8 9 9 9 8 7 9 1 8 8 7 7 7 8888888TT 9 84199996003 2 5283 + N 7 8 9 8 4 8 9 9767 7 7 3 8 00 00 00 00 273 00 00 8 9 9 8 8 8 8 7 8 8 9 3 7 8 7 8 5