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Essay / Research Paper Abstract
This 6 page paper examines the concepts of the consumer adoption process, market segmentation and positioning. The relevance, strengths and limitations of each concept is discussed with various real life examples used to illustrate the points raised. The bibliography cites 4 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEconadp.rtf
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Unformatted sample text from the term paper:
any theory will have limitations and all concepts will have both weaknesses and strengths. Three concepts to be considered in this paper are consumer adoption process, market segmentation and positioning.
Each model may be seen as adding to the value of marketing as long as they are used in an holistic manner rather than in isolation. The adoption
process may be interpreted as a common sense approach. The five stage approach that can be applied to different scenarios where a consumer may take up a product (in all
places where product is referred to this can be read as including services), for example, a new product to the market, a new product to the area, additions to an
existing product line, changes to an existing product or even repositioning. The five stages are awareness, gaining information, evaluation, if the consumer sees it as relevant ten they may make
a trial purchases and decide form this if subsequent purchases will be made (Kotler, 1999). For a product to be successful it is apparent that the consumer must adopt the
product. The model also allows for failure at any stage of the process. However, there are limitation to the model, as a
generalised model it is the starting point for further models which may be used for examining the consumer adoption process. The danger is an over simplification of the underlying psychological
factors (Moreau et al, 2001). The different new product may require different models to explain their adoption. Whilst there is a requirement for awareness the next stage is cited as
that of gather information, however, with many products such as improvements or new features to existing models there will be an increased use of existing information (Moreau et al,
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