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15) Discuss the characteristics of an innovation that can account for differential diffusion rates.

The extent of a product’s diffusion and its rate of diffusion are partly functions of the particular product’s attributes. Each innovation has characteristics by which it can be described, and each person’s perception of these characteristics can be utilized in explaining the differences in perceived newness of an innovation. These attributes can also be utilized in predicting the rate of adoption, and the adjustment of these attributes or product adaptation can lead to changes in consumer perception and thus to altered rates of diffusion. Emphasis given to a product adaptation to local cultural norms and the overall brand image created are critical marketing decision areas.

16) Give an example of how a foreign marketer can use knowledge of the characteristics of innovation in product adaptation decisions.

17) Discuss “environmentally friendly” products and products development.

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