Diffusion
“Is the adoption of new products or services over time by consumers within social systems, as encouraged by marketing. Diffusion refers to the cumulative percentage of potential adopters of a new product or service over time” (McDonald, 1999:176)
Diffusion
Diffusion as a function of the product newness
Continuous innovation, e.g. new miracle ingredient
Dynamic continuous innovation, e.g. disposable lighter
Discontinuous, e.g. microwave
Adoption
Early adopters - status, opinion leaders, respectable
Early majority - more conservative, more deliberate
Late majority - sceptical, below average status
Laggards - low status, income
Conclusion
All models have strengths and weaknesses
Models do not provide all the answers to planning problems
Models do however assist a Marketing Planning assess the current situation and provides insight into the future – BUT be careful how you interpret the models
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