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)
First time purchasers can be classified according to innovativeness
Everett Rogers
Innovators (2.5%)
Early adopters (13.5%)
Early majority (34%)
Late majority (34%)
Laggards (16%)
New marketing development
Marketing audit
SWOT
Opportunity identification, screening, business analysis
Product development, testing and entry planning.…