Adoption process
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  • Compatibility: - the degree to which the innovation fits the values & experiences of potential consumers HDTV for example is highly compatible with the lifestyles of the TV watching public.Divisibility: the degree to which the innovation may be tried on a limited basis. Beginning usually the high prices slow the rate of adoption The degree to which the innovation can be observed or described to others
  • Usually buyers are often the deciders as well or approvers at the least Gatekeepers control the flow of information…purchasing agents hide users data from salespersons. Other examples.. secretaries, technical personnel


  • 1.  Awareness  Interest  Evaluation  Trial  Adoption
  • 2.  Relative advantage  Compatibility  Complexity  Divisibility  Communicability
  • 3.  Market Structure & demand  Fewer but larger buyers  Derived demand  More inelastic market (to price changes)  Fluctuates more (demand)  Nature of buying unit  Involves more buyers  More professional purchasing effort
  • 4.  Types of decisions & decision process  Biz buyers usually face more complex buying decisions  Buying process is more formalized  Buyers & sellers work closely together & buid close long term relationships
  • 5.  These are individuals within an organization who participate in making a given purchase decision.  These often function as buying centers  The final purchase decision is made determined in part by individual power, expertise, the degree of influence each functional area possesses  DMUs are largest in Product Introduction stage and become smaller as the stages progress.
  • 6. Straight Modified NewTask Rebuy Rebuy
  • 7.  Users  Influencers  Buyers  Deciders  Gatekeepers
  • 8. Buying on the internet  Reverse auctions  Trading exchanges  Company buying sites ( ex GE )  B-to-B marketers Advantages  Cost effective  Time saving  Frees purchasing people to focus on more strategic issues
  • 9.  Schools, nursing homes, hospitals, etc that provide services and goods to people in their care.
  • 10.  Federal, state and local – Govt units that purchase or rent goods & services for carrying out the main functions of the Govt  Some like Tata Motors, Kodak and Goodyear have established separate govt marketing departments