-
Adoption Curve
Shows when different groups accept ideas. -
Innovators
The first group to adopt new products. -
Early Adopters
The second group in the adoption curve to adopt a new product; these people are usually well-respected by their peers and often are opinion leaders. -
Early Majority
A group in the adoption curve that avoids risk and waits to consider a new idea until many early adopters try it--and like it. -
Late Majority
A group of adopters who are cautious about new ideas--see adoption curve. -
Laggards
Prefer to do things the way they have been done in the past and are very suspicious of new ideas--sometimes called nonadopters--see adoption curve. -
Nonadopters
Prefer to do things the way they have been done in the past and are very suspicious of new ideas--sometimes called laggards--see adoption curve. -
Primary Demand
Demand for the general product idea, not just the company's own brand. -
Selective Demand
Demand for a company's own brand rather than a product category. -
Task Method
An approach to developing a budget--basing the budget on the job to be done.