Marketing

  3.1: Diffusion of Innovation and Product Concepts (30 marks) As a member of Microsoft's a new product team you participated in the development and marketing of "Surface" the company's entry into the tablet world. Go to Microsoft's website at http://Www.microsoft.com/Surfaceien-CA. Review the product information about their tablet, the Surface. 1. Consider the product factors that influence the rate of adoption and diffusion of innovation. For each of the five factors, explain how that factor might affect the speed of the adoption of the new tablet, the Surface. Will each factor increase or decrease the rate of adoption? (10 points) 2. Identify five other non-product-related factors that might influence the rate of diffusion of innovation. Draw from your own experience on what influenced you to buy or not to buy a new product. (5 points) 3. Then make five marketing recommendations to the Microsoft's team manager that will speed the adoption of the new product now that it has been introduced. These might relate to personal factors, sociocultural factors, organizational factors, or other factors outside of the control of marketers. (10 points) 3.2: Product Management Concepts (50 marks) Go to the Internet and log onto Starbucks' website at http://www.starbucks.ca. At the bottom of the home page under "About Us" read about the company's heritage, company, and investor relations (overview). Go back to the top of the home page and review the products, menu offerings, and the responsibilities of the company. If you have an opportunity visit a Starbucks store. (This is not necessary to successfully complete this part of the assignment.) Now answer the following five questions: 1. In spite of heavy competition from other coffee retailers in the marketplace, Starbucks secured the largest market share. What five factors do you think accounted for Starbucks' success in securing its market share? (10 points) 2. Using marketing concepts, terms, and information from this module, describe