Volume
35
Issue
5
Abstract
Promoting innovations is an act of marketing. Carefully conceived marketing plans can greatly enhance success. Understanding that different market segments have different product and information needs is a basic concept in commercial marketing. "Innovativeness" and "Stage in the adoption process" are two useful ways of segmenting a market. The Innovativeness-Stages Matrix, combined with an understanding of the different needs of market segments, provides a powerful tool for focusing marketing efforts without extensive marketing research or resources.
Recommended Citation
Bierma, T. J., Waterstraat, F. L., Kimmel, G., & Nowak, P. (1997). If It Sells Soap It Can Help Sell Innovations: A Useful Lesson from Marketing. The Journal of Extension, 35(5), Article 5. https://open.clemson.edu/joe/vol35/iss5/5
