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7/29/2019 Adoption Process of New Products
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Adoption Process of New Products
The growth rate and total sales level of new products rely heavily on two
related consumer behavior concepts: the adoption process and the diffusion
process.
The adoption process is the mental and behavioral procedure an individual
consumer goes through when learning about and purchasing a new
product. The process consists of these stages:
1. Knowledge: A person learns of a product's existence and gains some
understanding of how it functions.
2. Persuasion: A person forms a favorable or unfavorable attitude about a
product.
3. Decision: A person engages in actions that lead to a choice to adopt or
reject a product.
4. Implementation: A person uses a product.
5. Confirmation: A person seeks reinforcement and may reverse a decision
if exposed to conflicting messages.
The rate (speed) of adoption depends on consumer traits, the product, and
the firm's marketing effort. Adoption will be faster if consumers have high
discretionary income and are willing to try new offerings; the product
presents little physical, social, or financial risk; the product has an
advantage over other items already on the market; the product is a
modification of an existing idea and not a major innovation; the product is
compatible with current consumer life-styles; the attributes of the product
can be easily communicated; the importance of the product is low; the
product can be tried in small quantities; mass advertising and distribution
are used; the product is consumed quickly; or the product is easy to use.
The diffusion process describes the manner in which different members ofthe target market often accept and purchase a product. It spans the time
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from product introduction until market saturation:
1. Innovators are the first consumers to buy a new product. They are
venturesome, willing to accept risk, socially aggressive, communicative,
and cosmopolitan. It is necessary to determine which innovators are opinion
leaders?those who influence others to purchase. This group represents 2.5
per cent of the target market.
2. Early adopters are the next consumers to buy a new product. They enjoy
the leadership, prestige, and respect that early purchases bring. These
consumers tend to be opinion leaders. They adopt new ideas but use
discretion. This group represents 13.5 per cent of the market.
3. The early majority is the first part of the mass market to buy a product.
They have status in their social class and are outgoing, communicative, and
attentive to information cues. This group represents 34 per cent of the
target market.
4. The late majority is the second part of the mass market to buy a product.They are less cosmopolitan and responsive to change. The late majority
includes people with lower economic and social status, those past middle
age, and skeptics. This group represents 34 per cent of the market.
5. Laggards are last to purchase. They are price conscious, suspicious of
change, low in income and status, tradition bound, and conservative.
Laggards do not adopt a product until it reaches maturity. Some firms
ignore them because it can be difficult to market a product to this small
group. However, a market segmenter may do well by concentrating on
products for laggards. This group represents 16 per cent of the market.
Pricing Strategies
Pricing strategies for products or services encompass three main ways to
improve profits. These are that the business owner can cut costs or sell
more, or find more profit with a better pricing strategy. In the downturn of
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2008-11, and since, when costs are likely already at their lowest and sales
are hard to find, adopting a better pricing strategy is a key option to stay
viable.
Merely raising prices is not always the answer, especially in a poor
economy. Too many businesses have been lost because they priced
themselves out of the marketplace. On the other hand, too many business
and sales staff leave "money on the table". One strategy does not fit all, so
adopting a pricing strategy is a learning curve when studying the needs
and behaviors of customers and clients.[1]
Models of pricing
Cost-plus pricing
Cost-plus pricing is the simplest pricing method. The firm calculates the
cost of producing the product and adds on a percentage (profit) to that
price to give the selling price. This method although simple has two flaws;
it takes no account of demand and there is no way of determining if
potential customers will purchase the product at the calculated price.
This appears in two forms, Full cost pricing which takes into consideration
both variable and fixed costs and adds a % markup. The other is Direct cost
pricing which is variable costs plus a % markup, the latter is only used in
periods of high competition as this method usually leads to a loss in the
long run.
Creaming or skimming
In market skimming, goods are sold at higher prices so that fewer sales are
needed to break even. Selling a product at a high price, sacrificing high
sales to gain a high profit is therefore "skimming" the market. Skimming is
usually employed to reimburse the cost of investment of the original
research into the product: commonly used in electronic markets when a
new range, such as DVD players, are firstly dispatched into the market at a
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high price. This strategy is often used to target "early adopters" of a
product or service. These early adopters are relatively less price-sensitive
because either their need for the product is more than the need to
economise, they understand the value of the product better than others orsimply because they are too rich to be affected by the high prices.
This strategy is employed only for a limited duration to recover most of
investment made to build the product. To gain further market share, a
seller must use other pricing tactics such as economy or penetration. This
method can have some setbacks as it could leave the product at a high
price against the competition.
Limit pricing
A limit price is the price set by a monopolist to discourage economic entry
into a market, and is illegal in many countries. The limit price is the price
that the entrant would face upon entering as long as the incumbent firm
did not decrease output. The limit price is often lower than the average
cost of production or just low enough to make entering not profitable. The
quantity produced by the incumbent firm to act as a deterrent to entry is
usually larger than would be optimal for a monopolist, but might still
produce higher economic profits than would be earned under perfect
competition.
The problem with limit pricing as a strategy is that once the entrant has
entered the market, the quantity used as a threat to deter entry is no
longer the incumbent firm's best response. This means that for limit pricing
to be an effective deterrent to entry, the threat must in some way be made
credible. A way to achieve this is for the incumbent firm to constrain itself
to produce a certain quantity whether entry occurs or not. An example of
this would be if the firm signed a union contract to employ a certain (high)
level of labor for a long period of time.
Loss leader
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A loss leader or leader is a product sold at a low price (ie at cost or below
cost) to stimulate other profitable sales. this would help the companies to
expand its market share as a whole.
Market-oriented pricing
Setting a price based upon analysis and research compiled from the target
market. This means that marketers will set prices depending on the results
from the research. For instance if the competitors are pricing their products
at a lower price, then it's up to them to either price their goods at an above
price or below, depending on what the company wants to achieve .
Penetration pricing
Setting the price low in order to attract customers and gain market share.
The price will be raised later once this market share is gained.
Price discrimination
Setting a different price for the same product in different segments to the
market. For example, this can be for different ages, such as classes, or for
different opening times,
Premium pricing
Premium pricing is the practice of keeping the price of a product or service
artificially high in order to encourage favorable perceptions among buyers,
based solely on the price. The practice is intended to exploit the (notnecessarily justifiable) tendency for buyers to assume that expensive items
enjoy an exceptional reputation, are more reliable or desirable, or
represent exceptional quality and distinction.
Predatory pricing
Aggressive pricing (also known as "undercutting") intended to drive out
competitors from a market. It is illegal in some countries.
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Contribution margin-based pricing
Contribution margin-based pricing maximizes the profit derived from an
individual product, based on the difference between the product's price and
variable costs (the product's contribution margin per unit), and on ones
assumptions regarding the relationship between the products price and
the number of units that can be sold at that price. The product's
contribution to total firm profit (i.e. to operating income) is maximized
when a price is chosen that maximizes the following: (contribution margin
per unit)X(number of units sold)..
Psychological pricing
Pricing designed to have a positive psychological impact. For example,
selling a product at $3.95 or $3.99, rather than $4.00.
Dynamic pricing
A flexible pricing mechanism made possible by advances in information
technology, and employed mostly by Internet based companies. Byresponding to market fluctuations or large amounts of data gathered from
customers - ranging from where they live to what they buy to how much
they have spent on past purchases - dynamic pricing allows online
companies to adjust the prices of identical goods to correspond to a
customers willingness to pay. The airline industry is often cited as a
dynamic pricing success story. In fact, it employs the technique so artfully
that most of the passengers on any given airplane have paid differentticket prices for the same flight.
Price leadership
An observation made of oligopolistic business behavior in which one
company, usually the dominant competitor among several, leads the way in
determining prices, the others soon following. The context is a state of
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limited competition, in which a market is shared by a small number of
producers or sellers.
Target pricing
Pricing method whereby the selling price of a product is calculated to
produce a particular rate of return on investment for a specific volume of
production. The target pricing method is used most often by public utilities,
like electric and gas companies, and companies whose capital investment
is high, like automobile manufacturers.
Target pricing is not useful for companies whose capital investment is low
because, according to this formula, the selling price will be understated.
Also the target pricing method is not keyed to the demand for the product,
and if the entire volume is not sold, a company might sustain an overall
budgetary loss on the product.
Absorption pricing
Method of pricing in which all costs are recovered. The price of the productincludes the variable cost of each item plus a proportionate amount of the
fixed costs and is a form of cost-plus pricing
High-low pricing
Method of pricing for an organization where the goods or services offered
by the organization are regularly priced higher than competitors, but
through promotions, advertisements, and or coupons, lower prices are
offered on key items. The lower promotional prices are designed to bring
customers to the organization where the customer is offered the
promotional product as well as the regular higher priced products.
Premium decoy pricing
Method of pricing where an organization artificially sets one product price
high, in order to boost sales of a lower priced product.
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Marginal-cost pricing
In business, the practice of setting the price of a product to equal the extra
cost of producing an extra unit of output. By this policy, a producer
charges, for each product unit sold, only the addition to total cost resulting
from materials and direct labor. Businesses often set prices close to
marginal cost during periods of poor sales. If, for example, an item has a
marginal cost of $1.00 and a normal selling price is $2.00, the firm selling
the item might wish to lower the price to $1.10 if demand has waned. The
business would choose this approach because the incremental profit of 10
cents from the transaction is better than no sale at all.
Value-based pricing
Pricing a product based on the perceived value and not on any other factor.
Pricing based on the demand for a specific product would have a likely
change in the market place.
Pay what you want
Pay what you want is a pricing system where buyers pay any desired
amount for a given commodity, sometimes including zero. In some cases, a
minimum (floor) price may be set, and/or a suggested price may be
indicated as guidance for the buyer. The buyer can also select an amount
higher than the standard price for the commodity.
Giving buyers the freedom to pay what they want may seem to not make
much sense for a seller, but in some situations it can be very successful.
While most uses of pay what you want have been at the margins of the
economy, or for special promotions, there are emerging efforts to expand
its utility to broader and more regular use.
Freemium
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Freemium is a business model that works by offering a product or service
free of charge (typically digital offerings such as software, content, games,
web services or other) while charging a premium for advanced features,
functionality, or related products and services. The word "freemium" is aportmanteau combining the two aspects of the business model: "free" and
"premium". It has become a highly popular model, with notable success.
Odd pricing
In this type of pricing, the seller tends to fix a price whose lastmost digits
are odd numbers. This is done so as to give the buyers/consumers no gap
for bargaining as the prices seem to be less and yet in an actual sense are
too high. A good example of this can be noticed in telephone promotions of
some countries like Uganda where instead of writing the price as sh. 40000,
they write it as sh. 39999. This pricing policy is common in economies
using the free market policy.
Nine Laws of Price Sensitivity and Consumer Psychology
In their book, The Strategy and Tactics of Pricing, Thomas Nagle and Reed
Holden outline nine "laws" or factors that influence how a consumer
perceives a given price and how price-sensitive they are likely to be with
respect to different purchase decisions.
They are:
1. Reference Price Effect buyers price sensitivity for a given
product increases the higher the products price relative to perceived
alternatives. Perceived alternatives can vary by buyer segment, by
occasion, and other factors.
2. Difficult Comparison Effect buyers are less sensitive to the price
of a known or more reputable product when they have difficulty
comparing it to potential alternatives.
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3. Switching Costs Effect the higher the product-specific investment
a buyer must make to switch suppliers, the less price sensitive that
buyer is when choosing between alternatives.
4.
Price-Quality Effect buyers are less sensitive to price the morethat higher prices signal higher quality. Products for which this effect
is particularly relevant include: image products, exclusive products,
and products with minimal cues for quality.
5. Expenditure Effect buyers are more price sensitive when the
expense accounts for a large percentage of buyers available income
or budget.
6. End-Benefit Effect the effect refers to the relationship a given
purchase has to a larger overall benefit, and is divided into two parts:
Derived demand: The more sensitive buyers are to the price of the
end benefit, the more sensitive they will be to the prices of those
products that contribute to that benefit. Price proportion cost: The
price proportion cost refers to the percent of the total cost of the end
benefit accounted for by a given component that helps to produce
the end benefit (e.g., think CPU and PCs). The smaller the given
components share of the total cost of the end benefit, the less
sensitive buyers will be to the component's price.
7. Shared-cost Effect the smaller the portion of the purchase price
buyers must pay for themselves, the less price sensitive they will be.
8. Fairness Effect buyers are more sensitive to the price of a product
when the price is outside the range they perceive as fair or
reasonable given the purchase context.
9. The Framing Effect buyers are more price sensitive when they
perceive the price as a loss rather than a forgone gain, and they have
greater price sensitivity when the price is paid separately rather than
as part of a bundle.
Human Resource Management: DefinedHuman Resource Management has come to be recognized as an inherent
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part of management, which is concerned with the human resources of an
organization. Its objective is the maintenance of better human relations in
the organization by the development, application and evaluation of policies,
procedures and programmes relating to human resources to optimize theircontribution towards the realization of organizational objectives.
In other words, HRM is concerned with getting better results with the
collaboration of people. It is an integral but distinctive part of management,
concerned with people at work and their relationships within the enterprise.
HRM helps in attaining maximum individual development, desirable
working relationship between employees and employers, employees and
employees, and effective modeling of human resources as contrasted with
physical resources. It is the recruitment, selection, development, utilization,
compensation and motivation of human resources by the organization.
Human Resource Management: Objectives
To help the organization reach its goals.
To ensure effective utilization and maximum development of human
resources.
To ensure respect for human beings. To identify and satisfy the needs of
individuals.
To ensure reconciliation of individual goals with those of the organization.
To achieve and maintain high morale among employees.
To provide the organization with well-trained and well-motivated
employees.
To increase to the fullest the employee's job satisfaction and self-
actualization.
To develop and maintain a quality of work life.
To be ethically and socially responsive to the needs of society.
To develop overall personality of each employee in its multidimensional
aspect.
To enhance employee's capabilities to perform the present job.
To equip the employees with precision and clarity in transaction of
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business.
To inculcate the sense of team spirit, team work and inter-team
collaboration.
Human Resource Management: Functions
In order to achieve the above objectives, Human Resource Management
undertakes the following activities:
1. Human resource or manpower planning.
2. Recruitment, selection and placement of personnel.
3. Training and development of employees.
4. Appraisal of performance of employees.
5. Taking corrective steps such as transfer from one job to another.
6. Remuneration of employees.
7. Social security and welfare of employees.
8. Setting general and specific management policy for organizational
relationship.
9. Collective bargaining, contract negotiation and grievance handling.
10. Staffing the organization.
11. Aiding in the self-development of employees at all levels.
12. Developing and maintaining motivation for workers by providing
incentives.
13. Reviewing and auditing manpower management in the organization
14. Potential Appraisal. Feedback Counseling.
15. Role Analysis for job occupants.
16. Job Rotation.
17. Quality Circle, Organization development and Quality of Working Life.
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Features of Human Resource Management HRM
Following is the nature or features of Human Resource Management HRM :-
1. HRM as a Process
HRM is a process of four functions :-
1. Acquisition of human resources : This function includes Human
Resource Planning, Recruitment, Selection, Placement and Induction
of staff.
2. Development of human resources : This function includes
Training and Development and Career development. The knowledge,
skills, attitudes and social behavious of the staff are developed.
3. Motivation of human resources : This function includes giving
recognition and rewards to the staff. it also includes Performance
Appraisal and handling the problems of staff.
4. Maintenance of human resources : This function includes
providing the best working conditions for employees. It also looks
after the health and safety of the staff.
2. Continuous Process
HRM is not a one-time process. It is a continuous process. It has to
continuously change and adjust according to the changes in the
environment, changes in the expectations of the staff, etc. HRM has to give
continuous training and development to the staff due to changes in
technology.
3. Focus on Objectives
HRM gives a lot of importance to achievement of objectives.
The four main objectives HRM has to achieve are :-
1. Individual objectives of the staff.
2. Group or Departmental objectives.
3. Organisational objectives.
4. Societal objectives.
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4. Universal Application
HRM has universal application. That is, it can be used for business as well
as for other organisations such as schools, colleges, hospital, religiousorganisations, etc.
5. Integrated use of Subsystems
HRM involves the integrated use of sub-systems such as Training and
Development, Career Development, Orgnisational Development,
Performance Appraisal, Potential Appraisal, etc. All these subsystems
increase the efficiency of the staff and bring success to the organisation.
6. Multidisciplinary
HRM is multidisciplinary. That is, it uses many different subjects such as
Psychology, Communication, Philosophy, Sociology, Management,
Education, etc.
7. Developes Team Spirit
HRM tries to develop the team spirit of the full organisation. Team spirit
helps the staff to work together for achieving the objectives of the
organisation. Now-a-days more importance is given to team work and not
to individuals.
8. Develops Staff Potentialities
HRM develops the potentialities of the staff by giving them training and
development. This will make the staff more efficient, and it will give them
more job satisfaction.
9. Key Elements for solving problems
Today, we have rapid technological, managerial, economic and social
changes. These changes bring many problems. HRM continuously tries to
solve these problems.
10. Long Term Benefits
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HRM brings many long term benefits to the individuals (staff), the
organization and the society. It gives many financial and non-financial
benefits to the staff. It improves the image and profits of the organization.
It also provides a regular supply of good quality goods and services atreasonable prices to the society.
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Functions of SEBI are of two types
1. Regulatory functions
2. Developmental functions
1. REGULATORY FUNCTION
a). Registration of brokers and sub-brokers and other players in the market
b). Registration of collective investments schemes and Mutual Funds
c). Regulation of stock exchanges and other self-regulatory organisations
(SRO) merchant banks etc
d) Prohibition of all fraudulent and unfair trade practices
e) Controlling Insider Trading and take over bids and imposing penalties for
such practices
2. DEVELOPMENT FUNCTIONS
a) Investor education
b) Training of intermediaries.
c) Promotion of fair practices and Code of conduct for all S.R.O.s
d) Conducting Research and Publishing information useful to all market
participants
Functions. Various functions of or types of assistance to be provided by the
IDBI are as follows:
(i) Direct Financial Assistance:
The IDBI provides direct financial assistance to the industrial concerns in
the form of (a) granting loans and advances; and (b) subscribing to,
purchasing or underwriting the issues of stocks, bonds or debentures.
(ii) Indirect Financial Assistance:
The IDBI provides indirect financial assistance to the small and medium
industrial concerns through other financial institution, such as, StateFinance Corporations, State Industrial Development Corporations,
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Cooperative banks, regional rural banks, commercial banks. The Assistance
to these institutions include :(a) refinancing of loans given by the
institutions; subscribing to their shares and bonds; (c) rediscounting of bills.
(iiI) Development Assistance:
The creation of the Development Assistance Fund is the special feature of
the IDBI. The Fund is used to provide assistance to those industries which
are not able to obtain funds in the normal course mainly because of heavy
investment involved or low expected rate of returns. The financial
resources of the Fund mainly come from contributions made by the
government in the form of loans, gifts, donations, etc; and from other
sources. Assistance from the Fund requires the prior approval by the
government.
(iv) Promotional Function:
Besides providing financial assistance, the IDBI also undertakes various
promotional activities such as marketing and investment research, techno-
economic surveys. It provides technical and administrative advice for
promotion, expansion and better management of the industrial concerns.
What are the functions of the ICICI?
i. It provides long-term and medium-term loans in rupees and foreign
currencies.
ii. It participates L* the equity capital of the industrial concerns.
iii. It underwrites new issues of shares and debentures.
iv. It guarantees loans raised by private concerns from other sources.
v. It provides technical, managerial and administrative assistance to
industrial concerns.
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What are the functions of SIDBI?
SIDBI provides assistance to the small-scale industries sector in the country
through the existing banking and other financial institutions, such as, State
Financial Corporations, State Industrial Development Corporations,
commercial banks, cooperative banks and RRBs. etc. The major functions of
SIDBI are given below:
I. It refinances loans and advances provided by the existing lending
institutions to the small-scale units.
II. It discounts and rediscounts bills arising from sale of machinery to
and manufactured by small-scale industrial units.
III. It extends seed capital/soft loan assistance under National Equity
Fund, Mahila Udyam Nidhi and Mahila Vikas Nidhi and seed capital
schemes.
IV. It grants direct assistance and refinance loans extended by primary
lending institutions for financing exports of products manufactured by
small-scale units.
V. It provides services like factoring, leasing, etc. to small units.
VI. It extends financial support to State Small Industries Corporations for
providing scarce raw materials to and marketing the products of the
small-scale units.
VII. It provides financial support to National Small Industries Corporation
for providing; leasing, hire purchase and marketing help to the small-
scale units.
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