Question
The book 'Crossing the Chasm' presents several challenges to existing marketing paradigms. It emphasizes the difficulty of transitioning from early adopters to the mainstream market, which consists of pragmatists and conservatives. These groups have different customer profiles and require different marketing strategies. For instance, conservatives are not comfortable with high tech and only invest when the product has become an established standard. They prefer buying preassembled packages at discounts, which requires selling complete solution packages through a low-overhead distribution channel. This shift in marketing strategy can be challenging for businesses used to dealing with early adopters who are more open to innovation and risk.
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Conservatives are not comfortable with high tech and invest only when the product has become an established standard. They don't have high aspirations and usually buy preassembled packages at discounts. Marketing to conservatives requires selling complete solution packages through a low-overhead distribution channel. The pragmatists and conservatives constitute the mainstream market.
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