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Problem

Moving across the technology adoption life cycle, compare and contrast technology enthusiasts with pragmatists. Give special attention to the strategy guidelines that the marketing strategist should follow in reaching customers that fall into these two adoption categories.

Step-by-step solution

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Step 1/3

The changing high technology markets create opportunities and challenges for the product strategist. Technology adoption life cycle is a popular tool at high technology firms.

Technology enthusiasts are customers who like to experiment and explore. They prefer innovative products. These consumers can understand how products are perceived by others in the organization. Technology enthusiasts lack control over resource commitments.

Step 2/3

The strategy to attract technology enthusiasts is to provide more innovative products.

Step 3/3

Pragmatists’ consumers are analytical. These consumers use technology purchases in organizations. Pragmatists often believe in technology evolution. They adopt new technology only when everybody else does it. They purchase from only those people who have good name in the market.

Identification of pragmatists is the key to the winning strategy. The main strategy for pragmatists is to provide products that suit and solve their problems.