When Apple first introduced the Apple II personal computer in 1977, industry analysts predicted that very few would be sold. However, a short time after the product was made available, consumers who were young, highly educated, adventuresome, and who were well informed began buying them. While those buyers were relatively few in number, marketers like IBM and Compaq were encouraged because other, less adventuresome consumers like businesspeople would likely adopt personal computers later. Based on the diffusion of innovation concept, those first buyers of personal computers were __________.

When Apple first introduced the Apple II personal computer in 1977, industry analysts predicted that very few would be sold. However, a short time after the product was made available, consumers who were young, highly educated, adventuresome, and who were well informed began buying them. While those buyers were relatively few in number, marketers like IBM and Compaq were encouraged because other, less adventuresome consumers like businesspeople would likely adopt personal computers later. Based on the diffusion of innovation concept, those first buyers of personal computers were __________.

When Apple first introduced the Apple II personal computer in 1977, industry analysts predicted that very few would be sold. However, a short time after the product was made available, consumers who were young, highly educated, adventuresome, and who were well informed began buying them. While those buyers were relatively few in number, marketers like IBM and Compaq were encouraged because other, less adventuresome consumers like businesspeople would likely adopt personal computers later. Based on the diffusion of innovation concept, those first buyers of personal computers were __________.



a.

early adopters

b.

early majority

c.

innovators

d.

product leaders

e.

diffusion leaders



Answer: innovators


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