COPY MINI CASE: Speedy Copy just opened a new store in South Hills Shopping Center.

The
store offers copy, fax, and binding services, and sells related office supplies. To encourage
people to visit the store, Speedy Copy sends a flier to local homes and businesses with a coupon
for using their services. In an attempt to discourage similar stores from opening in the
surrounding shopping centers, Speedy Copy has priced its services to be very inexpensive, in the
hopes that increased consumer purchase volumes will balance out the store's decreased profit
margin. Ken works just down the street from South Hills Shopping Center and makes a point of
visiting Speedy Copy on its opening day. He finds the store to be understaffed and under
equipped to meet his needs and sends an e-mail to his friends at work, telling them that the store
isn't worth visiting.

1) In the COPY MINI CASE, Speedy Copy's direct-mail campaign attempts to enhance
________ in order to speed the diffusion of the use of its store.
A) relative advantage B) compatibility C) complexity D) trialability

The answer is Trialability because Speedy copy is encouraging people to use their service. As a
result they are sending vouchers directly to their neighborhood as a direct marketing appoach. It will
encourage them to use their service for first time

2) In the COPY MINI CASE, Ken makes a point of trying the new store on its opening day. This
makes Ken a(n) ________.
A) late majority B) early adopter C) early majority D) innovator

Ans- Ken is an innovator because he is taking risk to try new service which is new to the area. So the
risk taking ability of ken is high which belongs to the innovator category.

3) At the end of the COPY MINI CASE, Ken has reached the ________ stage of the adoption
process.
A) awareness B) interest C) evaluation D) adoption/rejection

The answer is adoption/rejection because Ken is in the rejection phrase because the service failed to
meet the king's expectation of need.

4) In the COPY MINI CASE, given that there are other copy centers in the market, the South
Hills Speedy Copy store is considered "new" based on a(n) ________ definition of innovation.
A) product-oriented B) consumer-oriented C) market-oriented D) firm-oriented

ANS- The ans is firm oriented because the service is new from the perspective of firm compare to the
services exits in the market.
5) In the COPY MINI CASE, Speedy Copy is employing a(n) ________ by offering very low
prices to discourage market entry by competitive firms.
A) skimming policy B) crowding policy C) anticompetitive policy D) penetration policy

The answer is penetration policy because they are influencing their sales by providing standard service
with a competitive price. Their goal is to capture the market share maximum by charging low prices
and giving standard service.