You are the vice president of marketing for a small software company that has developed new and novel spam-blocking software. You are charged with selecting the target market for the product launch. Discuss the adopter groups shown in Figure and explain how this knowledge can help you with your targeting decision.

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New-product marketers often target nnovators and early adopters, who in turn influence later adopters. 34% : 34% EarlyLate majority majority 2.5% Innovators 13.5% Early adopters; 16% Laggards Time of adoption of innovations