Sony is introducing a 27-inch television set with a built-in Blu-ray player, a picture-in- picture feature, and a feature that allows the viewer simultaneously to view frozen frames of the last signals received from 12 channels.

a. What recommendations would you make to Sony regarding the initial target market for the new TV model?

b. How would you identify the innovators for this product?

c. Select three characteristics of consumer innovators (as summarised in Table 15-12 ). Explain how Sony might use each of these characteristics to infl uence the adoption process and speed up the diffusion of the new product.

d. Should Sony follow a penetration or a skimming policy in introducing the product? Why?