Subject: Consumer Behaviour

Read the case study entitled "It is Brewing: Single-Serve Coffeemakers are Hot" and then answer the following questions: 1. Are single-serve coffeemakers discontinuous, dynamically continuous, or continuous innovations? Briefly explain your answer. [2] Type your answer here by overwriting this text MKTG 3142W | Fall 2022 | Writing Assignment 2 13 2. Is the decision to adopt single-serve coffeemakers likely to follow the high-effort or low-effort hierarchy of effects? Briefly explain your answer by referring to MAO and the steps of the pertinent hierarchy-of-effects. [3] Type your answer here by overwriting this text 3. In which stage of the product lifecycle would you place single-serve coffeemakers? Quote directly from the case to substantiate your answer. Why should competitors in this industry pay attention to the lifecycle? Explain your answer. [3] Type your answer here by overwriting this text 4. How is diffusion likely to be affected by the expiration of patents and the introduction of lower-priced coffee capsules? Briefly explain your answer. [2] Type your answer here by overwriting this text