Essay Assignment
Text: Marketing Management, 15th edition, by Phillip Kotler and Kevin Lane Keller, Pearson, 2016. ISBN 978-0-13-385646-0
Topic Essays: 2-page written paper (12-point font, double spaced).
1. Chapter 15: Introducing New Product Offerings (1st paper)
Think about the last new product you bought.
a. Identify what challenges you think the developing company faced in marketing this product.
b. How do you think its success (rate of diffusion) will be affected by the five characteristics of an innovation: relative advantage, compatibility, complexity, divisibility, and communicability?
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.