The two targeting criteria that matter most are a customer’s category potential and brand share. For new products, however, brand share is not yet available. In these instances, a customer’s propensity for adopting new products can be a valuable, second targeting criteria. To establish an accurate ranking of adoption potential, there needs to be a high correlation between past adoption behavior and future adoption behavior. If this link cannot be established, you may want to survey actual adoption behavior shortly after launch and then re-prioritize your customers and adjust your promotional efforts accordingly.

Knowledge Test