MDP Revision by Dung Ngo Phuong

Module 3

2026-05-28 06:23:31 UTC

2026-05-28 06:28:35 UTC

Consumers go through a mental process when deciding whether to adopt a new product, which is defined as any good, service, or idea perceived as new. This adoption process involves learning about the innovation and ultimately deciding to become a regular user. The speed and order of these stages vary depending on the buyer, product, and situation.

Five Stages

Awareness : The consumer becomes aware of the new product but lacks information about it

Interest: the consumer seeks information about the new product

Evaluation : the consumer considers whether trying the new product makes sense

Trial : The consumer tries the new product on a small scale to improve their estimate of its value

Adoption: The consumer decides to make full and regular use of the new product

Apply these five stage to the adoption of an electric car

Awareness - Consumers know about electric cars but do not understand them well.

Interest – Start learning about price, battery, charging and benefits.

Evaluation - Compare electric cars with gasoline cars to see if they are suitable or not.

Trial – Test drive or rent an electric car for practical experience.

Adoption - The decision to buy and use electric cars is often

2026-05-28 06:29:10 UTC

Definition: A concept where a company balances three things: Customer wants, Company profits, and Society's long-term interests (people and environment).
Difference from Marketing Concept:
- Marketing Concept: Only cares about satisfying customers for short-term profit.
- Societal Concept: Cares about long-term human welfare and protecting the environment.
Fast-Food Application (Example: McDonald's):
- Wants & Profits: Customers get fast burgers; the company makes money.
- Societal part: Offers healthier food (salads) and uses eco-friendly paper packaging to reduce waste.