CLEP Principles of Marketing Exam Prep

Answer: A - The Simpsons own a small housecleaning company, which operates out of their home. The family business stores all client and financial information in notebooks and has shunned computer use, making them laggards. Laggards are considered the last group among consumers to purchase innovative products. Laggards are skeptical of technological advancements and prefer traditional methods of data storage and retrieval. While they seem unreachable to technological producers, marketers can gain information from this group about why they avoid innovation.