Explain why marketers need to understand views of consumers in dealing with the compatibility and complexity of innovations

What will be an ideal response?

Compatibility is the extent to which a new product is consistent with existing cultural values, customs, and practices. By anticipating compatibility issues early in the new-product development stage, marketing strategies can address such problems in planning communication programs, or there may be opportunities for altering product designs to overcome any consumer objections. Complexity is the degree to which consumers find a new product or its use difficult to understand. Perhaps if the consumer does not understand what a product can do or how to use it, the product will not be purchased.