All Consumers Carry Schemata in Their Minds When They Enter

question 31

Multiple Choice

All consumers carry schemata in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________.

• A) conforms to the consumers' schemata
• B) violates the customers' schemata
• C) requires that customers defend their current views about the product category
• D) is simple and easy to understand

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Definitions:

Tightrope Walking

A metaphor for managing a difficult and risky balance between differing or opposing conditions or priorities.

Informal Communication

The exchange of information through unofficial channels, often based on personal relationships rather than organizational structure.

Team Development

The process of enhancing the effectiveness, cohesiveness, and performance of a work group or team.

Empower

The act of giving someone the authority or power to do something, enabling them to take action and make decisions.