All Consumers Carry Schemata in Their Minds When They Enter

question 73

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 customers' 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:

Source Reduction

Efforts made to reduce the amount of waste created by altering the design, manufacture, or use of products and materials.

Financial Base

The underlying financial resources or assets that support an individual, organization, or project.

Long Term Contracts

Agreements that extend over a considerable period, typically involving the delivery of goods or services, to secure stable supply, pricing, or partnership terms.

Reverse Marketing

A strategy where the consumer influences the supplier of a good or service, rather than the traditional supplier-to-consumer dynamic.