Morton Foods has decided to introduce a new line of turkey products to the American consumer. Turkey Steaks will resemble beefsteak in taste but will be made from turkey meat. The Turkey Steaks will be leaner and healthier for a variety of reasons. However, Morton Foods is concerned that the product will not be accepted. If Morton Foods follows a strategy of ____, they are more likely to succeed with the introduction of the new product.

Question

Quizplus · Accepted Answer

The strategy of cultural congruence involves marketing products similar to ones already on the market in a manner as congruent as possible with existing cultural norms, thereby minimizing resistance.

Morton Foods Has Decided to Introduce a New Line of Turkey