CADS 2000 Exam 2 Questions and Answers Already Passed
Beliefs - Answers Assumptions we hold to be true; mental or verbal statements that reflect a
person's particular knowledge and assessment of something
Values - Answers Very general ideas about good and bad goals
Norms - Answers Rules dictating what is right or wrong, acceptable, or unacceptable
Examples of beliefs - Answers Religion
Examples of values - Answers Good conduct, honesty
Examples of norms - Answers Imprisonment may result from breaking social norms
Levels of cultural norms - Answers 1. Supranational: reflects the underlying dimensions of
culture that affect multiple societies (young people 14-24 segmented as: in-crowd, pop
mavericks, networked intelligentsia, thrill renegades)
2. National: reflects shared core values, customs, and personalities that represent the core of
the "national character" of a particular country.
3. Group: reflects the subdivisions of a country or society, such as subcultures, and the
influences of various reference groups
Rituals - Answers A type of symbolic activity consisting of a series of steps (multiple behavior)
occurring in a fixed sequence and repeated periodically
Organize life experience and give it meaning
How do cultural values affect consumption? - Answers They explain consumer behavior by
being an influence on marketing and advertising, media usage, and communication style
Explain how people interact in business (dress codes, trust, relationships)
Sacred consumption - Answers Involves objects that are "set apart" from normal activities and
are treated with some degree of respect or awe
Sacred people (Elvis), events (SuperBowl), places (Statue of Liberty)
Profane consumption - Answers Involves consumer objects and events that are ordinary,
everyday objects and events that do not share the "specialness" of sacred ones
How has culture changed between then and now? - Answers Then: simple way of life
Now: more complicated/blended culture, more open sexuality, less shocked by violence, curse
words, women have more influence
, What was considered scandalous then is now looked at as everyday life
Why is segmentation necessary? - Answers 1. Consumer needs differ
2. Differentiation helps products compete
3. Segmentation helps identify media
Criteria for effective targeting (and their meaning) - Answers 1. Identifiable
2. Sizable
3. Stable
4. Accessible
5. Congruent with the company's objectives and resources
Target customer - Answers Description of the gender, age range, lifestyle, geographic location,
and price zone for the majority of a company's customers for a specific product
4 examples of market segmentation and the categories of each - Answers 1. Demographics
-age, gender, income, marital status, ethnic background
2. Psychographics
-activities, personality and values, attitudes
3. Behavioral
-benefits, usage rates, patterns
4. Geographic
-local, national, international, regional
Generation cohort/group - Answers Group of consumers who share the same "age location" in
history and a collective mind set
Encounter same events, moods, and trends at similar ages, may conform or rebel; shapes an
individual's relationship to products
Name the 5 examples of generation cohorts - Answers 1. Silent generation (1925-1945)
2. Baby Boomers (1946-1964)
3. Generation X (1965-1980)
4. Millennials/Generation Y (1980
Beliefs - Answers Assumptions we hold to be true; mental or verbal statements that reflect a
person's particular knowledge and assessment of something
Values - Answers Very general ideas about good and bad goals
Norms - Answers Rules dictating what is right or wrong, acceptable, or unacceptable
Examples of beliefs - Answers Religion
Examples of values - Answers Good conduct, honesty
Examples of norms - Answers Imprisonment may result from breaking social norms
Levels of cultural norms - Answers 1. Supranational: reflects the underlying dimensions of
culture that affect multiple societies (young people 14-24 segmented as: in-crowd, pop
mavericks, networked intelligentsia, thrill renegades)
2. National: reflects shared core values, customs, and personalities that represent the core of
the "national character" of a particular country.
3. Group: reflects the subdivisions of a country or society, such as subcultures, and the
influences of various reference groups
Rituals - Answers A type of symbolic activity consisting of a series of steps (multiple behavior)
occurring in a fixed sequence and repeated periodically
Organize life experience and give it meaning
How do cultural values affect consumption? - Answers They explain consumer behavior by
being an influence on marketing and advertising, media usage, and communication style
Explain how people interact in business (dress codes, trust, relationships)
Sacred consumption - Answers Involves objects that are "set apart" from normal activities and
are treated with some degree of respect or awe
Sacred people (Elvis), events (SuperBowl), places (Statue of Liberty)
Profane consumption - Answers Involves consumer objects and events that are ordinary,
everyday objects and events that do not share the "specialness" of sacred ones
How has culture changed between then and now? - Answers Then: simple way of life
Now: more complicated/blended culture, more open sexuality, less shocked by violence, curse
words, women have more influence
, What was considered scandalous then is now looked at as everyday life
Why is segmentation necessary? - Answers 1. Consumer needs differ
2. Differentiation helps products compete
3. Segmentation helps identify media
Criteria for effective targeting (and their meaning) - Answers 1. Identifiable
2. Sizable
3. Stable
4. Accessible
5. Congruent with the company's objectives and resources
Target customer - Answers Description of the gender, age range, lifestyle, geographic location,
and price zone for the majority of a company's customers for a specific product
4 examples of market segmentation and the categories of each - Answers 1. Demographics
-age, gender, income, marital status, ethnic background
2. Psychographics
-activities, personality and values, attitudes
3. Behavioral
-benefits, usage rates, patterns
4. Geographic
-local, national, international, regional
Generation cohort/group - Answers Group of consumers who share the same "age location" in
history and a collective mind set
Encounter same events, moods, and trends at similar ages, may conform or rebel; shapes an
individual's relationship to products
Name the 5 examples of generation cohorts - Answers 1. Silent generation (1925-1945)
2. Baby Boomers (1946-1964)
3. Generation X (1965-1980)
4. Millennials/Generation Y (1980
