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  3. There are three additional factors that should be cited in order to ensure greater success in the youth market. The first is tha

There are three additional factors that should be cited in order to ensure greater success in the youth market. The first is tha

admin2014-02-20  61
问题     There are three additional factors that should be cited in order to ensure greater success in the youth market. The first is that the youth group is a perpetually new market. As consumers move into this market, the advertiser needs to attract them, since every brand is a new brand to someone who has never used it before. This stream of young consumers moves along in age and finally drifts into an older pool of householders. Thus, a marketer must not neglect young consumers who come "on stream" if the company’s brand is to have continued success in the older-age market.
    A second point to remember is that companies may be able to utilize youth appeals to a market broader than the traditional age boundary would indicate. Marketers today are defining "youth" more in terms of a state of mind than of a specific age. The result of this is that many companies, ranging from retailers to manufacturers, are broadening their emphasis to include the mature and more affluent customers who "think young".
    A final point for the market to recognize is the growing and global nature of the market. The youth market will increase worldwide. Moreover, there appears to be a growing homogenization of the teenage market worldwide. Many companies see teen tastes and attitudes as being sufficiently similar to warrant(保证, 使有正当理由)a global advertising and marketing strategy. If there is a generic type of teenager emerging globally, this has important implications for marketers. First, sheer market size is staggering(令人惊愕的)—1. 37 billion people, or 26 percent of world population, aged 10 to 19 in 1990—and there is a trend of teens in industrialized nations spending a higher percentage of their parents’ disposable income. Second, a danger lurks in this market for U. S. marketers. They must recognize that the United States may not remain the cultural nerve center for teens. Constant travel and attention to new ideas generated abroad are necessary, rather than assuming an automatic reliance on the primacy of U. S. cultural exports.
A danger lurks in the global market for U. S. marketers if______.
选项 A、teens tend to spend more of their parents’ incomes
B、the youth market size becomes staggering
C、marketers do no study and adopt foreign ideas
D、markets do not rely on U. S. culture
答案C
解析 细节题。在文章结尾提到，美国营销者必须意识到，美国并不再是年轻人的文化中心，因此营销者了解外国的新观点很有必要，否则对他们来说会隐藏危险。所以选C。
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