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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  54
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.
Young consumers who "come on stream" means______.
选项 A、young people who have never used certain brands before
B、young people who become the targets of marketers
C、young people who consume in the youth market and late in the older-age market
D、young people who are involved in household purchases
答案C
解析 词汇题。根据文章第一段，青年人的市场是不断变化的，因为不断有更年轻的人进入这个市场，而随着年龄的变化，青年人会进入成年人市场。所以come on stream在这里取其字面意思，即像流水一样不断进出的。所以选C。
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