首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
Generation Y—the group of Americans currently in their late teens to early 30s—gets called a lot of names. Personal finance advi
Generation Y—the group of Americans currently in their late teens to early 30s—gets called a lot of names. Personal finance advi
admin
2012-07-06
44
问题
Generation Y—the group of Americans currently in their late teens to early 30s—gets called a lot of names. Personal finance advisers dub gen Y-ers spendthrifts. Marketers consider them brand-lovers. Pop psychologists describe them as coddled products of helicopter parents; a generation that can barely survive in the real world on its own. But one of their defining characteristics—their savviness as consumers, derived from growing up in the Internet age as well as experiencing the most recent recession—has been largely ignored. As a result, many of the companies trying to win them over are doing it all wrong.
Gen Y likes to feel influence and power. They like to feel that companies are serving them and really bristle at the idea of being taken advantage of. These relatively new consumers are also on the lookout for potential scams and bad deals, she says, and are wary at the first sign that they are being manipulated.
For the most part, banks, retailers, and other companies have failed to embrace this generation’s new mind-set. Banks further erode the trust of many young customers, who already regard financial institutions with suspicion, every time they blast off a slew of product offers. "People feel like they’re getting bombarded with irrelevant offers," says Ron Shevlin, senior analyst at Aite Group, a research and advisory firm.
In the retail sector, traditional lifestyle advertising has become as outdated as low-rise jeans. Abercrombie & Fitch’s reliance on its "cool and sexy" collegiate image no longer resonates with 20-somethings who now set a priority on saving money over following the latest fashion trends. "These consumers are very adept at Internet searches and feel comfortable price-comparison shopping," says Stephanie Noble, associate professor of marketing at the University of Mississippi. Instead of feeling embarrassed about being "cheap," they have a sense of accomplishment at finding the lowest price, Noble adds. That’s not to say gen Y doesn’t also love brands. The brands that resonate are the brands that provide value.
That focus on value can work in retailers’ favor, if they know how to exploit it. Nita Rollins, a trends expert at Resource Interactive, a digital marketing agency, urges companies to embrace the kind of secondhand swapping popular on sites such as Craigslist and eBay. A snowboarding company, for example, could allow customers to trade in their used snowboards for a discount on their next purchase. Such a program would show that the company "is cool enough to know customers want to recirculate their possessions," says Rollins. If the company refinished the secondhand snowboards it collected and resold them, it would show that it was in tune with gen Y’s interest in sustainability, too, she adds. "This trend of ’ unconsumption,’ where people don’t just spend less but also try to repurpose what they’ve already got, is here to stay. "
That other defining characteristic of the demographic—love of and access to technology— has led some companies astray in their marketing efforts, especially on social networking sites such as Facebook. If you’re a company, don’t tell gen Y-ers about yourself. Instead, just let them know what you can do for them, and if you’re lucky, they’ll tell their friends. And that brings up one more name you can call gen Y: influential. [515 words]
The author call Gen Yers ’inflential’ mostly because______.
选项
A、they are sensitive to trends and styles
B、they can spread information efficiently
C、they have great purchasing power
D、they advocate green consumption
答案
B
解析
本题考查写作目的。
转载请注明原文地址:https://kaotiyun.com/show/nvp4777K
0
考研英语一
相关试题推荐
Theonsetofanewgenerationofcomputerattackswasmarkedby______.Thistextismostprobablytakenfrom______.
Today,therearetwoapproachestohowAmericansperceivethemselves.(46)"Youcanconsideryourselfvaluablenomatterwhat
Today,therearetwoapproachestohowAmericansperceivethemselves.(46)"Youcanconsideryourselfvaluablenomatterwhat
Cultureshockmightbecalledanoccupationaldiseaseofpeoplewhohavebeensuddenlytransplantedabroad.Likemostailments,
Cultureshockmightbecalledanoccupationaldiseaseofpeoplewhohavebeensuddenlytransplantedabroad.Likemostailments,
Cultureshockmightbecalledanoccupationaldiseaseofpeoplewhohavebeensuddenlytransplantedabroad.Likemostailments,
随机试题
一般拖式铲运机的经济运距为()。
锉刀种类分()三类。
齿龈内阿米巴溶组织内阿米巴
男性,37岁,急性淋巴细胞性白血病患者,经常规化疗一个疗程完全缓解,以后巩固治疗3次,目前无任何不适,肝脾不大,化验血常规:WBC5.4×109/L,Hb119g/L,PLTl20×109/L,骨髓象示幼稚细胞<5%。
某水厂进水的水悬浮物一般在50~80mg/L,水质稳定,合理的给水处理工艺流程应是()。
所谓“以小人之心,度君子之腹”正是()的表现。
材料一2020年12月,团进村681户村民,陆续在一份“五和团进”村民规则确认书上,郑重地签下自己的名字。速度之快、人心之奇,让人很难想象这曾经是一个矛盾不断的后进村。松山南部地区的团进村,2005年由团湖、望江、进守、津水4个村合并而成。与许
确保“在任意的n个人中,必然有3个人相互都认识或有3个人相互都不认识”成立的最小的n的值为(54)。
Insomecountries,societalandfamilialtreatmentoftheelderlyusuallyreflectsagreatdegreeofindependenceandindividual
Cansocietiesberichandgreen?[A]"Ifoureconomiesaretoflourish,ifglobalpovertyistobeeliminatedandifthewell-bei
最新回复
(
0
)