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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  57
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.
Which of the following is NOT true?
选项 A、To redefine "youth" in terms of a state of mind may lead marketers to greater gains in the youth markets.
B、The redefinition of "youth" includes those people who are physically old but psychologically young.
C、The redefinition of "youth" indicates a broader youth market than the traditional one.
D、To achieve greater success in youth market, efforts should be concentrated on young consumers.
答案D
解析 是非题。根据第二段，要想在青年人的市场取得更大成功，就应扩展这一市场的界限，即将“青年”重新以心理状态而非某一年龄进行定义，包括进那些年龄已大，但心理年轻的人。因此，D项内容与此不符。
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