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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

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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.
The growing and global nature of youth market lies in all of the following EXCEPT______.
选项 A、it increases worldwide and is becoming homogenized
B、tastes and attitudes of teens all over the world are being similar
C、companies are adopting global advertising and marketing strategy
D、a new market is emerging worldwide
答案D
解析 是非题。根据第三段，市场全球化的特点在于，全球市场越来越趋同化，年轻人的品味和态度足够相似，使得很多公司有理由采取一个全球统一的营销策略。并没有新的市场出现，所以D与原文不符，是本题正确答案。
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