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 ______.
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
In this age of ad clutter and junk mail, entrepreneurs are finding that one of the easiest ways to connect with customers is to moonlight (兼职) as a publisher. Newsletters remind clients you’re still there, help spark repeat business, and sometimes can be used to attract new clients. Newsletters are certainly catching on. The Standard Periodical Directory counts more than 4,000 of them and estimates the number grows 15% a year. Maybe that’s because it’s not hard. All you need is a little cash and creativity. First, obviously, decide what to say. Stick to useful information, as opposed to self-promotion. Can you offer tips unavailable elsewhere How about new ways to use an old product As for design, software programs such as Adobe PageMaker provide templates (模板) for the do-it-yourself. Or you can hire a professional out of the Yellow Pages or off the Web. They’ll do the design work, write the copy, and even do the mailing. Expect to spend about $1 per copy, including postage, for a run of several thousand; unit costs drop as the press run increases. Newsletters also can be published on the Web or sent via e-mail, but beware. Experts say unsolicited (未请求的,主动提供的) e-mail is far less effective than a physical publication. In either case, aim for people who will find it genuinely useful and interesting. "If you don’t send it to the right people, it just gets thrown out," says Paul Swift, editor of The Newsletter about Newsletters. A poorly designed newsletter, or one rife with errors, is worse than no newsletter. A newsletter should not be seen as a substitute for efforts to expand your existing customer base. "You still need to try to get yourself mentioned in real news media," advises Laura Ries, of the Roswell marketing firm Ries & Ries Inc. A well-executed newsletter can work wonders. Consider the one Lisa Skriloff, owner of New York’s Multicultural Marketing Resources Inc., puts out. Every two months, Skriloff spends several days—and several thousand dollars—producing Multicultural Marketing News, a four-page newsletter filled with tips on reaching minority consumers. "It helps position my company as an expert in the field," Skriloff says. She also distributes the newsletter at conferences and mails it to potential clients—outreach that generates 10…… of her business. Perhaps it’s time more entrepreneurs take a page from the academics: publish or perish (毁灭,死亡). What is the best title for this passage
A. Differences between E-Mail and News Media.
B. Entrepreneurs and Publishers.
C. E-Mail and Newsletters on the Web.
D. Newsletters—a Good Way to Grab Customers’ Attention.