新编大学英语第一册unit6 Text C The Older Subculture.doc

《新编大学英语第一册unit6 Text C The Older Subculture.doc》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。

1、TheOlderSubculture1Althoughbusinesspeoplehaveaveryhighopinionoftheopportunitiesintheyouthmarket,elderlypeoplehavebeenlargelyneglectedbymarketersandfrequentlybysocietyitself.ManypeoplefeelthatAmericanmarketershavegonetoofarinattemptingtopleasetheyouthmarketandparticularlythoseaged18to34.Arec

2、entsurveyfoundthatover40percentofthenation'sleadingadvertiserssaidthe50-plusmarkethaslittleimpactontheircurrentmarketingstrategies.Anadvertisingexecutiveobservedthatmarketshavelongconcentratedonlyonconsumersbelowtheageof49.Henotedthat"itisasiftheworldceasestoexistonceyouarebeyond49.Oneofthe

3、problemswithretailinginAmericaisthatmerchantshavelosttouchwitholdercustomerstheircustomerhaschanged,buttheyhavenot.2Whytheneglect?Manymarketersconsidertheyouthmarkettobeattractiveandexciting,whereasolderconsumersarethoughttobedullanduninteresting.Althoughthissituationmaybeunderstandablepsyc

4、hologically,itmaymakepooreconomicsense,becausemiddle-agedconsumersholdconsiderablymorepromiseforawiderangeofconsumergoodsandservicesthandotheyoung.3Nevertheless,manyAmericansevenmanymarketersholdnegativestereotypesaboutthe50-plusmarketthatarenotbasedonfact.Thefollowingeightmythsaboutthisgro

5、upcanlimitacompany'ssuccessinattractingoldercustomers:i.Olderconsumersareallthesame.(Actuallythismarketiscomprisedofnumerousgroups.)ii.Theythinkofthemselvesasold.("Oldage"istypically15yearsolderthantheyare,anddoesn'tbeginuntilwellpast70.)iii.Theyaren'tanimportantpercentageofconsumers.(Those

6、50andoveroftenhavealotofspendingmoneyandtheyaccountforalmostone-thirdofspendingonrefrigerators,floorcoverings,newcars,jewelry,andgroceries.)iv.Theywon'ttrysomethingnew.(Asurveyforonecompanyfoundthatinoneyear,45percenthadtriedanewbrandofcereal,and30percenthadtriedanewcannedsoupandsoftdrinkbr

7、and.)v.Theyhaveimpairedmentalfaculties.(Onlyabout5percenthaveseriousmentalimpairment.Moreover,intelligencetestsreveallittlechangefromage17to80.)vi.Theyareinpoorhealth.(Mostarenotdisabledandwillremainhealthyuntiltheirlastyears.)vii.Theykeeptothemselves.(M