Describe the three generational cohorts that are of interest to marketers today.
What will be an ideal response?
Today's marketers are interested in the 76 million baby boomers - the generation of children born between 1946 and 1964 - are growing older. Baby boomers are retiring at a rate of 10,000 every 24 hours, and they will all be 65 or older by 2030. The baby boom cohort is followed by Generation X, which includes the 50 million people of the population born between 1965 and 1976. This period is also known as the baby bust because the number of children born each year was declining. This is a generation of consumers who are self-reliant, supportive of racial and ethnic diversity, and better educated than any previous generation. They also have become the largest segment of business travelers. The generational cohort labeled Generation Y, or millennials, includes the 72 million Americans born between 1977 and 1994. This was a period of increasing births, which resulted from baby boomers having children, and it is often referred to as the echo-boom or baby boomlet. Generation Y exerts influence on music, sports, computers, video games, and all forms of communication and networking.
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The Dodd-Frank Act of 2010 set a limit to prevent a bank merger if the new bank would increase its liabilities to more than 10 percent of national bank liabilities. Why?
What will be an ideal response?
Which of the following statements is true?
A. If a company retains profits instead of paying dividends, the price of their stock is expected to rise. B. Investors need not pay taxes on dividend earnings. C. Dividend earnings are legally not allowed to be invested and can only be used for consumption. D. The annual dividend yield on a stock is always greater than the annual capital-gains yield on the same stock.
Which of the following is true regarding lead users?
A) They are customers who are unwilling to purchase products that do not provide a complete customer solution. B) They are users who wait to see whether the product or service will deliver meaningful benefits. C) They are skilled users who extend the boundaries of a product's application to achieve a more desired customer solution. D) They are skeptical customers who are unwilling to purchase a product unless they are assured of meaningful benefits associated with using the product. E) They are the last customers to adopt a new product or service.
In order to get into a customer's consideration set, a retailer should
A. limit the options for return and money-back guarantees. B. encourage cross-shopping. C. limit the information provided to customers on its website. D. target its offerings toward satisfying hedonic needs. E. develop programs to ensure that customers remember them.