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B. Generation X.C.Generation Y.D. Generation Z.E. Generations cannot have a "collective" memory since generations overlap.In the 1970s and 80s ads began to create a bride between genders with their marketing ads, in the1990s marketing to women focused on their challenge of balancing family and career interests. Since then, women and men have encouraged the slow movement toward equality in the marketplace. As a result, today's Generation Y represents the first generation of women who have not collective memory of the dramatic changes we have undergone.AACSB: 3LL: 2Learning Objective: 03-02 Describe how social forces such as demographics and culture can have an impact on marketing strategy82.(p. 74)The video game industry has traditionally marketed their programs primarily towards men. Gaming companies are now hiring women to add female characters to games and A. redesigning pre-existing characters to look less gender specific.B. adding product coupons to items traditionally used by women.C. using product placement in "chick flicks" and TV programs viewed primarily by women.D.designing new games centered more around traditionally female interests such as taking care of babies.E. creating an ad campaign based on an old song from Annie Get Your Gun, entitled, "Anything you can do, I can do better."To attract the 50 percent of the population that has been missing, gaming companies are hiring women to help add female characters to games such as Rock Band 2, and the design completely new games such as Chef America Supreme Cuisine, and Imagine Babyz.AACSB: 3LL: 2Learning Objective: 03-02 Describe how social forces such as demographics and culture can have an impact on marketing strategy3-118
Chapter 03 - Scanning the Marketing Environment83.(p. 74)Significant changes in attitudes of men and women have occurred during the past thirty years. However, __________ believe that there is still a need for improvement in the workplace and in politics. A. baby boomersB. women in Generation XC. men in Generation XD.women in Generation YE. men in Generation YSeveral factors have contributed to the shift in attitudes. Many young women had career mothers who provided a reference point for lifestyle choices. Increased participation in organized sports eliminated one of the most visible inequalities in opportunities for women. The Internet has provided exposure to the marketplace through a mechanism that makes gender, race, and ethnicity invisible. Recent surveys however, suggest that many of the 35 million Generation Y women believe that there is still a need for equal opportunities and treatment in the workplace and in politics.AACSB: 3LL: 2Learning Objective: 03-02 Describe how social forces such as demographics and culture can have an impact on marketing strategy3-119
Chapter 03 - Scanning the Marketing Environment84.