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In some ways they are a marketers’ dream. They have billions of dollars in discretionary income— and spend most of it. Although their individual purchases are small,they buy regularly, often response to peer pressure. They are heavily influenced by the hours of television advertising they see each week. And,as a result of today’s smaller families, and the increase in the number of two-income households, they have more to say about family decisions than ever before.“They” are children, of course, a group whose spending habits are attracting the attention of more and more marketers. One recent study estimates that: the thirty million U.S. children 4 to 12 years old receive about $4.7 billion annually from allowances, gifts and odd jobs. Of that amount, they spend a total of $4.2 billion each year on snacks ($1.4 billion) , toys and games ($1.1 billion) , movies and sports ( $771 million) , video games ( $766 million) , and gifts ( $164 million) , engaging in some 280 independent purchases transactions annually. Children thirteen to nineteen account for even greater yearly expenditures: $30.5 billion of their own money.But children’s financial muscle does not end there. Researchers estimate that children directly influence more-than $40 billion in adult purchases each year. A Nickeldeon USA Today/Yankelovich Youth Monitor study found that children are extremely aware of brand and have considerable input into their parents,selection of apparel, cereal, snacks, cars, televisions and personal computers. Many children are involved in actual household purchasing, especially food; in a recent Teenage Research study, half the teen girls surveyed reported shopping for groceries at least once a week. Recognizing this indirect purchasing power that children have,a growing number of marketers are approaching the youth directly. The National Dairy Board, for example, now airs milk commercials with youth appeal, and Procter & Gamble has developed Crest for Kids toothpaste.How did children acquire such buying clout? Researchers point to several factors. As the number of working couples and single-parent households increased, many parents shifted certain household responsibilities onto children’s shoulders. Thrust into adult roles, children have ended up with more influence over the family’s purchases, and they also tend to spend increased amounts of money themselves. In addition, many older, professional couples have fewer children. These parents can afford to lavish more on their children, including extra spending money for such items as Fisher-Price Toys’ $225 children’s camcorder and the My First Sony line of electronics gear for children. The bandwagon effect is yet another factor. When one marketer begins to focus on children, competitors follow suit, encouraging even more children’s purchases. McDonald’s Corp. , for example, has aimed advertisements for its hamburgers, meal kits, and parties at children for years; now Hardee’s Food Systems, Inc, and Wendy’s International Inc, are doing the same.Astute marketers realize that children actually represent three markets: current consumers, influential consumers, and future buyers. Because children are steadily developing brand awareness, and product preferences that someday will translate into purchasing decisions, even companies not selling youth products per se are beginning to pay attention to sell directly to children, realizing that, out there somewhere, tomorrow’s big-ticket customer is playing video games today.1.The topic of this selection is( ).2.Which of the following is the main idea of this selection?3.From the statement that children “have billions of dollars in discretionary income — and spend most of it”,we can infer that children( ).4.About their buying behaviors, we can infer that children are( ).5.We can infer that marketers believe children who develop “brand awareness” when they are young will( ).

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Standing in line has never been a popular activity, but today it seems that Americans are likely to be more impatient about waiting in line than they have been in 20 years. According to a recent Louis Harris survey, Americans’ leisure time has shrunk by 37 percent in the last two decades. With leisure time more valuable, the opportunity cost of waiting in lines is much higher.Businesses recognize that people choose their products on the basis of the full opportunity cost, not just the price of the goods or service. By keeping customers waiting businesses may be losing customers. They are finding that people will choose one establishment over another because shorter lines. As a result, businesses are focusing on their marketing efforts on what marketers call time utility-providing products and services in ways that do not consume valuable time or providing values to offset the time losses. When the multiple-lines approach is used in banks and stores, people get frustrated because they often find themselves in the slowest line. Single lines do not move any quicker, but they reduce the variance of the wait and thus reduce frustrations. Customers can line up behind the teller or clerk or their choice; or in one line that allows the first person in line to go to the next available server-called a single-server line. As a result, most types of businesses in which several service people handle customers have switched to the single-server line.Firms have tried several other approaches to dealing with lines. Chemical Bank began a program where any customer who had to wait in a teller line for more than seven minutes was given $ 5. Hospital emergency rooms in Los Gatos, California, now offer a “No Waiting” guarantee: If you wait longer than five minutes for emergency-room care, the billing department knocks 25 percent off your bill. The Manhattan Savings Bank offers live entertainment during noontime banking hours. Some hotels and office buildings have mirrors on their elevator doors in an attempt to distract people while waiting.Sometimes just telling people how long they have to wait cheers them up. Disneyland has had to learn to comfort those in line, since a popular attraction like Star Tours can attract as many as 1, 800 people in a line. Like many amusement parks, Disneyland provided entertainment for those standing in line, but it also gives people updates, in the form of signs, noting “from this point, on the wait is 30 minutes' Distractions such as these can help people forget how they could be spending their time if they weren’t waiting in line.1.Which is the best title for this essay?2.What is the main idea of the entire essay?3.People prefer single-server lines because( ).4.We can infer from the essay that( ).5.Which of the following statements is False?

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