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1. Demographers tell us that households in the United States are growing in number, shrinking in size, and changing in character. Assume that you are the vice president of marketing for a corporation that manufactures chairs and sofas, say La-Z-Boy Corporation. What specific implications do these changes hold for your company? 2. Most readers of this text fall either in the Gen X or Gen Y age categories. Just because you share this one commonality with all other Gen Xers or Gen Yers, does this one piece of information about you and your cohorts represent a sufficient basis on which a marcom practitioner might aim its advertising efforts?

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