1. While managers can control the marketing mix, they cannot control the elements in the external environment that continually mold and reshape the target market. List and discuss the variables of the external environment that are not directly under the control of marketing managers.

2. The single most important demographic trend in the United States may be the changing age structure of the population. Characterize the differences among baby boomers, Generation X, and Generation Y. How might a marketer selling personal computers target a person in each of these groups.