...CASE STUDY 2: THE FEMALE ECONOMY BUS 306 – PRINCIPLES OF MARKETING ROBIN HUGHES JUNE 26, 2016 1.0 Introduction This case study will consider Michael Silverstein’s and Kate Sayre’s 2009 Harvard Business Review article, The Female Economy, (Silverstein, 2009), specifically as it discusses the shortfalls in marketing to women today. The key issue in Silverstein’s article is the lack of effective marketing to women. With women influencing the lion share of annual consumer spending and representing a growth market more than twice as big as China and India combined, the article illuminates how marketing has missed the mark (or market) for women. (Silverstein, 2009.) In his text, Principles of Marketing, Philip Kotler discusses market segmentation as “dividing the marketing into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes”. (Kotler, 5th ed. 2014) Kotler further breaks down market segmentation into market targeting which “evaluates each market segment’s attractiveness and selects one or more segments to enter”. Gender is one of Kotler’s sub-categories of market targeting. (Kotler, 192) 2.0 Current Issues regarding Marketing to Women As I read through Silverstein’s article, I became increasingly frustrated with the discussion. Even with statistics evidencing the potential for even greater influence by women in the coming years, the discussion still encircled issues...
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...Female Selective Abortion While females in America are making great strides in gaining equality, females throughout various countries of Asia continue to be disregarded, abused, and in some occasion, aborted before birth. In fact, studies have shown that within the last two decades of the twentieth century, several million female fetuses have been aborted (Miller, 2001). Throughout these countries with high rates of Female-Selective Abortion, or FSA, one cultural similarity exists: they are all characterized as patriarchal. Among these Asian societies which are patriarchal in nature, males dominate practically all aspects of life, both public and private. Males there are seen to control the economy by having productive property, inheritance rights, and preferred employment. From a religious standpoint, these countries view males as a symbol of purity and power, while females are linked to negative notions such as impurity, danger, and a need to be controlled by males. Even culturally, males are more accepted because some of these countries, for instance China, have a preference of having a son as the first born. With so much value place upon males, many soon-to-be parents living in these countries are hopeful that their birth child will be a male. Many pregnant couples are doing whatever they can, and with the help of new technology, to ensure that they will not give birth to a female baby. In fact, evidence has shown a substantial increase in female-selective abortions since...
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...the sexes causes more societal ills than almost any other factor in the developing world. The gap in male and female primary schooling around the world needs to be narrowed, to the point where both girls and boys can sit together in classroom without having the obstacles of poor funding, bias, and poverty corner them out. Many strides have been made in education gender equality since the end of World War Two. The amount of girls frequenting schools, even in the least-developed of nations, has exponentially risen rapidly over the last five decades. Industrialized nations in the western hemisphere have achieved “maximum education equality for girls,” while in the still-emerging expanses of the Middle East, Pacific Asia, and South America, girls are slowly, yet steadily, catching up to their male counterparts in their census department (Medel-Anonuevo 4). In other regions of the world, however, gender equilibrium in education still leaves a lot to be desired. The often-stereotyped arenas of Sub-Saharan Africa and India struggle to meet the yearly standard for equality as set by UNESCO, while growth in Baltics and Central Asia has stuttered for a decade. There remain one-hundred million minors around the world that still lack primary schooling, and of this number, a head-hanging sixty-percent are girls. Nations such as Yemen, Nepal, and Afghanistan have “half the female literacy rates” than that of...
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...GLOBAL HUMAN RESOURCE MANAGEMENT Topic 1: Career management issues of female business expatriates. In an ever-expanding and quickly changing global market, for businesses to be competitive it is extremely important that they be positioned worldwide in order to step up, make contacts and find human talent. In response to that, the number of expatriates sent on global assignments is increasing steadily, and therefore finding the right people with adequate skills for global assignments is becoming one of the greatest international human resource concerns. Moreover, since sending employees abroad implies spending large amounts of money, for companies it’s imperative that such ‘investments’ bring the expected results; firms just can’t afford to gamble on the successful assignments of their expatriates. The most common reasons for expatriate manager assignments to fail have usually to do with lack of cultural fit, family or personal issues and not enough direction or goal setting. The fear of failure can explain why most international assignees are men. According to some recent surveys indeed the percentage of women on international assignments is lower than 20%, and even in the United States, where many believe the proportion of female executives to be significantly high, the situation is not different. Misconceptions about the abilities of women to handle international assignments and/or their willingness to accept these assignments “are more often due to bias and stereotyping...
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...Masculinity, Emotional Labor and Service Work in the “New Economy” explore how low-skilled men are declining to work in the service sector when evidently it is a field that it is experience a substantial growth. This situation has little to no existent research at the time the author conducted the research, the author himself mentioned that “yet little research has explored exactly what it is about service work that is leading such men to drop out the labor market during periods of sustained service sector employment growth.” (Dixon. D. (2009) I can’t put a smiley face on: Working-Class Masculinity, Emotional Labour and Service Work in the “New Economy” Gender, Work and Organization. Vol. 16 No. 3). The research was based on interviews with 35 unemployed low skilled men. Based on the research we can learn that low skilled males in Britain have a tendency to not succeed within a field that primarily dominated by females mainly because it interferes with what it is consider being a socially accepted behavior for a male. The author refer to a table based on data obtain from OECD between 1984 and 1998. Society has an idea of what could be a job acceptable for either a woman or a man. Although nowadays females has been able to overcome some obstacles when it comes it to their capabilities to perform a job that was intended for a man. For example years ago it was rare to see a police woman, a female firefighter or a female truck driver. It has also comes down to say that women...
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...estimates.” However, poverty statistics have always differed, whether it is by race or gender, the economy results and numbers have always displayed a bias statistics. In this essay, women and their part in poverty will be addressed, and just exactly how their statistics...
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...for learning such as, chalk boards, art supplies, books, etc. These items do not necessarily shape the gender, but the students use them in different ways. Boys are said to participate more in class than girls and show more interest in math and competitive learning. Boys interact more in the classroom than girls and it is said that they have more confidence (Sapiro, 2003). In classrooms there are also décor that enhances the learning experiences of the students. For instance, a history class usually has pictures of famous people that have made or been a part of history. There may be pictures up of men more than women because of the laws that clearly separated different actions regarding both genders. Learning about history may help the female students oftoday; this may make the girls...
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...Masculinity, Emotional Labour and Service Work in the “New Economy” explore how low-skilled men are declining to work in the service sector when evidently it is a field that it is experience a substantial growth. This situation has little to no existent research at the time the author conducted the research, the author himself mentioned that “yet little research has explored exactly what it is about service work that is leading such men to drop out the labour market during periods of sustained service sector employment growth.” (Dixon. D. (2009) I can’t put a smiley face on: Working-Class Masculinity, Emotional Labour and Service Work in the “New Economy” Gender, Work and Organization. Vol. 16 No. 3). The research was based on interviews with 35 unemployed low skilled me. Based on the research we can learn that low skilled males in Britain have a tendency to not succeed within a field that primarily dominated by females mainly because it interferes with what it is consider being a socially accepted behavior for a male. The author refer to a table based on data obtain from OECD between 1984 and 1998. Society has an idea of what could be a job acceptable for either a woman or a man. Although nowadays females has been able to overcome some obstacles when it comes it to their capabilities to perform a job that was intended for a man. For example years ago it was rare to see a police woman, a female firefighter or a female truck driver. Chapter 5 of the book Introduction to Sociology...
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...PRICE DISCRIMINATION Submitted By: S Date Abstract The aim of this research was to investigate the consumer’s buying behavior related to product differentiation. The report is comprised of three sections. The first section contains the introduction and background about the topic chosen is Product differentiation, the second sections contains the source of reports i.e. from where the data is collected and the last section belongs to the analysis, statistics and summary of the survey which is conducted by the researcher. Dedication A journey of thousand miles Begins with a single step But for that single step, One has to be motivated. This humble effort is dedicated to my sweet Mother & Great Father Who motivated me for That step and has been Guiding me to achieve The heights of an ideal life. Letter of Transmittal Project supervisor & course instructo Respected Ma’am, This letter is a response to the report “Price Discrimination”. The research is conducted to find the impact of price discrimination in our country with respect to the world. This is something which would take the rights of the people belonging to lower class to live in this world. Through this report we can create some awareness and at a snail’s pace we’ll absolutely reach to a conclusion which would b in our favor. Sincerely, Muhammad Najam Absar Taha TABLE OF CONTENTS i. Abstract…………………………………………………………...2 ii. Dedication……………………………………………….......
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...dominance, men have led the way of culture and society for ages. But all of this may be about to change in our postindustrial era. In her article, “The End of Men” from the magazine The Atlantic, July/August 2010, Hanna Rosin argues that woman are in fact well on the way of taking over the role as the dominant cultural force. But is she right when she proclaims “The End of Men”? Hanna Rosin builds up her article in order to convince her readers that women are playing an increasingly influential role in society and are ultimately replacing men’s status as the dominant sex. She does this by referring to developments in the job market, in education and politics and in the pop industry. In all these important fields she sees a tendency towards female power. Her argument is initially built on facts, “Earlier this year, women became the majority of the workforce for the first time in U.S. history. Most managers are women too. And for every two men who get a college degree this year, three women will do the same” (ll. 1-3). These facts speak to the reader’s intellect and builds up a trustworthiness, so that the reader feels that Rosin is right in pointing out the new dominance of women. In putting forward these interesting and perhaps surprising facts, she also ensures that the reader will engage in the topic. Even more so, she does this by asking relevant questions directed towards the reader, such as, “what if equality isn’t the end point? What if modern, postindustrial society is...
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...Task 1 - Produce a questionnaire and interview twenty people (16 -19 Age Group Only). Conduct primary and secondary research for a selected product/service making use of identifiable sampling techniques. A sample is a piece of a whole; you cannot research the whole market, so you pick a sample. An example of a non-profitable sample could be dimensional sampling this is an extension to quota sampling. The researcher takes into account several characteristics e.g. gender, age, income, residence and education. An example of a profitable sample could be systematic random sampling. With the systematic random sample, there is an equal chance (probability) of selecting each unit (every nth person) from within the population when creating the sample. For my research I've chosen to use a non-profitable sampling methods simply because I am targeting young people on how music influences them. So I have specific age groups (16-19), which are allowed to answer the questionnaire in order to make my research more reliable. With my questions I've used four different methods in order to make my questionnaires more do able and reliable. I used opened questionnaires, which allows my samples to elaborate on their answers. I've also used closed question such as 'do you listen to music?’ as yes or no question are easy to tally up. I've used scaled questions in order to easily tally up and give general quantitative data and finally I have also used dichotomous which is the use fixed-alternative questions...
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...Increasingly Diversified Economy As mentioned in the previous report, factors such as education brought about the increase in real wages amongst the women gender. Within 20 years from 1988 to 2008, women’s wages rose by an average of 11.6%. The increase in wages among women age 45 to 49 at 17.8% made the most improvement. Next, according to the US Census Bureau, Bureau of Labor Statistics, it states that in 47 of the 50 largest U.S. metro areas, women in the 20s are already making more money than their male counterparts. With a higher wage brings about a higher purchasing power amongst women. This can be clearly seen in the increase in purchasing power from the purchases made by women, where women make up of 58% on online retail dollars spent, 80% on health care decisions and 45% of consumer electronics. Today, businesses are increasingly focusing on the growing female market, as more women are responsible for making decisions on purchases. Quoting from an article by TIME, “Women are using their rapidly increasing spending power to impel changes in the way companies operate”. With the strategies for companies changing, globalization also brings about a need for more diversified teams and workforce. Having a more diversified workforce would mean allowing more minorities on board, where the diversity could potentially be difficult to manage. Recent research has shown that there is an increasing need for women in managerial roles as they are more risk adverse, empathetic...
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...professional abilities are determined by the skills, fluency working and experiences rather than the difference of genders. This could be exemplified by the fact that in earlier time, a range of jobs namely cooker, ballet dancer and nurse are considered as womanish jobs. However, this thought has been changed since a gradual increase in male have been seen doing these jobs over the past few decades. Thus, this make it clear why the effective working are depended on the skillful possession instead of their genders. Further and more importantly, though, the characteristic of male and female can be simply different in some aspects but not in the term of profession. One particular salient of this is the world renowned Marissa Mayer – the president and CEO of Yahoo who is ranked number 14 on the list of Americans’ powerful businesswomen. Hence, not only men can be successful in the field of economy, numerous women also achieved the affluent in business which is required many necessary abilities such as a clever mind, communicative skill and creative thinking. From this, it becomes quite evident that individuals have their own potential for greatness in variety careers that do not relate in whether...
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...The first female pharaoh of Egypt, Hatshepsut, one of the best pharaohs to ever live in Egypt. After Thutmose’s death, his son Thutmose III (by a minor wife) was named their heir. Since the boy was so young, Hatshepsut ruled with him. But as she was ruling with him she declared herself pharaoh. She stated that the reason she claimed the throne was because the god Amen-Ra said she was to be pharaoh. While taking charge of the nation, she dressed not as a woman, but as a man. As pharaoh, Hatshepsut extended Egyptian trade and oversaw ambitious building projects, such as the temple of Deir-el Bahri. But she also fought to defend her legitimacy as pharaoh. She ordered to be drawn as a male pharaoh, with a beard and large muscles. She was very...
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...young children in such a big way that it can influence their self confidence when they are older. An archetypal pattern in many stories throughout the world is the idealized female character. This means that there is usually a female character that is made perfect in every way and is almost impossible to be like. This...
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