INTRODUCTION Human beings are made of mainly two gender types – males and females. Gender roles in society however are constructed roles, behaviours, activities and attributes that a given society considers appropriate for men and women (World Health Organisation, 2014). A family is defined, as the smallest, organised, durable network of kin and non-kin who interact daily, providing domestic needs of children and assuring their survival (Stack, 1996). It usually consists of parents and their children, but in today’s society, has expanded to include families with single parents, biracial couple, blended families, unrelated individuals living cooperatively and homosexual couples, amongst others (Crawford, 1999; Kenyon et al., 2003 p571). These two definitions are the very basic foundations of this discussion. In the following eight pages, there will be an exploration of women and families as market participants and some of the influences that determine their buying decisions. Some of the discussions that will be held below will include a basic overview of both families and of women; their purchasing conduct; what affects their purchasing decisions; the future economic potential of these market groups and the kind of implications that therefore result for marketers, amongst other things. BASIC OVERVIEW All human beings are born with certain attributes that make us especially unique from every other human being. However, who we are is dependent on the existence of others, just as the African adage conveys – Umuntu ngumuntu ngabantu (a person is a person because of people). Over the years, society has created the standards that are seen as acceptable behaviour or rather, the right way of doing things or the right way of living. This... ... middle of paper ... ...a goldmine for marketers. STP PROCESS The STP Process is the process of segmenting a brand’s target market into meaningful, relatively similar and identifiable segments or group; targeting one or more specific groups of buyers and positioning a product or a brand in a certain place in a consumer’s mind (Lamb et al, 2012). Marketers should work on positioning their brands as convenient, considerate and understanding. This makes them trusted to consumers and helps them retain customers far more easily. Marketers should also move away from using undifferentiated targeting strategies that treat all consumers as one person, which is incorrect. Consumers are all unique and the best way to maximise profits and gains for both marketers and consumers’ benefits is to meet the consumers’ specific needs. Segmenting consumers far more appropriately is the future for marketing.
One definition is “a significant social group in society typically consisting of one or two parents and their children.” While such definition is a good starting point, some modern family structures are excluded by such definition. In her essay, “Family: Idea, Institution, and Controversy,” Betty Farrell apparently assumes that the traditional family has dramatically changed, and the dynamics of change—altered the definition of a “family.” A family is no longer a picture of a particular image of the mythic past, referring to the golden days of the “1950s.” It is no longer a father, mother and their biological children living together under one roof (and certainly not with the a breadwinner father and a stay-at-home mother). In today 's modern society, it is now common to see women raising their children by themselves without their husbands’ help; unmarried couples living together; and gay and lesbian couples—while far from being universally accepted—adopting and raising children to complete their families. Therefore, despite the children living in one-parent households, or they do not live with their “married-heterosexual-biological-parents” under the same roof—does not necessarily mean they are not families. Farrell states that “a family is defined not so much by a particular set of people as by the quality of relationships that bind them together.” In other words, Farrell believes that a “family” is more than just a collection
“Boys will be boys, and girls will be girls”: few of our cultural mythologies seem as natural as this one. But in this exploration of the gender signals that traditionally tell what a “boy” or “girl” is supposed to look and act like, Aaron Devor shows how these signals are not “natural” at all but instead are cultural constructs. While the classic cues of masculinity—aggressive posture, self-confidence, a tough appearance—and the traditional signs of femininity—gentleness, passivity, strong nurturing instincts—are often considered “normal,” Devor explains that they are by no means biological or psychological necessities. Indeed, he suggests, they can be richly mixed and varied, or to paraphrase the old Kinks song “Lola,” “Boys can be girls and girls can be boys.” Devor is dean of social sciences at the University of Victoria and author of Gender Blending: Confronting the Limits of Duality (1989), from which this selection is excerpted, and FTM: Female-to-Male Transsexuals in Society (1997).
Suggested roles of all types set the stage for how human beings perceive their life should be. Gender roles are one of the most dangerous roles that society faces today. With all of the controversy applied to male vs. female dominance in households, and in the workplace, there seems to be an argument either way. In the essay, “Men as Success Objects”, the author Warren Farrell explains this threat of society as a whole. Farrell explains the difference of men and women growing up and how they believe their role in society to be. He justifies that it doesn’t just appear in marriage, but in the earliest stages of life. Similarly, in the essay “Roles of Sexes”, real life applications are explored in two different novels. The synthesis between these two essays proves how prevalent roles are in even the smallest part of a concept and how it is relatively an inevitable subject.
Gender roles are a major theme in the novel To Kill A Mockingbird by Harper Lee, in the main ways being what is expected of proper Southern lady, the critcization of women because of their hypocrisy, and the distrust of masculinity as whole. The novel is set in the 1930s during the Depression in the small traditional town of Maycomb, Alabama. Scout is the main female protagonist in the novel and Scout herself faces the gender conformity, as does many others, like Tom Robinson and other men, and the female gender as a whole.
Society places ideas concerning proper behaviors regarding gender roles. Over the years, I noticed that society's rules and expectations for men and women are very different. Men have standards and specific career goals that we must live up to according to how others judge.
When you mention gender roles in society the first thing that comes to mind usually are stereotypes, or the set labels that society has established on how everyone acts based on the different biological, social, and cultural categories they fit into. Throughout history these stereotypes that pertain to genders roles in society have been proven true. Gender roles refer to a behavioral and social norms that are widely accepted for people of a certain sex. In this report I will discussing the gender roles of the two most recognized types of gender, man and woman, from the perspective of a man and a woman who have lived 65+ years. I will also discuss how those roles have influenced society and how they have changed gradually over the years.
Families are becoming more diverse and they come in all shapes and sizes. Some people consider families to be strictly biological, while others consider people they love to be their family. Although two-parent families, also known as a nuclear family are the majority, one-parent families are becoming more common in today’s society. A sole-parent is considered to be a parent without a partner or spouse who is the primary care giver of one or more children in a household (Ministry of Social Development, 2010). From the age of 14 onward I was raised by m...
Since the beginning of time men have played the dominant role in nearly every culture around the world. If the men were not dominant, then the women and men in the culture were equal. Never has a culture been found where women have dominated. In “Society and Sex Roles” by Ernestine Friedl, Friedl supports the previous statement and suggests that “although the degree of masculine authority may vary from one group to the next, males always have more power” (261). Friedl discusses a variety of diverse conditions that determine different degrees of male dominance focusing mainly on the distribution of resources. In The Forest People by Colin Turnbull, Turnbull describes the culture of the BaMbuti while incorporating the evident sex roles among these “people of the forest”. I believe that the sex roles of the BaMbuti depicted by Turnbull definitely follow the pattern that is the basis of Freidl’s arguments about the conditions that determine variations of male dominance. Through examples of different accounts of sex roles of the BaMbuti and by direct quotations made by Turnbull as well as members of the BaMbuti tribe, I intend on describing exactly how the sex roles of the BaMbuti follow the patterns discussed by Freidl. I also aim to depict how although women are a vital part of the BaMbuti culture and attain equality in many areas of the culture, men still obtain a certain degree of dominance.
Nowadays, Segmentation, Targeting and Positioning (STP) is the most used strategic way in Marketing. It is the prime of the available methods that are applied to create marketing models in practice. This model is beneficial when making marketing communication plans because it aids marketers to prioritize ideas and thereby create and advertise unique and appropriate slogans to communicate with various segments this is a segment based strategy rather than a product based strategy. This strategy enables to communicate more appropriate messages to product appealing segments.
A family might include anyone related by blood or by adoption such as: step parents, grandparents acting as parents, and even brothers and sisters sharing the same household. However, worldwide “the family is regarded as the most ba...
A man should not cry; a woman should want to be a mother. Men should strive to be smart and rich; women should strive to be beautiful. These are examples of gender roles present in today’s society. Gender roles are defined as set behavioral guidelines within which members of their respective gender are supposed to act. They are not written down per say, but they are engrained in the culture as a whole. This essay will focus specifically on gender roles as they are present in American society.
“The family is a social group characterised by common residence, economic co-operation and reproduction. It includes adults of both sexes, at least two of whom maintain a socially approved sexual relationship, and one or more children, own or adopted of the sexually cohabitating adults.” MURDOCK (1949)
Indisputably, roles and characteristics of opposite genders have been ubiquitous, since historical evidence proves so – dating back to when the practice of oral tradition was favored over written language. This historical evidence is especially apparent in literature from previous time periods. In these works of literature, men and women often have very different social and economic positions within society. Particular duties, or tasks, are practiced depending on the gender of these individuals. However, in the advancing world we are currently living in, these duties are beginning to intertwine in an effort to allow equal rights amongst opposite genders. This effort to break the sexist barrier, which encompasses our world, has already begun rattling the chains of politicians and the like. However, with the progressions made thus far in retaliation to sexism and unequal gender privileges, the United States of America is heading in a positive direction towards gender equality. Nonetheless, the female gender is perceived as a lesser entity in society while the male gender is dominant and controlling. The masculine individuals in literary works usually govern, or direct the feminine individuals. These characteristics are often evident in various literary works – including “Hills Like White Elephants,” and “A&P” written by Ernest Hemingway and John Updike, respectively. The slow and steady transformation from a sexist society to one that allows inferior genders to perform similar tasks, if not the same as their superior counterparts, may disturb the ideological mindset of figures with authority; however, it provides inferior genders with the opportunity to branch out socially, economically, and politically.
Society has stamped an image into the minds of people of how the role of each gender should be played out. There are two recognized types of gender, a man and a woman, however there are many types of gender roles a man or a woman may assume or be placed into by society. The ideas of how one should act and behave are often times ascribed by their gender by society, but these ascribed statuses and roles are sometimes un-welcomed, and people will assume who they want to be as individuals by going against the stereotypes set forth by society. This paper will examine these roles in terms of how society sees men and women stereotypically, and how men and women view themselves and each other in terms of stereotypes that are typically ascribed, as well as their own opinions with a survey administered to ten individuals. What I hope to prove is that despite stereotypes playing a predominant role within our society, and thus influencing what people believe about each other in terms of their same and opposite genders, people within our society are able to go against these ascribed stereotypes and be who they want and it be okay. Through use of the survey and my own personal history dealing with gender stereotyping I think I can give a clear idea as to how stereotypes envelope our society, and how people and breaking free from those stereotypes to be more individualistic.
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach