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36 Cards in this Set
- Front
- Back
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What Percentage of Women Work? |
74 Percent (126 Million) |
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What percentage of men and women work? |
84 percent |
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What percentage of female workers are mothers as well? |
70.5 |
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How much money does it cost US Businesses each year in lost employee time, reduced productivity and higher turnover? |
29 billion |
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Sandwich Generations (1/6) lose how much earning power after a 3 year absence? |
37% 650 K lifetime |
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Womens Priorities? |
Cihldren Husband Parents Work Friends Volunteer Activities |
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Consequences for Combining Work and Motherhood |
Guilt Occupational Barriers Role Strain Child/Elderly Care problems |
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Men Success of Children |
Positive More Responsible and Stable Receive better promotions More often put into positions of responsibility |
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Women Success of Children |
Negative
Assumed less psychologically involved in work Generally work fewer hours Receive fewer promotions "Mommy Track" |
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Affinity Groups |
groups of similar individuals who meet to discuss issues in regards to them |
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Three Critical Tasks |
Define Target Segments Understand Consumer Needs Satisfy Consumer Needs-product, price, promotion, place |
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Purchasing Patterns Women |
Brand Loyal, Harder to convince |
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Purchasing Patterns Men |
Snap Decision, Fickle |
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African Americans Unemployment Rate |
11.4% (5.3% white) |
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Slavery Justification Bilbical |
Ancient curse upon ham, child of Noah |
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Historical Justification |
all great civilizations participated in slavery |
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Legal Justification |
US Constitution refused to address slavery directly |
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Scientific Justification |
multiple theories regarding inferiority of black races |
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Sociological Justification |
black race as societal "children" that needed paternalistic guidance |
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Jim Crow Laws |
institutionalized segregation (1877-1964) |
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Malcolm X Movement |
black power movement encouraged the improvement of African American communities |
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Title 7 |
enacted primarily in response to discrimination against AA but the act applies to all races |
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Title 1 |
strengthened voting right legislation |
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Title 2 |
made racial discrimination illegal in hotels, restaurants, public places |
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Title 7 |
forbid employment discrimination based on race |
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Ethnicity a moving target |
defining/targeting/marketing to an ethnic group is not always so easy "Melting Pot" society
Many people identify with two ore more races |
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3 Approaches to Racial/ethnic marketing |
Ethno Diversity Urban |
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Ethno Marketing |
specifically targeted at ethnic minority developed tailored communications |
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Diversity Marketing |
inclusive approach general and targeted at diverse groups pretest with various groups |
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Urban Marketing |
appeals to lifestyles or goals that transcend ethnic origin Urban feeling Ages 18-34 Involves targets in the creation of campaigns |
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Hispanic Latino Population |
16.3 % Nations Largest minority and language group |
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Hispanic Latino Purchasing Power |
>1 Trillion Dollars |
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Hispanic |
More mainstream title given by the government for census
Spanish language and origin
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Latino |
Latin American Origin
Implies culture independent of spanish roots
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Percentage of hispanics latinos that report discriminaton |
35 |
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percentage of H/L that report personally experiencing employment related discrimination |
14 |
