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What Women Want: The Global Marketplace Turns Female-Friendly
Pages 20 (5020 words)
One single characteristic is common to nearly all living organisms (Ayass, 2009). The characteristic is that most creatures, including humans, have male and female members (Ayass, 2009).
Gender is the sociological adaption of both sexes in humans (Brown, 2004). Gender gives a sociological base to men and women by assuring specific functions are assigned clearly to a variety of people. In the past, from a marketing perspective, men developed the legal tender and purchasing power while women did the actual purchasing (Ayass, 2009). Currently, the marketing trend has changed, creating a struggle for purchasing power between men and women. In the recent past, phrases like “traditional role of men” and “traditional role of women” were common. The phrases indicated certain lines of responsibilities and actions were defined for men and women (Aad, 2012). The basic conceptions was that gender was defined as the identification of a person based on their roles in society (Ayass, 2009). Despite the current use of the word gender, the fact that woman are still referred to as females and men are referred to as males, is evident that the roles and responsibilities have not remained the same. For example, men were recognized previously as the traditional financial providers for the family. Men were expected to be employed in top executive positions and control all financial issues at home. ...
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