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What Women Want: The Global Marketplace Turns Female-Friendly - Term Paper Example

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What Women Want: The Global Marketplace Turns Female-Friendly

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. Also, men were employed in the most arduous jobs and professions, compared to women. In the past, the terms housewife or homemaker were common because most married women stayed home and cared for the children and the home. Underhill (2011) noted that the trend has changed and an evolution has occurred. Women were no longer homemakers but rather as homebuilders (Underhill, 2011). In the modern home, women hold positions of primary authority, and contribute to decision making for the family (Underhill, 2011, p. 41). In fact, the decisions and actions of some women ensured homes were created. Some of the women own the homes, instead of the men owning the homes. In the current report, the global market place regarding what women want is reviewed from a marketing perspective. Much of the emphasis and focus will be based on some of the critical findings outlined by Underhill (2011) in his book, “What Women Want: The Science of Female Shopping”. In general, how evolution has influenced the entire global marketplace to become female friendly will be examined. How the Evolution of Women’s Roles has Occurred Societal change is difficult for many to accept. A general conception among people exists that when something is longstanding, it brings about rich experiences that are often transferred into the production of perfect results. In effect, the traditional roles of men and women might have been viewed as a phenomenon that would remain constant. However, constancy has not remained regarding the social/economic roles of men and women. Currently, no economic or commercial task can be identified as solely for men or women. Both sexes are equally active within the economic marketplace. The global market place has been expanded and challenged (Hasslinger, 2007). The global marketplace has expanded because more competitors exist, thus the market capital value has increased overall. To understand the modern global marketplace critically and how it favors men and women alike, it is important to understand the evolution of women’s roles. Without the evolution of women in society, the global marketplace would not be as competitive. Numerous reasons have created the evolution of what women want in the marketplace. Underhill (2011) noted that the change occurred slowly over a long period. The peak occurred when married women realized that they could not remain dependent on men. For instance, when ...Show more


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)…
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What Women Want: The Global Marketplace Turns Female-Friendly essay example
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