Marketing Strategy Based on the Family Decision-Making Process

It is desirable to develop demographic and psychographic profiles of these likely consumers (the target audience).

In Asian traditional gender expectation that men have no responsibility to share the housework. This gender expectation had been circulated for more than 2500 years which is one of the original principles from Confucianism. One of the great philosopher Mencius said that “The gentlemen far patch” which means the men who want to become a remarkable person has to be far away from the kitchen. This represented an expectation that men should not pay attention on housework because it was considered as women’s duty. It is very similar to the traditional gender role which ideal men were expected to earn money for the family and ideal women were required to nurtured their children and fulfilled demands from their husband in a western country in the past (Gerson 2015). Although it is 21 centuries right now, the ideal of “the gentlemen far pooch” has still been taught in my family. I remember that my father never did any household labor work for my mother because he deeply believed that as soon as he provided the money for our family, his duty had been fulfilled. I never question that men did not take the liability of any housework would be a problem because the gender stigma was ingrained in my mind since I was born. However, this concept was challenged after my parents divorced in 2002. Our family structure became a single household which means only one parenting household (Gerson 2015). Nevertheless, the single parenting household structure was not easy to be accepted twenty years

Another reason and more significant one is the gender pay gap. Women’s median weekly earnings in 2013 are $706 while men’s are $860 (Bureau of Labor Statistics US, 2013). Obviously men earn more than women. Therefore, in a family where a spouse needs to go to work and the other spouse stays at home taking care of housework, then the husband would take the responsibility of working and earning. Women are half of the world’s working age population but generate only 37% of global GDP (McKinsey, 2015). Apart from the pay gap, this is because women usually take part in low paid or unpaid jobs. According to UN Women Report (2013), 75% of unpaid jobs are done by women.

When asking the first question of who does the chores in the house and what chores I received an answer that I figured to be true based on my own family. The mother does the indoor chores like the laundry, the cooking, grocery shopping and tidying up the house while kids do the chores that they are told too. The father works on the outdoor chores like taking care of the animals, which are, cattle, chickens, and dogs. He

Adekola (2010) contends that men who share housework and family responsibilities with their wives and support their career development are less prone to burnout than those who do not have such assistance at home. This could, therefore, explain why women cope better with burnout than men in the long run when equal sharing of domestic tasks are considered within the family. Adekola (2010) further states that when married women are being helped by husbands in housework errands and family chores, this strengthens women’s emotional wellbeing, human contacts and their interpersonal skills. Research has also demonstrated that family life with all its responsibilities is not just a burden; but also a gratifying source that reinforces people’s emotional

One’s parents don’t get paid to clean their house, so neither should their kid. Think about it, If you get paid to do chores and parents don’t, your parent could get jealous! When one’s parents come home from a long day

In Brooklyn’s household, everyone works together to complete most chores; otherwise, they are done by her mother. It is a shared responsibility amongst everyone to clean the house, their respective rooms, and their beds. Brooklyn and her mother share responsibility in doing laundry, as well as caring for the garden.

First, we will analyze the targeted customer and the proposition designed by each company to attract them. In this part, there is a description of each market target and how each company has taken advantage of each unique position in the industry.

TiVo’s market research efforts were put on understanding current clients while it was not clear the total number of still available clients in the market as well as other important factors regarding buying behavior were not being considered.

The Right Target Market One of the most important marketing functions for a firm is finding

When reading the explanation of the target market, one should be able to draw a picture in their mind of your customer.

After market assessment, she give the report about target customer. In his report he pointed out following customer.

The following report identified one target market to whom this service would cater to, considering cost largely of the making up of this market. Further research also determined

Marketing techniques can include selecting a target market through market analysis and market segmentation or by understanding consumer

In terms of Customer, I as the marketing manager have selected the target market as following firstly The Harried Assistants, second, The High-Tech Managers,