The Equality Barrier

1
The Equality Barrier

• Angela Rice
• Regina Lawson

2
Cultural Expectations

• Men are supposed to be aggressive and
  dominate.
• The male role is to protect and support the
  family.
• Women should be nurturing and emotional.
• The female role includes child bearing and
  rearing.

3
Childhood Days

• NEWBORNS
• Touching
• Communicating
• INFANTS
• The Personal
• TODDLERS
• Exploring
• PRE-SCHOOLERS
• Playing

4
Adolescence Puberty

• GIRLS
• Begins at ages 8-11
• Hormone Production (8-11)
• Increase in height and weight (11-12)
• Ovulation occurs (13-14)
• Completed by ages 12-19

• BOYS
• Begins at ages 9-12
• Hormone Production (9-12)
• Increase in height and weight (12-13)
• First ejaculations (14-15)
• Completed by ages 14-18

5
AdulthoodDifferences

• Women
• Will do anything for love, even sex
• Want to be hugged, touched caressed and cuddled
• make-up before making love
• dreams of romance and love
• more subtle when watching men
• relationships eventually include sex

• Men
• Will do anything for sex, even love
• being sexually active means being alive and
  fulfilled
• making love is making up
• dreams of sexual fulfillment
• open to watching womens bodies
• relationship starts with sex

6
AdulthoodSimilarities

• Both sexes believe that they are right
• If they are told they are wrong, both men and
  women become defensive
• Men and women want to be loved and respected
• There is an equal capacity for intellectual and
  character development in both sexes

7
Biological, Cognitive and Behavioral Differences

• Biological aspects such as physical capabilities
  and body chemistry
• Behavioral aspects such as aggressiveness
• Cognitive aspects such as verbal and mathematical
  capabilities
• Psychological studies the issue of nature vs.
  nurture

8
The Brain

• Corpus Callosum(connects and carries messages
  between the right and left sides of the brain)
• 23 larger in women than in men
• greater communication between left and right
  sides of the brain (in women)
• Women speak earlier
• Women are better spellers and speakers and can
  think more abstractly
• Women are better at reading emotions
• Stuttering affects 4 times as many boys as girls

9
The Brain

• Hypothalamus(directs several activities like
  eating, drinking and body temperature, governs
  the endocrine system and is related to emotions)
• larger in men which encourages aggressiveness
• Right Hemisphere is dominant in males
• Testosterone levels are high in males

10
Physical Differences
11
Environmental Effects

• Aggressiveness
• promoted in males
• restricted in females
• Games
• males
• competitive and cooperative
• have specific rules and goals
• females
• small groups of friends
• to become closer and avoid conflict
• ignore rules and form repeated rituals

12
Summary -- Conclusion
13
References
14
Advertising

• Strategy execution
• Overview of strategy
• Overview of media timing
• Overview of ad spending

15
Other Promotion

• Direct marketing
• Overview of strategy, vehicles timing
• Overview of response targets, goals budget
• Third-party marketing
• Co-marketing arrangements with other companies
• Marketing programs
• Other promotional programs

16
Pricing

• Pricing
• Summarize specific pricing or pricing strategies
• Compare to similar products
• Policies
• Summarize policy relevant to understanding key
  pricing issues

17
Distribution

• Distribution strategy
• Channels of distribution
• Summarize channels of distribution
• Distribution by channel
• Show plan of what percent share of distribution
  will be contributed by each channel -- a pie
  chart might be helpful

18
Vertical Markets/Segments

• Vertical market opportunities
• Discuss specific market segment opportunities
• Address distribution strategies for those markets
  or segments
• Address use of third-party partner role in
  distribution to vertical markets

19
International

• International distribution
• Address distribution strategies
• Discuss issues specific to international
  distribution
• International pricing strategy
• Localization issues
• Highlight requirements for local product
  variations

20
Success Metrics

• First year goals
• Additional year goals
• Measures of success/failure
• Requirements for success

21
Schedule

• 18-month schedule highlights
• Timing
• Isolate timing dependencies critical to success