Gender Sensitivity Is Not About Pitting Women Against Men...

Gender sensitivity is not about pitting women against men. On the contrary, education that is gender sensitive benefits members of both sexes. It helps them determine which assumptions in matters of gender are valid and which are stereotyped generalizations. Gender awareness requires not only intellectual understanding and effort but also sensitivity and open-mindedness to change one’s views and limited perspectives and values. It opens up the widest possible range of life options for both women and men and builds their capacities to be more wholesome and humane. Gender may be a dismissed issue that appears to be neglected in many parts of the world. Despite having societies divided by biological, psychological, and social distinctions, gender relations and roles are frequently taken for granted. Ordinary people still think traditionally, that is men work outdoors, women indoors. It is as simple and complex as that. Basically, gender complimentarily or struggle for identity is much more complex all while in the modern society of the 21st century. Recently, gender roles seem to constantly overlap. Male-dominated or female-dominated jobs are virtually non-existent. Competency is, therefore, not related any more to feminity-masulinity. Instead, commitment, creativity, energy, leadership are among the prerequisites for what can be termed ‘‘gender-neutral’’ jobs. If jobs are gender neutral, people do not seem to be so. Whether in language or in behavior they canShow MoreRelatedThe Oppression of Women in A Room of One’s Own by Virginia Wolf1749 Words   |  7 Pagesâ€Å"For most of history, Anonymous was a woman,† Virginia Woolf once boldly stated. Though she was from a privileged background and was well educated, Woolf still felt she was faced with the oppression that women have been treated with for as far as history goes back. Her education allowed her to explore the works of the most celebrated authors, but one who she had a long and complicated relationship with was the Bard of Avon himself, William Shakespeare. As one of the most highly regarded and wellRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 PagesHartman Strom, Political Woman: Florence Luscomb and the Legacy of Radical Reform Michael Adas, ed., Agricultural and Pastoral Societies in Ancient and Classical History Jack Metzgar, Striking Steel: Solidarity Remembered Janis Appier, Policing Women: The Sexual Politics of Law Enforcement and the LAPD Allen Hunter, ed., Rethinking the Cold War Eric Foner, ed., The New American History. Revised and Expanded Edition E SSAYS ON _ T WENTIETH- C ENTURY H ISTORY Edited by Michael

The Problem Of Homeless Youth - 834 Words

Theoretical Framework Homeless Youth 11/1/2014 Ken Dix Homeless youth are a standout amongst the most underestimated gatherings in our general public. Numerous specialists recognize much more elevated amounts of different issue practices among these adolescent contrasted with their non-homeless associates. The current study analyzed the utility of social capital in foreseeing issue practices among homeless youth. Homelessness is portrayed as circumstances of people or family units without steady, uninterrupted, proper lodging, or the quick prospect, means and capacity of getting it. It is the aftereffect of universal or public obstructions, an absence of reasonable and suitable lodging, the individual/family unit s money related, mental, cognitive, behavioral or physical difficulties, and/or bigotry and segregation. A majority of individuals don t decide to be dispossessed, and the occurrence is usually negative, unsavory, upsetting and troubling In the reading of â€Å"Toward a needs-based typology of homeless youth. Journal of Adolescent Health† the schemas was a little different. In the article they look at homeless in youth in four categories. Homeless youth are now widely recognized and accepted in the literature: situational runaways, runaways, throwaways, and systems youth (Coward Bucher, C, 2008) Homelessness depicts the circumstances of an individual or family without steady, lasting, fitting lodging, or the quick prospect, means and capacity of securingShow MoreRelatedThe Problem Of Homeless Youth1372 Words   |  6 PagesLGBT homeless people have been suffering for a substantial amount of time, and it seems as if not many people are aware of this issue. When people think about homeless people they usually do not think about their sexual orientation. But, little do people know that there are many homeless youths that are either lesbian, gay, bisexual, or transgender. Yes, many reasons play into why a youth could be without a roof over his or her head and the sad part of this issue is that one of many reasons. ParentsRead MoreThe Problem Of Homeless Youth1920 Words   |  8 PagesHomeless means by definition, an individual who lacks housing, and a resident that lives in transitional housing. A homeless person is a person who lives in a shelter, in their car or on the stree ts. Being homeless is to live without permanent housing (Edidin, Ganim, Hunter, Karnik, 2012, para. 2). To live in poverty means different things: living without being able to buy and have the things society expects you to have, living without food, clothing, electricity, and transportation. The ProblemRead MoreThe Social Problems Facing Homeless Youth2038 Words   |  9 PagesThe homeless youth demographic continues to endure difficult circumstances and encounter a variety of social problems, leading to their increased vulnerability in our communities. The social problems facing homeless youth vary from external and internal barriers. Some notable external barriers are being uninsured for proper health care, not having parental permission and therefore being denied access to services (Esparza, 2009). Along with, dealing with prejudice, lack of respect, and transportationRead MoreProblems Associated With Chinese Australian And Homeless Australian Youths Community And The Strategies Overcoming Those Risks2025 Words   |  9 Pagesand ethnic groups, this case study highlights the aspects determining the health and its risks in Chinese-Australian and Homeless-Australian youths’ community and the strategies overcoming those risks. It reviews the literature on the s ocial determinants causing health risks in the specific cultural groups and suggests the best possible approaches dealing with the health problems associated with them. Chinese-Australian groups Chinese population forms a major part of non-EnglishRead MoreHomeless Youth Of The 20th Century Essay970 Words   |  4 PagesHomeless Youth in the 20th Century There is an inaccurate count of the number of homeless youth individuals are currently in America. They only account for those who are in the shelter’s system, which is a small portion of the total population of homeless youth. One report estimated that only one in twelve homeless youth ever come into contact with the shelter system (Somllar, 1999). The main focus is on â€Å"street youth† who are still on the streets with no home, and no adult guidance. 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According to Edidin, Ganim, Hunter, Karnik (2012) on any particular night in the United States there are ~2 million homeless youth living on the streets, in shelters, or in other temporary accommodation. Youth become homeless for multiple reasons whether it be because they have aged out of foster care, ran from home, were kic ked out of their homeRead MoreHomelessness Persuasive Speech1217 Words   |  5 Pagesto one area, but it is a worldwide problem. Homelessness can result by depending upon a countries economy, and their government because the officials often ignores the issue. Manila, Philippines has 22.8 million who reside in the slums, and 1.2 million of those people are children who live by peddling, or begging on the streets, (Castillo). The Philippines is not the only country that has many homeless children that beg to live or peddle. The number of homeless children in the world is unnaturalRead MoreThe Effects of Homelessness on the Overall Self-Esteem of Homeless Youth1476 Words   |  6 PagesYet, children, those under 18 years of age, are generally not associated with the homeless status as they are invisible, not seen by the general public with their homeless counterparts taking up residence in make-shift housing. Nonetheless, there is a large percent of youth who meet the guidelines fo r being deemed homeless. The website, findyouthinfo.gov, says the U.S Department of Education defines a homeless youth as one whom: Lacks a fixed, regular, and nighttime residence or an individual whoRead MoreEssay On Homeless Programs838 Words   |  4 Pagescannot maintain their operation without sufficient funding. However, increased funding for homeless programs can slightly reduce homelessness. In â€Å"Does Increased Funding for Homeless Programs Reduce Chronic Homelessness?†, Shawn Moulton estimates a â€Å"fixed-effects model† to examines the effect of new federal homeless funding on homelessness. The data from Moulton’s estimate implies that increased funding for homeless programs can decrease homelessness, and the data also indicates that the â€Å"first-year cost

Black and Decker Free Essays

string(36) " as positive as Black Decker\." The black and decker corporation: power tools division| The Case of Black and Decker| The Marketing Plan for The Professional Tradesmen Segment Year 1991/1992| | Executive Summary Gary DiCamillo, Black and Decker’s president of power tools for United States, is reviewing the most recent sales records and figures indicating the professional tradesmen segment’s market share in his office. The research findings are not looking good and surprisingly, he didn’t expect otherwise. It has been almost a decade that this segment is in the bottom half of brand perception. We will write a custom essay sample on Black and Decker or any similar topic only for you Order Now There has not been any more vital time to understand the cause of this setback. This urgency lead him to ask Joseph Galli, the vice president of sales and marketing at Black and Decker, to conduct a thorough research to develop a marketing plan for the year 1991/1992. The new plan is developed to target the major problem in the Professional Tradesmen segment: Low market share among comparatives and no profitability. After a detailed situation and consumer analysis and evaluating the alternatives, John Galli concluded that professional tradesmen segment needs to be repositioned. After a careful product assessment, Galli realized the professional quality of items produced by BD is above their major comparatives such as Makita and Milwakee. However, the brand is poorly differentiated from the lower grade products in the consumer segment; the segment which BD holds the most solid market share among comparatives. The permeation of BD in consumer segment has tarnished brand perception in professional tradesmen segment; both product lines are offered in the same color: Charcoal Grey! Additionally, due to the already established and extensive negative recognition of professional tradesmen segment among professional buyers of power tool products tagging any product to this brand won’t generate the drastic results that BD is pursuing. Furthermore, it was Black and Decker’s weak presence in Home Depot, the rapidly growing professional tradesmen product outlet, which was contributing to the problem. They needed to strategically enter this market while emphasizing their position in Home Center and Two-Step distribution channel. Following these realities, Galli knew with almost no profitability in this segment asking for advertising allowances and rebate money is not an option. As a result, he introduced a marketing plan revolving around repositioning the professional tradesmen segment and establishing a new brand entry, backed by BD service and warranty handling and differentiating products from consumer segment by colorization. 1 Introduction Black and Decker is one of the world’s largest power tool manufactures and the leader of power tool market in United States. In 1991, Black and Decker’s sales record was over $5 billion and the company ranked 7th in brand recognition throughout U. S and 19th in Europe market. The nation’s power tool company leader divides in three segments: consumer, professional industrial and professional tradesmen. The consumer tool segment is offering products for â€Å"at home† use and is the most popular division with proximately $250 million in revenue in 1990. The professional industrial targets the corporates that purchase tools in large quantities for the use of professional employees. The revenue for this segment is estimated $110 Million as well. The professional tradesmen segment is the $420 million size division which represents products that professional individuals such as carpenters and contractors purchase to use on the job sites where they are required to take their own tools. However, this segment generated only $35 million revenue in 1990 with almost no profit. Both consumer and professional industrial segments owned a solid position in the market with 45% and 20% segment shares in power tool market. However, this success did not transfer to the professional tradesmen segment. In 1990, BD roughly held 9% market share in power tool market in United States. This highlighted the presence of the competitors such as Makita and Milwaukee with 50% and 10% market shares to the senior management of BD more than ever. Professional tradesmen segment was clearly suffering and falling behind in the dynamic and competitive power tool market. Joseph Galli, the vice president of sales and marketing in Black Decker decided to conduct an extensive research to find the root of this problem and conclude an alternative. In this research, the problem highlights itself as the professional tradesmen segment’s low market share, no profitability and desperate need to reposition for this segment. Following is the situation analysis of Black and Decker supporting the idea of repositioning the professional tradesman unit. 2 Situational Analysis Internal factors By virtually creating the power tools industry, Black Decker holds primary strength in the consumer and industrial segments, proved by being ranked #1 in those respected market share positions. By holding large amount of equity in the US and Europe, DeWalt can aggressively be put into the professional tradesmen segment to take the market lead from Makita. Although Black Decker only holds a 9% share in the current professional tradesman segment, Black Decker holds the title of being one of the best producers of high quality goods. By repositioning the DeWalt name in the rapidly growing professional tradesmen segment, that 9% market share will quickly increase with the support of our brand recognition and image. With the strong internal factors, the Black Decker Company has strong potential in building an admirable image in the $420 million professional tradesmen segment. External Factors The professional tradesmen segment, although relatively new, has rapidly been growing compared to the consumer, 7%, and industrial, no growth, segments. Having high market shares in the consumer and industrial parts, Black Decker holds a strong 30% of the total market share. Also growing in importance, are the home centers, The Home Depot being the largest of the quickly growing chain stores of home improvement. Buyers of the professional tradesmen tools also heavily patronize emerging retail distribution outlets, such as The Home Depot and Lowe’s. Competitive analysis Despite the fact that Makita does share 50% of the current market, the current position they hold in brand image is not nearly as positive as Black Decker. You read "Black and Decker" in category "Essay examples" Consumers have regarded Makita as, 3 â€Å"arrogant† and â€Å"dictatorial. † On the other side, Black Decker has been put in the top ten in the U. S in the aspect of brand strength. One of the main reasons why Makita has grown much success in the past decade was with the help of the new rapid development of home center outlets. A common characteristic shared within the top three manufacturers of the professional tradesmen segment was that all three offered broad product lines, offering approximately 175 SKU’s each. Consumer Analysis Black Decker Corporation as a Power Tools Division has been ranked low in the professional tradesmen market. In efforts to increase awareness and market the power tools division in a more competitive way, a consumer study was established and processed. Consumers of different ages, sexes, and races that work in the professional tradesmen field and the general public were asked a series of non-bias questions in order to gain a competitive advantage in the future sales opportunity. In order to do so we needed to study the current trend of consumer awareness and behavior as well as the pre conceived opinion of the Black Decker product reputation both past and current trends. The following segments were used: Young Adults (ages 15-25), Adult Women (ages 26-60), and Adult Men ages (26-60). Young Adults (ages 15-25): The young adults being mostly single, college age living at home with parents or with roommates who typically don’t use power tools were vaguely familiar with the Black Decker name and not associating as a Power tool brand. Adult Women (ages 26-60) usually homemakers, single moms, have advanced education, professional, and work both outside the home as well as in the home. Of the Adult females surveyed 75% were familiar with the Black Decker name and had purchased a BD power tool over any other brand. Of those women, 75% also choose durability over cost when compared to similar items. While most women appear to be more in tune to actual cost of household products such as a Dust Buster when compared to professional grade tools, they still have a more realistic estimate of actual cost when compared side by side. Most women rate 4 Black Decker as a good-excellent power tool product and would recommend to a friend and purchase additional BD products. Adult Men (ages 26-60) Most with a higher level of education and with more experience using power tools. In some instances adult men and women shared the same opinion but when asked, men choose warranty over compatibility. 56% of adult men rated Black Decker as a poor choice for a power tool. While women were found to be more willing to purchase additional power tools with the Black Decker name only 10% of males said they would and most would not recommend BD as a power tool option. With the above data collected it is determined that dropping the Black Decker name instead of just Sub branding would better benefit the goals of the company and gain a larger advantage in the market. Having such a negative appeal from the current state is not only discouraging but also provides a more complete analysis of how the consumers view the Black Decker name, regardless of the quality of an actual item. Alternatives, Pros and Cons The first alternative would focus on BD consumer and Professional-Industrial market segment which it already maintains the #1 market share. The professional-Tradesman segment would become an afterthought for BD, instead focusing primarily on profitability at the expense of market share. BD research had shown that their tools were highly regarded in the professional industrial segment, for high quality. BD field test of their products with all identifying marks removed against competitors products which also had all identifying marks removed, showed that product quality was strongly competitive with other brands. This would greatly diminish the Black and Decker brand by deemphasizing the quality in the professional-Tradesman segment. The result would be a negative effect on consumer and industrial segments as well. Brand loyalty and image would suffer greatly while gaining market share for the Professional-Tradesman segment. The second alternative would be to sub-brand BD product. The brand would have a new name for its professional tradesman products, but would also state â€Å"by Black and Decker†. 5 This alternative would not entirely clear all negative brand perception in the BD Professional Tradesman segment. Professional Tradesman segment viewed the BD brand as a product for home instead of job use. This alternative would still carry the negative perception of the BD brand in the Professional Tradesman segment of the market. BD quality perception of suppliers quality would remain first to last based on company research. Color was generally regarded as a product differentiator and this alternative would not make any changes in this regard, keeping the BD tools their respective traditional colors. This alternative would do little to increase market share and revenue. The third alternative, which has been chosen for the best possible outcome, would be to use an entirely different brand name for the BD Professional-Tradesman segment of the market. The brand name chosen is DeWalt, the brand has storied history in the stationary wood working business since the company was founded in 1918. DeWalt products were permanently installed on many lumberyards, garnering awareness of the brand, verified by research at 70% and also positively viewed as one of the best by 63% of the professional-tradesman segment of the market. The company was purchased by BD in 1960, so the brand name could be easily assigned to a BD product. The color option eventually chosen was yellow, a familiar sign of caution used on many construction sites. The yellow coloring would also differentiate the DeWalt product from many other brands including BD and many other successful brands in the professional-tradesman segment. This option would theoretically double the market share within three years; operating income would also increase by 2%. Recommendations The product chosen to replace the BD nameplate in the professional tradesman segment is the DeWault. DeWalt brand would position the BD professional tradesman products a step higher in product quality and reliability, relieving the negative brand association in the respective segment. The color yellow chosen for the product would create instant awareness of the brand amongst its immediate competitors Makita and Milwakee. The price of the DeWalt Professional-Tradesman product would be positioned comparably to the Makita and Milwakee brands. Milwakee and Makita are priced 5% and 10% respectively over current similar BD products. 6 The distribution channels that will be used include home centers, which include The Home Depot and Home Club. Home centers are increasingly becoming a popular source for professional-tradesman tools. Home centers have a combined yearly sale of 8. 5 million dollar in the professional-tradesman market. DeWalts rise in the marketplace will greatly depend on these types of distribution outlets. Two-steps will be used for distribution as well, including Ace and Servistar. DeWalt will not be offered in discount oriented membership club stores, as they are perceived to be positioning themselves as a â€Å"fathers day gift† The DeWalt brand has an existing 70% awareness rating among Professional-Tradesman, and a 63% positive view by tradesman. The company was founded in 1918 and has been a permanent fixture in lumberyards since, the presence over the years has created most of the existing promotion of the brand. The yellow color of DeWalt tools will help it differentiate itself form other products and also promote itself as being the only yellow tool for Professional-Tradesman on the market. Conclusion The purpose to conduct this marketing plan was to find an alternative to Black and Decker’s decade long failure to own large enough market shares in professional tradesmen segment. Black Decker has succeeded to position the consumer and professional industrial segments in the top ranked market share among comparatives however, professional tradesmen segment has failed to reach anywhere beyond %9. The internal factor for BD is that, this company is one of the world’s largest power tool producers and in the comparison product analysis Black and Decker’s products win over the competitors. This means BD has the potential to earn the top brand perception that is missing. On the other hand, consumers are the external factor who prefers using BD products for home use rather than on job sites this is while Makita and Milwaukee are the two preferred brands in professional tradesmen segment. Galli is coming up with three alternatives. The first option is to harvest professional tradesmen channels. This option is vetoed because professional tradesmen segment is growing more rapidly than consumer and industrial segments. Dropping this segment will lead to a huge loss in a long run. The second alternative is to sub-brand. This alternative is ruled out as well since releasing any products under any brand while still tagged to BD will not lead to increase sales due to extensive negative brand perception in professional tradesmen products. The third alternative is to drop the tainted Black and Decker name and produce a line of products under DeWalt brand, the brand owned by BD with already established market share and good brand perception. Even though, building a new brand from the ground up takes time (proximately three years) this alternative is highly recommended. DeWalt brand saws have a very high brand recognition and durability. Additionally, this product line will be offered in a new color: Yellow. The color that indicates safety and can easily be recognized and differentiated by customers. Timeline Spring -begin advertisements with print by using our sub-branding method -sub branding would emphasis on the new name De-Walt -prepare for manufacturing and distribution of product for upcoming summer Summer -hold a press conference inviting various professional tradesmen, small and large corporations such as construction companies and small business owners to introduce the new product line and hold demonstrations -offer sample test tools to professional tradesmen – set up workshops using the new sub-branded power tools to generate a buzz and interest in the new products which would be available for purchase soon -begin distribution among large retailers as well as club stores -increase advertisement both in print, radio and television September -evaluate sales -take market surveys of those using the new sub branded product line December -continue to offer demonstrations on the use of the new line -decrease advertisement efforts -offer holiday packages to encourage families to purchase the new product lines for their husbands, fathers, brothers etc. for the upcoming holidays -have successfully created a positive outlook and increased market share and sales of the new sub branded product line by the end of the year How to cite Black and Decker, Essay examples