...2011 LGBT Community Survey U.S. Overview Report v2 8.25.2011 5th Annual Edition En3re contents © Community Marke3ng, Inc. CMI’s 5th Annual LGBT Community Survey Thanks to our 2011 Sponsors CMI’s 5th Annual LGBT Community Survey U.S. Overview Report 5th Annual Edition Gay men and lesbians own more homes and cars, travel more, spend more on electronics, and have the largest amount of disposable income per capita of any “niche” market. And it’s a sizeable segment: LGBT consumers make up 5% to 10% of the U.S. consumer market. U3lizing quan3ta3ve and qualita3ve market research methodologies, Community Marke3ng helps companies beQer understand and more effec3vely reach the LGBT community. Our consumer panel provides insights through online surveys, focus groups, intercepts and more. Thomas Roth, President Community Marke3ng, Inc. www.CommunityMarke3ngInc.com 2011 LGBT Community Survey US Overview Report ...
Words: 11730 - Pages: 47
...increase of 1% support annually, our American society is changing at an astronomical pace. Before the 1980’s, practically nobody supported homosexuals or their beliefs. Today, it’s mainstream; and through marketing, we’re going to find out why. Members, participants, and supporters of the Lesbian Gay Bisexual Transgender (LGBT) movement are influencing every single one of us whether we realize it or not. According to a Williams Institute review conducted in April of 2011, approximately 4% of Americans identify themselves as belonging to the LGBT community. The number of same-sex couples grew by more than 30 percent from 2000 to 2005 (from nearly 600,000 couples to 777,000). There are over 10 million declared gay individuals in the United States with California having the largest population, and Washington D.C. having the highest percentage among population. The homosexual community enjoy nightly outings, parades, and most similar events heterosexuals do. The most globally recognized and perceived symbol of the LGBT community is the rainbow flag. The flag represents sexuality, life, healing, the sun, nature, art, harmony, and spirit. Another main symbol LGBT has derived their name from is the Lambda; which is a Greek letter that represents unity under oppression. Many other symbols such as labrys, the purple hand, freedom rings, as well as overlapping color schemes of pink and blue in shapes like triangles and moons, represent something greater. They represent inseparableness and...
Words: 886 - Pages: 4
...Mudra Institute of Communication, Ahmadabad | LGBT Marketing | Innovative Marketing – Individual assignment | Ranajay sengupta | 18054 | 8/25/2012 | Contents Why gay market is lucrative 2 LGBT as a customer segment 3 Over-indexing and Consumption 3 Entertainment 3 Travel and Leisure 3 Internet usage 3 Brand Loyalty 4 LGBT signs and symbols 5 Segments which have used LGBT marketing 6 Lifestyle of a typical LGBT consumer 6 Mistakes to avoid while marketing to the LGBT community 7 References 9 Decades after invisibility and reaching critical mass, a breakthrough July 1991 article in the conservative Wall Street Journal called the lesbian and gay community "a dream market." Today the American market is estimated to be valued at $660 billion, projected to reach $835 billion by 2011 --based primarily on U.S. population growth and steady 7% representation of gays and lesbians within the overall population. In 2004, 36% of Fortune 100 companies have advertised directly to the lesbian and gay market, and American corporations now spend about $223.3 million annually in gay print media, according to the 2006 Gay Press Report from Rivendell Marketing and Prime Access, which tracks 284 U.S. gay press publications. Much more has been spent in sponsorships and online advertising, which the survey does not track. The situation is fast changing in India as well, OutNowConsulting.com, The London-based consultancy firm has been conducting surveys across...
Words: 2906 - Pages: 12
...countries like America, Canada and most European countries. People in most countries change attitude upon homosexuality positively, with some of them like South Korea, America and Canada have the largest change from 2007 to 2013 (PewResearchCenter 2013). A vast percentage of 92 percent America’s lesbian, gay, bisexual and transgender (LGBT) adults reflected that greater acceptance of love equality has shown in the past decade and the growing trend would be expected to continue in the coming decade (PewResearchCenter 2013). According to a previous research data from Witeck Communications (2013), the total purchase power of American LGBT adult is estimated to be 830 billion dollar. With the massive economic contributions behind LGBT group, huge potential opportunity for marketing exists. Marketing Response towards the Trend More and more brands are following the trend to respond to the LGBT advertising and most of them have widespread impact online (Snyder 2015). Burger King launched a regular burger with special rainbow-colored wrapper printing a message “we are all the same inside” in Pride week (Snyder 2015). People in LGBT community said that they feel supported and this made them feel proud (Oster 2014). Ben & Jerry produced a limited edition flavor ice-cream called “Apple-y Ever After”, with the aim to set an ideology but not about marketing. Surprisingly, they received the highest ever engagement levels from social media posts compared to their previous...
Words: 2498 - Pages: 10
...communication of Coca-Cola company through a public relation or marketing campaign and is currently at the leadership position in the beverage industry known as a global brand. The successful recognition gained in the global market through its strong brand image, strategies and efficient marketing management about understanding, appreciating the intercultural difference in business by promoting clear communication, building trust by means of researching to societal contemporary issues causing crisis and solving the psychological effect by dint of bringing happiness in all difficulties and tragedy through children choir singing stories of hope and optimism in the midst of negativism revolving around the world and reassuring the society there is reason to believe in happiness. The campaign is solemnly on how culture should be emphasized in the global world. This study will further look how culture is being phased out in different context of the campaign by telling different stories of hope to different countries and collectively programming the mind towards achieving happiness in all odds, culture is a critical phenomenon to the need for communication as the emergence of globalisation. Globalization is a divergent term which may have both negative and positive impact on human with their society but the culture binding the society will determine the perspective to be viewed. The emergence of globalisation can be traced back to 19th and 20th century where mass production surfaced during...
Words: 1807 - Pages: 8
...submitted to any other University or Institute for the award of any degree or diploma. Signature of Guide Signature of Student Date: 26/04/2014 Acknowledgement First and foremost, I would like to thank my supervisor Professor ******* ****** for his guidance when I was writing this dissertation. Secondly, I would like to extend my gratitude to all my classmates in the Human Rights Diploma programme for helping me in many ways. Lastly, I would like to thank ******** ********, ******* ******** and ****** ****** for their emotional support. Content Declaration 02 Acknowledgement 03 Content 04 Introduction 05 Homosexuality in India 1 Section 377 20 Discrimination faced by LGBT 30 Conclusion 46 Bibliography 51 Articles 54 1. INTRODUCTION Across the world today, the debate over homosexuality continues, with great variation in public opinion about the acceptability of homosexuality, laws regulating same sex unions and penalties for sexual behaviors. Vast changes in the engagement of human rights with sexuality have been made over the last two decades. The issue today is no longer whether human rights will engage with sexuality, but rather...
Words: 15156 - Pages: 61
...Journal of Case Research in Business and Economics Google: searching for value Ronald Kuntze The University of Tampa Erika Matulich The University of Tampa ABSTRACT Google is a company well known for providing a unique work environment for employees that provides plenty of benefits. However, these benefits come at a significantly higher cost structure. Are these costs worth it? How does providing value to the employee also provide value to the firm and to the customer? Can employee value be sustained during recessionary times? Keywords: Google, value, employee benefits, human resources Google: Searching for Value, Page 1 Journal of Case Research in Business and Economics Introduction The Google search engine has become so popular that it is now listed as a verb in the dictionary (Merriam-Webster 2009). The American Dialect Society members voted “Google” as the most used word of the year 2002 (Google, Google Milestones, 2009). Co-founded by Larry Page and Sergey Brin while students at Stanford University, Google was incorporated as a privately held company in 1998 (Google, Google Milestones, 2009) and is a textbook example of modern ‘employee-centric’ policies and benefits. Google has come a long way from its modest beginnings as a university project called the Backrub (Google, Google Milestones, 2009) to a billion-dollar company; but they have retained the collegiate vision of creative campus-like corporate environs and unparalleled employee perks...
Words: 4008 - Pages: 17
...CHAPTER 8 IDENTIFYING MARKET SEGMENTS AND TARGETS LEARNING OBJECTIVES In this chapter, we will address the following questions: 1. What are the different levels of market segmentation? 2. In what ways can a company divide a market into segments? 3. What are the requirements for effective segmentation? 4. How should business markets be segmented? 5. How should a company choose the most attractive target markets? CHAPTER SUMMARY 1. Target marketing includes three activities: market segmentation, market targeting, and market positioning. Market segments are large, identifiable groups within a market. 2. Two bases for segmenting consumer markets are consumer characteristics and consumer responses. The major segmentation variables for consumer markets are geographic, demographic, psychographic, and behavioral. Marketers use them singly or in combination. 3. Business marketers use all these variables along with operating variables, purchasing approaches, and situational factors. 4. To be useful, market segments must be measurable, substantial, accessible, differentiable, and actionable. 5. We can target markets at four main levels: mass, multiple segments, single (or niche) segment, and individuals. 6. A mass market targeting approach is adopted only by the biggest companies. Many companies target multiple segments defined in various ways such as various demographic groups who seek the same product benefit. 7. A niche is a more narrowly defined group...
Words: 4871 - Pages: 20
...Journal of Case Research in Business and Economics Google: searching for value Ronald Kuntze The University of Tampa Erika Matulich The University of Tampa ABSTRACT Google is a company well known for providing a unique work environment for employees that provides plenty of benefits. However, these benefits come at a significantly higher cost structure. Are these costs worth it? How does providing value to the employee also provide value to the firm and to the customer? Can employee value be sustained during recessionary times? Keywords: Google, value, employee benefits, human resources Google: Searching for Value, Page 1 Journal of Case Research in Business and Economics Introduction The Google search engine has become so popular that it is now listed as a verb in the dictionary (Merriam-Webster 2009). The American Dialect Society members voted “Google” as the most used word of the year 2002 (Google, Google Milestones, 2009). Co-founded by Larry Page and Sergey Brin while students at Stanford University, Google was incorporated as a privately held company in 1998 (Google, Google Milestones, 2009) and is a textbook example of modern ‘employee-centric’ policies and benefits. Google has come a long way from its modest beginnings as a university project called the Backrub (Google, Google Milestones, 2009) to a billion-dollar company; but they have retained the collegiate vision of creative campus-like corporate environs and unparalleled employee perks and benefits throughout...
Words: 4008 - Pages: 17
...Globalization is the process of international integration arising from the interchange of world views, products, ideas, and other aspects of culture.[1][2] Put in simple terms, globalization refers to processes that promote world-wide exchanges of national and cultural resources. In particular, advances in transportation and telecommunications infrastructure, including the rise of the Internet, are major factors in globalization and precipitate further interdependence of economic and cultural activities.[3. Though several scholars situate the origins of globalization in modernity, others map its history long before the European age of discovery and voyages to the New World. Some even trace the origins to the third millennium B.C.E.[4][5] Globalizing processes affect and are affected by business and work organization, economics, socio-cultural resources, and the natural environment. The term globalization is derived from the word globalize, which refers to the emergence of an international network of social and economic systems.[7] One of the earliest known usages of the term as the noun was in 1930 in a publication entitled Towards New Education where it denoted a holistic view of human experience in education.[8] A related term, corporate giants, was coined by Charles Taze Russell in 1897[9] to refer to the largely national trusts and other large enterprises of the time. By the 1960s, both terms began to be used as synonyms by economists and other social scientists. It then reached...
Words: 4697 - Pages: 19
............................... 3 1.1 Overview of Amplifier Agency ...................................................................................................... 3 1.2 International Business Objectives ................................................................................................. 3 2.0 International marketing opportunities ............................................................................................. 5 2.1 International Trade Patterns......................................................................................................... 5 2.2 International Marketing Trends .................................................................................................... 9 Smart Phone and Android Market Analysis .................................................................................... 9 2.3 International business opportunities .............................................................................................. 12 2.3.1 Country assessment ................................................................................................................. 12 USA ................................................................................................................................................ 13 Singapore ...................................................................................................................................... 17 New Zealand ............................................................
Words: 12019 - Pages: 49
...[Writer’s Name] [Institute’s Name] Introduction Employment law Employment law is the branch of law which governs the creation, operation and termination of employment, determines the mode of co-workers; the measure establishes safety and disposition of labour disputes. Labour law regulates not processes, and social relations of subjects of labour relations, that is, the social forms of labour. From this point of view of work of the scientist, inventor, writer, and other individual forms of labour are not subject to the regulation of labour law, as performed outside of public relations. Employment law contains rights and obligations of workers and employers. Employment law is characterized by a combination of centralized and local regulations. In the local regulations adopted by agreement of the parties shall be determined daily working hours, set at rest (break), consistent recording of leave and other issues in detail regulate the working conditions of employees. It is important that the rules of local acts do not conflict with federal law. The principle of equality has evolved into demands real equality of opportunity in all areas of life, necessitating the implementation of a full and comprehensive approach to gender equality. It has been important developments in the work related to equality, to equal results, because if people got only equal opportunity, not the liability of government and society in general to guarantee the result and the effectiveness of policies...
Words: 6483 - Pages: 26
...BONIFACE NDOLE ID UB39054BBU47719 SCHOOL OF BUSINESS AND ECONOMICS ------------------------------------------------- Top of Form Bottom of Form ORGANISATIONAL BEHAVIOUR HONOLULU, HAWAII MAY, 2016 Table of contents INTRODUCTION 5 1.1. Definition of Organizational Psychology 5 1.2. Differences Between Psychology And Organizational Psychology 6 1.3. Current Psychological 9 Current Psychology of Basics Knowledge Management & Organizational Learning 9 Knowledge Management and Organizational Learning 9 Knowledge Management Processes and Goals 10 Current Knowledge Management Systems 11 Organizational Learning 11 Knowledge Management in Organizations 12 The Knowledge Management Processes Cycle 12 KM Strategies 14 Codification Sub-Strategies – Earl’s codification-oriented sub-strategies are: 15 2. MOTIVATION 16 2.1 Motivational Concept 16 Ego-focused versus other-focused emotions 17 2.2 HIERARCHY OF NEEDS 19 Herzberg’s Two-Factor (Motivation-Hygiene) Theory 20 2.3 MOTIVATIONAL THEORIES 21 MOTIVATION THEORIES ARE OFTEN CULTURE-BOUND 23 Maslow's Needs Hierarchy. 23 McClelland's Three Needs Theory 23 Adams' Equity Theory 23 Hertzberg's Two-Factor Theory 23 3. RECRUITMENT 23 3.1 Sources of recruitment 23 The traditional recruitment sources were: 24 The modern recruitment sources are: 24 3.2 Internal recruitment 24 3.3 External recruitment 25 3.4 Recruitment process 26 4. EMOTIONAL BEHAVIOR IN ORGANIZATIONS 27 4...
Words: 43803 - Pages: 176
...Chapter 3 Analyzing the Marketing Environment 1) You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? A) the macroenvironment B) the microenvironment C) the marketing environment D) the demographic environment E) the global environment Answer: B Diff: 1 Page Ref: 66 Skill: Concept Objective: 3-1 2) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers? A) the marketing environment B) the cultural environment C) strategic planning D) target markets E) the marketing mix Answer: A Diff: 1 Page Ref: 66 Skill: Concept Objective: 3-1 3) You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying? A) the macroenvironment B) the microenvironment C) the external environment D) the marketing mix E) the global environment Answer: A Diff: 1 Page Ref: 66 Skill: Concept Objective: 3-1 4) Which of the following is NOT a type of factor in a company's macroenvironment? A) demographic B) economic C) technological D) competitive E) political Answer: D Diff: 1 Page Ref: 66 Skill:...
Words: 9613 - Pages: 39
...Ethical Strategy Review of Cisco Systems ethical strategy, what they say, what they do, and how it impacts their stakeholders. 2010 Contents Introduction 3 Background Information 3 Cisco’s Ethical Strategy 6 Stated Ethical Strategy 6 Stakeholder Analysis 9 Employees 9 Customers 13 Government 15 Suppliers 17 Shareholders 18 Communities 20 Institutionalization of Ethics 21 Explicit Components 21 Implicit Components 22 Corporate Environmental Management 23 Environmental Policy 23 Environmental Management Systems (EMS) 24 Crisis Management Policy 25 Overall Evaluations and Conclusions 26 Recommendations 27 Works Cited 29 Appendix 32 Appendix A - Cisco Code of Business Conduct 33 Appendix B - Cisco Ethics Decision Tree 34 Appendix C – Cisco Systems Inc. Board of Directors 35 Appendix D – Cisco CSR Awards and Recognition 36 Appendix E – Cisco’s Supplier Code of Conduct 39 Appendix F – Cisco’s Supplier Ethics Policy 40 Introduction The purpose of this paper is to see how a Cisco integrates their ethical and socially responsible practices into their business. The paper will look at the company background, and history. It will then analyze the ethical strategy of the company by reviewing the stated ethical strategy, statements and documents that support that strategy and how the strategy impacts the major stakeholders of the company. An examination of how Cisco institutionalizes their ethics strategy into the company...
Words: 11516 - Pages: 47
