Diversity and Equality

Diversity and Equality

Recognizes that though people have things in common with each other they are also different many ways. Everyone should have a right to equal access to employment and when employed should have equal pay and equal access to training and development.

Legal implications

Companies are legally required to follow a set of practices to ensure discrimination is eradicated and expectations of equality are met in the workplace.

Discrimination Acts:

•  Equality Act
•  Race Relations Act
• Sex Discrimination Act
• Disability Discrimination Act
• Human Rights Act

Things to avoid

Age discrimination

 Happens when someone is unfairly disadvantaged for reasons, which cannot be objectively justified, relating to their age is called Ageism.

Age- Related Bias

Adultism is a predisposition towards adults

Jeunism is the discrimination against older people in favor of younger ones.

Adultocracy is the social convention which defines "maturity" and "immaturity," placing in a dominant position over young people, both theoretically and practically.

Disability

In employment terms refers to physical or mental impairment which has a substantial and long-term adverse effect on a person’s ability to carry out normal day-to-day activities.

Harassment and bullying

 Can range from the extreme of physical violence to less obvious forms such as ignoring someone. They can be delivered in a variety of ways with or without witnesses, over a period of time or as a one-off act.

 Bullying

Is the tendency of individuals or groups to use persistent aggressive or unreasonable behavior against a co-worker or subordinate.  Workplace bullying can include such tactics as verbal, nonverbal, psychological, physical abuse and humiliation. 

Harassment 

Covers a wide range of behaviors of an offensive nature. It is commonly understood as behavior intended to disturb or upset, and it is characteristically repetitive

Equal pay

Is an aspect of sex discrimination law, has been in force for over 40 years, giving to men and women the right to be paid at the same rate for the same, or equivalent, work.

Ex-offenders

Is a significant and hidden group within the workforce, have been marginalized from mainstream employment and fair and responsible policies and practices are needed when employing them.

Race Discrimination

In the Equality Act 2010, race includes colour, nationality and ethnic or national origins and is one of a set of protected characteristics to which a number of different types of discrimination apply.

Religious Discrimination

The Equality Act 2010 defines religion simply as any religion – including not having a religion. ‘Religion or belief’ is one of a set of protected characteristics to which a number of different types of discrimination apply.

Sex and Sexual Orientation Discrimination

Sex, sexual orientation and gender reassignment, to which a number of different types of discrimination apply, are protected characteristics under the Equality Act 2010.

                                                 Summary Video

Market Segmentation

What is Market Segmentation?
The breaking down or building up of potential buyers into groups called Market Segments.

Market Segments

1. The need for marketing segmentation
2. Helps design marketing programs most effective for reaching homogenous groups of buyers
3. Improves allocation of marketing resources

The need for marketing segmentation      
The marketing concept calls for understanding customer and satisfying there needs better than the competition.

Different customers have different needs, and its rarely possible to satisfy all the customers by treating them alike.


Difference between a mass market and target market

Mass market refers to treatment of the market as a homogeneous group and offering the same marketing mix to all customers.

Target market on the other hand recognizes the diversity of the customers and does not try to please all of them with the same offering.



Requirements of market segments

Indefinable: the differentiating attributes of the segments must be measurable so they can be identified.

 Accessible: the segments must be reachable through communication and distribution channels.

Unique needs: to justify separate offerings, the segments must respond differently to different marketing mixes.

Substantial: the segments should be sufficiently large to justify the resources required to target them.

Durable: the segments should be relatively stable to minimize the cost of frequent changes.



Bases for segmentation in consumer markets


Geographic segmentation tries to divide markets into different geographical units:
•       Regions
•       Size of the area
•       Population density
•       Climate
•       Regions: by continent, country, state or even neighborhood
•       Size of the area: segmented according to size of population
•       Population density: often classified as urban, suburban, or rural
•       Climate: according to weather patterns common to certain geographic regions

Demographic segmentation 
consists of dividing the market into groups based on variables such as:

• Age Marketers design, package and promote products differently to meet the wants of different age groups. Good examples include the marketing of toothpaste (contrast the branding of toothpaste for children and adults) and toys (with many age-based segments).

• Gender segmentation is widely used in consumer marketing. The best examples include clothing, hairdressing, magazines and toiletries and cosmetics.

• Income Many companies target affluent consumers with luxury goods and convenience services.Good examples include Coutts bank; Moet & Chandon champagne and Elegant Resorts - an up-market travel company.

• Social class Consumers "perceived" social class influences their preferences for cars, clothes, home furnishings, leisure activities and other products & services.

• Lifestyle Marketers are increasingly interested in the effect of consumer "lifestyles" on demand. Unfortunately, there are many different lifestyle categorization systems, many of them designed by advertising and marketing agencies as a way of winning new marketing clients and campaigns.

Psychographic segmentation groups customers according to their lifestyle. Activities, interest, and opinions (AIO) surveys are one tool for measuring lifestyle.
•       Activities
•       Interest
•       Opinion
•       Values



Behavioralistic segmentation is based on actual customer behavior towards products. Some behavioralistic variable includes:

• Opinions, interests and hobbies this covers a huge area and includes consumers’ political opinions, views on the environment, sporting and recreational activities and arts and cultural issues.

• Degree of loyalty customers who buy one brand either all or most of the time are valuable to firms.

• Occasions this segments on the basis of when a product is purchased or consumed.

• Benefits sought this requires marketers to identify and understand the main benefits consumers look for in a product.

• Usage some markets can be segmented into light, medium and heavy user groups.