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B206 TMA 04 IDEAS... WHAT IS THE RELEVANCE OF THE FAMILY LIFE CYCLE FOR…
B206 TMA 04 IDEAS...
WHAT IS THE RELEVANCE OF THE
FAMILY LIFE CYCLE
FOR MARKETERS?
MARKING CRITERIA
structured properly/ proper word count
submitted on time
illustration and critical analysis demonstrate understanding
relevant choice of concept from block 4
effective use of presentation software
engagement with relevant ethical and business/commerical issues
LGBT
example of Larry and Tim
high disposable income
high interest in furniture - quality and aesthetics over practicality/durability
no children
dogs
2 professionals
Ethics
is it ethical to leave out LGBT now?
with so much progression of LGBT rights particularly recently it seems immoral to not include them
when societies attitudes progress this must filter through all aspects of life to move forwards
societies attitude has changed, therefore business must catch up
are we responsible as a society to support and normalise LGBT rights since they have been suppressed and illegal?
we have an ethical responsibility to raise awareness and normalise equal rights and continuing to use this model which leaves out LGBT is undermining progression and subtlety reinforcing antiquated societal structures even if used with critical application
business/commercial issues
they dont fit in the FLC categories
LGBT consumers are large market with high spending
bad publicity to not support - positive consumer reaction to support
business must catch up with societies change in attitude to stay relevant and ethical
solution for FLC model
stop using it altogether
add in categories for LGBT community
limitation : one size does not fit all!
critical analysis around LGBT
Outdated model - created in ADD IN DATE when LGBT was illegal
feminism
working mothers
Critical point:
FLC doesn't reflect that more and more women are working mothers
business
missing a large and growing market of women
ethical
holding women back by suggesting an uneven balance of child care. It is antiquated bias preventing progression even when applied critically
using it at all creates a unconscious bias which is preventing progression
If this is taught it conditions people to think that women should be the main care givers which is outdated and prevents progression. It subtly promotes discrimination
discrimination against families who choose not to or cannot have children
Critical point:
FLC doesn't reflect the women or same sex families who choose not to or cannot have children
evidence
I am a married woman in my thirties who has chosen to not have children. A growing number of my friends and generation have made the same decision
ethical
These categories are old fashioned and do not represent changing societal views. Even if the model is applied critically, applying it all is supporting an antiquated view on a womans role in society
t5his conditioned view is making women feel bad about themselves and stigmatised if they do not follow the prescriptive path
is it creating confirmation bias at an unconcious level?
business
discrimination to leave out this category
Other no children category is 6.9% of people making 9.5% expenditures - it is a significant group
childless women when the model was made - childless women in