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Spring 2016

The Influence of Gender Roles on Marketing in the United States An America’s Sales Feature As a large foreign sports equipment company starting a business in the United States, there are various aspects that one should know in regards to a culture’s gender roles and how it affects marketing. The most important aspect of marketing sports equipment in the United States is to cater to both the male and female 7

genders. It is important to note that the number of females in sport has risen exponentially over the past few years7 where in 2012, for the first time in U.S. Olympic history, there were more female athletes competing than men8. Young females are becoming more involved in sports activities. The total number of boys (aged

5 – 18) playing in organized sports was 66%, compared to the total number of girls (aged 5 – 18), at 52% in 2013.9 Despite increasing female sports involvement, different gender sport preferences affect the company’s marketing. In the table below, interests are fairly contrasted; marketing should be targeted to the target market10. However, these

statistics are not reflective in the media, where ESPN broadcasts reached almost 98M households11. Yet ESPN’s nationally televised program SportsCentre devoted men’s sports at 96.3% of airtime contrasting to women’s sports of 1.6%, contributing to the stereotypes of female athletes in sports12. Thus, as a

CIA World Factbook. “Mexico: Economy”. 2013. https://www.cia.gov/library/publications/the-world-factbook/geos/mx.html 8 Title IX and the Growth of Women’s Athletics. New York: the City University of New York http://www1.cuny.edu/ portal_ur/content/womens_leadership/title_athletics.html. 9 More women than men on U.S. team. N.p.: Associate Press, 2012. http://espn.go.com/olympics/summer/2012/ story/_/id/8154418/2012-olympics-women-outnumber-men-us-olympic-team. 10 Youth Sports Statistcs. N.p.: Minnesota Amateur Sports Commission, 2013. http://www.statisticbrain.com/youthsports-statistics/. 11 Nyad, Diana. Gender In televised Sports. N.p.: Center For Feminist Research, University of Southern California, 2010 12 Seidman, Robert (August 23, 2013). "List of How Many Homes Each Cable Networks Is In - Cable Network Coverage Estimates As Of August 2013". TV by the Numbers. Zap2it. Retrieved August 25, 2013. 4 http://thepowerplayermag.com/team-usa-ralph-lauren-ambassadors-get-set-for-london-2012-games/.

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There is more to marketing than presenting an organization’s products in order to sell them to customers. It is essential businesses conside...

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