The paper 'Domestic Violence against Women - Social Marketing Plan" is a great example of a marketing case study. According to WHO, 1997, domestic violence against women is an internationally recognized problem (Sapkota, 2012). Domestic violence against women can either be physical, sexual or psychological. According to (Davies, 1994), this behavior leaves women in fear, intimidation and isolation. (Solotaroff and Pande, 2014) also, adds that most people only consider domestic violence against women to be physical in nature, however, it also involves psychological, social and financial negligence, (Bomstein, 2006). Domestic violence can be performed by a spouse or even a former partner. A relationship is taken to be a home of love, care, security, and shelter.
However, domestic violence against women proves the opposite of this. It portrays the family as a place of violence and physical abuse. Research indicates that between 1.5 and 3.5 million women face violence from their spouse, annually in America (Tjaden & Thoennes 2004). Actually, in the year 2000, more than 1200 women were killed through domestic violence, leading to approximately 33% of women killed through domestic violence (Matthews, 2004). Domestic violence is eminent all over the world, across all cultures and subcultures.
This means that domestic violence affects the economy of a country. Women who are victims of domestic violence tend to be less productive. This means that their work activities are affected as well as their relationship with co-workers. (Mathews 2004) This paper tries to find out how social marketing plans, techniques and methods can be used to solve or contain social problems in society. In this case, the social issue discussed is domestic violence against women. Literature Review Domestic violence cycle. According to scholars, domestic violence is said to follow a three-step cycle.
These steps are the honeymoon, followed by tension building, and then dangerous battering stages which are followed by a repetition of the severe buttering. Mathews, (2004) states that the change from one step to another is barely noticeable. Walker (1979) further argued that during the first stage of domestic violence, signs of violence are minimal and only occur in the form of accusations or even verbal assaults. The tension building stage then accelerates the violence. Physical abuse may be evident in this stage.
According to Mathews (2004) and Walker (1979), this phase marks the intensity of domestic violence. A case study by Weiss (1997) describes how an individual woman was in the process of cooking soup, but accidentally her husband knocked her, making her fall down and burning herself. He later denied that he was in the kitchen at the time of the accident. Following this comes the climax of the violence where the abuse becomes physical, emotional and even financial torture. At this stage, all the tension built up at the previous stage ends to explode (Bowker 1983.
Mathews 2004). A report by Weiss states how women describe their partners as an indication of this stage. Some have tried pushing their partners from moving vehicles, burning them with stoves and gas, raping them and even hurting them seriously through martial beating. This stage tends to leave the victim hurt, bruised although it also hides the evidence. At times the abuser may apologize and promise never to repeat the instance again, but this never happens. At times they even blame the victims for their actions.
(Walker, 1979) This makes the victim remorseful and attributes his spouses act on herself.
Bomstein, R. (2006). The complex relationship between dependency and domestic violence: Converging psychological factors and social forces. American Psychological Association,
Bowker, L.H. (1983). Beating wife beating. Lexington, MA: Lexington Books
Davies, M. (1994). Women and violence. London: Zed Books.
Donavan, P. Vlais, B. (2011). Highway noise criteria study. Washington: Dept. of Commerce, National Bureau of Standards.
Faller, K.c. (2003). Research and practice in child interviewing: Implications for children
exposed to domestic violence. Journal of Interpersonal Violence, 18,377.
Gordon, J.S. (1996). Community services for abused women: A review of perceived
usefulness and efficacy. Journal of Family Violence, 11(4), 315-329.
Holm Andreasen, P. (2012). The Dynamics of Procurement Management. Frederiksberg.
Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1999). Principles of marketing. London: Prentice Hall.
Lacayo S & Singhal, L. 2008 Intensive play therapy with child witnesses of domestic violence. Washington, D.C.American Psychological Association
Martin, D. (1981). Battered Wives, rev. ed. Volcano, CA: Volcano Press.
Matthews, D .D. (2004). Domestic violence sourcebook, 2nd ed .Detroit, MI: Omni graphics.
McCue, M.L. (2008). Domestic Violence: A Reference Handbook, 2nd ed. Santa Barbara,
CA: ABC-CLIO, Inc.
Sapkota, S. (2012). Violence against Women- Focus on Domestic Violence. Health Prospect, 10(0).
Solotaroff, J. and Pande, R. (2014). Violence against women and girls. Washington, D.C.: World Bank Group.
Tjaden, F and Thoennes, M. (2004). Handbook of Marketing and Society, Newbury Park, CA: Sage Publications.
Weiss, A. and Davis, S. (1997). The nation's report card. Washington, DC: U.S. Dept. of Education, Office of Educational Research and Improvement, National Center for Education Statistics.
Walker, L. (1979). The battered woman. New York: Harper & Row.