Abstract
This paper examines the popular Hummer sports utility vehicle made by General Motors, and further analyzes its sales trends and market position since the year 2000. First, the paper discusses the introduction of the Hummer onto the market, then shows how its popularity has declined and examines GM's attempts to reverse the recent downward trend in Hummer sales. A marketing plan to increase Hummer sales, which includes both long and short-term goals, is outlined. This is followed by a detailed SWOT analysis. The paper also suggests potential courses of action to increase sales. The paper concludes by stating that the most significant impediment to Hummer's success in both the short and long term is its lack of technological innovation. This must be upgraded if sales are to increase.

Outline:

Problem Statement
Objectives
Short-Term
Long-Term
Situational Analysis
SWOT
Potential Courses of Action
Recommendations
Marketing Mix.
Conclusions

From the Paper
"General Motors, owner of the Hummer brand, is faced with the prospect of reversing the recent downward trend in Hummer sales. The company realizes that the Hummer has tremendous brand equity and high visibility among consumers. Therefore, the company is working on a strategy to improve sales in North America. GM needs to determine the best way to market the Hummer for the current environment. There is little evidence that the promotional tactics have been ineffective. Rather, it appears that the product no longer matches with the needs today's consumers. There is reason to believe that Hummer's target market has not shifted its decision-making criteria, however, given the vast gap between the Hummer's target market and the current trends in the automotive industry."

Tags:General Motors, SUV market, sport utility vehicles, automobiles

Abstract
This paper discusses hegemonic masculinity which is defined as masculinity constructed in relation to the various subordinate masculinities as well as in relation to women. The paper shows how this topic is demonstrated in three sociology texts: "Riding The Bull at Gilley's" by Scully and Marolla, "Selling Crack" by Anderson, and "Fraternities and Rape on Campus" by Martin and Hummer. The paper shows that these articles name hegemonic masculinity as one of the main culprits to the social problem they address.

From the Paper
"Many offenders believe that they have the right, because they are men, to discipline and punish women. Rape is used to "put women in their place." Thus the men prove their "manhood." The most disturbing scenario involves the idea of an "added bonus." The men in these situations were burglarizing a residence and figured "why not" rape the homeowner, after realizing they were in control of the situation. The last type of rape was that of sexual access. When a woman was unwilling or unavailable, the rapist is able to seize what is not offered, rape of conquest. Many of these rapes involve white victims and black perpetrators.
Overall, most of the rapists suggest that they believe their victims deserved being raped or were "asking for it." Many also felt that they had not committed a crime at all. In the final analysis, it was found that dominance was the objective of most rapes. To dominate a subordinate group in order to prove his masculinity, a man is engaging in a show of hegemonic masculinity."

Tags:unstructured, interviewing, homosexual, collective, liability, hypermasculinity