Differentiation in prostitution
Since the 70s, our society has changed dramatically due to the emergence of a visible sexualization, based on changing dynamics in the balance between the sexes. Society has become more sexually liberal; however, atrocities continues to be perpetrated against women and men in an increasingly masochistic society., especially in Third World countries and the former Eastern bloc. Today materialistic values seem to have triumphed as Marx foresaw in 1846-1847 in The Poverty of Philosophy:
Then came a time when everything that men had considered as inalienable became an object of exchange, of traffic. This is the time when the very things that were previously reported but never exchanged; data but never sold, acquired but never bought - virtue, love, opinion, science, conscience, etc.. - when everything finally went on the market. This is the time of general corruption, of universal venality, or, to speak in terms of political economy, the time when everything, moral or physical, have a market value.
Prostitution, trafficking in women and children, pornography and sex tourism industry has now turned into its own. Pimps and mafia networks with passive or active complicity of financial authority and policies in place manage different sectors of the sex industry. The system of prostitution is a world without borders, without limits. Sex multinationals are now listed, thus achieving the status of autonomous economic forces. Prostitution is linked to the market, the commodification of human beings. Indeed, the local prostitution in Western countries in nine times out of 10 come about by means of force and/or skill. Once this stage is reached, the pimp resorts to physical, psychological and sexual coercion so that the prostitute comes under his control, that is to say, the prostitute becomes a mere commodity that can be bought every day by customers.
As with any market, goods are produced and marketed according to the purchasing ability of the customers (vertical differentiation), from street prostitution to luxury call girls, the spectrum of the market is covered. But to become a commodity, whether low or high end, the prostitute must be emptied of its humanity, be transformed into a thing, an object. It can then be showcased, on sidewalks, in the squalid brothels, supermarkets as customers should be able to evaluate the product before buying it. The prostitution machinery works for the benefit of owners, pimps and customers and not for the prostitutes.
The segmentation of demand will help to identify different groups of consumers with different preferences and incomes.The segmentation of the offer can differentiate more or less the product and adopt precise positioning based on selected targets.
More competitive strategies are possible:
- Price: search for maximum productive efficiency (economies of scale and/or range) to reduce the price discrimination
- Product differentiation, either by offering different features of an apparently homogeneous product, or marketing a product with a high (or low) quality recognition.
- Geographical location (position in the market) looking for a near monopoly
Tags: prostitution trade, sex industry, commodification of women