Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market SegmentWhy do Best Buy stores offer “Personal Assistants?” Why does MinuteClinic operate in Target and Cub Foods stores? Why does Kimpton Hotels tie in with the national Dress for Success cause? Why is the author of this book called the “godmother” of the new Volvo concept car?
In this lively 2nd edition of Marketing to Women, Marti Barletta tells you why corporations are spending more to capture the multitrillion dollar women’s market. Updated success stories, original strategies and applications, and gender-effective advertising “best practices” make this the most comprehensive resource to help professionals create and execute a marketing plan that targets women.
An eye-opening new chapter highlights the convergence of the two most significant consumer marketing trends today: the aging of America and the growing financial power of women. Marshalling statistics about inheritance patterns and longevity, Barletta coins the phrase “PrimeTime Women™” to show how yesterday’s “little old lady” will be tomorrow’s “Ms. Moneybags,” a target for myriad industries—banking, brokerage, insurance, health, real estate, travel, and self-improvement, just to name a few.
In Marketing to Women, Barletta reveals: * How and why women reach different brand purchase decisions than men * How to use her proprietary GenderTrends™ Marketing Model to create strategies and tactics that will win women’s brand loyalty * How to hook women consumers with new products, relevant communications, smart selling techniques, and the right marketing strategies * Why smart marketers will tap into the profitable market of women 50 years and older—the “golden bull’s-eye” of target marketing |
From inside the book
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... Response to Marketing Contacts Bombarded by an arsenal of marketing contacts , women select , re- act , and respond differently to those contacts than men do . This chap- ter will identify the 12 marketing elements that companies use to ...
... response to the new marketing - to - women initia- tive or to John's response to something else . However , the fact that the results of a program are difficult to mea- sure should not lead to the conclusion that the program is ...
... response among women customers . The new features included easy - to - open tailgates , adjustable pedals ( that could be adjusted for shorter people ) , easy - to - clean interiors , a se- cure place to stash a handbag , an overhead ...
Contents
The Differences That Make a Difference | 15 |
The GenderTrendsTM Marketing Model | 35 |
The Star Gender Culture | 43 |
Copyright | |
13 other sections not shown
Other editions - View all
Marketing to Women: How to Understand, Reach, and Increase Your Share of the ... Marti Barletta No preview available - 2003 |
Common terms and phrases
References to this book
Gender-Marketing: Impulse für Marktforschung, Produkte, Werbung und ... Eva Kreienkamp No preview available - 2007 |