Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment
Why 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
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Conceptually, let's say you give a man and a woman the same to-do list of five
prioritized items. At the end of the day, the man will come back with the top two
items crossed off the list. The woman may return with the first priority undone—
Almost without thinking about it, a woman will seize the opportunity to reinforce
virtually any similarity between herself and the speaker. "I know what you mean—
my boss does the same thing!" or "You're kidding! That's my favorite shoe store, ...
that," one woman says right away. "I don't know why they designed this corridor
like that." Another says, "I almost did that myself a minute ago! Are you looking for
the phones? Because if you are, they're over there." Gift exchange. This is the ...
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The Power of the Purse
The Differences That Make a Difference
The GenderTrends Marketing ModelThe BigPicture View
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Other editions - View all
Gender Marketing. Geschlechtsspezifische Unterschiede und Implikationen für ...
Limited preview - 2007
Gender-Marketing: Impulse für Marktforschung, Produkte, Werbung und ...
No preview available - 2007