Marketing to Women - Lifecycle Performance Pros

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This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Vice President and Publisher: Cynthia A. Zigmund Editorial Director: Donald J. Hull Acquisitions Editor: Mary B. Good Senior Managing Editor: Jack Kiburz Interior Design: Lucy Jenkins Cover Design: Design Literate Typesetting: Elizabeth Pitts © 2003 by Martha Barletta Published by Dearborn Trade Publishing A Kaplan Professional Company All rights reserved. The text of this publication, or any part thereof, may not be reproduced in any manner whatsoever without written permission from the publisher. Printed in the United States of America 03 04 05 10 9 8 7 6 5 4 3 2 1 Library of Congress Cataloging-in-Publication Data Barletta, Martha. Marketing to women : how to understand, reach, and increase your share of the world’s largest market segment / Martha Barletta. p. cm. Includes bibliographical references and index. ISBN 0-7931-5963-6 (hc) 1. Women consumers. 2. Marketing. I. Title. HC79.C6 B365 2003 658.8′04—dc21 2002014926 Dearborn Trade books are available at special quantity discounts to use for sales promotions, employee premiums, or educational purposes. Please call our Special Sales Department to order or for more information, at 800-621-9621, ext. 4307, or e-mail Terri Joseph at tjoseph@dearborn.com.
Page 4 and 5: A D V A N C E P R A I S E “If you
Page 6 and 7: D E D I C A T I O N To my daughter,
Page 8 and 9: F O R E W O R D B Y T O M P E T E R
Page 10 and 11: Foreword by Tom Peters ix knows, au
Page 12 and 13: A C K N O W L E D G M E N T S Top T
Page 14 and 15: Introduction: Unveiling the Market
Page 16 and 17: Contents xv 6. The Spiral Path: How
Page 18 and 19: 11. Notes to the CEO 207 News Flash
Page 20 and 21: I N T R O D U C T I O N Unveiling t
Page 22 and 23: Introduction xxi Surely American bu
Page 24 and 25: Introduction xxiii Gender-based dif
Page 26 and 27: How This Book Will Boost Your Busin
Page 28 and 29: Introduction xxvii somes and hormon
Page 30 and 31: P A R T I Why Market to Women?
Page 32 and 33: CHAPTER 1 The Power of the Purse Th
Page 34 and 35: GenderTrends Genius: Lisa Finn 1 /
Page 36 and 37: FIGURE 1.1 Wives Earning More Than
Page 38 and 39: 1 / The Power of the Purse 9 Retire
Page 40 and 41: 1 / The Power of the Purse 11 From
Page 42 and 43: 1 / The Power of the Purse 13 tal m
Page 44 and 45: CHAPTER 2 The Differences That Make
Page 46 and 47: 2 / The Differences That Make a Dif
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2 / The Differences That Make a Dif
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The GenderTrends Marketing Model W
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CHAPTER 3 The GenderTrends Marketi
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FIGURE 3.3 The Circle 3 / The Gende
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FIGURE 3.5 The Spiral Path 3 / The
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CHAPTER 4 The Star Gender Culture C
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4 / The Star Gender Culture 45 the
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4 / The Star Gender Culture 47 In t
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4 / The Star Gender Culture 49 and
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4 / The Star Gender Culture 53 Men
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FIGURE 4.3 Star Point One at a Glan
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Star Point Two: Life/Time Factors W
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4 / The Star Gender Culture 61 “G
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4 / The Star Gender Culture 63 “M
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Star Point Three: Synthesizer Dynam
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4 / The Star Gender Culture 67 In a
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4 / The Star Gender Culture 69 So,
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4 / The Star Gender Culture 71 he s
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4 / The Star Gender Culture 73 say
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4 / The Star Gender Culture 75 last
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What Women Cherish 4 / The Star Gen
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4 / The Star Gender Culture 79 “C
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4 / The Star Gender Culture 81 mean
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4 / The Star Gender Culture 83 wome
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CHAPTER 5 The Circle and the Compas
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5 / The Circle and the Compass 87 c
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5 / The Circle and the Compass 89 h
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5 / The Circle and the Compass 91 T
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5 / The Circle and the Compass 93 y
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Product and Packaging 5 / The Circl
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5 / The Circle and the Compass 97 a
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CHAPTER 6 The Spiral Path How Women
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FIGURE 6.1 The Spiral Path 6 / The
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6 / The Spiral Path 103 best possib
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6 / The Spiral Path 105 Women figur
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6 / The Spiral Path 107 for herself
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P A R T III Practical Applications
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A View of What’s Ahead CHAPTER 7
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7 / On Your Mark 113 to overlook th
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Which Women? 7 / On Your Mark 115 V
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7 / On Your Mark 117 20-somethings
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Figure 7.1 The Situation Scan Offer
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7 / On Your Mark 121 Although a Sit
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7 / On Your Mark 123 Since make is
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7 / On Your Mark 125 part of their
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7 / On Your Mark 127 decision proce
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7 / On Your Mark 129 Subconscious b
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7 / On Your Mark 131 quarter, your
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CHAPTER 8 Get Set Strategy and Tact
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8 / Get Set 135 municates to your t
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Positioning: What Resonates with Wo
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8 / Get Set 139 no animal testing,
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8 / Get Set 141 making up a full 50
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8 / Get Set 143 as delivering a sem
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8 / Get Set 145 generating effort a
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Word of Mouth: Worth a Mention 8 /
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8 / Get Set 149 why there aren’t
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8 / Get Set 151 Investigation and D
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8 / Get Set 153 an agent, not resis
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8 / Get Set 155 Colors. Don’t jus
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8 / Get Set 157 Succession: Making
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8 / Get Set 159 right, at Target wo
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8 / Get Set 161 are inclined to awa
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FIGURE 8.2 Marketing Contacts Along
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CHAPTER 9 Go! Communications That C
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9 / Go! Communications That Connect
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CHAPTER 10 Face-to-Face Sales and S
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10 / Face-to-Face 183 Wealthy widow
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10 / Face-to-Face 185 were worth co
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10 / Face-to-Face 187 feel worried
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10 / Face-to-Face 189 Instead of ta
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10 / Face-to-Face 191 committees, 7
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10 / Face-to-Face 193 women develop
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10 / Face-to-Face 195 When women li
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Small Courtesies Make Big Points 10
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10 / Face-to-Face 199 a little focu
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10 / Face-to-Face 201 God, I’m ju
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One Person at a Time 10 / Face-to-F
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10 / Face-to-Face 205 me about new
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CHAPTER 11 Notes to the CEO It’s
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11 / Notes to the CEO 209 tive focu
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Bust through the Walls of the Corpo
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11 / Notes to the CEO 213 It’s a
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APPENDIX A Eight Myths of Marketing
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Appendix A 217 of mouth and referra
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Appendix A 219 “Once upon a time,
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A P P E N D I X B GenderTrends Geni
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Appendix B 223 Lisa Finn, Editor, M
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Appendix B 225 Since forming ReachW
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Appendix B 227 she’s typically mu
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Appendix B 229 more holistic view o
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The top two things that attracted m
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Appendix B 233 one who’s the same
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A P P E N D I X C The Best Resource
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Appendix C 237 Peters, Tom. The Cir
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Appendix C 239 to use—the best wa
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Chapter 1. The Power of the Purse E
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Endnotes 243 4. Helen Fisher, Ph.D.
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A Abstract principles, 31 Achieveme
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Customer see also Customer relation
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Interpersonal nuances, 28 Investmen
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Prerogative, 226 Prizes, 155-56 Pro
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V Values, 75-83, 231 Verbal inclina
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Share the Message of Marketing to W
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