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Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment

Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment

by Marti Barletta

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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


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

Editorial Reviews

Soundview Executive Book Summaries
How to Increase Your Share of the World's Largest Market
Marketing expert Marti Barletta points out that women are the largest untapped market in the world. In the second edition of her book Marketing to Women, she uses real-life examples from numerous industries to show why small and large businesses should be spending real money on and giving undivided attention to this group of consumers. Along with the insights that made the first edition of her book an invaluable resource for marketers, this new version includes many updates as well as a new chapter that addresses the rapidly growing group of women between the ages of 50 and 70.

Women and Their Money
Marketing to Women begins with a section that explains why marketers need to focus on women. Filled with eye-opening statistics that demonstrate the value of marketing products and services to this giant sector, this part of Barletta's book describes what women are earning, how women are becoming more affluent, and how much money they are spending for their households and the companies for which they work. For example, as of 2002, 31 percent of women outearned their husbands, which is up from 25 percent in 1997. In addition, women control 51.3 percent of the private wealth in the United States. They also constitute 47 percent of individuals with assets over $500,000.

These women with money move in ways that are different than the ways of men. Barletta ventures into the important differences in women's biology and psychology that impact marketing. She then maps out a marketing model that addresses those differences and capitalizes on why and how women make different brand purchase decisions than men. With a variety of visual models, she describes the many influences on a woman's buying habits.

When demonstrating the marketing elements that surround a woman's purchase decisions, Barletta explains that women respond differently than men do to every one of the dozen elements that make up the marketing mix, such as customer care, word of mouth, advertising and promotion. She adds that by becoming savvy about what the female consumer is looking for and appreciating what she does and does not value, marketing elements can have a greater impact and be made more compelling than what competitors are offering.

Barletta writes that companies must reassess their marketing efforts to reflect changing demographics. Although men historically have been the ones to purchase big-ticket items such as cars and computers, women are now the majority buyers in both of these categories. She points out that new analysis of most markets will reveal the need for marketing approaches that address the mindsets of both genders. By appealing to the functional mindset women have when they buy these items in a way that is different from the "fun" mindset in which men make these purchase decisions, Barletta explains how companies can create more successful marketing approaches.

Home Improvement
The home improvement industry, for example, has profited from the new reality of single women owning almost twice as many homes as men. Hence, it is no wonder that Lowe's and Home Depot report that half of their customers are women. Barletta notes that Lowe's uses insights into the buying behavior of women by designing its stores with women in mind. From brighter lights to wider aisles to more stylish plumbing fixtures, Lowe's has worked to become a destination for women. Likewise, The Home Depot's Do-It-Herself Workshops attracted 40,000 women in its first 6 months. Executives at both companies acknowledge stronger than projected results and give some of the credit to their ongoing efforts to market to women.

Barletta also presents numerous examples of nuances that can mean the difference between attracting and repelling female customers. When explaining how "warmer" approaches are more effective with women than "winner" approaches, she follows up with ways companies can use this knowledge to their advantage. She writes, "Remember that autonomy and winning don't have the same pull for women as for men." She adds that although helping someone else is not usually mission critical for men, it is a huge plus for women because it makes them feel useful, appreciated and powerful. For example, when one insurance provider chose to create a life insurance ad that said it isn't for the people who die, it's for the people who live, Barletta points out that the firm chose to appeal to a very female frame of reference.

Why We Like This Book
Barletta illuminates the field of marketing to women with a timely guide that does more than point out differences - it also shows how many companies and marketers were able to turn the latest statistics into profitable strategies that embrace those differences. By treating female customers in ways that embrace their differences and using research data in the thoughtful ways Barletta reveals, companies can improve how they tap into the power of the purse. Copyright © 2006 Soundview Executive Book Summaries

Product Details

Kaplan Publishing
Publication date:
Product dimensions:
6.20(w) x 9.30(h) x 1.00(d)

What People are Saying About This

Barnum, Tom
I love this book. It is the first book on the women's market that looks at women in terms of what they really care about rather than in terms of what marketers think they care about. And Marti's style of mixing fact, experience, and example to develop her point of view makes it a 'page turner' with at least one 'wow' in every chapter. Clearly required reading for any marketer.
— Chairman, The Everest Group
Paul Iaffaldano
Ignore this book and you could be leaving half the money on the table. Half of my customers are fundamentally different from the other half. This book shows marketers and salespeople what women want! Well researched and very readable, the book lays out some fascinating findings about gender differences and then illustrates how to translate them into savvy strategy and actionable tactics. Barletta brings real-world experience to her ideas and backs them up with countless examples. Any marketer -male or female-trying to sell to women has got to get this book!
— Chief Revenue Officer, The Weather Channel Interactive
Nancy Evans
If you want to make more money, you'll want to buy this book. It's as simple as that. Barletta gives you all the right reasons to finally 'get' that women aren't a niche, they're the market. This isn't about sexual politics; it's about increasing revenue and market share.
— Cofounder and Editor-in-Chief, iVillage
Olsson, Hans-Olov
Martha Barletta's insights on marketing to women are plenty, often both surprising and self-evident. They are well documented, served with clarity, and quite often with a delightful sense of humour. I urge you to grasp, learn, and become inspired.
— President and CEO, Volvo Car Corporation (Sweden)
Hibbitts, Kirk
Marti approaches marketing to women with a zesty blend of wit and intelligence, backed up with enough just plain marketing smarts to inform and inspire you to take proper advantage of this enormous opportunity. So, after reading Marketing to Women, you may find yourself doing more than adding an element to your marketing plan. You may in fact change your whole approach.
— Senior Vice President, Director of Marketing Communications, Wachovia Bank
Disbrow, Janet
I see the forest! Marketing to Women unveils an incredible market potential that can be leveraged by almost any business today. This stuff should be standard reading for every business executive.
— Vice President, National Sales and Marketing, SBC Directory Operations
Hennessy, Julie
For so many businesses today, women consumers represent a huge market, their biggest growth opportunity, and their competitors' most significant vulnerability. This book is full of revenue-growing and profit-increasing insight on exactly how to design for and sell to the female half of the population. Better read and apply these principles before your competition does!
— Professor of Marketing, Kellogg Graduate School of Management, Northwestern University
Jocelyn Carter-Miller
Marketing to Women reveals important insights for successfully marketing products and services to the growing women's market. When businesses understand and meet the complex needs of women, they can successfully grow their market share. In this book, Martha Barletta provides the tools that enable businesses to do just that.
— Executive Vice President and Chief Marketing Officer, Office Depot, Inc.
Broekaert, Monique
I couldn't put this book down-the ideas make so much sense, the thought pattern is so clear and logical-I finally understand the WHY of women's purchasing decisions. How could marketers be so blind for so long?! I'm enthusiastically recommending this book to all my male and female colleagues. Anyone looking for some eye-opening insights as well as both personal and professional inspiration should read Marketing to Women right away.
— Information Services Officer, Marketing Information Centre, Marketing Federation of Southern Africa
Betsy Holden
While consumer products companies like Kraft have long recognized the importance of women as gatekeepers and customers, Marti provides a fresh perspective into the power of women in the total marketplace. If you are interested in marketing to women, this book will not only show you how to do so, but why it's important for growing your business.
— Co-CEO, Kraft Foods Inc., and President and CEO, Kraft Foods North America

Meet the Author

Marti Barletta, president of The TrendSight Group, is an internationally recognized authority on gender-savvy marketing strategies for wooing women consumers. A Wharton MBA, she honed her marketing and sales talents at top-flight agencies like McCann-Erickson, Foote, Cone and Belding, and Frankel. She has been featured on CBS Evening News and NBC Nightly News, and in Ad Age, Brandweek, BusinessWeek, The Wall Street Journal, and Fast Company. She is the author of Marketing to Women and co-author with Tom Peters of Trends.

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