What Others Realize about Marketing to Women

This ‘Women’s Thing’ is …unmistakably, in my opinion…Economic Opportunity No. 1.
        Tom Peters, Circle of Innovation

Women no longer follow fashion; fashion—and retailers—will have to start following women: the clothing of the 1990s begin to bear the stamp of female designers—comfortable, simple, elegant.
        Patricia Aburdene and John Naisbitt, Megatrends for Women

Too often a “glass wall” separates the manufacturer, marketer and salesperson from the woman customer. They can see her, but they can’t quite reach her…Women will make the difference between profitability and demise for many companies.
        Gerry Myers, Targeting the New Professional Woman

Women are the world’s most powerful consumers…Women have a very different set of priorities, preferences and attitudes… You can address these differences in your marketing to great advantage, or you can ignore them. If you put on blinders, you’re going to be blindsided by your competition, and your share will suffer accordingly.
artha Barletta, Marketing to Women

Whether their efforts involve retraining sales staff or redesigning products, companies that pay attention to the female consumer could hit the mother lode.
Business Week Online, Special Report

The blend trend, pioneered largely by Generation X women, has become more apparent as women in this generational cohort vie for their financial independence, obtaining degrees in higher education, landing highly-skilled jobs and getting married later in life—ultimately making Gen X women increasing more self-reliant.
David Myron, American Demographics

It is a truism that effective marketing and advertising must be built on an understanding of the consumer.…There is strong evidence that women want to be recognized as individuals in their own right, aside from their personal or family roles….Marketers tend to generalize about women consumers as being married, the reality is that not all women are wives….It is particularly important for marketers communicating with women to base their strategies and communications on the attitudes and perceptions of the consumers themselves to avoid the danger of stereotyping or alienating valuable prospects.
        Rena Bartos, Marketing to Women Around the World

Forward-thinking companies are embracing the shift in the marketplace and the incredible buying power of women.
Katie Sommer, editor for CE Lifestyles magazine

Women not only buy more products than men, they also indirectly influence more purchases. In fact, women are either directly or indirectly involved in nearly 90% of consumer electronic purchases.
Consumer Electronic Association

Women shop differently from the way men do: Females research more extensively and are less likely to be influenced by ads. Today’s woman is the chief purchasing agent of the family and marketers have to recognize that….Marketers warn that retailers and manufacturers assume that marketing to women is as easy as changing the color of a product to pink. If you’re serious about reaching the female consumer, you have to care about her and get to know what she desires. It’s critical you understand the female consumer’s needs and dissatisfactions, and come up with ideas and solutions.
Michael Silverstein,
        Trading Up: The New American Luxury, principal, Boston Consulting Group

Women control almost $4 trillion in annual consumer spending, buy two of every three cars, take 50 percent of all business trips and control half of all the personal wealth in country.
        Kristen Gerencher, CBS marketwatch.com

Men and women are different—in the way we look and think, in the way we talk and behave, in the way we use computers and grills, in our TV preferences, in our favorite vacation spots, and even in our food choices…For many women the relationship and customer service are more important than the product or price.
Judith Tingley, PH.D, GenderSell

A woman’s sense of self is defined through her feelings and the quality of her relationships…To score points with women, practice listening and asking questions.
        John Gray, Men Are From Mars, Women Are From Venus

In the last three decades, men’s median income has barely budged (up just 0.6%)—while women’s has soared 63 percent.
BusinessWeek Online, special Report

In dual income families, 30 percent of working women out-earn their husbands.
Oppenheimer Funds

The number of women earning $100,000 or more has tripled in the last 10 years.
        The Employment Policy Foundation

41 percent of the 3.3 million Americans reporting incomes of $500,000 or more are women.
Business and Professional Women’s Foundation

By listening to their customers, Jockey was able to become the most popular brand of women’s underwear in the nation in just five years. By making a quality product for women, Jockey increased their bottom line tremendously by marketing to 100 percent of the population rather than just 50%.
        Howard Cooley, former president of Jockey International

 Smart companies know capitalizing on women’s talents creates competitive advantages.


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