Marketing to Women: How to Increase Your Share of the World's Largest Market |  | Author: Marti Barletta
Publisher: Kaplan Business
Category: Book
List Price: $23.00
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Rating:  13 reviews
Sales Rank: 280372
Media: Hardcover
Edition: 2nd
Pages: 304
Number Of Items: 1
Shipping Weight (lbs): 1.3
Dimensions (in): 9.1 x 6 x 1.3
ISBN: 1419520199
Dewey Decimal Number: 658.804
EAN: 9781419520198
ASIN: 1419520199
Publication Date: January 1, 2006
Availability: Usually ships in 1-2 business days
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Product Description
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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| Customer Reviews:
Showing reviews 1-5 of 13
 Business owners! Read this book and watch your revenue soar. May 10, 2006
Pamela K. Gitta (Northern IL)
13 out of 14 found this review helpful
"Marketing to Women" isn't just a collection of polls and observations pulled together by someone looking to write a bestseller. There is hard science to back up many of Barletta's assertions about how men and women see the world differently, and why marketers should care.
The main reason why we should care, is $6,144,000,000,000. Yes, that 6 is in the TRILLIONS column. That's how much money American women spend in a year, according to a 2004 "Time" magazine report.
Barletta presents a comprehensive, if often strident, explanation of what business owners stand to lose if their advertising doesn't drop two persistent beliefs about society: that men do the spending, and that youth is all everyone cares about. She gives many examples of companies that have moved beyond those beliefs, and ways that other industries can do the same.
One of her standout case studies is Lowe's Home Improvement Stores. In the "men's world" of home improvement, women actually make most purchases (over 60%) and drive 80% of them. Lowe's noticed that, and their efforts to make their stores physically and psychologically appealing to women have paid off. As she explains, there is more to catching our fancy than producing a line of pink hand tools (that's condescending), but catch it you can (with better lighting and bigger paint departments).
The book does have a shortcoming, though, and it's a big one. Barletta has an axe to grind, and she wants to do it on the forehead of the nearest male. She isn't content to let her large collection of both social and scientific data make her case for marketing to women. Her snide remarks weaken her case on two fronts: by turning off the very people who stand to gain the most from her research, and by damaging her reputation as a leader in her field.
But if you can ignore the sniping-and I strongly suggest that you do-this book may be the single most profitable purchase you're going to make in a long time.
A Real Eye Opener September 14, 2006
Brad Shorr (Geneva, IL USA)
13 out of 14 found this review helpful
You could fill a football stadium with books about marketing, but only a handful could be categorized as "groundbreaking". This book might fit that definition. Ms. Barletta's ideas about gender marketing were certainly new to me, made enormous sense, and seriously challenge conventional wisdom.
She begins with an overview of how men and women differ in personality, behavior, and temperment. Her observations ring true and will bring a smile to anyone who has ever had a relationship with a member of the opposite sex. Next comes a detailed, step-by-step "how-to" manual of how to create marketing programs and materials that attract women. This nuts-and-bolts information is useful not only for gender marketing, but as a comprehensive guide to managing a marketing program in general. She then devotes some attention to techniques of selling to women and wraps up with an overview of the "Big Picture".
Some people, like me, might be surprised to learn how much buying power and influence women have. (They have most of it.) And--women's influence is growing as baby boomers age!
As I read the book, it began to dawn on me just how male-centric advertising is, and how so many advertisers are missing a golden opportunity to attract new business by shaping their message to women. Plus, it's a no-brainer, because women-based marketing seems to help with the guys, too. A key point Barletta stresses over and over is that women are more demanding customers than men. Therefore, she says, if you meet the expectations of a woman, you will exceed the expectations of a man. I think that makes sense.
The book does anything but bash men, which I liked, being one. Barletta even concedes men's superiority in some areas, such as abstract and spacial thinking. (She proves it by including a few graphic representations of her model that are virtually incomprehensible.)
In some cases, I think she draws her lines too sharply between the sexes. For instance, the idea that men like features and women like benefits seems like an overgeneralization. True, men can get caught up in a gadget's bells and whistles, but I've seen women analyze features into the ground when shopping for an appliance or car. And plenty of men like to hear about benefits and get bored stiff with technical talk about features.
Anyway, this book could open your eyes to all sorts of new opportunities to make money. It's a valuable read for anyone in marketing.
An very informative update to her first edition November 8, 2006
Stephen Topper (Sacramento, CA United States)
8 out of 8 found this review helpful
It's worth your time and money to buy and read Barletta's second edition for Chapter 11 alone. Titled: "PrimeTime Women: The Target Marketer's Golden Bulls-Eye," this is a totally new chapter packed full of statistics and information on what promises to be a very lucrative market segment for marketers wise enough to pursue it. Best of all, Barletta not only describes the market in detail, she provides creative recommendations and tips for reaching these women.
This Book Helped Our Business January 31, 2008
Renisant.com (Chicago, IL)
3 out of 3 found this review helpful
Marti is a person of remarkable insight. What she understands about human nature and the way that men and women view the world is backed up by both solid research and keen intuition.
Luckily - for her clients and the readers of her books - she has applied those insights to teach us all how to effectively communicate to women about our products, services, and ideas.
A pragmatic intellectual, Marti applies her thinking to a wide range of marketing topics and writes in a lively style that makes her work a delight to read.
How to Succeed in the World's Largest Market Segment July 8, 2009
Robert Morris (Dallas, Texas)
3 out of 3 found this review helpful
In this uniquely informative volume, Barletta answers three separate but related questions: What makes women a worthwhile market? Why market differently to women? and How do we get beyond gender generalities to actionable tactics? In her Introduction, she lists "Eight Myths of Marketing to Women" which, during the course of her book's narrative, she convincingly repudiates. For example, #5: With women, marketing is all about relationships. "While it's true that women put more emphasis on relationships -- personal and corporate -- than men do, their purchase decisions and response to communications are affected by far more than `relationships.' From word meaning to word-of-mouth referrals, product priorities to Internet usage patterns, women differ from men in many, many marketing dimensions. And, to overlook their complexities would be to undermine the effectiveness of your company's programs." According to Barletta, there are four components of the women's market: earning power ("What's in her wallet?"), high-net worth women ("the ultimate asset-holders"), consumer spending power (the "household chief purchasing officer"), and women in business ("controlling the company checkbook").
A majority of consumers in the U.S. are women. Research indicates that online spending will increase 26% this year to $96 billion. Consumer spending accounts for two-thirds of the economy and women influence 95% and make 85% of all consumer buying decisions; moreover, the majority of corporate purchasing agents and managers are women. Female entrepreneurs account for 70% of new business start-ups. If you are still unconvinced of the upside potential of marketing to women, consider these facts:
* Between 1970 and 1990, the number of women living alone doubled from 7.3 million to 15.3 million and this pattern has continued.
* At least 55% of those online each day are women.
* By the year 2010, women will control 60% of wealth in the U.S.
* College students were responsible for $210 billion in sales in 2002 and 58% of them were female.
* Women purchase more than 50% of the cars and own more than 46% of the homes in the U.S.
* More than half of all business travelers are women.
In Part II of her book, Barletta introduces and then explains what she calls the GenderTrends(tm)Marketing Model, a systematic and simple tool to help her readers understand, reach, and increase their share of the world's largest market -- women. The model is designed to achieve three objectives:
1. "Structure the complexities of the gender differences into an organized view of female [in italics] gender culture."
2. "Show you how gender culture interacts with each of the 12 [in italics] marketing elements [end italics] in the marketing mix."
3. "Apply the resulting insights to the four stages of the consumer's [in italics] purchase path." FYI, the four are activation through market entry, nomination of purchase options to consider, investigation and decision with regard to nominees, and finally, succession (i.e. repeat business and, hopefully, evangelistic loyalty).
Few books fully deliver on the promises stated or implied in their subtitle. Barletta's book is the commendable exception. She offers a wealth of information and an abundance of wisdom which will help decision-makers in literally any organization (regardless of size or nature) to understand, reach, and increase their share of "the world's largest market segment." This book provides just about everything you need to do precisely that. What are you waiting for?
Showing reviews 1-5 of 13
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