Why Marketing to Women Doesn't Work [electronic resource] : Using Market Segmentation to Understand Consumer Needs /
Darroch, J.author.
This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.
Description based upon print version of record.
Cover; Contents; List of Figures; List of Tables; Preface; Foreword; Acknowledgments; About the Author; Introduction; Marketing to women is complex; Marketing to women concern #1: Do not forget the task she is trying to do; Marketing to women concern #2: Gender washing - not all women are the same; Marketing to women concern #3: Gender convergence and the blurring of the gender boundaries; Conclusions; Part I: Differences Between Men and Women; 1 Demographic Differences Between Men and Women; The population in general; Education; Workforce participation; Household composition
Work-life balanceSelf-employment; Purchasing power; Conclusions; 2 Psychographic and Behavioral Differences Between Men and Women; Behavioral differences; Consumer decision-making; Psychographics; Uni-dimensional psychographic studies; Women and health; Multi-attribute psychographic studies; Multi-attribute psychographic studies that focus on women; Who am I?; Conclusions; Part II: Market Segmentation Theory and Practice; 3 An Introduction To Market Segmentation Theory and Practice; The basic idea behind market segmentation; Why do organizations segment markets?; Where do I start?
Product-market strategyWhere do I start - again?; Conclusions; 4 Understanding our Products; The organization; The organization itself; Organization culture; Sales and profit trends; Step back and ask; Current products; How do I conduct a product portfolio analysis?; Conclusions; 5 Understanding our Customers; How do I conduct a customer analysis?; Selecting variables to describe market segments; Some context to the vast number of variables to describe market segments; Conclusions; 6 The Bridge; An introduction to the bridge metaphor; Perceptual maps; Criticisms of perceptual maps
Value propositions and positioning statementsStatements of target market; The brand; BrandMentalModelsTM; Conclusions; 7 Ansoff''s Growth Matrix - In Detail; An introduction to Ansoff''s Growth Matrix; Growth through market segment penetration: Current customers and current products; Growth through market segment penetration: Lapsed customers and non-customers who already buy from the product category; Growth through market segment penetration: Lapsed customers and non-customers who buy from indirect competitors; Growth through market segment development: Finding new needs
Market segment development: What other market segments might use our product?Market segment development: What other tasks can our product complete?; Growth through new product development; Growth through diversification; Conclusions; 8 The Problems-SolutionsTM Framework; Market creation; Stage 1: You have a problem - Now give me some ideas for a solution and I''ll see what I can do; Stage 2: You have a problem - We''ll brainstorm it and come up with a solution for you; Stage 3: We have a solution - This will solve your problem
Stage 4: We have a solution - Now we''re going to tell you what your problem is
Includes bibliographical references and index.
This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.
Marketing.
Leadership.
Market research.
Economics.
Management science.
Public relations.
Marketing.
Business Strategy/Leadership.
Market Research/Competitive Intelligence.
Economics, general.
Corporate Communication/Public Relations.