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Table Of Contents

The “Silent Generation” Shakes the World
Women Now: Advancing through AdvancedDegrees
The Four Components of the Women’s Market
1. Earning Power: What’s in Her Wallet?
2. High-Net-Worth Women: The Ultimate Asset Holders
4. Women Mean Business: Controlling the Company Checkbook
Profitability in the Women’s Market
More Profitable Customers
Higher Customer Satisfaction—Among Men, Too
Better Return on Your Marketing Dollar
Differences Defined
From Fiction to Fact
Of Mice and Men
The Real in Gender Reality: What Are the Differences?
Evolutionary Influences—Adam, Eve, and the First Case of
Biological Influences—More Than Another Freshman Course
Women’s Ways of Knowing—Sensesand Sensitivity
The Minds of Men—Things andTheorems
Different Folks, Different Strokes
The Circle
The Compass
The GenderTrends Star
Star Point One: Social Values
People First, Last, and Always
Men Are Soloists, Women Are Ensemble Players
Men Occupy a Pyramid, Women Occupy a Peer Group
Degrees of Difference
Star Point Two: Life/Time Factors
Daily Life: Women and the Double Day
Multi-Tasking
Milestone Marketing
“Live Long and Prosper”
Star Point Three: Synthesizer Dynamics
Details, Details
Integrate versus Extricate
The Perfect Answer
Star Point Four: Communication Keys
Headline versus Body Copy
“Report Talk” versus “Rapport Talk”
Making the Connection
Women’s Values
What Women Cherish
What Women Take Pride In
What Women Enjoy or Care about More Than Men Do
Things Women Don’t Want/Don’t Do/Don’t Care About
What Women Expect or Are Open To That Men Don’t Want
Advertising
Social Values
Synthesizer Dynamics
Communication Keys
Web Site/Electronic Marketing
Life/Time Factors
Product and Packaging
Other Factors
The Perfect Answer: Women Pursue a Different Outcome
Referrals: Sharing the Wealth
Loyalty over the Long Haul: Trust Is a Many-Splendored Thing
Streamlining Subsequent Interactions
The Ultimate Outcome: Spiraling to Success
A View of What’s Ahead
Finding Your Market
Defining the Business Case: Cherchez la Femme!
The Situation Scan: Finding Holes in the Competition
Operations Elements
Communications Elements
Understanding Your Customer: Research—Believe
Qualitative Research: Permission to Speak Freely
Quantitative: Questioning the Questions
Proving Your Point: Measure Everything—Men, Too
Results Speak for Themselves . . . and for You
Kaizen: Seeking Continuous Improvement
Defining Your Platform: Beyond Positioning to Persuasion
Creating a Brand Identity
Defining the Product
Positioning: What Resonates with Women
Activation: Getting in the Game
Extra! Extra! Hook Her with News
The Power of Suggestion—Highlight the Need
Intercept Marketing: Arouse the Want
Taking Action on the Activation
Making a Good Impression
Investigation and Decision! Crossing the Finish Line
Perceived Product Advantage
Product/Information Communications: A Voracious Need to Know
Personal Interaction
Retail Environment: Don’t Waste Her Time, or Yours
Incentives: There’s More to Motivation Than Money
Succession: Making the Most of Current Customers
Help Your Customer Take Care of You
Media/Delivery Vehicles: Seeing Past the Numbers
Image and Information: Split the Message
“Connecting” versus “Reaching”
Media Units: Optimize for “Effective Impact” instead
Be a Maverick: Women Will Welcome You
Messaging: What Works and What Backfires
Warmer Wins over Winner
She Prefers a Peer Group to a Pyramid
The Cast: How You Portray Women
The Setting: Presenting the Message
The Script: Watch Your Language
Prospecting
Track ’Em Down: Identifying Prime Prospects
Choose and Schmooze: Networking
Join the Party
Seminar Selling
Cultivate the Relationship
Magnet Marketing: Stand Where They Can See You
The Sales Consultation: Presenting Your Case
Listen More Than You Talk
Your Turn to Talk
Answer Every Question Thoroughly
Don’t Put Down the Competition
Small Courtesies Make Big Points
A Sensitized Population
Closing the Sale
The Perfect Answer—A Longer Road
Selling to Couples
Standing Behind Your Product
One Person at a Time
Women Are Not a Niche
First in, First Win
The Final Analysis: More Bang for Your Marketing Buck
Turn Women Consumers into Brand Enthusiasts
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Marketing to Women

Marketing to Women

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Published by Abu Bakr

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Published by: Abu Bakr on Sep 21, 2010
Copyright:Attribution Non-commercial

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01/31/2013

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