Cover image for Marketing to women : how to increase your share of the worlds largest market
Title:
Marketing to women : how to increase your share of the worlds largest market
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Edition:
2nd ed.
Publication Information:
Chicago, IL : Dearborn Trade Pub., 2006
ISBN:
9781419520198

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30000010114071 HC79.C6 B37 2006 Open Access Book Book
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30000010126482 HC79.C6 B37 2006 Open Access Book Book
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Summary

Summary

Rachel Laudan tells the remarkable story of the rise and fall of the world's great cuisines—from the mastery of grain cooking some twenty thousand years ago, to the present—in this superbly researched book. Probing beneath the apparent confusion of dozens of cuisines to reveal the underlying simplicity of the culinary family tree, she shows how periodic seismic shifts in “culinary philosophy"—beliefs about health, the economy, politics, society and the gods—prompted the construction of new cuisines, a handful of which, chosen as the cuisines of empires, came to dominate the globe.

Cuisine and Empire shows how merchants, missionaries, and the military took cuisines over mountains, oceans, deserts, and across political frontiers. Laudan's innovative narrative treats cuisine, like language, clothing, or architecture, as something constructed by humans. By emphasizing how cooking turns farm products into food and by taking the globe rather than the nation as the stage, she challenges the agrarian, romantic, and nationalistic myths that underlie the contemporary food movement.
 


Table of Contents

Tom Peters
Forewordp. xiii
Acknowledgmentsp. xvii
Introduction: Unveiling the Marketp. xxi
Part I Why Market to Women?
1 The Power of the Pursep. 3
The "Silent Generation" Shakes the Worldp. 3
Women Now: Advancing through Advanced Degreesp. 4
The Four Components of the Women's Marketp. 6
1 Earning Power: What's in Her Wallet?p. 6
2 High-Net-Worth Women: The Ultimate Asset Holdersp. 8
3 Consumer Spending Power: Household Chief Purchasing Officerp. 9
4 Women Mean Business: Controlling the Company Checkbookp. 10
Profitability in the Women's Marketp. 13
More Profitable Customersp. 13
Higher Customer Satisfaction-among Men, Toop. 13
Better Return on Your Marketing Dollarp. 13
2 The Differences That Make a Differencep. 15
Differences Definedp. 16
From Fiction to Factp. 17
Of Mice and Menp. 20
The Real in Gender Reality: What Are the Differences?p. 21
Evolutionary Influences-Adam, Eve, and the First Case of Peer Pressurep. 21
Biological Influences-More Than Another Freshman Course Requirementp. 21
Women's Ways of Knowing-Senses and Sensitivityp. 27
The Minds of Men-Things and Theoremsp. 31
Different Folks, Different Strokesp. 33
Part II The GenderTrends Marketing Model-Why and How Women Reach Different Brand Purchase Decisions
3 The GenderTrends Marketing Model-The Big-Picture Viewp. 37
The Starp. 37
The Circlep. 38
The Compassp. 40
The Spiral Pathp. 40
4 The Star Gender Culturep. 43
The GenderTrends Starp. 44
Star Point 1 Social Valuesp. 46
People First, Last, and Alwaysp. 46
Men Are Soloists, Women Are Ensemble Playersp. 47
Men Aspire to Be "Winners," Women Prefer to Be "Warmer"p. 51
Men Occupy a Pyramid, Women Occupy a Peer Groupp. 54
Degrees of Differencep. 57
Star Point 2 Life/Time Factorsp. 59
Daily Life: Women and the Double Dayp. 59
Multitaskingp. 62
Milestone Marketingp. 64
"Live Long and Prosper"p. 65
Star Point 3 Focus Strategiesp. 66
Details, Detailsp. 67
Integrate versus Extricatep. 68
The Perfect Answerp. 70
Star Point 4 Communication Keysp. 77
Headline versus Body Copyp. 77
"Report Talk" versus "Rapport Talk"p. 78
Making the Connectionp. 79
Women's Valuesp. 83
What Women Cherishp. 84
What Women Take Pride Inp. 86
What Women Enjoy or Care about More Than Men Dop. 88
Things Women Enjoy the Same as Men-but Are Sometimes Overlookedp. 88
Things Women Don't Want/Don't Do/Don't Care Aboutp. 89
What Women Expect or Are Open To That Men Don't Wantp. 90
5 The Circle and the Compass-Response to Marketing Contactsp. 93
Advertisingp. 95
Social Valuesp. 95
Life/Time Factorsp. 97
Focus Strategiesp. 98
Communication Keysp. 99
Web Site/Electronic Marketingp. 100
Life/Time Factorsp. 103
Focus Strategiesp. 103
Communication Keysp. 104
Product and Packagingp. 104
Social Valuesp. 105
Life/Time Factorsp. 106
Focus Strategiesp. 108
Other Factorsp. 108
6 The Spiral Path-How Women Make Purchase Decisionsp. 115
Asking Around: Women Start the Purchase Decision Process Differentlyp. 116
The Perfect Answer: Women Pursue a Different Outcomep. 118
The Spiral Path: Women Seek More Information and Investigate More Optionsp. 121
Retention and Recommendation: Women's Influence on Your Sales Success Doesn't End with Their Purchasesp. 122
Loyalty over the Long Haul: Trust Is a Many-Splendored Thingp. 122
Streamlining Subsequent Interactionsp. 122
Referrals: Sharing the Wealthp. 124
Marketing/Sales Implications of Women's Different Decision Processp. 125
The Ultimate Outcome: Spiraling to Successp. 126
Part III Practical Applications-Strategies and Tactics
7 On Your Mark-Market Assessmentp. 131
A View of What's Aheadp. 131
Finding Your Marketp. 132
Defining the Business Case: Cherchez la Femme!p. 132
Why Women?p. 133
Which Women?p. 137
The Situation Scan: Finding Holes in the Competitionp. 139
Operations Elementsp. 140
Communications Elementsp. 141
Understanding Your Customer: Research-Believe It or Notp. 147
Qualitative Research: Permission to Speak Freelyp. 147
Quantitative: Questioning the Questionsp. 151
Beware of Bias as You Interpret the Results-Both Theirs and Yoursp. 153
Proving Your Point: Measure Everything-Men Toop. 154
Results Speak for Themselves ... and for Youp. 156
Kaizen: Seeking Continuous Improvementp. 157
8 Get Set-Strategy and Tactical Planningp. 159
Defining Your Platform: Beyond Positioning to Persuasionp. 160
Creating a Brand Identityp. 160
Defining the Productp. 161
Positioning: What Resonates with Womenp. 166
Activation: Getting in the Gamep. 170
Extra! Extra! Hook Her with Newsp. 171
The Power of Suggestion-Highlight the Needp. 173
Intercept Marketing: Arouse the Wantp. 175
Taking Action on the Activationp. 176
Nomination: Surviving the First Cutp. 178
Word of Mouth: Worth a Mentionp. 178
Milestone Marketing: Finding the Receptive Mindsetp. 179
Making a Good Impressionp. 181
Investigation and Decision! Crossing the Finish Linep. 183
Perceived Product Advantagep. 183
Product/Information Communications: A Voracious Need to Knowp. 184
Personal Interactionp. 185
Retail Environment: Don't Waste Her Time or Yoursp. 186
Incentives: There's More to Motivation Than Moneyp. 192
Retention and Recommendation: Making the Most of Current Customersp. 195
Help Your Customer Take Care of Youp. 196
Maximizing Your Impact: Leverage a Strategy, Not a Tacticp. 199
9 Go! Communications That Connectp. 203
Media/Delivery Vehicles: Seeing Past the Numbersp. 203
Word of Mouthp. 204
Image and Information: Split the Messagep. 204
"Connecting" versus "Reaching"p. 205
Media Units: Optimize for "Effective Impact" instead of "Effective Reach"p. 206
Be a Maverick: Women Will Welcome Youp. 206
Messaging: What Works and What Backfiresp. 207
What You Say: Meaning and Motivation That Break Throughp. 208
People Firstp. 208
Warmer Wins over Winnerp. 210
She Prefers a Peer Group to a Pyramidp. 212
How You Say It: Context, Stories, Language, Humor, and Other Essential Elementsp. 212
The Cast: How You Portray Womenp. 212
The Setting: Presenting the Messagep. 214
The Script: Watch Your Languagep. 219
10 Face-to-Face-Sales and Servicep. 223
Prospectingp. 224
Track 'em Down: Identifying Prime Prospectsp. 224
Choose and Schmooze: Networkingp. 227
Join the Partyp. 229
Seminar Sellingp. 229
Cultivate the Relationshipp. 231
Magnet Marketing: Stand Where They Can See Youp. 233
The Sales Consultation: Presenting Your Casep. 234
Listen More Than You Talkp. 235
Your Turn to Talkp. 236
Answer Every Question Thoroughlyp. 238
Don't Put Down the Competitionp. 238
Small Courtesies Make Big Pointsp. 239
A Sensitized Populationp. 239
Closing the Salep. 241
The Perfect Answer-A Longer Roadp. 241
Selling to Couplesp. 242
Service, Support, and Building the Customer Relationshipp. 243
Standing Behind Your Productp. 243
One Person at a Timep. 244
Part IV The Bigger Picture
11 PrimeTime Women: The Target Marketer's Golden Bull's-Eyep. 251
Introductionp. 251
Understanding African American Womenp. 252
Understanding Latina Womenp. 255
"Cornering" the Marketplacep. 260
Prime Mover: The Demographic Bull's-Eyep. 262
Battle for the Bulgep. 262
In the Vanguard: Boomer Womenp. 263
"Old" Money: The Spending Bull's-Eyep. 264
Assets: The Wealth Factorp. 265
Income: The Stealth Factorp. 266
Spending: The "Health" Factorp. 267
Women: The "XX" Factorp. 267
Biological Jujitsu: Don't Be "Flip" about Itp. 269
Beyond Stereotypes: From "Sunset Years" to "High Noon!"p. 270
Images Deceive Usp. 270
Words Fail Usp. 271
Perfect Storm: Don't Run for Coverp. 273
Star System: Gender Culture Meets Human Developmentp. 274
Star Point 1 Social Valuesp. 276
Star Point 2 Life/Time Factorsp. 278
Star Point 3 Focus Strategiesp. 281
Star Point 4 Communication Keysp. 283
Who's the Dummy? Sizing Up the Opportunityp. 286
12 Notes to the CEOp. 289
News Flashesp. 290
Women Are Not a Nichep. 290
First In, First Winp. 291
Get Seriousp. 291
Bust through the Walls of the Corporate Silop. 293
Keeping Customers Is Cheaper Than Buying New Onesp. 294
Be Farsightedp. 295
The Final Analysis: More Bang for Your Marketing Buckp. 296
Appendix A GenderTrends Geniuses-Follow-Up from Sidebarsp. 299
Lisa Finn, What's New about the Women's Market?p. 299
Dori Molitor, Turn Women Consumers into Brand Enthusiastsp. 300
Joanne Thomas Yaccato, Reading Her Signals Right Can Make or Break Your Salep. 302
Appendix B The Best Resources in the Businessp. 303
Endnotesp. 309
Indexp. 317