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Transcript of Gender Marketing
2. Women vs Men
a) Gender related differences
b) Buying Behavior
3. Implementation of Gender Marketing What is Gender Marketing ?
A marketing concept adjusted to the different needs and preferences of women and men in order to increase sales. Women vs. Men Gender related differences Biological differences
- the brain
- the hormones
- the perception The Brain The Hormones Testosterone -->male hormone
Estrogen --> female hormone The Perception Sight
Sense of smell
Skin Implementation of Gender Marketing 80% of consumption decisions made by women Buying Behavior Buying decisions get influenced by :
Emotions, preferences, information processing
"Women collect and men hunt" Examples for successful implementation of gender marketing :
- Old Spice
- Coca Cola Implementation of Gender Marketing Women:
- use and function
- emotional, etc ... Men:
- powerful colors
- simple shape, etc... Thank you very much for your Attention !!! Sources http://www.hs-nb.de/fileadmin/PROJEKTE/GenderMainStreaming/files/vortrag_gender_marketing_schambach.pdf http://www.faz.net/aktuell/wirtschaft/gender-marketing-der-kleine-unterschied-1488309.html http://www.marketing-blog.biz/blog/archives/3029-Was-ist-eigentlich-...-Gendermarketing.html http://www.3v-marketing.de/index.php?option=com_content&view=article&id=23:gender-marketing&catid=37:publikationen&Itemid=68 http://www.bluestone-ag.de/docs/bs_gm-broschuere-2004.pdf http://blog.edelundfein.com/professionelles-gender-marketing-beginnt-beim-produktdesign/653 http://www.cokezero.de/ http://wirtschaftslexikon.gabler.de/Definition/marketing.html Differences ? Barletta, Marti (2006): Marketing to women – How to increase your share of the world's largest
market, New York. http://www.diplom.de/Gender-Marketing/12374.html?tm_campaign=473&utm_source=google&utm_medium=scholar&utm_campaign=Google%2BScholar http://www.perspektive-mittelstand.de/Gender-Marketing-Weg-vom-Unisex-Ansatz-der-Kundenbindung/management-wissen/3550.html http://blog.nielsen.com/nielsenwire/consumer/gender-and-marketing-the-female-brain/