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Unformatted text preview: purchasing agent, especially for food, sundries, and staple clothing items. Now traditional purchasing roles are changing, and marketers would be wise to see both men and women as possible targets. For expensive products and services such as cars, vacations, or housing the vast majority of husbands and wives engage in joint decision-making. And marketers are realizing that women actually buy more technology than men do, but customer electronics stores have been slow to catch on to this fact. Some savvy electronics are starting to heed women’s complaints of being ignored, patronized, or offended by salespeople. RadioShack Corp., a 7,000-store chain, began actively recruiting female store managers so that now a woman manages about one of every seven stores....
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This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.
- Spring '11