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ADVERTISERS TARGET WOMEN, BUT MARKET REMAINS ELUSIVE Authors: Cuneo, Alice Z. Source: Advertising Age; 11/10/97, Vol. 68 Issue 45, p1-24, 2p, 4 Color Photographs Document Type: Article Database: Business Source Premier Taking A New Look: Categories Outside Traditionally Feminine Products Seek Gender's Buying Power Ever since the serpent made its pitch to Eve, women have been a target market. But until recently, marketers have largely aimed messages at women only in product categories deemed feminine, such as fashion, feminine hygiene and frozen foods. Now, however, advertisers in traditionally male categories, from automobiles to technology to home repair are taking a new look at women-and with good reason. POCKETBOOK POWER A flurry of data indicates women have a stronger grip than ever before on the nation's pocketbooks, controlling some 60% of all U.S. wealth and influencing more than 80% of all purchases. The Bureau of Labor Statistics reports that a full 25% of women are bringing home a bigger paycheck than their husbands, up from 17% a decade ago. ``Women are opportunity No. 1,'' business guru Tom Peters writes in his upcoming book, ``The Circle of Innovation.'' .. In the new-media world, where the Internet has long been considered a male mecca, a number of online sites aimed at women have undergone overhauls, in part due to the increase in the percentage of women online. Consultancy Jupiter Communications, New York, has projected that females will account for almost 50% of Internet users within two years. `SEGREGATION ERA HAS PASSED' ``The era of segregating women for marketing purposes has probably passed,'' said Steve Goldstein, VP-marketing and research, Levi's brand USA. ``My sense is young women today don't need to be segregated.'' Another way marketers have become comfortable in reaching women is connecting with women's causes. Breast cancer, in particular, has drawn the most interest, ranging from department stores such as Nordstrom to carmakers including GM. Charity and cause marketing aside, winning a share of the money in a woman's purse in the future will require more than changes in product color, taglines and the other well-worn traditional marketing practices. Marketing to women may require a new paradigm, one that could involve costly changes in business practices-such as improved customer service-but should pay off in the long run. PURSE STRINGS Consumers spend $3 trillion annually, and women control or influence. . . 80% of all purchase decisions 82% of supermarket purchases Also: Women handle 75% of family finances The majority of single adults are women Home ownership by women has increased 25% in the past 15 years, while declining for couples 43% of persons with assets over $500,000 are women. Less than 25% of new mothers quit working.
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This note was uploaded on 02/11/2012 for the course BUSINESS 363 taught by Professor Kazura during the Spring '11 term at Berea.

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