What every marketer should know about women

Rena Bartos

Outmoded assumptions about women may lead to marketing underachievement

The dramatic rise in the number of working women in the United States, says Eli Ginzberg, is “the single most outstanding phenomenon of our century.” Paradoxically, marketing leaders, who like to think of themselves as experts on changing social trends, seem to have been looking the other way. They not only have underestimated the numbers of working women and overestimated the numbers of full-time housewives, they also have misd te qaiaiethathave changes that have occurred among both. As this article shows, there are four distinct segments in the women's market. These groups shop differently, favor different brands, and use the media differently. They have different motivations and are committed to different life-styles. They are having a profound impact on the U.S. marketing picture. Indeed, changes in women's lives may be the missing factor in many marketing programs and may result in unrealized potential and lost opportunities. What is needed is more realistic assumptions with which to begin analyzing and planning.