Summary Marketing For Woman

8 Myths of Marketing to Women
Martha Barletta is the founder and CEO of The TrendSight Group, a Chicago-based strategic
consulting firm specializing in marketing to women. She has over 25 years of experience in
marketing, advertising, and market research, working with numerous Fortune 500 companies
to help them understand and connect with female consumers. Through the book “Marketing
to Women” she emphasizes the significant purchasing power of women and the need for
businesses to tailor their marketing strategies to resonate with this audience. Drawing on
research and real-world examples, the book provides practical advice for marketers seeking
to tap into the immense potential of the women's market. Overall, the book is a
comprehensive guide for businesses looking to enhance their marketing efforts and drive
success by engaging effectively with females.
The Four Components of the Women’s Market

This part is highlights four key components of the women's market:
Earning Power: Women's income has risen significantly since the 1970s, with many women
now outearning their husbands. They contribute significantly to household income, hold
higher-paying occupations, and handle financial matters adeptly.
High-Net-Worth Women: Affluent women control the majority of financial assets in the
United States, with significant growth in wealthy women over recent years. As baby boomer
women inherit assets, they will wield considerable financial influence.
Consumer Spending Power: Women are major decision-makers in household purchases,

not only for everyday items but also for big-ticket purchases like cars and computers. Single
women head a significant portion of households, while married women often manage
household spending and influence shared decisions.
Women Mean Business: Women play significant roles in business purchasing decisions,
both in large corporations and small businesses. Women-owned businesses are a
substantial and growing segment, with considerable purchasing power and profitability.
There was an Audi ad campaign in 2015 that used the hashtag #WomanDrivers, which by
itself was created to validate gender stereotypes, to feature successful women behind the
wheel of Audi vehicles. The campaign not only acknowledges women's increasing earning
power but also highlights their financial independence and capability to afford luxury cars.
This aligns with the trend of affluent women controlling a significant portion of financial
assets, as showcased in the campaign's portrayal of women as empowered consumers.
Moreover, by challenging stereotypes about gender and driving, the ads recognize women
as key decision-makers in car purchases, appealing to their autonomy and individuality.
Furthermore, the campaign acknowledges women's roles as professionals and
entrepreneurs, targeting both the corporate and small business markets by showcasing
successful women as drivers and potential buyers of Audi cars. Overall, Audi's campaign
effectively leverages the diverse aspects of women's economic influence and purchasing
power, presenting them as empowered consumers and drivers in the automotive industry.
“8 Myths of Marketing to Women” As the name has stated, this chapter is to debunk myths of
marketing to women. It emphasizes the reality of the women's market, highlighting its size,
influence, and potential for business success. By presenting compelling statistics and
practical insights, Barletta demonstrates the immense economic influence of women and the
significant opportunities for businesses to engage with this market segment. Her clear and
persuasive arguments make a compelling case for marketers to reconsider their approach
and recognize the importance of understanding and targeting female consumers effectively.
This chapter emphasizes the need for authenticity and inclusivity in marketing strategies. It is
not enough for businesses to just simply pay lip service to gender diversity or rely on
stereotypes; they must genuinely engage with female consumers, listen to their needs, and
tailor their offerings accordingly. By doing so, companies can build stronger relationships,
foster brand loyalty, and drive sustainable business growth. An example for this is Dove’s Ad
‘Dove | Reverse Selfie | Have #TheSelfieTalk’. It resonates with discussions about marketing
to women by challenging beauty stereotypes. Like Martha Barletta's insights, it emphasizes
authenticity and inclusivity in marketing. By encouraging women to embrace their natural
beauty and challenge societal pressures, Dove fosters meaningful connections with female
consumers, promoting self-acceptance and empowerment. This campaign exemplifies how
brands can effectively engage with women by addressing their concerns and aspirations,
driving loyalty and positive social impact.
On the other hand, critics may contend that gender-specific marketing risks reinforcing
stereotypes and perpetuating gender norms, potentially alienating certain segments of the
female population. They may argue that a more inclusive approach, which acknowledges the
diversity of women's experiences and identities, is necessary to truly connect with female
consumers.
Furthermore, critics may question whether gender-specific marketing overlooks the

intersectionality of gender with other factors such as race, ethnicity, sexual orientation, and
socioeconomic status. They may argue that a more nuanced understanding of these
intersections is needed to develop marketing strategies that resonate with all women,
regardless of their backgrounds or identities.

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8 Myths of Marketing to Women

The Four Components of the Women’s Market

Consumer Spending Power: Women are major decision-makers in household purchases,

Furthermore, critics may question whether gender-specific marketing overlooks the

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