West Side Story

International Journal of Business and Social Science

Vol. 3 No. 21; November 2012

A Look at Gender Differences and Marketing Implications
Heather Kraft MBA Student Mercer University Atlanta, GA U.S.A. J. Michael Weber, Ph.D. Associate Professor of Marketing Mercer University Atlanta, GA U.S.A.

This paper looks at a variety of factors that continue to influence the changing marketplace in regards to gender differences. Some of these factors include education, income, generational differences, and family dynamics as they evolve and redefine traditional gender roles and spending patterns. Relevant marketing strategies for both genders are offered, which include issues such as the appropriate types of marketing promises and themes that should be used for each gender. Finally, the implications associated with the choice of various media channels, and the correlation with sub segments within the genders, are discussed.

Keywords: Gender, Marketing, Strategy, Segmentation Introduction
In the last fifty years, the world we live in has changed dramatically. Women have gained greater financial independence and responsibility. This is due in part to the fact that more women graduate college each year than men. The trend toward larger numbers of women graduating started with the baby boom generation (Holland, 2012). The baby boom generation has created a group of women who are well educated, financially independent, and capable of making their own investment and purchasing decisions. Women currently account for eighty-five percent of consumer purchases in the United States (Sam et. al, 2010). Women often decide large and small purchases alike as they have taken over the role of the primary breadwinner of the family. In Prudential Financial’s biennial study, “the majority of women today are financially responsible for generating their own and their families’ income (Fearnow, 2012). However, only three percent of creative directors for advertising agencies...