【正文】 estors” message is pretty persuasive. And for the usual reasons: focus on the longterm wellbeing of the family, not so freic or “score oriented,” relationships first … Women as Healthcare Decision Makers — read vociferously — want choices — value convenience — look for small signs of sensitivity (gowns that close) Source: Cheryl Stone, Rynne Marketing Group Women and Healthcare — Women are more dissatisfied — Women are frustrated by the way they are treated and spoken to by physicians — Women seek more information — Women are more pressed for time — Women make most healthcare decisions and purchases Source: Patricia Braus, Marketing Health Care to Women 1. Men and women are different. 2. Very different. 3. VERY, VERY DIFFERENT. 4. Women amp。 women choose carefully and hold on for the long term) Value Line: Top State* Investment Clubs 2022 8 … All male 19 … Coed 22 … All FEMALE * VT amp。 the like for women clients is 21. NOTE: The following miscellaneous slides illustrate the story of women and financial issues. “Women e out better on almost every count as investors … They are less likely to hold a losing investment too long, and less likely to wait too long to sell a winner。 features.” Women: Ask lots of people for input. Source: Martha Barletta, Marketing to Women “Men and women have different styles of fearing. Men?s fears focus around what we experience as our independence, and women?s around loss of significant relationships. We fear engulfment, anything that threatens to rob us of our power and control. Women most fear abandonment, isolation, loss of love.” —Sam Keen, Fire in the Belly Stress* ** Men: Fight or flee Women: Seek the pany of friends *Source: UCLA, “Female Response to Stress: Tend and Befriend, Not Fight or Flight”/ Psychological Review **90% of stress research: men Men: Individual perspective. “Core unit is ?me.? ” Pride in selfreliance. Women: Group perspective. “Core unit is ?we.? ” Pride in team acplishment. Source: Martha Barletta, Marketing to Women “The Hollywood scripts that men write tend to be direct and linear, while women?s positions have many conflicts, many climaxes, and many endings.” —Helen Fisher, The First Sex: The Natural Talents of Women and How They Are Changing the World vs. NOTE: Meeting NYC. Deloitte amp。 Allan Pease, Why Men Don?t Listen amp。 more likely to take turns NOTE: This “relationship thing” among women runs deep. “Women speak and hear a language of connection and intimacy, and men speak and hear a language of status and independence. Men municate to obtain information, establish their status, and show independence. Women municate to create relationships, encourage interaction, and exchange feelings.” —Judy Rosener, America?s Competitive Secret “When a woman is upset, she talks emotionally to her friends。 grows: sex amp。 fickle. Source: Martha Barletta, Marketing to Women How Many Gigs You Got, Man? “Hard to believe … Different criteria” “Every research study we?ve done indicates that women really care about the relationship with their vendor.” Robin Sternbergh, IBM EVEolution*: Truth No. 1 Connecting Your Female Consumers to Each Other Connects Them to Your Brand Popcorn amp。 Liz Marigold “Men and women don?t think the same way, don?t municate the same way, don?t buy for the same reasons.” “He simply wants the transaction to take place. She?s interested in creating a relationship. Every place women go, they make connections.” Purchasing Patterns Women: Harder to convince。 condescending。 get to the point。s View of Male Salespeople Technically knowledgeable。 Live Meeting The Perfect Answer Jill and Jack buy slacks in black… “Men seem like loose cannons. Men always move faster through a store?s aisles. Men spend less time looking. They usually don?t like asking where things are. You?ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he?s ready to buy. For a man, ignoring the price tag is almost a sign of virility.” —Paco Underhill, Why We Buy* (*Buy this book!) “She knows more about the [Volvo] than the salesman who greets her at the door. But how is she treated? As if she has a low IQ , is slightly hard of hearing , and really has no right to be buying a luxury car。 Andrea Learned Inter users: 60%F* *“manage their lives and the lives of their families” —Kelley Mooney, president, Resource Interactive Source: Fara Warner, The Power of the Purse The “91% Factor”! More than 9 in 10 women age 35 49 say they either make or at least equally influence their household purchases of home electronics. Source: Andrea Learned, coauthor, Don?t Think Pink “The most significant variable in every sales situation is the gender of the buyer, and more importantly, how the salesperson municates to the buyer?s gender.” —Jeffery Tobias Halter, Selling to Men, Selling to Women A World of Difference Build Sales and Share by Tapping into the Buying Power of Women Martha Barletta Author, Marketing to Women President amp。 write 80% of personal checks。 businesswomen make 90% of household purchasing decisions. Women: 70% of travel decisions。 47% of market investors are women. Major Credit Union: pre Y2K, modal customer was 53yearold family man。 46M (divorced, widowed, never married) Source: Fara Warner, The Power of the Purse Women 50% of Household Ine in 50% of households. In 48% of the 55% of households/married couples, wom