Text

The Female economy

---

Women now drive the world economy. In aggregate, women represent a growth market bigger than China and India combined - more than twice as big, in fact. Given those numbers, it would be foolish to ignore or underestimate the female consumer. And yet many companies do just that, even ones that are confident they have a winning strategy when it comes to women. Most companies have much to learn about selling to women. In 2008, the Boston Consulting Group fielded a comprehensive study of how women felt about their work and their lives, and how they were being served by businesses. Here's what we found, in brief: Women feel vastly underserved. When we looked for patterns in our findings, we identified six basic archetypes among our respondents: 1. fast-tracker, 2. pressure cooker, 3. relationship focused, 4. managing on her own, 5. fulfilled empty nester, and 6. making ends meet. Few women fall into just one type. Any company would be wise to target female customers, but the greatest potential lies in six industries. Four are businesses where women are most likely to spend more or trade up: food, fitness, beauty, and apparel. The other two are businesses with which women have made their dissatisfaction very clear: financial services and health care..Printed journal

---

Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	Harvard Business School Publishing.,
Edisi	-
Subjek	Marketing management Women Consumer attitudes Polls & surveys Target markets
ISBN/ISSN	178012
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data