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Essay / Research Paper Abstract
A 10 page chapter by chapter review of Martha Barletta’s “Marketing to Women: How to Understand, Reach and Increase Your Share of the Largest Market Segment.” No additional sources cited.
Page Count:
10 pages (~225 words per page)
File: JR7_RAmrwmn.rtf
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Unformatted sample text from the term paper:
Women did not possess a great deal of buying power, except for personal and household supplies, due to the fact that it was assumed (and often rightly so) that men
were the ones with the income in a family. Today many markets are realizing that women have tremendous buying power and in many cases that power is equal to or
exceeding the buying power of men. One book which addresses this reality, and focuses on how to attract and gain the attention of women in the market of products, is
Martha Barlettas "Marketing to Women: How to Understand, Reach and Increase Your Share of the Largest Market Segment." The following paper provides a brief chapter by chapter look at this
work. Part I Why Market to Women 1.The Power of the Purse In this section the author discusses many different elements that
go into considering women for marketing, and different elements that address the reality of women today. In one section of this chapter the author speaks of how women are moving
further up the economic scale through getting degrees and getting better jobs. They are a gender that is clearly making headway. Barletta (2002) states, for example, "Women consumers are more
profitable-per marketing dollar invested" (6). Another important reality that Barletta (2002) presents us with in this chapter is the fact that "Another important consequence of womens growing earning power
is that women are enabled to view marriage as a personal choice rather than an economic necessity" (Barletta, 2002; 6). In the past they relied on men, and relied on
marriage for survival in many cases. Today the situation is quite different and it is not likely to do anything but become a more powerful reality in the future, indicating
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