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Essay / Research Paper Abstract
An 8 page paper examining the effects of gender and culture on marketing success. Gender and culture are two social factors that strongly and directly affect marketers’ ability to be successful in promoting their products. As the concepts of gender and culture continue to change, marketers must change along with them so as not to be left behind. Bibliography lists 18 sources.
Page Count:
8 pages (~225 words per page)
File: CC6_KSmktgSocFac.rtf
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Unformatted sample text from the term paper:
continue to evolve, marketers search for methods of determining what their customer base is and what factors influence their buying decisions. One of the overriding factors in marketing is
gender identification, and how it affects purchasing decisions in a family situation. The purpose here is to review some of the literature addressing gender issues in buying behavior. Gender
Differences After years of skirting the issue of gender differences in deference to political correctness, marketers finally have allowed themselves to openly admit
that yes, there are differences between men and women after all. Winters (2002) discusses the use of "bad boys" in marketing messages, reporting that "todays sneaker ads often showcase
figures known as much for alleged misdeeds as for their accomplishments" (p. 18). The use of endorsers such as Robert Downey, Jr. and Pete Rose conveys, marketers believe, the
message that the company is in touch with the "real" world. "And its a way of accomplishing that enduring goal of youth - upsetting Mom" (Winters, 2002; p. 18).
This appears to be an attraction for men, one noticed after Philadelphia 76ers guard Allen Iverson, already promoting his own Reebok line, was
charged with several felonies. Rather than suffering declining sales, "his Reebok goods continued their steady rise in sales. Most charges were later dropped against the 2000-2001 MVP" (Winters, 2002;
p. 18), and in the meantime Reebok saw a lesson in the course of events as related to Iversons product line. Marketers have
long understood the importance of womens buying decisions, but that importance traditionally has been linked to household goods, food products, clothing and other items that women typically buy for themselves
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