Clash of the Planets
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Transcript of Clash of the Planets
![Page 1: Clash of the Planets](https://reader031.fdocuments.us/reader031/viewer/2022032113/55a588641a28abd4138b4574/html5/thumbnails/1.jpg)
CLASH OF THE PLANETS
How Martians Hunt and Venusians Shop
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Men and Women are Different!!!
• Thoughts• Behaviours• Attitudes• Relationships • Needs and Wants • Judgements• Lives
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Biologically• Cell Differences• Hormonal Differences• Body Differences (Physical Strength)• Brain Differences
![Page 4: Clash of the Planets](https://reader031.fdocuments.us/reader031/viewer/2022032113/55a588641a28abd4138b4574/html5/thumbnails/4.jpg)
Our Cells
• Different from the moment of conception • Different chromosomes which carry
inherited traits • “XX” Vs. “XY”
![Page 5: Clash of the Planets](https://reader031.fdocuments.us/reader031/viewer/2022032113/55a588641a28abd4138b4574/html5/thumbnails/5.jpg)
Our Hormones
• Genetic and hormonally-driven behavior • Testosterone Vs. Estrogen
![Page 6: Clash of the Planets](https://reader031.fdocuments.us/reader031/viewer/2022032113/55a588641a28abd4138b4574/html5/thumbnails/6.jpg)
Our Bodies
• Vastly different in physical strength and endurance
![Page 7: Clash of the Planets](https://reader031.fdocuments.us/reader031/viewer/2022032113/55a588641a28abd4138b4574/html5/thumbnails/7.jpg)
Our Brains• Size• Contents• Wiring pattern• Usage• Speed
Q- Nature or Nurture???
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Why it is Worth Exploring our fellow human counterparts????
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Gender Culture
• No right or wrong way of life, just simply, different.
• Essential to understand
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Men Vs. Women
• The Shopping Gender Gap
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How we differ
• Purchase Strategically
• Purchase Immediately
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How we differ
• Need Assurance of Future (Performance, etc)
• More attention to “fair rules” to compensate for lesser rewards
• Satisfaction of current need
• Less attention to rules and more to rewards
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How we differ• Consider other's
opinions as a guide to making their own decision– “it may have worked for
Sally, but Sally bought it for reason A and I'm interested in reason B, so the same purchase might not work for me”
• Gather together to decide alone
• Consider others' decisions as a guide to forming their own opinions – “that worked for Joe, so it'll
probably work for me”
• Will decide based on the herd
![Page 14: Clash of the Planets](https://reader031.fdocuments.us/reader031/viewer/2022032113/55a588641a28abd4138b4574/html5/thumbnails/14.jpg)
How we differ
• Maximize
• Search for “the works”
• Affinity (similarity)
• We – We win, We are
happy, We do
• Prioritize
• Survive with the “bare bones”
• Competition
• I– I win (they lose), I am
happy, I do
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How we differ ONLINE• Use More for Research
• Get fitness information
• Read spiritual and religious information
• Obtain access and participate in support group websites
• Learn more, fast
• Use More for Entertainment
• Read the news
• Buy travel services or make reservations
• Check sports scores information
• Stay updated on political news
• Participate in online auctions, such as ebay
• Write content to advertise online
• Download music
• Buy and sell stocks, bonds and mutual funds
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Tips to Remember when Marketing to Martians and Venusians
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When Marketing to Men • Men live in the “now”- Go, Buy, Use• Men are interested in power and in looking
good, even more than being good • Men are visually-oriented and seek
clarity- Black or White• Men tend to buy individual items • To Men, ‘space’ is not relational• Men prize individuality and self-reliance • Men shop alone
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Implications
• Store layouts• Advertising• Product Promise (“Look good” instead of
“Feel Good”)
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She-conomySome Surprising Facts• women are the primary decision makers for
consumer goods in 85% of households• women make 75% of decisions about buying
new homes• women make 81% of the decisions about
groceries• women influence at least 80% of all household
spending• women now spend 10% more than men, on
average, on the internet
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When Marketing to Women• Women are more interested in
relationships• Women like to research more and are less
likely to be influenced by ads • Women are not simple, rational, economic
decision-makers • Women notice and care about details
more than men do • Women desire to know and integrate all
the details before making a decision
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When Marketing to Women
• Women don't settle for "good enough" • Women have "double days“-home and work• Women look for tasks to group together
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Implications• Women’s market must be segmented into
separate stages based on Lifestyle transitions
• Avoid traditional male based Marketing rules (“ONE message in ONE ad”)
• Consider Women’s Emotions when advertising
• Give her enough time to decide• Make an emotional connection
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Gender Marketing FAILURES
• Chrysler’s Dodge La Femme in 1955
• Patriot Computers for Children
• “Della” by DELL
• Fair and Handsome
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Gender Marketing Successes
• Coke Zero for Men
• Baby ‘Go-Carts’ from Bugaboo Frog
• Axe Advertisements
• 30 piece tool kit for women from Barbara K
• Harley-Davidson female web section
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Ideas, Theories, Findings and Knowledge from…
• Derrick Daye
• Kolata
• Sandra Witelson
• Hotz
• Carey
• Hoag
• Harvard Researches
• Marianne J. Legato
• Barbara and Allan Pease
• TrendSight
• Robert Craven
• Barclays
• Iris Female • Tom Peters
• Datamonitor’s Productscan Online
• IPA studies
• Martha Barletta
• Verdict Research • NFWBO
• Brad VanAuken
• Karolinska Institute
• Bryner
• Ripley
• Crenson
• Michael Levin
• Robert Nadeau
• Michael Lewis
• Amram Scheinfeld
• Steven Goldberg
• Molly Edmonds
• York University
• Forrester study
• Paco Underhill of Envirosell and William Whyte
• Joseph Carrabis
• JOHN GRAY
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We can’t live with them We can’t live without them
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Thank You…
Ruwandi Perera