Gender marketing

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Gender marketing is an approach to marketing products and services. On the one hand, it aims to develop and manufacture products and services that have different advantages for men and women. In addition, these advantages should be particularly emphasized when advertising and selling products and services through gender marketing. Traditional gender roles are not necessarily addressed, but new developments and gender concepts are taken into account.

approach

Women and men live in different lifestyles and structures, they also make different purchase decisions that need to be taken into account when marketing. Gender roles are therefore no longer just a social issue, but are viewed by gender marketing as an important economic factor. Women-specific cars have been known for a long time, but it is important not to advertise them as such. One and the same type of vehicle, such as the so-called SUVs, are preferred by different groups of buyers. In the case of men, these were older wealthy city dwellers who wanted to show a kind of civilized closeness to nature. In contrast, SUVs were among middle-class women. (cf. the Soccer Moms ), who simply find the ease of use and the high seating position pleasant.

research

Although, according to American studies, women make over 80% of all private consumption decisions, they are often not taken seriously enough as customers in many European countries. In many industries there is a lack of adequate product offerings and the sales structures still require numerous adjustments. Women feel confronted with clichéd advertising on television, radio or in the cinema. They often look in vain for professional advice, be it on financial matters, when buying a car or in connection with other major acquisitions.

Joan Acker criticizes from a sociological perspective that there is a leveling of gender roles in research and application that ignores socio-psychological processes of power and submission. She describes this orientation as the “gender regime”, with which the gap between power and control and less powerful positions is systematically reduced to the gender aspect. H. on a supposedly “natural” world order according to gender. Instead, the equally effective forces of race, class, sexuality, religion, age, physical abilities - i.e. the complexity of action in human groups - would have to be included in order to examine the forces that dominate organizations and society. Only then can Acker understand the inequality that arises from a lack of opportunities, exclusion, different remuneration, different appreciation of work performance, etc.

In economic studies, reference is made, among other things, to so-called gender contamination. To connote products specifically for women tends to limit their attractiveness. Porsche had a massive problem with the brand when the Cayenne was introduced , because traditional Porsche buyers perceived the introduction of an SUV as a loss of image. The company responded with various measures to restore the originally very male image. Conversely, women are more willing to support a change in image from female to male. The Malboro cigarette brand, for example, was originally a very women-specific product. The Leo Burnett agency developed the Marlboro Man in the 1950s to establish the brand among men as well, but women were not put off by it.

Gender Marketing in Practice

In the tradition of gender mainstreaming, gender marketing aims to make companies receptive to gender-specific differences. This can be done through various forms of personal coaching or management consulting . In doing so, the internal company structure, the analysis of the target group and the offer itself are taken into account and personnel structures and work processes as well as the alignment of marketing strategies in general are discussed.

literature

  • Joan Acker : Rewriting Class, Race, and Gender: Problems in Feminist Rethinking. In: Lorber, Judith; Hess, Beth; Marx Ferree; Myra (Ed.): Revisioning Gender. Thousand Oaks, CA 1999, ISBN 0-7619-0616-9 .
  • Joan Acker: Revisiting Class: Thinking from Gender, Race, and Organizations . In: Social Politics . tape 7 , no. 2 , 2000, ISSN  1072-4745 , p. 192-214 .
  • Matthias Bode, Ursula Hansen: The gender of marketing science. How 'male' is she and how 'female' should she be? In: Gertraude Krell (ed.): Business Administration and Gender Studies. Wiesbaden, Gabler 2005, ISBN 3-409-12640-6
  • Barbara Drinck, Eva Kreienkamp : Equal opportunities in customer orientation. The gender-oriented market analysis opens up new market opportunities - androcentric structures make renewal more difficult . In: Journal for Women's Studies & Gender Studies . tape 23 , no. 3 , 2005, ISSN  0946-5596 , p. 50-60 .
  • Barbara Drinck, Eva Kreienkamp: Reactions to the Gender and Queer Perspective: Market Research is Empowered by Accepting Gender and Sexual Orientation as Consumer Categories . In: Lorna Stevens; Janet Borgerson (Ed.): Gender and Consumer Behavior . tape 8 . Association for Consumer Research, Edinburgh 2006, p. 83-93 ( [1] ).
  • Diana Jaffé: The customer is female: what women want and how they get what they want, Econ, Berlin 2005, ISBN 978-3-430-15003-3 .
  • Eva Kreienkamp: Gender marketing - impulses for market research, products, advertising and personnel development. mi, Landsberg am Lech 2007, ISBN 978-3-636-03108-2 .

Broadcast reports

Individual evidence

  1. ↑ See Kreienkamp, ​​p. 15.
  2. ↑ Eva Kreienkamp: Gender Marketing: impetus for market research, products, advertising and personnel development . mi-Fachverl. at Redline, 2007, ISBN 978-3-636-03108-2 ( google.com [accessed March 2, 2016]).
  3. ↑ See Acker 1999, 2000.
  4. ^ Jill Avery: Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending . December 1, 2012 ( hbs.edu [accessed March 3, 2016]).
  5. ↑ Libby Copeland: Is Diet Soda Girly? In: Slate . August 12, 2013, ISSN  1091-2339 ( slate.com [accessed March 3, 2016]).