Dont Think Pink: What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market - page 71


Index

A

AARP, 144

Ace Hardware, 48, 49, 51, 52, 54, 62

active retirees, 106-107

Advertising Age , 3

advisory boards , online, 193-194

Aegis Gardens retirement community, 148

Ahearn, Chris, on shopping behaviors, 52

Amazon.com, 36, 188, 195, 197

Anglo Americans, 140

Asian American women, 146-150

athletics, gender discrimination in, 11-12

AT&T, 130

authenticity, 33, 41, 47-48, 53-54



Index

B

Baby Boom generation, 100-105

Internet shopping by, 175

net worth of, 8

senior programs for, 4

transition market opportunities with, 167

and visible marketing, 32

Babycenter.com, 169

Baby Einstein Company, The, 135-136

Beck, Martha, 104

Bell Mobility, 93

BIGresearch, 173

Black & Decker, 50

Black women, 150-153

Blast From the Past (film), 1-2

Bliss Spa, 42

Bolt, 92

Boost Mobile LLC, 90-93

Brain, Child magazine, 133-135

brain functioning, 63-73

and brain synergy, 63-65

and communication style, 71-73

and emotional imagery processing, 58

and observational skills, 65-66

and sense of discovery, 67-68

and sense of values, 68-71

Brainplace.com, 63

brand reflection of Asian American women, 148-150

of Baby Boom women, 102-103

of Black women, 152-153

of businesswomen , 125-126

of Generation X women, 96-97

of Generation Y women, 87-90

of Hispanic American women, 144-146

of Mature women, 108-110

of moms, 131-133

of single women, 119

brands

feeling of connection with, 54-55

forming alliances with, 58-59

fostering loyalty/trust in, 77

improving women's lives as context of, 69-70

life transition partnering/support by, 167-171

loyalty to, 147

transparent, 39-41

understanding/definition of, 46-47, 52-53

windows of "openness" to, 155

Builder magazine, 51

business ownership, 8, 10

businesswomen, 9, 115, 122-128

buying behavior, 73-81

and comparison shopping, 79-81

and constituent -driven decision making, 75-77

relationships/insider information in, 77-79

and smart shopping skills, 73-75

see also specific groups

buying filters

of Asian American women, 147

of Baby Boom women, 101-102

of Black women, 151-152

of businesswomen, 123-125

of emerging majorities, 140-142

of Generation X women, 94-96

of Generation Y women, 85-87

of Hispanic American women, 143-144

of Mature women, 107-108

of moms, 130-131

of single women, 118-119

buying mind, see decision-making process

buying power of women, 12



Index

C

Campbell Soup, 122

CB2, 98-99

cell phones, 90-93

Chicago Tribune , 11

Christian market segment, 5

Chura, Hillary, on approach to women consumers, 3

churchy thinking, 5

Coca-Cola, 204

college degrees, 7

communication, 71-73, see also language(s); listening to women

comparison shopping, 79-81

competition, teamwork vs., 55-56

confidence levels, 156-158, 161-163

confident consumers, 160-161

connecting with customers

in Baby Boom generation, 104-105

in Generation X, 99

in Generation Y, 92-93

in Mature generation, 112-113

and women as marketing partners , 22

consumer spending, vii, ix, 9, 129, 140, 173

contact information, 182-183

conversations, listening to, 200-203

corporate purchasing agents , women as, 9

Costco, 125

Craftsman Tools, 62

Crate & Barrel, 98

Creating Customer Evangelists (Jackie Huba and Ben McConnell), 58

cross-industry research, 205

Crow, Sheryl, 80

customer profiles, x, 12-13, 38-39

customer service, online, 179-182, 185-186



Index

D

DailyCandy.com, 188

Daimler-Chrysler, 142

decision-making process, 62-82

and buying behavior, 73-81

constituent -driven, 75-77

discovery phase of, 67-68

and gender-specific brain function, 63-73

and learning curves, 155-157

during life transitions, 155-156

motivational forces in, 206-209

and proactive marketing, 81-82

discovery, sense of, 67-68

DiversityInc magazine, 152-153

Dodge Caravan, 69, 130

Drugstore.com, 29-30