Dont Think Pink: What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market - page 75


Index

E

earning power of women, 6-8

education, level of, 156-157

e-mail, 175

e-marketing, 187-197

advisory boards in, 193-194

and content/style of Web sites, 188-189

dos/don'ts of, 196-197

feedback in, 192

and learning from women's online behavior, 197

peer reviews in, 195

polling in, 189-192

promotions in, 192-193

quizzes in, 190-192

surveys in, 189-190, 194-195

embellishments, 60

emerging majority(-ies), 139-154

Asian Americans as, 146-150

Black Americans as, 150-153

buying filters of, 140-142

Hispanic Americans as, 142-146

in-culture marketing to, 153-154

emotional imagery processing, 58, 64

Enterprise Rent-A-Car, 70-71

Entertainment and Sports

Programming Network (ESPN), 17, 41-48

Envirosell, 177, 178

Epinions.com, 79, 195, 197

EPM Communications, 108

EQ3, 99

ESPN, see Entertainment and Sports Programming Network

ESPN: The Magazine , 43-45

evangelists, customer, 58

experience, women's buying minds and, 156-157, 179-182



Index

F

feedback

in e-marketing, 192

review of, 205

in transparent marketing process, 39, 45-46, 51

Finn, Lisa

on going overboard, 59

on marketing to women, 23-24

First Sex, The (Helen Fisher), 56-57

Fisher, Helen, on web thinking, 56-57

focus, 38, 44, 49

food industry, 120-121

Ford Windstar, 41

Fort Worth Star Telegram , 141

French Meadow Bakers, 17-18, 26

Freytag, Vanessa, on marketing to women, 15

Frito-Lay, 122



Index

G

Gap, The, 57

gender differences

in brain function, 63-73

in communication style, 71-72

in emotional imagery processing, 58

in shopping behaviors, 177-178

in thinking, 18-19

in tool preferences, 50-51

and visible marketing approach, 26-27

gender-neutral marketing approach, 16

generational characteristics, 83-113

of Baby Boom women, 100-105

of Generation X women, 93-99

of Generation Y women, 84-93

of Mature women, 105-113

in visible marketing approach, 32

Generation X women, 57, 93-99

Generation Y women, 57-58, 84-93

Gillette Company, The, 16, 27, 33

Giri Choco day, 149

grade school thinking, 4-5

Greene, Sue, 162



Index

H

Hallmark, 130

Hewlett-Packard, 142

Hilton, 127

Hispanic American women, 142-146

holistic approach, 184-185, 188, 202-203

home decoration industry, 99

Home Depot, 16-18, 48, 51-54

home improvement industry, 16-17, 48-54

Honda, 141-142

hospitality industry, 127-128

household income, 7-8

household managers, 137

household purchasing agents , 9, 75

House Rules , 99

Howe, Neil, on Gen Yers, 86-87

Huba, Jackie, on customer "evangelists", 58

human element, 168

hybrid marketing approach, 17-18, 25, 26, 29-30



Index

I

inconsistencies, 65

in-culture marketing, 140, 153-154

infant development industry, 135-136

insider information, 77-78, 204

insincerity, 59-60

Internet

as Generation Y channel, 85

households using, 172

marketing information available from, 22

Mature generation use of, 107

metamarkets on, 169-170

as tool/friend/advisor, 176

women's view/use of, 18-19, 173-175

see also e-marketing; online shopping; Web sites

Israel, Richard L., on Hispanic Web users, 146

iVillage.com, 173



Index

J

Jiffy Lube, 76

Jones Soda, 86

Journeywoman.com, 120

"June Cleaver" thinking, 5-6

Just Ask a Woman , 55, 194, 200