- Learn about differences in how men and women spend money and how this affects marketing.
Imagine this situation. A man and woman go together to a big department store. The store has a wide variety [vơ 'rai ơ ty] of products - clothes, computers, food, appliances, automotive (xe cộ) supplies, furniture. They decide to separate and meet again in an hour.
1. What things will the man probably shop for?
2. What things will the woman probably shop for?
3. In the same situation, what would you probably shop for? Do you think you are typical or unusual? Why?
Sub-topic: Women enter the electronics market
The roles and responsibilities of men and women are changing in society, so are the shopping habits of the two genders. The electronics industry is one place when gender differences in purchasing are rapidly changing.
- (Until recently) The electronics market consisted mostly of men. Today, however, women are some of the biggest consumers of computers and other electronic products. With more and more women working and in control of their own and their family's money, women now want to have a say in the type of electronics that they have in their homes.
- Some experts report that women are actually buying more electronics than men. A recent study by the Consumer Electronics Associations reports another interesting development. It states (v-phát biểu, tuyên bố) that almost a third of the new and more innovative electronics are sold to women.
=> So, not only are women becoming more interested in electronics purchases in general, but they are also increasingly willing (vui lòng) to try the latest products.
- Women in the U.S are now spending more than $50 billion on electronics. What are the implications (hàm ý nói) of this change in women's spending habits for marketing? Laura Heller (DSN Retailing Today), believes that until recently women have been ignored by the electronics industry. She say. "There's so much we don't know about this group: How they shop for electronics, how they fell about these products, and more importantly, how these products make them fell".
Businesses need to understand the changes in their customer population and create new strategies to meet consumer's needs. These strategies will focus on the need to appeal (v-hấn dẫn) to their new customers, that is, to appeal to women.
Discuss these questions and share your answers:
- Think of the men and women that you know. What changes have you noticed in their shopping interests? Give some examples.
- Think of a store that usually appeals to men. What could it do to appeal to women?
Let's get started because the topic today is really interesting. What I want to talk about is how people spend money. This is a really popular topic because everyone has a personal story about spending money. So first we'll look at the spending habits of wealthy people and then we'll move on to the spending habits of the poor.
Discuss these questions and share your answers:
- The professor pointed out that more and more women are making "big ticket" purchases such as computers and cars. Do you think this is true? Have you seen evidence of this change in spending habits?
- According to the lecture, marketers are now trying to appeal more to women. Do you think marketers need to use different marketing strategies for men and for women?
Practice Lecture:
Introduction #1: Today I'll be discussing some of the most important trends in the area of gender and spending, so that means what the latest research is telling us about how men and women spend money today.
And we'll be discussing several reasons for these trends, so what kinds of electronics women are buying versus what electronic products men are buying because you see all of this is incredibly important for marketers and advertisers who work with the technology industry today.
Introduction #2: Let me begin by asking:
How many of you have bought a new car recently, or maybe you've been in a car dealer recently?
This morning what I want to talk about is how new cars are marketed today.
First we'll look at the recent car market, and then we'll move on to look at a couple of recent case studies from the automotive world.
Introduction #3:
Let's continue our discussion of market plans. Now I know you read in your textbook that every business has a plan for how it will sell its product.
These plans are very different from company to company, very different. (what I'm saying is even two companies who sell the same product can market it in completely different ways.)
I'm going to cover three ways that we can analyze market plans and, then we'll look at one specific market plan.
Lecture:
We'll be talking about spending again today and the various ways that different groups of people in society spend money.
And the two groups we'll look this morning are men and women, (a favorite topic for many people).
And I'm going to cover some of the different ways that men and women spend money.
And then discuss some of the reactions by businesses to these differences. (see lots of differences)
And the main reason I want to focus on gender differences in spending is because these differences are starting to have very big implications (hàm ý) for marketers and advertisers.
Speaking in generalizations here:
- Traditionally, the wife and mother in a family has been the one in the family who has been concerned with taking care of the home and taking care of the children. (who thinks about preparing the food for the family or keeping the family healthy and warm ... those kinds of things). (here's how experts say) women want to "create a lifestyle". That means they tend to focus on the daily life of their family.
=> So when we think about spending money, the traditional purchases made by women have been things like the daily food for the family (shoes, clothes). These kinds of purchases are made for the daily needs of the family.
Let's move on (men): talk a about the traditional responsibilities and traditional spending by men.
Traditionally, (generalization), the man in family is the one who fixes things, (for example), if a door in the house is broken, the man fixes it.
(when it comes to spending, men traditionally want to get those things that will last a long time and that don't need replacing or repairing.) They're the ones who are concerned with the long-term value of purchases.
(And that makes quite a bit of sense). Now, the long-term value of an item increases as the price of the item goes up. (for example: the long-term value of a car, is more important to a family's finances than let's say the long-term value of a sweater or a pair of shoes.)
=> So items with a high long-term value have been important to men.
(Big ticket [expensive] items like cars, refrigerators, televisions, electronic equipment ... they're the things that last a long time.)
They have a longer value, so because men usually made the decision about the big ticket items, the experts have traditionally considered men to be more focused on the "future" in their spending behavior.
1. What things will the man probably shop for?
2. What things will the woman probably shop for?
3. In the same situation, what would you probably shop for? Do you think you are typical or unusual? Why?
Sub-topic: Women enter the electronics market
The roles and responsibilities of men and women are changing in society, so are the shopping habits of the two genders. The electronics industry is one place when gender differences in purchasing are rapidly changing.
- (Until recently) The electronics market consisted mostly of men. Today, however, women are some of the biggest consumers of computers and other electronic products. With more and more women working and in control of their own and their family's money, women now want to have a say in the type of electronics that they have in their homes.
- Some experts report that women are actually buying more electronics than men. A recent study by the Consumer Electronics Associations reports another interesting development. It states (v-phát biểu, tuyên bố) that almost a third of the new and more innovative electronics are sold to women.
=> So, not only are women becoming more interested in electronics purchases in general, but they are also increasingly willing (vui lòng) to try the latest products.
- Women in the U.S are now spending more than $50 billion on electronics. What are the implications (hàm ý nói) of this change in women's spending habits for marketing? Laura Heller (DSN Retailing Today), believes that until recently women have been ignored by the electronics industry. She say. "There's so much we don't know about this group: How they shop for electronics, how they fell about these products, and more importantly, how these products make them fell".
Businesses need to understand the changes in their customer population and create new strategies to meet consumer's needs. These strategies will focus on the need to appeal (v-hấn dẫn) to their new customers, that is, to appeal to women.
Discuss these questions and share your answers:
- Think of the men and women that you know. What changes have you noticed in their shopping interests? Give some examples.
- Think of a store that usually appeals to men. What could it do to appeal to women?
Let's get started because the topic today is really interesting. What I want to talk about is how people spend money. This is a really popular topic because everyone has a personal story about spending money. So first we'll look at the spending habits of wealthy people and then we'll move on to the spending habits of the poor.
Discuss these questions and share your answers:
- The professor pointed out that more and more women are making "big ticket" purchases such as computers and cars. Do you think this is true? Have you seen evidence of this change in spending habits?
- According to the lecture, marketers are now trying to appeal more to women. Do you think marketers need to use different marketing strategies for men and for women?
Practice Lecture:
Introduction #1: Today I'll be discussing some of the most important trends in the area of gender and spending, so that means what the latest research is telling us about how men and women spend money today.
And we'll be discussing several reasons for these trends, so what kinds of electronics women are buying versus what electronic products men are buying because you see all of this is incredibly important for marketers and advertisers who work with the technology industry today.
Introduction #2: Let me begin by asking:
How many of you have bought a new car recently, or maybe you've been in a car dealer recently?
This morning what I want to talk about is how new cars are marketed today.
First we'll look at the recent car market, and then we'll move on to look at a couple of recent case studies from the automotive world.
Introduction #3:
Let's continue our discussion of market plans. Now I know you read in your textbook that every business has a plan for how it will sell its product.
These plans are very different from company to company, very different. (what I'm saying is even two companies who sell the same product can market it in completely different ways.)
I'm going to cover three ways that we can analyze market plans and, then we'll look at one specific market plan.
Lecture:
We'll be talking about spending again today and the various ways that different groups of people in society spend money.
And the two groups we'll look this morning are men and women, (a favorite topic for many people).
And I'm going to cover some of the different ways that men and women spend money.
And then discuss some of the reactions by businesses to these differences. (see lots of differences)
And the main reason I want to focus on gender differences in spending is because these differences are starting to have very big implications (hàm ý) for marketers and advertisers.
Speaking in generalizations here:
- Traditionally, the wife and mother in a family has been the one in the family who has been concerned with taking care of the home and taking care of the children. (who thinks about preparing the food for the family or keeping the family healthy and warm ... those kinds of things). (here's how experts say) women want to "create a lifestyle". That means they tend to focus on the daily life of their family.
=> So when we think about spending money, the traditional purchases made by women have been things like the daily food for the family (shoes, clothes). These kinds of purchases are made for the daily needs of the family.
Let's move on (men): talk a about the traditional responsibilities and traditional spending by men.
Traditionally, (generalization), the man in family is the one who fixes things, (for example), if a door in the house is broken, the man fixes it.
(when it comes to spending, men traditionally want to get those things that will last a long time and that don't need replacing or repairing.) They're the ones who are concerned with the long-term value of purchases.
(And that makes quite a bit of sense). Now, the long-term value of an item increases as the price of the item goes up. (for example: the long-term value of a car, is more important to a family's finances than let's say the long-term value of a sweater or a pair of shoes.)
=> So items with a high long-term value have been important to men.
(Big ticket [expensive] items like cars, refrigerators, televisions, electronic equipment ... they're the things that last a long time.)
They have a longer value, so because men usually made the decision about the big ticket items, the experts have traditionally considered men to be more focused on the "future" in their spending behavior.
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