Gender marketing is a new concept in the marketing, which is used in the USA and successfully in the Scandinavian countries already. The different needs go from men and women into the development to include marketing and communication from products and services in order to reach through it customers and customers better with Gender marketing around it. Women and men design their environments differently - not only in their feature and in their social role understanding, but also in the way, as they articulate consumer desires, meet purchase decisions and evaluate products. Although Mrs. Studien decide according to over 80% of the household expenses, they are not seriously taken frequently as customers. They are confronted on the television, in the radio or in the cinema with plateful advertisement or feel advised insufficiently, if they want to take up a credit e.g. with their bank. As logical consequence of the poor research situation in the connection of "„Gender and marketing "“one also hardly finds publications in the German-speaking countries to the topic (see Bode/Hansen 2005:44 f.). Formulates intensified: There is not with us "„. Sign for a more intensive occupation with the gene the research "“(2005: to recognize 45). That this blindness in the marketing science and in the market study does not concern by any means the aspect of the sex alone, but also for the age - and in our multi-cultural society just as different cultures and their characteristics - by the market study with still smaller attention is considered, because the market is aligned and its products at a fictitious homogeneous society, those applies above all young, modern, good-looking and successful to be seems. To criticize it is also that a simplification takes place, which fades out each socialpsychological processes of power and subjecting. Joan field (1999, 2000) calls this adjustment "„gene the regime "“, with which systematically gaping power and control and less powerful positions are reduced to the aspect of gene the, i.e. on one allegedly "„natural "“world order after sex. But the likewise effective forces must be included of race, class, sexuality, religion, age, physical abilities - thus the complexity of acting in human groups with, in order to analyze hegemoniale forces in organizations and society. Only then the inequality can be reflected, which results from missing opportunities, Ausgrenzung, different remuneration, different appreciation of work etc. Gender marketing wants to therefore strengthen in the tradition Gender Mainstreaming the sensitivity of the enterprises for sex-specific differences.

Related links

1. International Gender marketing congress *

8th Gender, marketing and Consumer Behavior Conference

Literature: Field, Joan (1999): Rewriting Class, Race, and Gender: Problem in tool NIST Rethinking. In: Lorber, Judith; Hess, Beth; Marx Ferree; Myra (Hrsg.): Revisioning Gender. Thousand Oaks (APPROX.) field, Joan (2000): Revisting Class: Thinking from Gender, Race and organizations. In: Social Politics: P. 194-214 Bode, Matthisa; Hansen, Ursula (2005): The sex of the marketing science. How "“male"” is it how "“female"” and should it In: Krell, Gertraude (Hrsg.): Management economics and Gender Studies. Wiesbaden, Gabler. Drinck, Barbara; Kreienkamp, EH (2005): Equal chances in customer orientation. The towards-that-oriented view of market opens new market chances - androzentrische structures make renewal more difficult. In: Magazine for woman research and sex studies. 23.Jg 2005, number 3, P. 50-60

Articles in category "Gender marketing"

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