Multi-minding is a cultural phenomenon that is here to stay. A multi-minding woman, even if she appears to be relaxing in front of a late-night television show, reading a magazine in the pediatrician's office, or tackling a complicated analytic study at work, is at the same time thinking about and preparing for the other dimensions of her life. She's weighing the benefits of changing her 401k plan, plotting out her organic vegetable garden, ticking off birthday-party logistics, and longing for a neck massage. That's why one study shows women feel they are packing 38 hours of activity into a 24-hour period. But studies also show that most women feel marketers are ignoring their needs. That's a big mistake considering women spend $3.3 trillion annually on consumer products. Too Busy to Shop explains what marketers need to know about multi-minding--a word coined by Skoloda and Ketchum--and its implications for companies seeking to speak to women buyers. Besides theory and insight, readers get how-tos and action items designed to ensure women view their brands favorably and hear the marketing message. The book also contains insiders' views of some of the most successful marketing-to-women campaigns of recent times. In short, Too Busy to Shop helps marketers understand multi-minding in depth--an essential task if they want to reach today's overloaded female consumer.
Kelley Murray Skoloda, partner/director of Ketchum's Global Brand Marketing Practice, is the recognized authority on marketing to women. In her career with Ketchum, she has counseled dozens of Fortune 500 companies and blue-chip brands. Skoloda's work has been featured in BusinessWeek online, BrandWeek magazine, CNNMoney.com, Fast Company, Today's Chicago Woman, The Washington Post, PRWeek magazine, and others.
Next, the author discusses both specific and general aspects of behavior that have implications for marketing strategy. Specifically, the book helps the reader understand how changes in mental processes in late life might affect the way an older person responds to marketing stimuli, and how lifestyles of mature persons can form the bases for designing effective marketing strategies. Finally, the author discusses specific aspects of older consumers' consumption and behavior in the marketplace, including mass media use, expenditure and consumption patterns, shopping habits, product/service acquisition process, as well as behaviors following purchase. At the end of each chapter, the author outlines several implications of the material presented that will be of interest to marketers, retailers, advertisers, social workers, public policy makers, and students of human behavior. The book ends by summarizing key points, drawing conclusions, and making recommendations to various groups interested in serving the mature market. The results of hundreds of studies are reviewed and presented in such a way that they can be used by practitioners. The book begins with an examination of the older consumer market and its characteristics. Age-related changes in late life and theoretical explanations for them are discussed next to help the reader understand human behavior in general and consumer behavior in particular.
Gerontographics is a life-stage model developed to help marketers to better understand the heterogeneous older consumer market. Dr. Moschis points out that the model is unique, and different from other models of older consumer behavior in several ways. First, it is built on state-of-the-art knowledge drawn from various disciplines. Instead of relying on a single approach to or assumption about human behavior, it takes into account a wide range of factors and approaches. Second, the model was tested and validated using multiple methods. Not only is it the result of empirical methods, but it also reflects current thinking among consumer researchers on how to study behavior. Third, because the marketplace is dynamic, the life-stage model is flexible. It accommodates changes over time, to reflect changes in the environment and in people, and the emergence of new types of consumers. Finally, the model is directly linked to marketing strategies. It suggests specific courses of marketing action an organization should take to secure better results.
As Rotfeld explains: Misplaced Marketing is a term I coined, using `marketing' to refer to the marketing analysis of consumers and `misplaced' to mean either `lost' or `ignored.' Many firms `misplace' marketing in the sense of losing track of what it is and what it can do; many not-for-profit organizations do not use marketing in a way that could improve the results of their efforts. Just because marketing is satisfying consumers does not mean it is above reproach, since Al Capone satisfied many consumers too. Moreover, there are critics who fear marketing power and feel that any service to consumers is a problem for society. This is misplaced marketing in the sense that it is misused, abused, or tied to products that do not serve society's interests. Just because marketing perspectives are misplaced does not mean a product or service will fail, nor does it mean it should be banned. My book gives a perspective to understand the view of business critics and ways to improve business decision-making. The book also provides an unusual examination of the entire relationship of business to its customers.