Chapter 16. Girls just want to have fun
In the 1949 movie Adam’s Rib, Katherine Hepburn played a stylish and competent lawyer. This film was one of the first to show that a woman can have a successful career and still be happily married. Today, the evolution of a new managerial class of women has forced marketers to change their traditional assumptions about women as they target this growing market. For example, Suzuki is going out of its way to appeal to the growing number of women in India who are achieving financial independence and buying their own cars. Its Zen Estilo (Estilo means “style” in Spanish) model comes in eight colors, including purple fusion, virgin blue, and sparkling olive.
These changes have forced marketers to reexamine their ...
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