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Does Dell Know What Women Want In a Laptop?
Hugh Pickens writes "Finding the right approach for gender-specific marketing can be really tricky, said Andrea Learned, a marketing expert and author of Don't Think Pink — What Really Makes Women Buy. So when Dell recently took the wraps off a new Web site called Della, geared toward women, featuring tech 'tips' that recommended calorie counting, finding recipes, and watching cooking videos as ways for women to get the most from a laptop, a backlash erupted online, as both women and men described the Web site as 'ridiculous' and 'gimmicky.' Della's heavy emphasis on colors, computer accessories, dieting tips, and even the inclusion of a video about vintage shopping 'seems condescending to women consumers,' says Learned. Instead, Dell should have emphasized function and figured out ways to sell the netbooks that weren't clichéd and reliant on gender stereotypes. 'Some brands go too far with the girlie stuff,' Learned says. 'Della's marketing strategy sounds like it's advertising a purse. There's a level of consumer sophistication they're missing.'"
Men do not wear bras or skirts (sorry Scots). This gender based customization might be a good strategy.
As a man I expect more manly looking notebooks with customization made specifically for us men and not mid gender gay looking user interfaces or designs (sorry Apple).
"Some women are OK, but most don't like to be condescended, and even get upset when they perceive the remotest hint of condescension. Feminist types are only the most rabid and vocal of those, but they are far from monopolizing those feelings."
You've only half the story. That is just how they act part of the time. The other part, when their attitude flips, they act the other way and say that you not taking charge enough and that you should be a strong guide for them because "I'm so confused right now." How much they have one attitude or the other determines their overall type but almost no woman is purely one type all the time but instead there is prevarication.
This changing behaviour is obviously at least partially driven by changes in hormones, and frequently it is not consciously done at all, although it is usually at least partially consciously done (that is, they are aware that they are prevaricating and may even be able to stop it) and sometimes it is a very deliberate contrivance. Regardless of mode of action, it serves the advantage of women because it is another way to disorient men who are left trying to figure out what the proper behaviour is to continue sexual relations. In feminine societies this behaviour is normalized and men are supposed to "deal with it." In masculine societies this behaviour is almost entirely ineffectual because women are very solidly paired with their mates and so the men cannot be easily disoriented because the sexual relations are well understood as either there or not there.