Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
CASE STUDY
The female gamer
While the male-dominated console market remains relatively stable, mobile apps and games on
social media display incredible growth.6 It is this market that is predominantly female, with some
figures suggesting more than 65% of all casual gamers are women.7 This change in consumer
behaviour has taken many developers in the video games industry by surprise and, as yet, there
has only been anecdotal evidence to explain why women are the dominant force in this rapidly
expanding product category.
Despite this market opportunity there is still an industry bias towards men. Employment in the
video games industry is male dominated with only 10% of the entire workforce being female,
the majority of them being employed in administration, human resources, and marketing with
little to no input in game creation. As a consequence, the games being conceived and developed
by the industry have their foundations in male appeal. So why do casual games appeal to
women?
While the male-dominated console market remains relatively stable, mobile apps and games on
social media display incredible growth.6 It is this market that is predominantly female, with some
figures suggesting more than 65% of all casual gamers are women.7 This change in consumer
behaviour has taken many developers in the video games industry by surprise and, as yet, there
has only been anecdotal evidence to explain why women are the dominant force in this rapidly
expanding product category.
Despite this market opportunity there is still an industry bias towards men. Employment in the
video games industry is male dominated with only 10% of the entire workforce being female,
the majority of them being employed in administration, human resources, and marketing with
little to no input in game creation. As a consequence, the games being conceived and developed
by the industry have their foundations in male appeal. So why do casual games appeal to
women?
Game features that appeal to women
Many of the games that experience significant success for developers among women are those
that are initially simple to grasp, that offer social interaction - both with friends, and an
opportunity to expand their network - and those that offer the ability to help others. A great
example of a game like this is Zynga’s Farmville which allows players to plant, interact, chat and
help out other farmers in the world. So why do over 240 million gamers8 play Zynga’s social
games every month? In contrast, the most popular titles for male gamers are those focussed
upon competitiveness, mastery and prowess, typically first-person shooters, such as the
Activision’s Modern Warfare franchise and EA’s Battlefield series.
In looking at the types of games men and women generally prefer; a number of differences
emerge (see Table below). Men can be observed to be motivated more by external
achievements and rewards valuing both prowess in defeating gamers and non-gamers alike.9
Men tend to be more extrinsically motivated;10 they are motivated by factors external to
themselves. Women however, have been observed to be motivated in helping others and being
dependent upon other players’ goodwill in the games they prefer to play and in doing so they
experience high levels of internal satisfaction.11 Thus women tend to be more intrinsically
motivated.12
The future of gaming
The male-dominated industry used to targeting the traditional segment of console gamers
continues to struggle to penetrate the rapidly expanding mobile games market, filled with tens
of thousands of low-cost games from small development teams,13 while social mobile apps such
as Words with Friends and Draw Something are downloaded millions of times in mere weeks.14
The companies that will succeed in the gaming market are those that can offer products that
appeal to the different market segments based on gender and usage (casual or hard-core). By
understanding the different motivations of the sexes, it is possible for games developers to
create games that can satisfy the growing demand of the changing gamer demographic
Many of the games that experience significant success for developers among women are those
that are initially simple to grasp, that offer social interaction - both with friends, and an
opportunity to expand their network - and those that offer the ability to help others. A great
example of a game like this is Zynga’s Farmville which allows players to plant, interact, chat and
help out other farmers in the world. So why do over 240 million gamers8 play Zynga’s social
games every month? In contrast, the most popular titles for male gamers are those focussed
upon competitiveness, mastery and prowess, typically first-person shooters, such as the
Activision’s Modern Warfare franchise and EA’s Battlefield series.
In looking at the types of games men and women generally prefer; a number of differences
emerge (see Table below). Men can be observed to be motivated more by external
achievements and rewards valuing both prowess in defeating gamers and non-gamers alike.9
Men tend to be more extrinsically motivated;10 they are motivated by factors external to
themselves. Women however, have been observed to be motivated in helping others and being
dependent upon other players’ goodwill in the games they prefer to play and in doing so they
experience high levels of internal satisfaction.11 Thus women tend to be more intrinsically
motivated.12
The future of gaming
The male-dominated industry used to targeting the traditional segment of console gamers
continues to struggle to penetrate the rapidly expanding mobile games market, filled with tens
of thousands of low-cost games from small development teams,13 while social mobile apps such
as Words with Friends and Draw Something are downloaded millions of times in mere weeks.14
The companies that will succeed in the gaming market are those that can offer products that
appeal to the different market segments based on gender and usage (casual or hard-core). By
understanding the different motivations of the sexes, it is possible for games developers to
create games that can satisfy the growing demand of the changing gamer demographic
QUESTION:- Why would women generally not be interested in engaging with first-person
shooters, like Modern Warfare 3?
shooters, like Modern Warfare 3?
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CASE STUDY
The female gamer
While the male-dominated console market remains relatively stable, mobile apps and games on
social media display incredible growth.6 It is this market that is predominantly female, with some
figures suggesting more than 65% of all casual gamers are women.7 This change in consumer
behaviour has taken many developers in the video games industry by surprise and, as yet, there
has only been anecdotal evidence to explain why women are the dominant force in this rapidly
expanding product category.
Despite this market opportunity there is still an industry bias towards men. Employment in the
video games industry is male dominated with only 10% of the entire workforce being female,
the majority of them being employed in administration, human resources, and marketing with
little to no input in game creation. As a consequence, the games being conceived and developed
by the industry have their foundations in male appeal. So why do casual games appeal to
women?
While the male-dominated console market remains relatively stable, mobile apps and games on
social media display incredible growth.6 It is this market that is predominantly female, with some
figures suggesting more than 65% of all casual gamers are women.7 This change in consumer
behaviour has taken many developers in the video games industry by surprise and, as yet, there
has only been anecdotal evidence to explain why women are the dominant force in this rapidly
expanding product category.
Despite this market opportunity there is still an industry bias towards men. Employment in the
video games industry is male dominated with only 10% of the entire workforce being female,
the majority of them being employed in administration, human resources, and marketing with
little to no input in game creation. As a consequence, the games being conceived and developed
by the industry have their foundations in male appeal. So why do casual games appeal to
women?
Game features that appeal to women
Many of the games that experience significant success for developers among women are those
that are initially simple to grasp, that offer social interaction - both with friends, and an
opportunity to expand their network - and those that offer the ability to help others. A great
example of a game like this is Zynga’s Farmville which allows players to plant, interact, chat and
help out other farmers in the world. So why do over 240 million gamers8 play Zynga’s social
games every month? In contrast, the most popular titles for male gamers are those focussed
upon competitiveness, mastery and prowess, typically first-person shooters, such as the
Activision’s Modern Warfare franchise and EA’s Battlefield series.
In looking at the types of games men and women generally prefer; a number of differences
emerge (see Table below). Men can be observed to be motivated more by external
achievements and rewards valuing both prowess in defeating gamers and non-gamers alike.9
Men tend to be more extrinsically motivated;10 they are motivated by factors external to
themselves. Women however, have been observed to be motivated in helping others and being
dependent upon other players’ goodwill in the games they prefer to play and in doing so they
experience high levels of internal satisfaction.11 Thus women tend to be more intrinsically
motivated.12
The future of gaming
The male-dominated industry used to targeting the traditional segment of console gamers
continues to struggle to penetrate the rapidly expanding mobile games market, filled with tens
of thousands of low-cost games from small development teams,13 while social mobile apps such
as Words with Friends and Draw Something are downloaded millions of times in mere weeks.14
The companies that will succeed in the gaming market are those that can offer products that
appeal to the different market segments based on gender and usage (casual or hard-core). By
understanding the different motivations of the sexes, it is possible for games developers to
create games that can satisfy the growing demand of the changing gamer demographic
Many of the games that experience significant success for developers among women are those
that are initially simple to grasp, that offer social interaction - both with friends, and an
opportunity to expand their network - and those that offer the ability to help others. A great
example of a game like this is Zynga’s Farmville which allows players to plant, interact, chat and
help out other farmers in the world. So why do over 240 million gamers8 play Zynga’s social
games every month? In contrast, the most popular titles for male gamers are those focussed
upon competitiveness, mastery and prowess, typically first-person shooters, such as the
Activision’s Modern Warfare franchise and EA’s Battlefield series.
In looking at the types of games men and women generally prefer; a number of differences
emerge (see Table below). Men can be observed to be motivated more by external
achievements and rewards valuing both prowess in defeating gamers and non-gamers alike.9
Men tend to be more extrinsically motivated;10 they are motivated by factors external to
themselves. Women however, have been observed to be motivated in helping others and being
dependent upon other players’ goodwill in the games they prefer to play and in doing so they
experience high levels of internal satisfaction.11 Thus women tend to be more intrinsically
motivated.12
The future of gaming
The male-dominated industry used to targeting the traditional segment of console gamers
continues to struggle to penetrate the rapidly expanding mobile games market, filled with tens
of thousands of low-cost games from small development teams,13 while social mobile apps such
as Words with Friends and Draw Something are downloaded millions of times in mere weeks.14
The companies that will succeed in the gaming market are those that can offer products that
appeal to the different market segments based on gender and usage (casual or hard-core). By
understanding the different motivations of the sexes, it is possible for games developers to
create games that can satisfy the growing demand of the changing gamer demographic
QUESTION:- Why would women generally not be interested in engaging with first-person
shooters, like Modern Warfare 3?
shooters, like Modern Warfare 3?
MUST BE 650 WORDS AND INCLUDE REFERENCES.
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