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Chapter Objectives
Define the term marketing.
Explain types of customer characteristics used
to define a target market.
Explain fashion merchandising.
Describe the four components of the marketing
mix.
Identify the four types of promotion.
Identify the seven functions of marketing.
2
Section 2.1
Definition:
marketing the
process of developing,
promoting, and
distributing products to
satisfy customers
needs and wants
Section 2.1
Business
Determine what
customers want
Section 2.1
Communicate to
customers
Target Market
Fashion marketers can
conduct research to identify
a target market.
Identifying a target market
is achieved through market
segmentation.
Section 2.1
Target Market
Specific customer characteristics
that are expressed as statistics
include:
1. Demographics
2. Psychographics
3. Geographics
4. Behavioristics
Purchase occasion
Product benefits
Usage level and commitment
Section 2.1
Section 2.1
Fashion Merchandising
Fashion merchandising
involves developing plans to
make products available.
Section 2.1
fashion merchandising
the planning, buying, and
selling of fashion apparel
and accessories to offer
the right merchandise
blend to meet consumer
demand
10
Fashion Merchandising
Merchandising is the main
function of apparel retailing.
Retailers buy large quantities of goods at wholesale
prices.
Retailers sell the goods individually at retail prices.
Retailers are also responsible for store operations,
financial control, personnel, and sales promotion.
Section 2.1
11
Fashion Merchandising
Merchandising market factors include:
Economic issues that influence customer buying habits
New technology developed by a competitor
Section 2.1
12
Fashion Online
Operating an e-tail business on an electronic channelthe
Walking
past attractively
displayed
fashions
in store
windows
Webcan
be costly, due
to design,
delivery,
returns,
and
canoperating
easily lure
you into a store to shop. However, its not so
expenses.
easy to draw customers online.
Though Many larger dot-com companies crashed in the
1990s, indicates
small stores
of West
Newton,
Research
thatlike
99 Harris
percentCyclery
of pop-up
or banner
ads
actually
increase
salesthrough
using a Web
basicsites
Web
doMassachusetts,
not get clicked. One
solution
is linking
site. Today, a third of Harriss bicycle business rides in on
that already attract an established demographic.
the Web to get hard-to-find parts and personal service.
Describe an e-businesss home page to your class after
viewing one through marketingseries.glencoe.com.
For more information, go to marketingseries.glencoe.com.
Section 2.1
13
2.1
Section 2.1
14
Place
The Four Ps
Publicity
Price
SEE
page 33
in book
Section 2.2
Sales Promotion
Public Relations
Personal Selling
Promotion
15
Marketing Strategies
There are three strategies that fashion marketers
use to increase their business:
1. Increase the number of customers.
2. Increase the average transaction.
3. Increase the frequency of repurchase.
SEE page 33 in book
Section 2.2
16
Channels of Distribution
Before merchandise reaches the
consumer, it goes through the
channel of distribution.
channel of distribution
the path a product takes
from the producer to the
consumer
17
The Functions of
Marketing
There are seven functions
of marketing.
In order to have a successful
fashion business, business
owners follow the principles
of these functions.
Section 2.2
functions of marketing
the activities that include
product/service
management, distribution,
financing, pricing,
marketing-information
management, promotion,
and selling
18
2. Distribution Function
Section 2.2
19
4. Pricing Function
Pricing includes determining how much to charge for
goods and services in order to maximize profits.
Section 2.2
20
Section 2.2
Input
Storage
Analysis
Output
Decision making
21
7. Selling Function
The selling function involves the direct personal contact that
businesses have with their customers.
Sales personnel must be able to communicate
the benefits and features of the items so that customers are
willing to pay higher prices.
Section 2.2
22
Section 2.2
23
24
Checking Concepts
1. Explain the term marketing.
1. Fashion
2.
Marketing is
demographic,
3.
the
psychographic,
process ofis
merchandising
developing,
geographic,
the
planning, and
promoting,
behavioristic
and
buying,
and
selling
2. List four types of customer
distributing
of
fashion apparel
characteristics used to identify a
products
to satisfy
and
accessories
to
target market.
customers
offer
the rightneeds
and wants. blend
merchandise
to meet consumer
3. Describe fashion merchandising.
demand.
continued
25
Checking Concepts
4. Name the components
of the marketing mix.
4.
place,
Sales promotion
5. product,
price,
and
Publicity
promotion
Public relations
Advertising
Personal selling
continued
26
Checking Concepts
6. Identify the activities associated
with the functions of marketing.
Critical Thinking
7. Compare the marketing
mix with the functions of
marketing.
The marketing
mix
6.7. Activities
include
includes
four basic
product/service
marketing strategies
management,
also
called the four Ps of
distribution,
marketingproduct,
place,
price, andpricing,
financing,
promotion.
To sell and
marketingmarket products, all
information
businesses
conduct
management,
marketing
activities listed
in #7
that can be and
promotion,
classified into seven
selling.
basic functions that
include the four Ps.
27