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1、Chapter2FashionandMarketingFashionMarketingBasicsMarketingStrategiesChapterObjectivesDefinethetermmarketing.Explaintypesofcustomercharacteristicsusedtodefineatargetmarket.Explainfashionmerchandising.Describethefourcomponentsofthemarketingmix.Identifythefourtypesofpromotion.Iden
2、tifythesevenfunctionsofmarketing.HowFashionIsMarketedMarketingisaseriesofactivitiesthatfashionbusinessesundertakesothatcustomerswillbuyproductsfromtheminsteadoftheircompetitors.marketingtheprocessofdeveloping,promoting,anddistributingproductstosatisfycustomers’needsandwantsSect
3、ion2.1TheMarketingConceptTomarketeffectively,fashionmarketersfollowtheprinciplesofthemarketingconcept.marketingconcepttheideathatbusinessesmustsatisfycustomerneedsandwantsinordertomakeaprofitSection2.1TheMarketingConceptSection2.1BusinessDeterminewhat customerswantIdentifycusto
4、mersMaketherightproducts availableattherighttime andattherightpriceCommunicatetocustomers6TargetMarketFashionmarketerscanconductresearchtoidentifyatargetmarket.targetmarketthespecificgroupofpeoplethatabusinessistryingtoreachSection2.1Identifyingatargetmarketisachievedthroughmar
5、ketsegmentation.marketsegmentationawayofanalyzingamarketbycategorizingspecificcharacteristicsThinkofafashionstorethatappealstoyou.Whydoesitappealtoyou?TargetMarketInyourpacket,thinkofthreefriendsorfamilymembersofdifferentagesanddescribethetypeofclothingthatappealstothosepeople.
6、TargetMarketSpecificcustomercharacteristicsthatareexpressedasstatisticsinclude:demographicstatisticsthatdescribeapopulationintermsofpersonalcharacteristicssuchasage,gender,income,ethnicbackground,education,religion,occupation,andlifestyleSection2.1DemographicsTargetMarketSpecif
7、iccustomercharacteristicsthatareexpressedasstatisticsinclude:psychographicsstudiesofconsumersbasedonsocialandpsychologicalcharacteristicssuchasattitude,interests,andopinionsSection2.1PsychographicsGeographicsgeographicsstatisticsaboutwherepeopleliveTargetMarket:PsychographicsHo
8、wmightclothingfashionbeinfluencedbythesetrends?TargetM
