Download Chapter 2 Name: 1 Chapter 2 Name: Marketing – Marketing

Chapter 2
Name:__________________________________
Marketing –
Behavioristics –
Marketing Concept –
Fashion Merchandising –
Target Market –
Marketing Mix –
Market Segmentation –
Channels of Distribution –
Demographics –
Functions of Marketing –
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Chapter 2
Name:__________________________________
Chapter 2 – Fashion and Marketing
Case Study Page 25
1. With a partner, why did Gap’s expansion result in losses? List two reasons.
2. How important is understanding the needs and wants of the consumer for fashion
businesses? Discuss your answer in one paragraph.
Case Study Page 35
1. With a partner, write two sentences about how Gap has tried to find a balance between
giving customers what they want and introducing new products.
2. What is the importance of having a marketing strategy for fashion businesses? Write a
paragraph to explain your answer.
Hot Property Page 28
1. Who is the target market for Ahimsa Peace Silk Products?
2. Is the organization targeting the right market for their products? Why?
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Chapter 2
Name:__________________________________
2.1 Fashion Marketing Basics
Goals:
 To define the term marketing
 To explain types of customer characteristics used to define a target market
 To explain fashion merchandising
How Fashion is Marketed
__________________ is one of the most important aspects of any business. Marketing starts at
the very beginning of the product development and continues after a consumer purchases that
product.
The Marketing Concept
To market effectively, fashion marketers follow the principles of the marketing concept. Businesses
identify the __________________, __________________ the products they __________________,
and make the __________________ available at __________________ the customers are willing to
pay. Businesses must also be able to __________________ this information effectively to their
customers. Fashion marketers must offer the right __________________ to their customers at the
__________________ time and at the __________________ price. In addition, they must develop
__________________ to tell their selected market about these products.
In addition, retailers or store owners must consider the __________________,
__________________ and the __________________ of the store. The products they offer must
match __________________, __________________ and __________________ to their customers.
The goal is to accomplish these tasks and make a __________________. Fashion businesses must
be __________________ oriented at all levels of the business by planning all activities around
satisfying customer __________________ and __________________.
Target Market
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Chapter 2
Name:__________________________________
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Diverse and Changing Markets
A mistake that some fashion marketers make is to take a market for
__________________. Changes in __________________ or __________________ conditions
can affect the consumer’s choices.
Businesses must know about __________________ that offer new products and develop
__________________ that affect their diverse customer bases. Businesses constantly evaluate
__________________ and __________________ due to the changing __________________
influences.
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Chapter 2
Name:__________________________________
Identify three cultures or countries that have influenced current styles and describe the styles.
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Fashion Merchandising
After fashion marketers have identified their __________________ customers and
desired __________________, they must develop plans to have the products available.
Retailers and Fashion Merchandising
Merchandising and Market Factors
2.2 Marketing Strategies
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
Goals:
To describe the four components of the marketing mix
To identify the four types of promotion
To identify the seven functions of marketing
The 4P’s
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Chapter 2
Name:__________________________________
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4.
Sales Promotion
Public Relations and Publicity
Advertising
Personal Selling
Applying the Promotional Mix
Marketing Strategies
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Chapter 2
Name:__________________________________
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2.
3.
Channels of Distribution
A __________________ channel of distribution is a path of distribution in which products are sold
by the producer directory to the customer. An __________________ channel of distribution is a
path of distribution of products that involves one or more steps, or intermediaries.
Fashion and Distribution
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The Functions of Marketing
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Chapter 2
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Marketing the Fashion Product
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Chapter 2
Name:__________________________________
2.1 Fashion Marketing Basics Page 30
1. What is a target market?
2. What customer characteristics are used to segment markets?
3. What is fashion merchandising?
1.2 Marketing Strategies Page 38
1. What are the four P’s of marketing?
2. What three marketing strategies are used to increase retail business?
3. What are the seven functions of marketing?
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Chapter 2
Name:__________________________________
Portfolio Works
The Best Promotion
Read the two case studies on page 41, and then decide on the best marketing strategy for each
store. Name the strategy, and then suggest a marketing promotion that might be used.
Case 1: Josh opened an athletic shoe store in 2000. Recently sales have been dropping. To make
money, Josh needs to sell at least 45 pairs of shoes daily. What is the best marketing strategy for
Josh?
Case 2: Adrien is an assistant marketing manager for a new clothing store in the mall. The store’s
target market is young people between the ages of 15 to 25. His supervisor has asked Adrien to
come up with a way to increase sales.
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