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Fashion Marketing FAS 223

Fashion Marketing FAS 223. American Intercontinental University Professor Kerry Szymanski, MBA November 24 , 2004. Agenda. Review Chapter 8 Review Mid-term exam Marketing Plan. Chapter 8. What are the different definitions for the term market?. Chapter 8. Name 3 market centers

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Fashion Marketing FAS 223

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  1. Fashion MarketingFAS 223 American Intercontinental University Professor Kerry Szymanski, MBA November 24 , 2004

  2. Agenda • Review Chapter 8 • Review Mid-term exam • Marketing Plan

  3. Chapter 8 • What are the different definitions for the term market?

  4. Chapter 8 • Name 3 market centers • What is a mart?

  5. Chapter 8 • What happens during Market Week?

  6. Chapter 8 • Review schedule of trade shows • What are the major cities for market?

  7. Chapter 8 • What is the difference between corporate selling and a sales rep? • What are the advantages and disadvantages of a corporate showroom v. a multi-line sales representative?

  8. Chapter 8 • Name some of the job functions of a sales representative. • What other job is beneficial to understand before becoming a sales representative?

  9. Chapter 8 • What are some reasons why orders get canceled?

  10. Chapter 8 • List some of the factors in the “Terms of Sale”

  11. Chapter 8 • What is the difference between an Open-Distribution policy and a Selected-Distribution policy?

  12. Chapter 8 • What are some of the ways to market apparel products internationally?

  13. Chapter 8 • Name some forms of sales promotion strategies. • Define “co-op advertising”

  14. Chapter 8 • Find an apparel company on the internet and determine if they are marketing to a retailer, consumer or both?

  15. Parts of the Marketing Plan • Business Concept 1-2 pages • Target Market 1-5 pages contingent upon the # of target consumers • Market Potential 1-3 pages • Competition 1-4 pages • Product 1-4 pages • Pricing 1/2 – 1 page • Place 1-5 pages contingent upon the number of channels) • Promotion 1 – 5 pages contingent upon the # of advertising/promotional venues)

  16. Websites for research • Demographic info: www.americandemographics.com • Market Potential: • US Census bureau • Competition: • www.hoovers.com and general shopping sites • Promotion: • www.adage.com • www.thedma.org

  17. Marketing Plan - Addendum • Additional info could include: • SWOT Analysis • Research • Photos of your products • Marketing Calendar ****None of these items are mandatory for this project. Just an FYI for your future use.

  18. Homework • Read Chapter 13 • Complete the product, price, place and promotion section of your marketing plan. This assignment will be turned in on Weds, Dec 1

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