SELF CONCEPT THEORY ASSIGNMENT

THIS ASSIGNMENT IS TO HELP REVEAL HOW YOUR PERSONAL INTERESTS CONTRAST WITH OTHERS IN THE MARKET

 - YOU WILL UNDERSTAND WHY AND HOW OTHER MARKETERS CONVEY INFORMATION TO DIFFERENT TARGET MARKETS
- YOU WILL BE ABLE TO DEFINE ALL ELEMENTS OF MARKETING DOWN TO THE COLOR OF THE STORE WALLS AND FRIENDLINESS OF THE STAFF

CHAPTER 6 PAGE 148

1.  CREATE A THESIS STATEMENT
2. WRITE 3 - 5 PAGES BASED ON SELF-CONCEPT THEORY (SPECIFICS ARE WRITTEN BELOW)
3.  5 REFERENCES ARE REQUIRED (NO EXCEPTIONS)
4.  USE TABLES, VISUAL AIDS, ETC IN YOUR PAPER TO GET IDEAS ACROSS - MAKE SURE YOU EXPLAIN THEM THOROUGHLY!
5. USE "ACTION" WORDS AND KEY TERMS FROM CHAPTERS 1 - 6 - WE WILL DISCUSS THIS IN CLASS

VISIT A FASHION RETAIL STORE WHERE YOU ARE COMFORTABLE SHOPPING AND APPEALS TO YOUR SELF CONCEPT.  NOTE THE STORE LAY OUT AND DISPLAYS, THE MERCHANDISE, AND THE SALES PEOPLE.  DETERMINE HOW EACH OF THESE ELEMENTS  ENHANCE YOUR SELF CONCEPT.  THEN VISIT A STORE WHERE YOU ARE NOT NECESSARILY COMFORTABLE SHOPPING AND DOES NOT HARMONIZE WITH YOUR SELF-CONCEPT.  DESCRIBE THE DISPLAYS, MERCHANDISE, AND SALES FORCE, AND CONTRAST YOUR FINDINGS FROM THE SECOND STORE WITH THOSE OF THE FIRST.

WHICH STORE ELEMENT HAS THE GREATEST INFLUENCE, POSITIVE OR NEGATIVE, ON YOUR SELF-CONCEPT? WHY?

SEE BELOW IMAGES TO ASSIST YOU IN THIS PROCESS

SELF-CONCEPT THEORY PAPER #1 DUE OCTOBER 13, 2015

THESIS STATEMENT AND OUTLINE DUE 10/6/16

A thesis statement:

• tells the reader how you will interpret the significance of the subject matter under discussion.
• is a road map for the paper; in other words, it tells the reader what to expect from the rest of the paper.
• directly answers the question asked of you. A thesis is an interpretation of a question or subject, not the subject itself. The subject, or topic, of an essay might be World War II or Moby Dick; a thesis must then offer a way to understand the war or the novel.
• makes a claim that others might dispute.
• is usually a single sentence somewhere in your first paragraph that presents your argument to the reader. The rest of the paper, the body of the essay, gathers and organizes evidence that will persuade the reader of the logic of your interpretation.

If your assignment asks you to take a position or develop a claim about a subject, you may need to convey that position or claim in a thesis statement near the beginning of your draft. The assignment may not explicitly state that you need a thesis statement because your instructor may assume you will include one. When in doubt, ask your instructor if the assignment requires a thesis statement. When an assignment asks you to analyze, to interpret, to compare and contrast, to demonstrate cause and effect, or to take a stand on an issue, it is likely that you are being asked to develop a thesis and to support it persuasively. (Check out our handout on understanding assignments for more information.)

EXTRA CREDIT!!!

FIND FIVE MARKETING TERMS FROM THIS ARTICLE OR THAT APPLIES TO THIS ARTICLE AND WRITE SENTENCES FOR EACH ONE...

- Sentence must have proper diction!

- Sentence must not have "I" or "me" in it.

- I will add 1 point for each sentence written in correct context
- Must be emailed no later than 9/29/16 @ 11:59 p.m.

If You Think Zara Does Not Do Marketing, Think Again.

 09/25/2016 06:56 pm ET | Updated 2 days ago

Ira Kalb Assistant Professor of Clinical Marketing, Marshall School of Business, University of Southern California

A student in class last week raised his hand and asked me how Zara is successful without doing marketing. Even though it is early in the semester, I was horrified that I had not yet succeeded in teaching my students what marketing is. As I thought about it some more, my horror calmed down. I know that most, who do not have a depth of knowledge in marketing, have the same problem. They equate marketing with advertising. As they learn more, they discover that advertising is only one of numerous ways to promote products, and promotion is only one of seven fundamental building blocks of marketing. These building blocks, in turn, are merely a marketer’s periodic table of elements from which he (or she) crafts a marketing mix of strategies that are used to achieve the goals of a marketing plan.

Articles that mislead

Of course, I cannot blame my student for being confused when manyarticles have been written about Zara that claim that the company has achieved its success without advertising. After reading one or two of them, most that do not know the underlying marketing fundamentals of Zara will be similarly mislead. To get the wanderers back on the marketing path, I hope to explain how Zara does a lot of marketing, and advertising too. I will do this organizing its strategies according to the seven fundamental building blocks.

Marketing Information System

Zara provides designer fashions at affordable prices because it has an effective marketing information system that captures fashion designs from the catwalk or concert stage and gets them into their stores very quickly. It also obtains feedback from buyers and fixes any problems quickly to keep them happy.

Corporate Image

The company has been around for a long time. Some trace its beginnings to 1963 with the first store opening in 1975. With over 2,000 stores in 77 countries, Zara makes a lot of brand impressions simply from the signs on these stores. During this period, it has developed a reputation as a fast-fashion company that copies the latest designs for women, men, and children and gets them into their stores in a matter of days.

Positioning

Zara’s products are positioned as the latest designer fashions sold at reasonable prices in its own stores. It targets 18-40 year old women, men, and children that live in cities. It produces small runs of these fashions to create uniqueness and a sense of urgency. That is, if buyers don’t buy them now, they may not be available tomorrow. Zara’s key direct competitors are Topshop, Uniqlo, and H&M.

Product

To fit its positioning, Zara creates 500 or more new fast fashion, short-lived designs each month. They are made with inexpensive materials and labor and embody a fastidious attention to detail. By attending the latest concerts and fashion events, Zara’s designers and scouts continuously develop new designs that are fed into Zara’s rapid production process and quickly delivered to its stores.

Distribution

Zara sells its products out of 2,000 stores in 77 countries. Most of the stores (90%) are company owned and located near high-end retailers that draw considerable traffic. For those drawn to the high-end stores that want to pay lower prices, Zara is nearby to oblige them. In this way, Zara benefits from the cumulative attraction generated by its higher-end rivals. Also, with all these physical outlets and their online presence, they are able to collect rapid feedback from customers to make changes in subsequent production runs.

Promotion

Despite its reputation for doing no advertising, Zara does a lot. First of all, Zara gets a lot of attention from word-of-mouth advertising. The 18 to 40 something’s that live in cities are nearby their friends, and they are not shy about telling them about Zara. Zara also benefits from endorsements from celebrities that are considered fashion experts. The Duchess of Cambridge is one of them. With 2000 stores in 77 countries located near other high-end stores, the Zara signs on its retail outlets promote the Zara brand.

Whether recognized or not, Zara is doing a lot of marketing

So for those who think that Zara is successful without doing marketing, think again. You cannot violate the rules of the universe. It is impossible to bring products to the market without marketing. As Peter Drucker said,

“Because the purpose of business is to create a customer, the business enterprise has two-and only two-basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

MLA CITATION

http://www.easybib.com/

THE WORKING RELATIONSHIP

Please click below link for more information about the consumer and the working relationship.

CHAPTER 2 PREZI

TARGETING YOUR MARKET

INTERNAL FACTORS INFLUENCE FASHION CONSUMERS - PREZI

http://prezi.com/lnrbqcitstwk/?utm_campaign=share&utm_medium=copy

MINI PROJECT 1

PAGE 31 - QUESTION #2

Visit retail store that sells designed goods

- Identify target audience

- Modify item to a new target market

7 Minute Presentation, 10 -15 slides NO VIDEOS

GROUP MEMBERS

GROUP 1

- QADIR
- ABRIA
- NENEH

GROUP 2

- TIFFANY
- ALISA
- JAMIYA
- LAHSHAWNA

GROUP 3

- TIYONNA
- DARAYAH
- SHIANETTA

GROUP 4

- ANTHONY
- MALACIA
- AMANDA

8 Guidelines for Presentation Practice

“Visualizing is great, but it doesn’t replace the actual out-loud practice.”

Here are my 8 guidelines for perfect practice:

1. Practice out loud.Say the presentation out loud; three to six times should do it.
2. Practice with variety.
   Every time you say your presentation, say it differently – the goal is to keep it conversational, not memorize exact phrases.
3. Be aware of timing.
   Leave time in your practice session for audience interaction, questions, etc.
4. Practice in front of a real audience, similar to your target audience.Practice in front of people who are similar to the “real audience.” If there are words that you are using they don’t get, or concepts that aren’t clear, it’s better to find out in front of this group, rather than the “real audience.”
5. Incorporate spontaneous Q&A into your practice.
   If you anticipate getting questions, or being interrupted during the presentation, make sure your practice audience is doing the same.
6. Spend more time on the speech opening and closing.
   Practice your opening and close more frequently – commute time is great for this.
7. Practice your timing.
   If the entire presentation is to last for 30 minutes, the practice should go no longer than 18 to 25 minutes, depending on the amount of interaction or questions you anticipate.
8. Practice by recording yourself.
   If they are very critical presentations, videotape yourself. The new Kodak Zi8 Pocket Video Camera is easy to use. You can immediately connect to a computer via its USB port to analyze yourself.
   A good question to ask is, “Would I want to sit through this?”
   If the answer is, “No,” then what do you need to do to change the presentation?

RESOURCES FOR ARTICLE COLLECTION

Also use Business of Fashion as a resource for article collection.

I cannot wait to see what you come up with!

NEWS ARTICLE DIRECTIVE

DO NOT use the standard high school-level approach of just writing:"I liked this book (or article or document or movie) because it is so cool and the ending made me feel happy,"   or "I hated it because it was stupid, and had nothing at all to do with my life, and was too negative and boring." 

In writing a response you may assume the reader has already read the text. Thus, do NOT summarize the contents of the text at length.  




---First of all, be sure to mention the title of the work to which you are responding, the author, and the main thesis of the text, using correct English for the first sentence of your paper! 
Then, try to answer ANY TWO of the questions below.

a. What does the text have to do with you, personally, and with your life (past, present or future)?  It is not acceptable to write that the text has NOTHING to do with you, since just about everything humans can write has to do in some way with every other human. 
     
b. How much does the text agree or clash with your view of the world, and what you consider right and wrong? Use several quotes as examples of how it agrees with and supports what you think about the world, about right and wrong, and about what you think it is to be human.   Use quotes and examples to discuss how the text disagrees with what you think about the world and about right and wrong. 
    
c  How did you learn, and how much were your views and opinions challenged or changed by this text, if at all?  Did the text communicate with you? Why or why not?  Give examples of how your views might have changed or been strengthened (or perhaps, of why the text failed to convince you, the way it is). Please do not write "I agree with everything the author wrote," since everybody disagrees about something, even if it is a tiny point. Use quotes to illustrate your points of challenge, or where you were persuaded, or where it left you cold. 
    
d. How well does it address things that you, personally, care about and consider important to the world? How does it address things that are important to your family, your community, your ethnic group, to people of your economic or social class or background, or your faith tradition?  If not, who does or did the text serve? Did it pass the "Who cares?" test?  Use quotes to illustrate.
    

    
e. How well did you enjoy the text (or not) as entertainment or as a work of art? Use quotes or examples to illustrate the quality of the text as art or entertainment. Of course, be aware that some texts are not meant to be entertainment or art--a news report or textbook, for instance, may be neither entertaining or artistic, but may still be important and successful. 
    
f.  To sum up, what is your overall reaction to the text? Would you read something else like this, or by this author, in the future or not?  Why or why not?  To whom would you recommend this text?