PART IV: HOW MARKETERS COMMUNICATE AND CONSUMERS DECIDE

Click the below link for more information on How Marketers Communicate

How Marketers Communicate

How Consumers Buy - Chapter 13

Click the below link on how consumers buy:

How Consumers Buy Prezi

FINAL PROJECT - LINKEDIN MARKETING - Due 12/7/2017

Create a Professional LinkedIn Page. See below link:

https://www.linkedin.com/in/alexis-newton-a17847b5/

Your LinkedIn page is a unique tool to market yourself to future employers.

Create and write a professional Elevator Pitch.

Use action and progressive language to describe your work experience and current accomplishments.

How your skills will be beneficial to your ideal job?

Examples of Elevator Pitches are listed below.

Chapter 9 Prezi Lecture Demographics and Psychographics

Phsychographics & Demographics Prezi

Marketing Plan - Due 11/21/2017

Select a designed good appealing to a different age/culture/group outside of yourself.  Based on the attitudes of today's consumers, devise a marketing strategy that would be likely to get their attention, and explain its appeal.

Create a 10 minute presentation 10 - 15 slides for a presentation due 11/21/2016

- Use creative and interesting slides to support your research.
- Use demographics and psychographics to support the need for your product in the market.
- Create an interesting mission statement for your product
- Use the below marketing template to answer frequently asked questions in devising a marketing plan.



Presentations will take place for that entire week.

I am excited to see what you come up with.

Harcum Retail Trip 11/2/2017 - Homework due 11/7/2017

Fashion Marketers!

This Thursday you must be on time.  The fashion program is taking a trip into the city and we will be in attendance. 

Your homework for the trip is to observe all the marketing media throughout the retail spaces we move in and out of. Write a one page response to the marketing media and how you believe all aspects of the media influences consumer behavior.

- Color

- Lighting

- Atmosphere

- Size of retail space

- Theme and layout of merchandise

- Signage

- Music

- etc.

Support your findings with at least one source outside of the Why of the Buy text. Write from a market researcher perspective and use the information we have covered in class up until this point. It will be due on Tuesday 11/7/2017.

You should have plenty of time to do this. 

The bus returns to the campus around 2.

External Factors Influencing Fashion Consumers

Click below link for Prezi on Chapter 7 Lecture

http://prezi.com/upop21vrjuiz/?utm_campaign=share&utm_medium=copy

INTERNAL FACTORS INFLUENCE FASHION CONSUMERS

Click the below link for this week's lecture:

Attitudes and Personality Prezi

Self-Concept Theory - Due 10/12/2017

Choose 3 items in your own closet - that is the closest match to your personal style. Place the images of these items on a 20x30 board, with supporting images in response to the following questions

- Why/How did marketers peak your interest in this style?
- Why did this style appeal to you?
- How does it align with your personal self-concept.
- Explain the various "selves" in the text and relate them to your choosing of these particular styles.

Concept, composition, and delivery will be evaluated for this project.


SEE BELOW IMAGES TO ASSIST YOU IN THIS PROCESS

CHAPTERS 3 & 4

Click below link to access the Prezi on Internal Factors that Affect Consumer Behavior

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

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?

Target Your Market - Mini-Presentation 1 - Due 9/28/2017

1. Visit a retail store that sells designed goods

 - jewelry

 - clothing

 - appliances

 - furniture

2. Identify a specific item and the audience that is most likely being targeted. 

3. Name a few ways to modify the item so that it would appeal to a completely different age group.

4. Why do you feel these innovations will work?

5. Relate your findings to the class in a 5-minute PowerPoint presentation.

Presentation must include the following:
 - Introduction
 - Pictures of the store you visited and location
 - The initial targeted market
 (a picture of who she or he might be)

• Remember the target market for the product has one identity only and does not include everybody. Be very specific - you can even give her or him a name.

 - The changed/altered target market - again, be very specific and give them a name
 - Reasons for the innovation i.e. change in design or color
 - Conclusion

News Article Response Directive

Directions: Complete one Article Summary for each article read.  Remember to submit a copy of the article at the end of the summary. 

Include the following in your summation.

v     Summary Information

w        Briefly state the main idea presented in this article:

w        Summarize the most important information, ideas, facts, etc. presented in this article (1 - 2 paragraphs)

v     Personal Reaction

w        What was the most surprising/interesting thing in this article? 

 w        What other keywords/topics for further research did you find reading this article to contribute to marketing?
(1 -2 paragraphs)

• Draw a conclusion about the article - is it a good or bad idea?

                    (1 paragraph)

v         Bibliographic Information - Submit in MLA format (Last Page)

REMEMBER: THIS IS ACADEMIC WRITING - DO NOT RESPOND TO ARTICLES WITH

• I THINK...
• I FEEL...
• I BELIEVE...

You will lose points (I already know this is your thoughts, feelings, and beliefs about what you read)

Here are some additional questions to consider while reading:


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. 
    
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.

Consumer Behavior & the Fashion Consumer

Click the link for this week's Prezi on Consumer Behavior & the Fashion Consumer

This is directly in line with the information presented in Chapter 1 of the text.

How Great Leaders Inspire Action

Leaders = BRANDS & DESIGNERS we purchase from everyday.

Click the link to revisit the video we watched today.

HOW GREAT LEADERS INSPIRE ACTION

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!

WELCOME TO RETAIL CONSUMERS - FALL 2017

TUESDAY - ASSIGNMENT/LECTURE

THURSDAY - NEWSPAPER ARTICLE CLASS DISCUSSION & IN-CLASS WORK ON PROJECTS

PROJECTS/PAPERS/QUIZZES EVERY OTHER WEEK

Class Participation & Attendance                10%

News Article Submissions                             20%

Projects/Presentations                                  50%

Mid Term                                                          10%

Final                                                                   10%

                                                                      ________

                                                                           100%

ALSO NOTE - LATE WORK WILL NOT BE ACCEPTED ... THERE WILL BE NO RETAKES FOR TESTS