CHAPTERS 10 & 11 PREZIS

CHAPTERS 10 AND 11 PREZI 

How Marketers Obtain and Use Consumer Information

Social Media and the Fashion Consumer

Follow below link to access the Prezi:

http://prezi.com/hg1upda5xhan/?utm_campaign=share&utm_medium=copy

Chapter 9 Prezi Lecture Demographics and Psychographics

http://prezi.com/fv551rt0kfzh/?utm_campaign=share&utm_medium=copy&rc=ex0share

SOCIAL INFLUENCES ON FASHION CONSUMERS

CHAPTER 8 PREZI

AGE, FAMILY, AND LIFE CYCLE INFLUENCES

 EXTERNAL INFLUENCES ON CONSUMER BEHAVIOR - CH. 7

Click the above link for the lecture on socialization and the family

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Summary

While marketers have always known the impact

of factors such as family, age, and life cycle stage on

consumers, significant changes are taking place in

the factors themselves and are causing marketers to

reconsider how best to reach out to and connect with 

consumers in various circumstances. This section focuses on addressing the new needs of consumers in innovative ways.

BRANDING AND MARKETING PLAN DUE 11/15/2018

THIS PROJECT IS BROKEN INTO TWO PARTS.

- INSPIRATION/MOOD BOARD (Board #1) 

- MARKETING PLAN/LOGO (Board #2)

Due 11/15/2018

Present Creatively:

Target Market

-          My ideal customer is:

Positioning Statement

-          My reason for existence 

• There must be a written statement of positioning on your board. Incorporate the "why" for your brand. For example:
• At Earth's Bounty, we grow market vegetables in a way that's good for the earth and good for the table.
• Our company, Hopscotch Learning, exists to provide educational services that allow children to experience success in learning and success in life.

Offering to customers

-          What sets my business apart from the rest:

-          What’s most important to my ideal customer when they are buying what I’m selling:

-          What will trigger my ideal customer to think of me:

Price Strategy

-     What is my price point?

Distribution

- Where will I sell my products?

Service Strategy

- Will I offer services with my products?

- What are the expectations of my employees?

Promotion Strategy

- How will people find me?

- How will I let people know about me?

Marketing Research

- How will I conduct research for my product?

Any other component of your marketing plan

Boards are 11" X 14""  we will be working on the boards in class, starting 11/01/2016

You can include samples of the designed good or service you will provide, including:
 - Sample Designs
 - Fabric Swatches

Logo must be on BOTH boards

You will be graded on neatness, in class work, & marketing plan.

Be prepared to have each board critiqued.

Please touch base with me if there are any additional questions.

Attitudes and Motivation- Chapters 5 & 6 "WHY OF THE BUY"

http://prezi.com/4dif_tptqukt/?utm_campaign=share&utm_medium=copy

NUMEROUS psychological and behavioral elements influence individual consumers in their actions and attitudes toward fashion.  Some of these elements are explored in this lecture. Chapter 3 described how people perceive, learn, and remember. The various human needs and wants that motivate purchases, and the rational versus emotional drivers that influence purchase decisions, are examined in Chapter 4. The consumer's attitudes and values, and how those traits influence behavior, are the topic of Chapter 5. Part II concludes with the Chapter 6 discussion of how personality and self-concept relate to the consumption of fashion.

Click the above link to review the content presented in these last chapters before the midterm.

INTERNAL FACTORS THAT INFLUENCE FASHION CONSUMERS

PART II - CH.'S 3 & 4 INTERNAL FACTORS INFLUENCE FASHION CONSUMERS

Case Study: New Product in an International Market - Due 10/18/2018

Outline Due 10/4/2018 - Working classes 9/27/2018, 10/4/2018, & 10/11/2018

Develop a creative marketing campaign for the global expansion of a retailer through a new product launch. Considering your target customer, what marketing tactics would you deploy to maximize awareness of your launch and engagement with the brand in your new international market?

- Create a customer profile
- Decide what existing product you want to launch and with whom (which retailer)
- Create a marketing campaign to target your market

• Marketing campaign is a planned sequence of activities and processes which promote an individual product, service, or resources. A multitude of channels are used and coordinated to deliver effective results.

Deliverables:

• Cover Page

• 2 – 3 pages of text
• Appendix
• Includes pictures or graphs and charts
• Properly formatted Reference page
• MLA Documentation - at least 3

Learning Objectives

Case studies provide the opportunity to apply and practice analytic, evaluative, and communication skills. As a result of the Case Study Method, students will demonstrate their ability to:

• Diagnose and articulate a problem or issue related to retail consumers.
• Analyze and critically evaluate alternative solutions to the particular problem or issue.
• Present ideas/solutions and justifications for those ideas/solutions
• Listen and express and defend thoughts to others.
• Think like a professional in the fashion industry.

Student Guidelines: Writing a Case Study Analysis 

Case Study Analyses should include headings. Three (or more) supporting references must be included. This may be the textbook, journal articles, and/or appropriate website information. Cite all work using MLA formatting for citations within the written document and in the Bibliography.

Evaluation of Case Study Analysis: Grading Criteria

Case Study Analyses will be evaluated based on the following criteria:

• Care with which facts and background knowledge are used
• Demonstration of the ability to clearly identify and state problems and issues
• Use of appropriate analytic techniques in identifying feasible solutions/plans of action
• Evidence of sound logic/argument
• Consistency between analysis and recommendations
• Ability to formulate reasonable and feasible recommendations for action

THE WORKING RELATIONSHIP

THE WORKING RELATIONSHIP

CONSUMER BEHAVIOR AND THE FASHION CONSUMER

CONSUMER BEHAVIOR AND FASHION LINK

Click the above link for review of today's lecture

NEWS ARTICLE 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.

TARGET YOUR CUSTOMER DUE 9/13/2018

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 and create a consumer profile for them.

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

Welcome to Retail Consumers FALL 2018

TUESDAY - ASSIGNMENT/LECTURE

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

News Article Submissions                           20%

Projects/Presentations                                  20%

Final Project                                                40%

Mid Term                                                    10%

Final                                                            10%

                                                                      ________

                                                                           100%

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