FASHION MAKETING AND

RETAILING
14FD3510
 MODULE – I
I. Overview Of Fashion In The Context Of Marketing: OVERVIEW
OF FASHION SECTOR
II. Introduction To Marketing - DEFINITION, CONCEPTS AND
PHILOSOPHY: CORE CONCEPTS OF MARKETING
 1.0. Overview of Fashion Sector

 The fashion industry is one of the world‟s biggest manufacturing

industries.
 It generates more than USD 2.5 trillion in global annual revenues,
employing more than 300 million people along its value chain.
 The fashion industry encompasses the textile design and production,
fashion design and manufacturing, marketing, retailing, advertising,
and promotion of all types of apparel (men‟s, women‟s, and children‟s).
 Textile design – from fiber to fabric. Particularly fabric design
 Fashion design - from designer clothing to ordinary everyday clothing.
 Fashion marketing: is the creation and execution of a plan to attract and
retain retail customers through creative media.
 Fashion retailing: Once the clothes are ready, to sell them in market.
The business of buying clothes from manufacturers and selling them to
customers is known as retail. Fashion Retailing is directly the link or a
bridge between the fashionable product manufacturer and the end
consumer.
 Advertising and promotion – support services.
 2.0 Market
 A market is nothing but a place where potential buyers and sellers
meet to exchange the goods and services.
 Here, both the parties play a significant role in fixing the prices,
where the buyers determine the demand and seller determines the
resources.
 Traditionally, the market is a confined place where all go physically
(bazaar or a shopping mall) at a particular time and make the
purchases.
 But today, with the invention of E-commerce. Customers can buy
things from various online portals anytime and anywhere.
 2.1. Marketing
 Marketing is a comprehensive term that involves all the activities,
research, designing, pricing, promotion, distribution and transportation.
 Marketing is communicating the value of a product or service to
customers, for the purpose of promoting or selling that product or
service.
 The main aim of marketing is to create, build and maintain a
relationship with the customers and deliver the best customer
experience.
“Right Products for Right Customers”
2.1.1. Marketing Mix
 The marketing mix is the set of controllable tactical marketing tools that
the firm blends to produce the response it wants in the target market.
 The many possibilities gather into four groups of variables known as the
four Ps„ : P…, P…, P…, P…
 2.2. Marketing Philosophy
 A marketing philosophy is a fundamental idea that guides a company‟s
efforts to satisfy customers and fulfill them, while at the same time
achieving the organization's goals.
Production Concept
The production concept specifies that consumers will prefer products that
are widely available and inexpensive. It is based on the idea that the more
produce, the more revenue will make.
Example: Vivo, the Chinese smartphone brand. Their phones are available
in almost every corner of the Asian market. Walk into any phone shop in
Asia and walk out with the latest and greatest smartphone from Vivo.
Product Concept
The product concept specifies that consumers will favor products that
offer the most quality, performance and innovative features.
Example: Logitech makes very high-quality computer products such as
keyboards, mouse, and webcams. These high-quality products are priced
higher, but people still buy.
Selling Concept
The selling concept specifies that the consumers will not buy enough of the
firm‟s products unless it undertakes a large-scale selling and promotion
effort.” The organization must, therefore, invest in selling and promotion
effort.

Example: all soft drinks and soda drinks follow the selling concept. run ads
24×7
Marketing Concept: “the customer is king”
The marketing concept specifies that the company must be more effective than
the competitors in consumer‟s needs and deliver satisfaction, to achieve its
organizational goals.
Example: Restaurants do follow the marketing concept. They try to understand
the consumer and deliver the best product or service, which is better for the
competition.

“
selling focuses on the needs of the seller; marketing on the needs of the buyer.
Societal Marketing Concept
The societal marketing concept proposes that the organization‟s objective
is to determine the needs, wants and intentions of the target market and to
deliver the expected satisfaction in a way to enhance the consumer‟s and
society‟s well-being.
Example: Tesla promises a big push for green energy with electric cars and
solar roof panels/tiles.
 2.3. Core Marketing Concept
 Core concepts of marketing are the essential elements that make the
whole marketing system complete.
 Needs:
Needs are basic requirements that enable a healthy and active life. If needs
are not fulfilled, it will result in the dysfunction of the system. Something
that is lacking that is necessary for physical, psychological or social well-
being.
Example: Food, Clothing, Shelter, Warmth, Safety, Belonging
 Wants:
Wants are something that is desired by the person. These are not required for
day to day functioning. Wants are not necessary for basic survival and are
mostly molded by cultural influence.
Example: Food-Pizza, Clothing-Diesel, Tommy Hilfiger
 Demands:
When the needs and wants are supported by an ability to pay, it
becomes a demand.
 Product: Product is anything that might satisfy people‟s needs, wants,
and demands. Product may be any physical products or services. For
instance, a product is a food, house, clothes, car, etc.
 Service: Service is also a kind of product. For example, doctor‟s
services, banking, insurance, transportation, etc.
 Experience: Experience is something that customers get after the
products and services.
 Value: Value is products capacity to satisfy needs/ wants as per
consumer‟s perception or estimation. Value is a combination
of QSP (quality, service, and price).
 Satisfaction: Customer satisfaction is the ending point of marketing, a
marketing is said to be successful only when customers are fully
satisfied.
 Quality: is the ability of the product to meet customers expectation.
 Exchange: means giving or getting something from (to) someone.
 Transaction: The basic unit of exchange in a transaction. For a
transaction, there must be two parties one is a giver and another is a
receiver and it must be done in monetary terms.
 Relationship: The relationship is a long-term interaction between
buyers and sellers. The relationship aims to build mutually satisfying
long-term relations with the company, seller, customers, suppliers, and
all the stakeholders.
 Market: A market is a place where all the actual and potential sellers
& buyers and products & services are made sale, purchase.
 2.4. Marketing Vs. Selling
MARKETING SELLING

It begins before sale and continues It begins after production and ends
after sale. with the sale.

It focuses on consumer needs. It focuses on seller’s needs.

It has long term perspective aiming It has short-term perspective.

for growth and stability.

It is a philosophy of business. It is a routine day to day physical

process.

Here, customer comes first, then Here, product comes first, then
product. customers.

It has wider scope. Its scope is narrower as compared

to Marketing.
2.5. Types of Marketing

MARKETING

SOCIAL MEDIA MARKETING

INTERNET MARKETING

DIGITAL MARKETING

E-MARKETING
 2.5.1. Social Media Marketing
 Social media marketing platforms like Facebook, Instagram, and Twitter
offer advertising options that can reach a large audience.
 These platforms collect a wealth of user data, allowing businesses to
target their ads based on specific demographics, interests, and behaviors.
 Social media ads can be used to increase brand awareness, drive traffic
to a website, or promote specific products or services.
 Social media in three core marketing areas: connection, interaction, and
customer data.
 Social media marketing is often more cost-effective with great exposure,
though it requires ongoing maintenance and might have unintended
negative feedback consequences.
2.5.2. Internet and Digital Marketing
 MODULE – II
III. Fashion Marketing Environment: External and Internal
Environment, Market Trends and Influences
IV. Marketing Process- Market Segmentation, Market Targeting
and Marketing Positioning
3.1. Types of Marketing Environment
There are several factors which affect a firm. All the factors which affect
the operations of a firm are known as marketing environment. These
factors are internal or external to the firm.
3.1.1. Internal Environment
The internal marketing environment of a firm comprises all those factors which
are inside firm marketing activities, including the firms’ employees, policies,
capital assets, organizational structure and its products and services. The
firm can control these factors.
5M of Firm‟s:
 Men: The people of the organization, including both skilled, semi-skilled
and un-skilled workers.
 Minutes: Time taken for the processes of the business to complete.
 Machinery: Equipment required by the business to facilitate or complete
the processes.
 Materials: Production or supplies required by the business to complete the
processes or production.
 Money: Money is the financial resource used to purchase machinery,
materials, and pay the employees.
3.1.2. External Environment
It is concerned with everything that takes place outside the firm. The
external environment of the firm has two further divisions:
 Micro Environment
It includes all factors closely associated with the operations and
influences its functioning. These factors are controllable to some extent.
 Macro Environment
It includes all those factors that exist outside the organization.
Hence, they can not be controlled. These are also called as PESTLE
framework.
(a) Micro Environment Factors (COSMIC)
Competitors are the players in the same market who targets similar
customers as the organization.
Organization itself is an aggregate of a number of elements like owners
like shareholders or investors, employees and the board of directors.
Suppliers are the ones who provide inputs to the business (needed by the
organization) like raw material, equipment and so on.
Market Intermediaries may include wholesalers, distributors, and
retailers that make a link between the firm and the customers.
Customers/Consumers are the ones who purchase the goods for their own
consumption. They are considered as the king of business.
(b) Macro Environment Factors (PESTLE)
Population & Demographic Environment
The demographic environment is made up of the people who constitute the
market. It is characterized as the factual investigation and segregation of the
population according to their size, density, location, age, gender, race, and
occupation.
Economic Environment
The economic environment constitutes factors that influence customers‟
purchasing power and spending patterns. These factors include the GDP,
GNP, interest rates, inflation, income distribution, government funding and
subsidies etc.
Social-Cultural Environment
The social-cultural aspect of the macro-environment is made up of the
lifestyle, values, culture and beliefs of the people. This differs in different
regions.
Technological Environment
The technological environment constitutes innovation, research and
development in technology, technological alternatives, innovation
inducements, also technological barriers to smooth operation.
Political-Legal Environment
The political & Legal environment includes laws and government policies
prevailing in the country. It also includes other pressure groups and agencies
which influence or limit the working of the industry and/or the business in
society.
Environment
The physical environment includes the natural environment in which the
business operates. This includes climatic conditions, environmental change,
accessibility to water and raw materials, natural disasters, pollution etc.
 3.2. Market Trends and Influences
 Trend is the direction that prices are moving in, based on where they
have been in the past.
 Trends are made up of peaks and troughs. It is the direction of those
peaks and troughs that constitute a market's trend.
 An overall price increase over a certain period is said to be in an
uptrend or a bull market.
 When a price moves into a series of lower highs and lower lows, it‟s
said to be in a downtrend or bear market.
 Market trends help traders and investors in identifying trading
opportunities.
Government
 Governmental financial policies have a major influence on the market
place.
 Decreasing and increasing the country‟s interest rates, a government
facilitate national growth (Monetary Policy).
 Decrease or increase in national spending which can be used to help
stabilize prices and reduce the rate of unemployment.
International transactions:
 The flow of funds between countries affects the strength of a country's
economy and its currency.
 The more money that is leaving a country, the weaker the country's
economy and currency.
 Countries that predominantly export, whether physical goods or services
are continually bringing money into their countries.
 This is a significant contribution to the growth of the company.
Speculation and Expectation
 Speculation and expectation are integral parts of the financial system.
 Consumers, investors, and politicians trust the direction the economy is
taking. This belief carries into the decisions that direct financial trends.
 Sentiment indicators are commonly used to predict public emotions
regarding economic strength or weakness.
 Indicator analysis can help determine future rates due to expectations
and speculation.
Supply and Demand
 Maintaining a good relationship between supply and demand is essential
to steady economic growth. Prices and rates change as supply or demand
changes.

Demand: When the demand increases

but supply remains constant, it leads to
shortage but when the demand
Supply: When the supply
decreases and the supply is constant
increases but demand remains
leads to surplus.
constant, it leads to surplus but
when the supply decreases and the
demand is constant it results in
shortage.
4.0. STP Model- Segmentation, Targeting and Positioning / Marketing Process
A. Segment market:
This involves dividing the market into smaller groups of
consumers. The goal is to identify meaningful consumer differences that
can help a business its marketing approach to meet customers‟ needs
better.
 Demographic Segmentation: This involves dividing the market based
on demographic characteristics such as age, gender, income, education,
and occupation.
 Geographic Segmentation: This involves dividing the market based on
geographic factors such as region, city, climate, or population density.
 Psychographic Segmentation: This involves dividing the market based
on personality traits, values, beliefs, interests, and lifestyles.
 Behavioral Segmentation: This involves dividing the market based on
consumer behavior, such as usage rate, loyalty, benefits sought, and
buying decision process.
B. Target best customers:
Market targeting refers to the activity of choosing the right market
segment out of the available market segments. It is simply choosing the
right target market.
A target market is one that has the best profit and growth potential,
aim to sell the products or services. The following are the key factors
should take into account while choosing the right market segment.
 Size of the Segment – The size of the market segment choose should be
as desired by the company.
 Growth – The market segment choose should have growth
characteristics.
 Structural Attractiveness – The market segment should also have the
quality to offer long-term benefits to the business.
 Objectives and Resources – The segment should also match the
company’s objectives and available resources.
Once select the target market, the next step in the STP marketing process is
to develop a positioning strategy for the product.
C. Position offering:
The place occupied in consumers‟ minds regarding the firm‟s
product(s) or brand(s). Therefore positioning begins with differentiating
from the competitors. So positioning will let customers view a brand in a
unique way.
 Value-Based Positioning: Under this, companies focus on the benefit
their products offer to the customers. As such, using this strategy
companies may mention some significant benefits that consumers will
get by using the product as compared to other available brands.
 Unique selling proposition: is what makes the product or service
different from the competition. The most significant ones are „best
quality‟, „best service‟, „best price‟. For example: Volvo positions its
automobiles as „safest‟ and „most durable.
 Emotional selling proposition (ESP) defines all the emotional triggers
that prompt a person to buy. This idea gives a much deeper set of
reasons for consumers to connect with a brand, its the magic that talk
about, it brings heart and mind together.! Leading names like Rolls-
Royce, Ferrari and Rolex have done this.
a. Differentiation can be done by:
i) Product Differentiation: KFC, McDonalds
ii) Service Differentiation: Dominos Pizza – 20 min.
iii) Personnel Differentiation: Singapore Airlines
iv) Image Differentiation: Related to brand image; Ex: Nokia, Apple, Levi
b. Perceptual Mapping: is a diagram mapping out what the customers
think about the products and services. Aside from just the offerings, it can
also think about other brands, even the competitors, and their products.
Finally, perceptual mapping uses customer data to build a viewpoint on
where different brands, and their products, stand within the overall
ecosystem.
4.1. Levels of M.S
1. Mass Marketing (same product to all consumers) in mass marketing
use the same product, promotion, and distribution to all consumers. e.g.
coca cola at a time.
2. Segment Marketing (different products to one & more segments)
involves dividing the market into distinct groups or segments based on
common characteristics such as demographics, psychographics, or
behavioral traits. For example: A clothing retailer might target based on
age groups (e.g., children, teenagers, adults)
3. Niche Marketing (different products to subgroups within segments)
involves targeting a small and well-defined subset of the market that
has specialized needs or preferences. A company specializing in gluten-
free snacks may target health-conscious individuals with specific
dietary requirements.
4. Micro Marketing (products to suit the tastes of individuals or
locations)
 Local Marketing: Products and promotions to meet the needs and wants
of the local customer group.
 Individual Marketing: Products and marketing programs to meet the
needs of the individual customer.
 MODULE – III
V. Product: Product Attributes, Different Product Levels, Fashion
Products, Product Life Cycle, Fashion Life Cycle
VI. Pricing – Objectives, Methods and Strategies
 5.0. Product Attributes
Product attributes are the properties that describe a product or service and
provide shoppers with information they can use to find, compare, and,
ultimately, make a purchasing decision.
Attributes are further defined as tangible (physical) or intangible (non-
physical).
Tangible product attributes are the physical descriptions. These are
features that can be weighed, measured, touched, smelled, and grouped
based on objective qualities. They are quantifiable and specific.
Intangible product attributes are more subjective. They are the non-
physical features that convey a feeling or belief about a product. It‟s a
product‟s perceived value (not its actual price tag), quality, and prestige.
 5.1. Levels of Product and Services
 Consumers often think that a product is simply the physical item that he
or she buys.
 In order to three different products – the CORE product, the ACTUAL
product, and finally the AUGMENTED product.
 This concept is known as the Three Levels of a Product.
 Core benefits is inner level, represents what the buyer is really buying.
At this level, customers are buying the core benefit, not the actual
physical product.
 Actual product is second level, represents the features, design,
packaging, quality level and brand name that delivers the core benefit to
the customer. It is the tangible, physical product.
 Augmented product is outer level, it is the non-physical part of the
product. It is represents additional services – delivery terms and credit,
after sale service, warranty, installation. It is create customer value.
 5.2. Fashion Product
 Product:
 It is defined as anything that can be offered to a market for attention,
acquisition, use or consumption that might satisfy a want or need.
 Fashion Product:
 A product or services which fulfills the consumers' fashion wants and
needs.
 Fashion product includes apparel, foot wear, hand bags, fashion
accessories etc.
 Fashion services includes fashion styling, costuming etc.
 5.3 Product life-cycle (PLC)
It is a model that illustrates how a product progresses through stages during its
time on the market. This concept plays a role in making decisions regarding
product development, marketing strategies, pricing strategies, and distribution
channels.
Introduction stage
 The product life-cycle stage when the new product is first distributed
and made available for purchase.
 Prices will be high
 Less sales volume.
 Intensive market promotion
 Few sellers
 Less profit or no profit
Growth stage
 The product life-cycle stage at which a product„s sales start climbing
quickly.
 Sales increases
 Profit increases
 Number of seller increases
 Slight reduce in prices
 Concentration on market promotion.
Maturity stage
 The stage in the product life-cycle where sales growth slows or levels
off.
 Sales at maximum
 Profit at maximum
 More number of seller increases
 Competitive prices
 Lesser focus market promotion.
Decline stage
 The product life-cycle stage at which a product„s sales decline.
 Sales decreases.
 Profit reduces.
 Seller starts mark downs (discounts)
 Discounted prices
 No market promotion.
 New product introduction.
Obsolescence (Death)
 Products no more available in the market
 Available very less percentage

Note: 5.4. Fashion Cycle (refer OVF notes)

 5.5. Product Classification
1. Consumer products: are those bought by final consumers for personal
consumption. Marketers usually classify these goods based on
consumer shopping habits.
Convenience products are consumer goods and services that the
consumer usually buys frequently, immediately and with a minimum of
comparison and buying effort. Examples are soap, sweets, newspapers and
fast food.
Shopping products are less frequently purchased and consumers
spend considerable time and effort gathering information and comparing
alternative brands carefully on suitability, quality, price and style.
Examples of shopping products are furniture, clothing, and major
household appliances.
 Specialty product A consumer product with unique characteristics
or brand identification for which a significant group of buyers is willing to
make a special purchase effort. Examples include specific brands and
types of car, luxury goods, designer clothes etc.
Unsought product A consumer product that the consumer either
does not know about or knows about but does not normally think of
buying. Examples of known but unsought goods are life insurance, funeral
services and blood donations.
2. Industrial Products: are those bought for further processing or for use
in conducting a business.
Materials and parts: raw material, manufactured material and
parts.
 Capital Items: Industrial products that help in the buyers‟
production or operations. They include installations and accessory
equipment.
Supplies and services: are industrial products that do not enter the
finished product at all. Supplies include operating supplies (lubricants, coal,
computer paper, pencils) and repair and maintenance items (paint, nails,
brooms).
 5.6. Product Mix or Product Portfolio

 Product Mix refers to the total number of product lines the company
offers to its customers.
 The four dimensions to a company‟s product mix include width, length,
depth and consistency.
 The product lines may range from one to many and the company may
have many products under the same product line as well. All of these
product lines when grouped together form the product mix of the
company.
 Product mix width: refers to the number of product lines offered by a
company. For example, if a company has two product lines, its product
mix width is two.
 Product mix length refers to the total number of products the company
carries within its product lines. For example, ABC company may have
two product lines, and five items within each product line. Thus, ABC's
product mix length would be 10.
 Product mix depth refers to the number of variations offered of each
product. Variations can include size, flavor and any other distinguishing
characteristic. For example, a clothing brand may offer t-shirts in
various sizes, colors, and styles.
 Consistency refers to how closely related product lines are to each
other. It is in reference to their use, production, and distribution
channels.
Width of 3
Length of 5
Product Line 1 Depth of 2
Product Line 2 Depth of 1
Product Line 3 Depth of 2
 6.0. PRICE
The amount of money charged for a product/service or The amount
of money that consumers pay in order to buy a product or service.
Price = Cost + Profit
Pricing is a process of fixing the value that a manufacturer will receive in
the exchange of services and goods. While fixing the cost of a product and
services the following point should be considered:
• The identity of the goods and services.
• The cost of similar goods and services in the market.
• The target audience for whom the goods and services are produces.
• The total cost of production (R/M, labor, machinery, transit, inventory
costs etc.)
• External elements like government rules and regulations, policies,
economy, etc.,
 6.1. Objectives of Pricing
 Survival: The objective of pricing for any company is to fix a price that is
reasonable for the consumers and also for the producer to survive in the
market.
 Expansion of current profits: Most of the company tries to enlarge their
profit margin by evaluating the demand and supply of services and goods in
the market. So the pricing is fixed according to the product‟s demand.
 Ruling the market: Firm‟s impose low figure for the goods and services to
get hold of large market size. The technique helps to increase the sale by
increasing the demand.
 A market for an innovative idea: Here, the company charge a high price for
their product and services that are highly innovative technology. The price is
high because of high production cost. Mobile phone, electronic gadgets are a
few examples.
 6.2. Pricing Method
Pricing method is a technique that a company apply to evaluate the cost of
their products.
 Cost-based pricing
 Demand-based pricing
 Competition-based pricing
Cost-Based Pricing
 Manufacturer = Production Cost + Profit
 Retailer = Purchase cost + Profit
 Example: MRP = Rs. 100;
• Manufacturer Price = 40 + 20 = 60
• Wholesaler = 60 + 20 = 80
• Retailer = 80 + 20 = 100
Demand-Based Pricing
 Demand-based pricing that is determined by how much customers are
willing to pay for a product or service.
 This method results in a high price when demand is strong and a low
price when demand is weak.
 For example: price of hotels & hospitality increases during the festive
season owing to high demand.
Competition-Based Pricing
 Competition-based pricing that is determined by considering what
competitors charge for the same good.
 Once find out what competition is charging, the must determine whether
to charge the same, slightly more, or slightly less.
 Discount, Premium etc.
 6.3. Pricing Strategies
Pricing strategy in business is the amount of money a company must charge a
buyer. Pricing strategy is an activity which determines what should be the payable
amount for a product depending upon factors like demand, cost, competition,
market etc.
1. New product pricing strategies
2. Product-mix pricing strategies
3. Price-adjustment strategies
 New Product Pricing Strategies
Companies bringing out an innovative, patent protected product face the
challenge of setting prices for the first time.
They can choose between two strategies:
i) Market-skimming pricing
ii) Market-penetration pricing
Market-skimming pricing:
 Companies use price skimming when they are introducing innovative
new products that have no competition. They charge a high price at
first, then lower it over time.
 Eg. New mobile phone models like Apple I phones etc.
Market-penetration pricing:
 Setting a low price for a new product in order to attract large numbers
of customers and a large market share.
 For example, if a firm wants launch a cool drinks or bath soap then to
enter the market it has to fix the price which is less than the market
price.
 Eg. Jio, Deccan Chronicle, Dinakaran (Tamil Newspaper) – Re.1
 Product-mix Pricing Strategies
A strategy that helps in setting the price of products in a way that each of
the products plays a specific role within the product mix, is called a
Product Mix Pricing Strategy.
i) Product line pricing:
A firm sets different prices for different products within the same
product line. Coke – Normal, Diet, Zero, Sprite, Fanta
ii) Optional product pricing:
The firm offers to sell optional or accessory products along with
the main product. Pricing of optional or accessory product with main
product. For example, a mobile buyer may choose to buy Bluetooth
earphones and a back cover for the mobile
iii) Captive product pricing:
setting a price for the products that must be used along with the
main product. For example, a razor is the main product, and the razor blade
is a captive product, a printer is the main product, and its cartridge is the
captive product.
iv) By-product pricing:
It refers to the process of determining the price of a secondary or
incidental product that is generated during the production of a main product.
Main product is delicious bread. However, during the bread-making process,
some leftover dough that can be used to make smaller rolls or buns.
v) Product bundle pricing (Combo pricing)
Combining two or more products and offering the bundle at a low or
reduced price. Eg. Tour packages- includes travel, stay, food, sight seeing
etc.
Price-adjustment Strategies
Most companies adjust their basic price to reward customers for certain
responses, such as early payment of bills, volume purchases and off-season
buying.
i) Discount & Allowances pricing: Most companies adjust their basic
price to reward customers for certain responses, such as the early
payment of bills, volume purchases and off-season buying. Especially
in B2B.
ii) Segmented pricing: Adjusting prices to allow for differences in
customers. For example: museums and theatres may charge a lower
admission for students and senior citizens
iii) Value Pricing: when companies price their products or services based
on what the customer is willing to pay. Set its prices based on customer
interest and data.
(iv) Promotional pricing: temporarily reducing prices to increase short-
run sales.
(v) Geographical pricing: when products or services are priced differently
depending on geographical location.
(vi) International Pricing: Adjusting prices for international markets.
 MODULE – IV
VII. Promotion
VIII. Place (Distribution): Channels, MI, Logistics and Supply Chain,
Service Marketing
IX. Fashion Consumer: Consumer Behavior, Consumer Buying
Process
 7.0. Promotion
Promotional strategy is a method used by companies to advertise, promote
& sell their goods. A company chooses its promotional strategy based on
factors like product type, marketing budget, target audience etc.
 7.1. Promoting Mix
A company's total marketing communications mix - called its promotion
mix. The company communicates with its intermediaries, consumers and
various publics. It consists of the specific blend of
 Advertising
 Personal selling,
 Sales promotion
 Public relations: Publicity
Advertising: Any paid form of non-personal presentation and promotion of
ideas, goods or services by an identified sponsor.
Personal selling: Oral presentation in a conversation with one or more
prospective purchasers for the purpose of making sales and building
customer relationships.
Sales promotion: Short-term incentives to encourage the purchase or sale of
a product or service.
Public relations: Building good relations with the company's various publics
by obtaining favorable publicity, building up a good 'corporate image‟.
(Publicity: Unpaid form of promotion eg. News articles in paper about the
company or brand).
7.2. Promotional Strategy
1. Push strategy
 In push strategy promotional activities are done for the distributors,
wholesalers and retailers to push the product to the consumers. Trade
fairs, wholesaler discounts, bonus and all the activities which benefit
the distributors are all examples of push strategies.
 These activities are not visible to consumers and hence it is mostly
unknown to the customers.
 Example: when one goes to a mobile store to buy a new phone and the
shopkeeper urges and shows only Samsung phones, it is push
marketing and the shopkeeper is getting more margin on selling
Samsung phone than any other brand.
2. Pull Strategy
 In pull strategy promotional activities are done for the consumers.
Advertisements, digital campaigns, discounts in stores etc. are some
examples of pull strategy.
 Hence the consumers which in turn go to the retail stores or e-
commerce websites to buy these products.
 These activities are visible to all the customers.
 When a customer goes with a specific brand and product in his mind to
the market, it is the pull strategy that has worked for the company.
 8.0. Marketing Channel / Distribution Channel
 Marketing channel decisions are among the most important decisions
that management faces.
 They determine how well target customers gain access to the firm's
product or service and whether the distribution channel system is cost
effective for the organization concerned.
 A company's channel decisions directly affect every other marketing
decision.
 8.1. Apparel Distribution Channel (Apparel Supply Chain)
Distribution is the system by which products are categorized,
transported and distributed to their destination. Distribution is a systematic
process of picking up the goods, categorizing it base on the location of its
destination, it includes the packaging, storage, order fulfillment and
customer handling relations. Distribution is the overall inventory,
warehousing, supply chain and logistics.
 A textile producer purchases the raw material (yarn), produces the
product and sells the finished product (fabric) to apparel manufacturers.
 Apparel manufacturers purchases raw material (fabric), makes the
product and sells the finished product (garment) to wholesalers / or
retailers.
 The wholesalers buy apparel goods usually directly from manufacturers.
 The retailers buy apparel goods from wholesalers or directly from
manufacturers.
 The retailers sell the apparel goods to many different consumers.
 Consumer is someone who uses the goods
 8.2. Fashion Wholesaling
• A firm engaged primarily in selling goods and services to those buying
for resale or business use.
• Wholesalers render important services to producers and resellers.
• Wholesalers' sales forces help manufacturers reach any small customers
at a low cost.
• The wholesaler has more contacts.
• Wholesalers can select items and build assortments needed by their
customers,.
• They save their customers money by buying in huge lots and breaking
bulk (breaking large lots into small quantities).
• Wholesalers hold inventories, thereby reducing the inventory costs and
risks of suppliers and customers.
• Wholesalers can provide quicker delivery to buyers
• They finance their customers by giving credit,
• Wholesalers absorb risk by taking title and bearing the cost of theft,
damage, spoilage and obsolescence.
• They give information to suppliers and customers about competitors,
new products and price developments.
 8.3. Fashion Franchising/Licensing
 A franchise is a contractual association between a franchisor - a
manufacturer, wholesaler or service organization - and an independent
channel member (the franchisee), which buys the right to sell the
franchisor's branded product or service.
 The franchisee links several stages in the production distribution system.
 The franchisor typically provides a brand identity and start-up, marketing
and accounting assistance as well as management know-how to the
franchisee.
 In return, the franchisor gets some form of compensation, such as an
initial fee and a continuing royalty payment, lease fees for equipment and
a share.
 8.4. Fashion Logistics
 Physical distribution or marketing logistics involves planning,
implementing and controlling the physical flow of materials, final goods
and related information from points of origin to points of consumption
to meet customer requirements at a profit.
 In short, it involves getting the right product to the right customer in
the right place at the right time.
 Types of logistics:
 Inbound logistics: This process centers on the efficient flow of
goods and materials from suppliers to production facilities or
warehouses. Activities such as transportation management, inventory
control, and supplier relationship management fall under this category.
 Outbound logistics: focusing on transporting finished goods from a
company‟s production facilities to the consumers. Activities such as
packaging and labeling, inventory management, transportation planning,
and customer relationships.
Reverse logistics: is the transportation of goods or products from the
end-users to the supply chain. Reverse logistics is needed in the event of
a replacement or return of products for refurbishing, repairing,
exchange, disposal, or recycling.
 Third-party logistics: is known as outsourcing operational or e-
Commerce logistics. These service providers focus on managing the
day-to-day operations of supply chain logistics. They handle crucial
functions like transportation, warehousing, and distribution on behalf of
their clients.
Major logistic functions
1. Order Processing
 Orders to suppliers
 Orders from customers
 ERP software
2. Warehousing
 Goods received from the suppliers (Raw materials)
 Goods produced to be sent to the customers (Finished goods)
3. Inventory
 How the stocks are maintained
 Reorder Level, Minimum stock level, Lead time,
4. Transportation
 Export – Sea/Ship, Air/Flight, Containers
 Trucks
 Sizes – 20 feet, 40 feet
Service Marketing
 8.6. S E R V I C E

 A service is any activity or benefit that one party can offer to another
which is essentially intangible.
 Activities such as
 Renting a hotel room,
 Depositing money in a bank,
 Travelling on an aero plane,
 Visiting a doctor, getting a haircut,
 Having a car repaired, watching a professional sport, seeing a movie,
 Having clothes cleaned at a dry cleaner and getting advice from a
solicitor all involve buying a service.
For example, when traveling on an airplane, travelers pay for a service
to be brought from Point A to Point B. They don‟t buy the airline, the
plane, or the seat.
 8.7. S E R V I C E CHARACTERISTICS
1. Intangibility:-
 Services are activities performed by the provider, unlike physical
products they cannot be seen, tasted, felt, heard or smelt before they
are consumed.
2. Inseparability:-
 Services are typically produced and consumed simultaneously.
 In case of physical goods, they are manufactured into products,
distributed through multiple resellers, and consumed later.
 But, in case of services, it cannot be separated from the service
provider.
 Thus, the service provider would become a part of a service.
 For example: Taxi operator drives taxi, and the passenger uses it.
3. Heterogeneity:-
 Services are highly variable, as they depend on the service provider,
and where and when they are provided.
 So, the service firms should make an effort to deliver high and
consistent quality in their service.
4. Perishability
 Service perishability means that services cannot be stored for later
sale or use.

 For example, public transportation companies - rush-hour demand

using throughout the day.
 8. 8 . S E R V I C E M A R K E T I N G M O D E L

 Service marketing is a type of marketing that is used to market a

service rather than a product.

 Service marketing is more focused on building relationships and

providing value to the customer.

 Service marketing is simply the process of promoting and selling a

service or an intangible good to a specific group of people.
1. Internal Service Marketing
 Second, there is internal service marketing. It is used to promote
service within the company (company employees).
 The internal marketing connects the company with the employees
where the employees are assisted, guided and trained for providing the
services to the customers.
2. External Service Marketing
 This is the direct form of service marketing.
 Here the company reaches out to the target consumers through
website, advertisements, social media and other relevant platforms, to
keep the business rolling.
3. Interactive Service Marketing
 The third type of service marketing, which is called “Interactive
Service Marketing.”
 Service promotion happens between the employees and the customers
(employees-customers). The success of interactive marketing depends
upon the proper execution of internal and external marketing.
 Interactive marketing is a type in which the employees talk to
customers to promote the services of their company. The image of the
company is in the hands of the employees.
9.0.Consumer Behaviour
 9.1. Definition

 Consumer behavior entails the totality of consumer‟s decision involved

in acquiring, consuming and disposing of goods and services, as well
as making use of experiences and ideas.
 The buying behavior of final consumers– individuals and households
who buy goods and services for personal consumption.
9.2. Models of Consumer Behavior
Marketing stimuli
 It is the effort taken by the company to stimulate the consumers.
 It consist of the four Ps: product, price, place and promotion
External stimuli
 External stimuli include significant forces and events in the consumer„s
or buyer's environment;
 It includes economic, technological, political and cultural.
Buyer’s or Consumer’s black box
 First, the buyer's characteristics influence how he or she perceives and
reacts to the stimuli.
 Second, the buyer's decision process itself affects the buyer's behavior.
Buyer’s responses

 All the stimuli enter the buyer's black box, where they are turned into a
set of observable buyer responses: product choice, brand choice, dealer
choice, purchase timing and purchase amount.
9.3. Factors Influencing Buying Behavior
Cultural
 Culture is the most basic cause of a person‟s wants and behavior.
Culture is learned from family, Mosque and Church, school,
organizations, peers, colleagues.
 Subculture: is a groups of people with shared value systems based on
common life experiences.
 Social class: is a society‟s relatively permanent and ordered division
whose members share similar values, interests, and behaviors. social
class categories include upper class, middle class, working class, and
lower class.
Social
 A reference group is any group of special influence on consumer
behavior. Reference groups are categorized as: Membership, aspirational,
and avoidance groups.
 Family strongly influences buying behavior. Often, family members
participate in the buying decision.
 Roles. A role consists of the activities people are expected to perform..
Each role carries a status reflecting the general esteem given to it by
society.
Personal Factors
 Age and life-cycle stage: People change the goods and services they buy
over their lifetimes.
 Occupation: Occupation influences the purchase of goods and services
we buy (e.g. clothing, cars, …etc.)
 Economic situation: affects choice of products: Some goods and
services are especially income-sensitive. Economic situation often
influences choice of store as well.
 Lifestyle: is a pattern of living as expressed in our Psychographics
(Activities, Interests, and Opinions).
 Personality: refers to the unique psychological characteristics that
distinguish a person.
 Self-concept: is how a person understands himself or herself. This
image is enhanced by our possessions.
Psychological Factors
 Motivation: a motive (or drive) is an internal force that is sufficiently
pressing to direct a person to seek satisfaction.

 Perception: is the process by which people select, organize, and

interpret information to form a meaningful picture of the world.

 Learning: describes continuous changes in an individual‟s behavior

arising from experience.

 A belief is a descriptive thought that a person holds about something.

 An Attitude describes a person‟s relatively consistent evaluations

(favorable or unfavorable ), feelings, and tendencies toward an object or
idea.
9.3. Types of Buying Behavior
1. Complex buying behaviour
High degree of consumer involvement with significant brand differences.

2. Dissonance-reducing buying behavior

High degree of involvement with little brand differences.
3. Habitual buying behavior
Low involvement with little brand difference.

4. Variety-seeking buying behavior

Low involvement with significant perceived brand difference.
9.4. The Buyer Decision Process
1. Problem recognition
During this stage, the consumer becomes aware of an unfulfilled
need or want. For example, his old laptop may be broken and a need arises
for a new laptop.
2. Information search
In this stage, the consumer gathers information relevant to solving
his problem. Example, collection of information about various laptop
models.
3. Evaluation
The various alternatives are evaluated against the consumer‟s wants
needs, preferences, financial resources etc.
4. Purchase
In this stage, the consumer will commit to a particular choice and
make the final decision. The choice maybe influenced by price and
availability.
5. Post purchase evaluation
In this stage, the consumer evaluates whether the purchase actually
satisfied her need or not.
 Module – V
XII. Brands and Branding Process
 12.1. BRAND
 A brand is a name, term, sign, symbol, design or a combination of
these, which is used to identify the goods or services of one seller or
group of sellers and to differentiate them from those of competitors.
 Products are made in the factory, but brands are created in the mind.

– Walter Landor –
 12.2. Branding
 The process of giving name or logo or symbol to a product or services.
1. Brand equity:
 It is the name given to the value of a brand. A measure of the brand„s
equity is the extent to which customer are willing to pay more for the
brand.
 Brand equity based on the brand loyalty, brand awareness, perceived
quality, strong brand associations.
 Once a brand identifies the value of brand equity, it can follow this
roadmap to build and manage that potential value.
 According to one estimate, the brand value of Apple $400 million,
Amazon $ 250 Million, Microsoft is $210 Million.
2. Brand positioning:
 Unique positioning the company„s
brand in the minds of the target
customer.
 It is done through emphasizing unique
value proposition, brand promise,
brand personality etc.
 Who-you are targeting
 What-is the need you are serving
 Why-your audience should believe
you
 12.3. Perceived Value
 In marketing terminology, perceived value is the customers'
evaluation of the merits of a product or service (attributes in terms of
its utility, or the extra benefits and values), and its ability to meet their
needs and expectations, especially in comparison with its peers.
 12.4. Brand Evaluation
It is the measurement of the strength of a brand.
 Form utility is the aesthetic appeal of the physical design of a product.
Like a frying pan.
 Task utility is the value attached to a service that saves the customer
time, effort, or money. Car detailing shops offer utility value.
 Time utility refers to the ease of access to a service or product, such as
24-hour service compared to 9-to-5 hours.
 Place utility is the convenience of the location, like a fast-food outlet
that's around the corner compared to a restaurant that's 20 miles away.
 Possession utility refers to the ease of purchasing the product. A
department store that features online ordering, home delivery, or in-store
pickup is aiming for possession utility.
12.5. Steps - Branding Process
1. To brand or Not to brand

 The company must first decide whether it should put a brand name on its
product.
 Generally Generic items„ are not branded. A product on the market that
lacks a widely recognized name or logo because it typically isn't
advertised. Eg. Rice, spices, tablet etc.,
 Branding has become so strong that today almost all products are
branded.
2. Brand name selection

 Selecting the right name is a crucial part of the marketing process.

 A good name can add greatly to a product„s success
 It should be
i) suggestive: Quick fix,
ii) easy to pronounce: Dove, 555,
iii) distinctive: Shell,
iv) easy to translate: Ferrari
v) registered: Thums up;
3. Brand Sponsor

 Brand sponsorship is a form of advertising that involves the financial

support of a particular product or service in exchange for brand
promotion.
 The product may be launched as a
 Manufacturer„s brand (or national brand): Levi„s
 Private brand or store brand: Biba
 Licensed brand: Van Huesen
 Co-brand: Kawasaki Bajaj; ICICI- Prudential, Bajaj-Allianz
4. Brand Strategy

This strategy will also guide the branding of new products.

A company has four choices when it comes to developing brands
i) Line extensions: Existing brand names extended to new forms, sizes
and flavors of an existing product category.
ii) Brand extensions: Existing brand names extended to new product
categories.
iii) Multi-brands: new brand names introduced in the same product
category.
iv) New brands: new brand names in new product categories.
5. Brand Repositioning

 When a company changes the status of a brand in the marketplace but

maintains its identity at the same time, it is called “brand repositioning”.
 As part of this process, changes are typically made to the marketing
strategy such as product, price, place, or promotion.
 Repositioning is usually done when a company sees a decrease in sales
and they realize it is time to implement some changes and develop.
 This is a necessity if they are to stay on top of consumer wants and needs
in order to keep the brand alive.
 Module – V
X. New Product Development
Idea Generation
 It is the systematic search for new-product ideas.
 Idea generation should be proactive and systematic rather than
haphazard.
 This ensures that the company will find not only many ideas, but also
ones that are good for its type of business.
Idea screening
 Screening new-product ideas in order to spot good ideas and drop
poor ones as soon as possible.
 The purpose of idea generation is to create a large number of ideas.
 The purpose of the succeeding stages is to reduce that number.
 The first idea-reducing stage is idea screening.
Concept Development and Testing
 Attractive ideas must be developed into product concepts.
 It is important to distinguish between a product idea, a product
concept and a product image.
 A product idea is an idea for a possible product that can be offered to
the market.
 A product concept is a detailed version of the idea stated in
meaningful consumer terms.
 A product image is the way consumers perceive an actual or potential
product.
 Concept testing: Testing new-product concepts with a group of target
consumers to find out whether the concepts have strong consumer
appeal.
Marketing Strategy & Business Analysis
 A statement of the planned strategy for a new product that outlines the
intended target market, the planned product positioning, and the sales,
market share and profit goals for the first few years.
 A review of the sales, costs and profit projections for a new product to
find out whether these factors satisfy the company„s objectives.
Product Development
 Developing the product concept into a physical product in order to
ensure that the product idea can be turned into a workable product.
Test Marketing
 The stage of new-product development where the product and
marketing are tested in more realistic market settings.
Commercialization: Introducing a new product into the market.
Marketing Research
 11. MARKET & MARKET RESEARCH

 'Market' research is simply research into a specific market. It is a

very narrow concept.

 'Marketing' research is much broader. It not only includes 'market'

research, but also areas such as research into new products, or modes
of distribution such as via the Internet.
 11.1. NEED OF MARKETING RESEARCH

 Marketing research is the function linking the consumer, customer and

public to the marketer through information –

 Information is used:

 to identify and define marketing opportunities and problems;

 to generate, refine and evaluate marketing actions;

 to monitor marketing performance; and

 to improve understanding of the marketing process

 11.2. Types of Data

 Primary Data:

 Data collected by the researcher using survey, questionnaire,

observation, experiment etc.

 Secondary Data:

 Data collected from the already published sources.

 Newspapers, directories, websites, government documents etc.

 Quantitative Data:
 Data which are expressed in numbers, Eg. Age, height, weight, etc.
 Qualitative Data:
 Data which are expressed in words, Eg. Rough & Smooth, Good &
bad, Hard & Soft etc.
 Researches related to the future predictions (forecasting) or past
history.
11.3. MARKETING RESEARCH PROCESS
 D E F I N I N G T H E P R O B LE M

 The market research process begins with the identification “of a

problem faced by the company.

 Problem should be defined clearly so that everyone understands the

problem very well.

 Clear definition of the problem is of crucial importance in marketing

research because such research is a costly process involving time,
energy and money.
 DEVELOP THE RESEARCH PLAN

 After defining the research problem and deciding the objectives,

the research plan must be developed.
 The objectives of the study are included in the research plan to
ensure that data collected are relevant to the objectives.
 DATA COLLECTION

 The collection of data relates to the gathering of facts to be used in

solving the problem.
 Hence, methods of market research are essentially methods of data
collection.
 Data can be secondary, i.e., collected from concerned reports,
magazines and other periodicals, especially written articles,
government publications, company publications, books, etc.
 Data can be primary, i.e., collected from the original base through
empirical research by means of various tools.
 Observation – the recording of consumer actions or marketplace
events as they occur.
 Surveys – a method of gathering data directly from consumers via a
questionnaire. (mail, telephone, personal surveys – focus group)
 Experiment – research in which one or more variables are changed
while others are kept constant so that the results can be measured.
(field and laboratory experiment)
 DATA ANALYSIS

 Once data have been collected, Data analysis to be done.

 Data analysis tools: Percentage analysis, Mean (Average), Standard

Deviation, T-test, ANOVA (Analysis of Variance), Chi-Square,
Correlation, Regression etc.
 P R E S E N TI N G TH E F I N D I N G S

 The final stage in the marketing research process is that of interpreting

the information and drawing conclusion for use in managerial
decision.
 The research report should clearly and effectively communicate the
research findings.
 Pictorial form
 Presentation tools: Bar charts, Pie charts, Graphs etc.,
 M A K E T H E D E C I S ION

 Based on the findings of the marketing research, the management

will make the decision on developing and implementing the
marketing strategy.
 11.4. R E S E A RCH M E T H O D S

 Research methods refers to the tools that one uses to do research.

 Quantitative methods examines numerical data and often requires
the use of statistical tools to analyze data collected. This allows for
the measurement of variables and relationships between them can
then be established. This type of data can be represented using graphs
and tables.
 Qualitative Method is non-numerical and focuses on establishing
patterns.
 Mixed methods are composed of both qualitative and quantitative
research methods.
 11.5 TYPES OF M A R K E T R ES EA RCH

By Source By Methodology By Objectives

- Primary - Qualitative -Exploratory

- Secondary - Quantitative -Descriptive
-Cause and effect
 11. 6. S A M P L I N G - TYPES

Probability samples

 Simple random samples

 Stratified samples

Nonprobability samples

 Judgment samples

 Convenience samples

 Quota samples
 Probability Sample
 Simple random sample – a probability sample in which all the
members of the population have an equal probability of being picked
for a survey.
Eg. Selecting 100 garments for inspection from 10000 pieces
 Stratified sample – a probability sample in which researchers divide
the population into groups according to a common characteristics and
then apply a random sample to each group.
Eg. In the above example, the 10000 pieces are packed in cartons
boxes either size wise or colour wise in 1000 boxes (1000 x 10).
Selecting 10 carton boxes for inspection randomly.
 Nonprobability Sample
 Judgment sample: items are chosen from the population because the
researcher believes they are appropriate for the study.
 Convenience sample: members of the population are chosen
because they are convenient or readily available.
 Quota sample: items selected from the population according to
characteristics set by the researcher.
Eg. Male – 50%, Female – 50%
RETAIL FORMATS
Store Based – Ownership Based
Store Based – Merchandise Based
Store Based – Ownership Based

Service Based
A. What are the tools of mass media advertisement?

Advertising is a promotional activity that aims to sell a product or service to a

target audience. It involves the use of various mediums, such as

1. Radio
2. Social media
3. Films
4. Television
5. Newspaper
6. Magazines

B. Channel Intermediaries

 Agents: Agents act as an extension of the original manufacturers and represent

the product's producer when trying to make a sale. Agents can be individual
salespeople or entire companies. They work directly with customers to sell
products and services.
 Wholesalers: Wholesalers buy a company's products in bulk and resell them.
Unlike agents, wholesalers own the products they sell and make money by selling
them to others.
 Distributors: Distributors have a business relationship with manufactures and
have partial ownership of the product they sell. Some distributors buy exclusive
rights to buy a company's product to ensure that they are the sole distributor of
that product in the area. Distributors often sell to wholesalers and retailers,
creating minimal contact with the final buyers.
 Retailers: Retailers purchase products from other channel intermediaries, such as
wholesalers and distributors, to sell directly to consumers. Retailers can be small
or large for-profit companies. They usually buy smaller quantities of products
than wholesalers and distributors. Examples of retailers include grocery stores
and department stores.
c. Personal and Non-Personal Communication

 Personal communication: personal selling

 Non-personal communication: advertising, sales promotion and public relations

D. Celebrity Endorsement

 Celebrity endorsement, also known as celebrity branding or celebrity advertising

is a marketing strategy that uses a celebrity's fame and image to promote a brand
or product.
 Other use cases include not-for-profit organizations that leverage a celebrity’s
fame to raise awareness or funding around a cause. Or event marketers
leveraging a celebrity’s fame and popularity to create buzz and prestige around
their virtual or hybrid event.

E. Multi Distribution Channel

 Multi-channel distribution involves a business using more than one type of

distribution channel.
 Multi-channel distribution system is a method or structure in which a single
company sets up two or more sales and marketing channels to reach one or more
customer segments.
 Multi-channel distribution is simply the sale and transfer of product through
multiple channels of distribution - typically both direct and indirect channels.
 An example of multichannel distribution is a clothing brand that sells its products
through its physical stores, an online website, and a mobile shopping app. C
 Customers can choose the channel that suits them best for browsing and
purchasing the brand's clothing items.
F. AIDA

 The AIDA marketing model is a cornerstone of modern marketing, to the extent

that missing one step is thought to almost guarantee an unsuccessful result.
 The AIDA model is an acronym that models the thought processes that a
potential customer experiences when deciding whether to make a purchase.

G. Marketing Penetration

 Market penetration is a measure of how much a product or service is being used

by target customers compared to the total estimated market for that product or
service.
 Market penetration also relates to the number of potential customers that have
purchased a specific company’s product instead of a competitor’s product.
 Market development is the strategy or action steps needed to increase market
share.
 Common market penetration strategies include lowering prices, acquiring
competitors, targeting new markets, or introducing new products.
H. Marketing Myopia

 The term “marketing myopia” describes when a company is so focused on quick

sales and mass production of goods they lose sight of their long-term goals and
customer needs.
 Marketing myopia is the failure & narrow-minded approach of marketing
management of a company; which only focuses on certain attributes of the
product or service while completely ignoring the long terms goals such as product
quality, customers need, demand and satisfaction.

I. POS

 POS stands for “point of sale”. POS marketing relates to a type of in-store
promotion or marketing campaign, designed to increase the number of
purchases at the point of sale.
 A POS marketing campaign would be targeting the checkout area.
 Display stands, mobiles, posters, signs, and yes, cardboard cutouts, can all play a
role in your in-store marketing efforts.

J. WOM

 Word-of-mouth marketing (WOM marketing) happens when consumers talk

about a company's product or service to their friends, family, and to others with
whom they have close relationships.
 WOM marketing is one of the most powerful forms of advertising as 88% of
consumers trust their friends' recommendations over traditional media.
 Companies can encourage WOM marketing by exceeding expectations on a
product, providing good customer service, and giving exclusive information to
consumers.
  WOM marketing includes various marketing techniques, such as buzz, blogs, and
social media marketing.

K. Email Marketing

 Email marketing involves sending promotional messages directly to a group of

people who have opted in to receive them.
 It's a direct and personal way to engage with customers, promote products, and
maintain relationships.
 With the ability to segment email lists, businesses can send tailored messages to
specific groups, increasing relevance and response rates.

L. B2B, B2C, C2B, C2C

 B2B is a business transaction between two businesses. It is a commercial transaction

that usually takes place between suppliers, manufacturers, and wholesalers.
 B2C is a business transaction between a business and customers. Here in B2C businesses
sell products directly to consumers and the transaction is shorter than B2B transactions.
Amazon: One of the world's largest online retailers, it offers a wide variety of products
and services to consumers around the world.
 C2C ecommerce, or Consumer to Consumer, refers to commercial transactions that take
place between individual consumers through online platforms. In this model, consumers
can buy and sell products or services directly from each other, without the involvement
of companies or commercial organizations. eBay: One of the most well-known and used
 C2C platforms, allowing consumers to buy and sell a wide variety of products, both new
and used, globally.
 C2B ecommerce, or Consumer to Business, is a model where individual
consumers offer products or services to companies. Unlike traditional models,
where companies offer products or services to consumers, in the C2B model, it is
consumers who take the initiative and offer their products or services to
companies. Freelancer Platforms: Freelancer allow individuals to offer their
professional services, such as graphic design, content writing, and web
development, to companies seeking independent contractors.

M. What is a Trademark?

 A trademark is a sign capable of distinguishing the goods or services of one enterprise

from those of other enterprises.
 Trademarks are protected by intellectual property rights.

N. What is CRM (customer relationship management)?

CRM (customer relationship management) is the combination of practices, strategies

and technologies that companies use to manage and analyze customer interactions and data
throughout the customer lifecycle. The goal is to improve customer service relationships and
assist with customer retention and drive sales growth.
O. Personal Selling Process / Selling Process