What is marketing?
Process of creating and maintaining a sucessful exchange relationship, exchange is key
What are the elements of exchange process?
at least two parties are involved, each has something of value, means of communication, both free to accept or decline offer, desirable to deal with the other
What is the marketing concept?
Buisness must satisfy customers needs and wants while generating a profit
What are the elements of the marketing concept?
identify the needs of the customers, develop and market products or services that meet those needs, operate a buisness profitably
What are the kinds of physical needs?
Protection: enviormental dangers, occupational hazards, weather and protection from enemys
What are the kinds of psychological needs?
Adornment: beauty, positive feeling, attention, culture
Identification: uniforms, dress codes, enblem, symbols
What are the kinds of social needs?
Modesty: standards of decency modeled by culture and society
Status: rank or position compared to others
Why do people select certain clothes?
values and attitudes, conformity v. individualism, needs v. wants, personality
What are values and attitudes?
values- ideas beliefs and
material items important to individuals, feelings or reactions to
people, things or ideas formed from values
Attitudes- influenced by economics, society, age, customs
What is conformity v. individualism?
obeying or agreeing with a given standard or authority vs. self expression that makes each person unique
What are needs v. wants?
need is required for survival, protection, modesty, comfort or livelihood. want is a desire for something that gives satisfaction, can get along without it
What do our buying choices relate to?
fashionable styles, attractiveness, impressing others, acceptance by friends, colleagues and peers, fill an emotional need, boost esteem or confidence
What are the fashion perspectives?
both a science and an art, dependent on change, not capable of survival without change
How is fashion viewed as an art?
it thrives on creativity, innovation and use of principles and elements of design
What are the influences on fashion
economic conditions, political issues, current events, entertainment, lifestyles, social structure
What is a fad?
a temporary, passing fashion that has great appeal to many people for a short period of time
What is a classic style or design?
a style or design that continues to popular over an extended period of time, even though fashions change
What is a ford?
a style or design that is produced at the same time by many different manufacturers at many different prices