Chapter 8 Marketing a Line of Apparel or Home Fashions In this chapter, you will learn the following: the marketing process within apparel and home fashions.

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Presentation transcript:

Chapter 8 Marketing a Line of Apparel or Home Fashions In this chapter, you will learn the following: the marketing process within apparel and home fashions companies the marketing process within apparel and home fashions companies the histories, functions, and activities of U.S. apparel, accessory, and home fashions market centers, marts, market weeks, and trade shows the histories, functions, and activities of U.S. apparel, accessory, and home fashions market centers, marts, market weeks, and trade shows the nature of the selling function of apparel and home fashions companies, specifically the roles of sales representatives and showrooms the nature of the selling function of apparel and home fashions companies, specifically the roles of sales representatives and showrooms the distribution and sales promotion strategies used by apparel and home fashions companies the distribution and sales promotion strategies used by apparel and home fashions companies © 2008 Fairchild Publications, Inc.

Chapter Outline I. The Role of Marketing II.Market Centers, Marts, Market Weeks, and Trade Shows Market center Market center A.Growth of Market Centers and Marts A.Growth of Market Centers and Marts 1. Marts Market week Market week 2.Retail Relations Programs B.Market Weeks and Trade Shows 1.Market Weeks 2.Trade Shows © 2008 Fairchild Publications, Inc.

Chapter Outline III.U.S. Market Centers A.New York City B.Los Angeles California Market Center California Market Center L.A. Mart L.A. Mart C.Chicago Chicago Merchandise Mart Chicago Merchandise Mart Chicago Apparel Center Chicago Apparel Center D.Dallas Dallas Market Center Dallas Market Center E.Atlanta AmericasMart AmericasMart © 2008 Fairchild Publications, Inc.

Chapter Outline F.Other Regional Markets 1.Miami 2.San Francisco 3.Seattle 4.Other Marts © 2008 Fairchild Publications, Inc.

Chapter Outline IV.The Selling Function A.Internal Selling B.Corporate Selling © 2008 Fairchild Publications, Inc.

Chapter Outline C.Sales Representatives and Showrooms 1.Types of Sales Reps and Showrooms Multiline sales representative Multiline sales representative Regional sales territory Regional sales territory Corporate showroom Corporate showroom 2.Sample Lines a.Virtual Samples b.Computer-Generated Buying 3.Job Functions of the Sales Representative D.Orders and Canceled Orders E.Terms of Sale © 2008 Fairchild Publications, Inc.

Chapter Outline V.Marketing Strategies A.Distribution Policies 1.Open-Distribution Policy 2.Selected-Distribution Policy B.International Marketing 1.Direct Sales 2.Selling through Agents 3.Selling through Exclusive Distribution Agreements 4.Marketing through Foreign Licenses © 2008 Fairchild Publications, Inc.

Chapter Outline C.Sales Promotion Strategies 1.Advertising Cooperative (co-op) advertising Cooperative (co-op) advertising 2.Publicity © 2008 Fairchild Publications, Inc.

Chapter Outline 3. Other Promotional Tools a.Line Catalogs or Line Brochures b.Media Kits c.DVDs d.Electronic Communications e.Direct Mail Inserts f.Visual Merchandising Tools g.Trunk Shows h.Merchandise Representatives i.Style Testing and Participation Promotions VI.Summary © 2008 Fairchild Publications, Inc.