https://www.youtube.com/watch?v=b4Ow_M8kpkg

MarketingBasicshttp://www.huffingtonpost.com/fixcapitalism/can-marketing-improve-cap_b_8516126.html/

http://www.adweek.com/news/advertising-branding/content-marketing-moving-toward-zen-state-storytelling-171231 (contentmarketing)

http://www.forbes.com/sites/jefffromm/2016/07/06/the-lululemon-lifestyle-millennials-seek-more-than-just-comfort-from-athleisure-wear/#37b14a903658

http://www.businessoffashion.com/articles/basics/how-do-you-create-brand-awareness

http://www.forbes.com/sites/avidan/2013/12/04/ten-great-agencies-of-2013/#35d801983ff9

http://www.bloomberg.com/view/articles/2016-07-22/the-swiss-watch-industry-s-perfect-storm

Managingprofitablecustomerrelationships.

HistoryofMarketing• ProductEra• SalesEra• MarketingEra• RelationshipEra

TheodoreLevitt,HarvardBusinessReview,1960

McCann isaglobaladvertisingagency network,withofficesin120countries.McCannisasubsidiaryoftheInterpublicGroupofCompanies,oneofthefourlargeholdingcompanies intheadvertisingindustry.McCannEricksoncreatedCoca-Cola's "It'sTheRealThing"sloganandadcampaign,includingthefamous1971"Hilltop"ad,whichfeaturedthe"I'dLiketoBuytheWorldaCoke"jingle.

Ogilvy&Mather isaNewYorkCity-basedadvertising,marketingandpublicrelationsagency.ItstartedasaLondonadvertisingagencyfoundedin1850byEdmundMather,whichin1964becameknownasOgilvy&MatheraftermergingwithaNewYorkCityagencythatwasfoundedin1948byDavidOgilvy.In2004,Ogilvy&MatherlaunchedDove'sCampaignforRealBeauty,

YoungandRubicam,1923,Philadelphia.MovedtoNewYorkforJell-O.FirstcolorTVad.InDecember2013,Mita Diran,ayoungcopywriterdiedfromoverworkinaY&RofficeinIndonesia.[11] Shehadbeenworkingfor30hoursstraight,andstayingupbydrinkingenergydrinks.

Wieden+Kennedy (W+K;pronouncedWHY-denandKEN-edy;[1] earlierspelledWieden &Kennedy)isanindependentlyownedAmerican advertisingagency bestknownforitsworkforNike.FoundedbyDanWieden andDavidKennedy,andheadquarteredinPortland,Oregon

GreyGroupisaglobaladvertising andmarketing agencywithheadquarters inNewYorkCity,and432officesin96countries,operatingin154cities[.Foundedin1917byLarryValenstein andArthurFatt,GreyGlobalGroupbeganasadirectmarketing companynamedGreyStudios,reflectingthecolorofthewallofitsoriginalquarters,changingtoGreyAdvertisingin1925.http://grey.com/us

http://www.adweek.com/agencyspy/ogilvy-celebrates-new-york-for-tiffany/84864

http://www.adweek.com/creativity/nyc-sparkles-ogilvys-gorgeous-animated-christmas-ad-tiffany-161520/

http://www.tiffany.com

JeromeMcCarthyTheMarketingMix

Product

TotalProductConceptbyTheodoreLevitt

Howdoesitlookforafashionproduct?Pickaproductandmapitout.

Price

P/V=Perceivedcost,whereP=PriceandV=Value

Remember:Valueistangibleandintangiblequalities.

$100/2=$50$100/4=$25$100/5=$20

Valuevs.Cost

“Formarketingpurposesitispossibletoviewpricingfromtwoperspectives:

1isfromthepointofviewofcost,whatanitemactuallycostseithertoproduceorforabuyertopurchase.

2,sellingprice,looksatthesituationfromthecustomerorend-consumer’sperspective.Itconsiderswhatmightbearealisticsellingpriceandfactorsinissuessuchasaffordabilityandperceivedvalue.(Mustresearchhowcustomer’sperceiveprice.)”-Posner

Place

“Placeisaboutgettingtherightproducttotherightplaceattherighttimeandintherightamount.”- Posner

KeySalesChannels:• BricksandMortarRetail• Direct(Online,telephone)• Catalogues• PublicEvents(sportsorfashionevents)• TrunkShows,OnlineTrunkShows,orPreviewEvents

Promotion

ObjectivesofPromotion1.Provideinformationtoconsumersandothers2.Increasedemand3.Differentiateaproduct4.Accentuateaproduct’svalue5.Stabilizesales

Howtosucceedinbusiness….http://www.tcm.com/mediaroom/video/218518/How-to-Succeed-in-Business-Without-Really-Trying-Movie-Clip-Grand-Old-Ivy.html

Whathappenswhenyoubecomeanepicmarketingexecutive…https://www.youtube.com/watch?v=FKgPTkIulEI

https://fashionmarketinglessons.wordpress.com/2010/11/27/using-the-marketing-mix-in-the-fashion-industry/

SmallGroupDiscussion:The4P’sAppliedtoaFashionBrand: