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The Main Runway for Fashion Industry – Social Media, The New Fashion Icon!

social media and fashion industry

social media and fashion industry

Fashion Week Ready-to-Wear Fall/Winter 2012/2013 Collection.

Social Media has never been as important as this year. Bloggers are now invited to sit on the front rows, not only focusing on early-days streetstyles. They work closely with brands on the marketing side, but are also more and more involved in the creative process. Karl Lagerfeld regulary meets bloggers. Alexandre de Betak, one of the most famous Art Directors, is now contributing to Caroline Daily’s personal blog. A real revolution in the fashion world.

Because the microcosm was pretty reluctant to this “democratization  of fashion through digital, especially of high fashion“.But few trends changed the rules: Social Media is now the most important runway. An everlasting runway, that changes players, shareholders, reputation and creativity.

fashion and social media

fashion and social media

A professionalization of digital fashion influencers

Fashion bloggers aren’t just cool guys with cool cameras anymore. They not only shoot themselves in a mirror. They are designers, freelance consultants, copywriters, sometimes wannabe stars. Female AND male. Or so-called “slashers“:

“For the typical member of Gen Y, as well as the soon-to-be working age Millennials, the typical behaviour patterns of immediate pleasure seeking, multitasking and low boredom thresholds (typically all summed into the phrase ‘instant on’) makes slashing particularly appealing. (…) It is no surprise that greater quantities of people under 30 are choosing to have portfolio careers”.

Quality is enhanced: some bloggers now have their personal photographers. New skills are appearing in blog-posts: art direction, production, work with agencies. Talent managers are now targeting these people, booking them with the right brands.

social media in fashion for fashion

social media in fashion for fashion

When fashionistas meet entrepreneurs

On eBay France, fashion-related items are the most sought and sold. Some investors decided to dive into these new markets, trying to encourage young platforms to rise. Even if the gap can be huge between creatives and techies, it’s now melting:

“What we know unequivocally is that the momentum fashion startups are having–and this phenomenon of fashion, technology and finance coming together–won’t be slowing down in 2012.”

In France, Ben & Fakto has just conciliated fashion needs and post-crisis reality, focusing on “happy fashion” and social marketing, partnering with Babyloan.

What used to be 2 opposite worlds, is now merging. Because digital culture is now directly impacting the way fashion rejuvenates its ideas, finding new roots to some kinds of digital undergrounds. Main famous brands are now on TumblR, a way to propagate their vision of fashion but also to directly plug with new trendsetters. Trendsetters because they MAKE trends (photography etc.).

From inner circle to pervasive fashion

Communication used to be mastered. Authorized journalists were covering the runways. It was an inner-circle of happy fews. Where brands were only challenged by other brands. This time is over.

Traditional Haute Couture brands need to shape new paths. Because the inner-circle is becoming more and more pervasive. The agenda is challenged; there are now so many Fashion Weeks worldwide that there’s too much noise to only count on them. New media like Refinery 29 are dismantling Vogue or other traditional opinion leaders. Bloggers take the lead and do not hesitate anymore to claim when these editorial pipelines go wrong. The last example against ELLE France (accused of racism) has demonstrated that it’s no longer “fashion top journalists” against “the people”; and convinced us that “Eagles” can sometimes be cheap.

When classic catwalks aren’t enough to emerge

Since Louis Vuitton in 2009, the very first luxury brand to broadcast its fashion show live on Facebook, all the other brands have tried to follow the idea that a catwalk needed to be live. That this catwalk should be broadcast, commented, shared, by online communities of influencers. That the most important thing was to generated weak links, “hyphenated marketing“, that could be activated at the best time. We’ve seen in January that it’s not that easy to organize: during the last Gucci live stream catwalk (Men collection), we were only some dozens to live-chat on the related platform. Not much impact compared to Burberry.

Because it requires many skills (Social CRM, digital branding, Social Media Marketing) that cannot be improvized.

The last stats have shown how important fashion e-commerce is:

“Converting the sale online should be the very next focus for fashion sales online,” noted
Cohen, “Getting the consumer to go from browsing to purchasing takes new information beyond just product photos and price. It takes convincing the consumer to push the purchase button.”

A world in which Social Media is not an asset apart. But the core one.

Source: Socialmediatoday.com

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Creating a Green Fashion Label

When consumers shop for groceries, they tend to review the nutrition label and ingredients list on the food package to obtain dietary information. This food label system helps people make an informed decision and lead healthier lifestyles. Shouldn’t consumers have resources for making similar choices when shopping for apparel products? According to the Textile Fiber Products Identification Act (TFPIA), all apparel products should have a label that includes: fiber content, country of origin, manufacturer identification, and care instructions.

 

However, the clothing label may not be informative enough to educate consumers regarding what processes were used to make the product and what environmental impacts those processes may have. One of the common myths consumers may believe regarding apparel products is that natural fiber products are more environmentally friendly than synthetic fiber products. Considering the fact that the textile and apparel industry is a major contributor to environmental degradation, it is important to provide more informative, easy-to-read labels for apparel products, responding to consumers’ growing concerns about environmental issues related to their consumable products.

From interviews with five apparel design personnel in two companies (although these opinions cannot represent all designers’ and merchandisers’ opinions), our research team found that they were aware of the environmental problems associated with dyeing and textile processing. However, interestingly, they did not regard themselves as responsible for correcting these problems.

They also indicated that the biggest determining factor for apparel designers and merchandisers when deciding where to obtain materials for production is the availability of materials from suppliers who have had a long–term relationship with the company. It seems that environmentally friendly materials were not their main concern. They added that if they were sure that their target consumers would be willing to purchase environmentally friendly products, they would practice sustainability. Without certainty, they did not want to take the risk because using green materials costs more. The industry personnel felt that there was nothing they could do as designers or merchandisers to address environmental issues, believing that environmentally friendly production was beyond their ability.

Do consumers agree with these opinions? To explore consumer opinions about green apparel products and purchasing behaviors, a serious of focus group discussions were conducted with 32 consumers. Although organic fibers and other green apparel options are already available in the market, participants demonstrated a lack of knowledge about these products. Interestingly, several respondents knew of organic clothing only in terms of simple items, such as T–shirts, while others did not even know that organic or green apparel was an available option.

In addition, the respondents agreed that if there were more information about green apparel products available, they would be more prone to buy them. They felt skeptical about current eco–claims because labeling of green apparel is voluntary and no general rules have been implemented for apparel product labeling. They added that current labels on green clothing did not offer an adequate amount of information to consumers. They were unsure of exactly what “environmentally friendly” meant and how the products they had seen were environmentally friendly. Additionally, most of the participants agreed that a well–established eco–label for apparel products would increase consumers’ knowledge of environmental impacts from apparel production and foster consumers’ green apparel purchasing behaviors.

Regarding willingness to buy green apparel products, they mentioned that they would be more likely to purchase green apparel products if they were cheaper and more readily available. Respondents indicated that they would not buy a less attractive environmentally friendly garment with the label attached to it over a more attractive conventional product. Therefore, before emphasizing green aspects, products should meet the quality expectations of consumers.

Based on these two investigations, the research team suggested that a labeling system could be used to reduce the information gap between producers and consumers. Green labels for textile and apparel products can facilitate choices for consumers making environmentally responsible purchasing decisions by motivating and/or educating them (D’Souza, et al., 2006).

As mentioned earlier, just as the nutritional facts and ingredients are listed on food packages, the apparel label can include customized information on how the content of a specific product and its production processes impact the environment. Our research team identified six sustainability aspects of apparel products as the key information that would be beneficial for consumers to know from the green apparel label: organic, biodegradable, safely dyed, fair trade, carbon footprint, and recycled. Creating eye–catching symbols accompanied by brief explanations for clarification, which convey the key aspects of sustainability within the apparel industry, will be necessary. This design will make the labels easy to read and serve as a convenient reference for consumers.

If the standardized and easy–to–read label is commonly used in the textile and apparel industry in the future, it will educate consumers about green products and their effects on our surrounding environment. By becoming more knowledgeable about green products, consumers will be able to make more informed purchases of environmentally responsible products. In addition, educated consumers will drive businesses to practice more sustainability. Adopting the easy–to–read, informative green label will help retailers promote their eco–friendly strategies. As people continue to show interest in green products through purchases, the availability of various green products will increase, resulting in growing diversity in the retailing industry.

This educational research brief is from the University of Delaware (Fiber Online Journal).
Creating a Green Label for Reducing the Gap

Authors:
Dr. Hae Jin Gam is an assistant professor in the Department of Family and Consumer Sciences at Illinois State University. She was a fashion designer in South Korea until 2001. Her doctoral research was in the area of sustainable apparel design and production development and was funded by the Environmental Protection Agency. Her current research interests include sustainability in the apparel and textile industry, apparel product development, consumers’ eco–friendly purchasing behavior, and the scholarship of teaching and learning.

Dr. Yoon Jin Ma is an assistant professor in the Department of Family and Consumer Sciences at Illinois State University. Her research interests include social responsibility in apparel consumption, manufacturing, and retailing; consumer behavior; services marketing; and scale development. She received the Student Best Paper Award at the doctoral level from the International Textile and Apparel Association (ITAA) in 2008, the Best Track Paper Award in the textile and apparel/international track from ITAA in 2009, and the Paper of Distinction Award in the consumer behavior track from ITAA in 2010

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Top 10 Networking Tips for Savvy Networkers


  • .  Be Prepared. Savvy Networkers always have their networking tools with them at all times.  The Networking tool kit includes: an ample supply of business cards, your name badge, any collateral material (flyers, brochures, etc), and your marketing message (often referred to as your elevator speech).

    .  Arrive early. Savvy Networkers arrive early and have their business cards readily available and can relax and focus on learning about the other people in the room.  As an early, Savvy Networker, you can pause to calmly gather your thoughts and your intentions so that your time spent networking will be of benefit to you and your goals.  Preparation goes a long way in making you appear to be someone that other people will want to get to know.  People do business with people they like.  And you will be judged by others, like it or not, based on their first impression of you.
  • .  Have a plan. Savvy Networkers always have an idea of what the goal is for each event they attend.  Know, before going in, what the outcome is that you want for yourself or for the people you meet at each event.  Do you want to meet 3 people and focus on getting to know them really well?  Are you looking for an introduction to a certain type of client?  Are you looking for information or connections that will get you that information?  When you have a plan, it is easier to stay focused and achieve your expected outcome.  It also helps you to keep on track to help others in achieving their goals when you remind yourself to be generous with your own knowledge and connections.  And, when you have a plan it is easier to stay on task as you meet with people.
  • Be a Giver and/or a Connector. When you focus on “giving” and being helpful to others, the “getting” will come later … and it will come in unexpected ways.  Foremost to remember, is that no one likes a person with a “taker” mentality.  When you are generous, people will notice and repsect you for your kind nature.  And, people generally do business with people that they respect, trust, and like.  Act like a host at every event you attend by connecting people.  This can be a simple act of intruducing 2 people to each other or as elaborate as giving a testimonial about 1 person and their services to the entire group.  All of these acts allow you to focus on the “other” and grows your social capital in the room.
  • Leave your troubles behind. Put on a happy face at the door and remind yourself that it is “show time”.  This is your time to sparkle and shine.  People will look forward to seeing you and meeting you if you are energetic, positive, and outgoing.  Again, people enjoy doing business with people that they like.  BE a person that others will like.  Hopefully you’ve heard the zen expression “Be the ball” … well, whenever you have the chance, “Be the ball of the ball!”  Do not burden or bore people with your troubles or your problems.  Everyone has enough of their own, and, trust me on this, they do not need or want to hear about yours.
  • Listen with focus. When someone is speaking with you, give that person your entire focus.  LISTEN.  Really hear what the person is saying.  Keep your eyes and ears focused and keep your self talk and thoughts focused too.  The greatest gift that you can give to another person is to truly hear what that person is saying.  You’ve seen this before and it bears repeating: you have 1 mouth and 2 ears for a reason.  Listen twice as much and talk 1/2 as much and everyone you treat this way will think you are a genius!
  • Be Genuine. Everyone knows when someone is “schmoozing” on or at them.  And, no one likes being “primed” for the pump.  Be genuine in your interactions with others at an event.  Again, it comes back to building trust,  to building “brand YOU”.  There is a huge difference between being INTERESTED and in trying to be INTERESTING.   When you are interested in learning about someone and their business entirely for the sake of learning about the other person, you will leave a lasting impression as someone who genuinely cares.  On the other hand, when you are interested only so that you can take what you learn and then use it to make yourself or your products interesting to this person … well, my friend, you have slipped into the category of “scorched earth networking” and it is not a good place to be.
  • Do Teach/Don’t Sell. The Savvy Networker knows that the immediate sale of a product is not the goal in networking.  Networking is about building relationships with people who will be happy to tell others about who you are and what you do.  Word of mouth advertising is the most cost effective and powerful advertising.   At every opportunity, teach others about who you are, as a person, and what it is that you do.  Always present a clear emphasis on the type of client that you are looking for.  In doing this, you will be building a salesforce that can reach far wider than you can on your own.
  • Follow up. After the event, send a thank you card to each person that you had direct contact with.  Mention something from your discussion in the thank you card (it helps if you jot notes on the back of each person’s business card that you collect).  If there is a referral that you can supply to someone you’ve just met, include that in the follow up note.  Showing up and following up are the two most important parts of networking.  Showing up, in most cases, is the easy part.  The follow up is, sadly, the most neglected part of networking.  Since so many people fail to follow up, you can really stand out by just doing this simple act of reaching out to remind someone of who you are and what you do … and that you are interested in exploring a relationship.
  • Follow up some more! Depending on where you look, marketing statistics state that it takes 7 to 12 impressions for a consumer to make a buying decision.  It also take somewhere between 5 to 12 impressions to become “top of mind”.  AND those are the OLD numbers.  Because of the overload of information that we are all faced with every day, the number of impressions is actually quite higher.  It is more likely to take 15 – 20 impressions before you make the connections that you are looking to build! Meeting face to face is the 1st impression.  An email, a phone call, another card, a lunch date … don’t stop after 1 or 2 impressions.  Keep going.  Savvy Networkers know that to build strong relationships they must dig deeper and make the continued effort to build ongoing relationships!

Source: Top10networkingtips.com

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Networking Tips: How to Work a Room

Networking can serve as a valuable strategy for getting a lead on a job, gathering information, or catching the special attention of a company recruiter.

Most of us are not born minglers. Practice and preparation will help you develop the skills it takes to be effective at an Employer Info Session, a Career Fair, or other serendipitous opportunities. As difficult or awkward as it may feel at first, the ability to meet and make a positive, professional impression on people will become ever more important as your career advances and develops. Here are some tips to get you started.

Check your attitude

Many of us are shy or reluctant to approach strangers in new social situations, so understandably it’s not always easy to muster the energy to try and connect with people at networking events. That’s why it’s key to get mentally geared up before you even show up. Because your attitude often guides your behavior, you must overcome any negative self-talk that could hinder you from reaching out to others. Do these outlooks sound familiar?

  • “Why should I bother trying to impress this person? I’m only one of a hundred students this recruiter is going to see today.”
  • “I don’t think I know enough to engage the company reps in an intelligent conversation.”
  • “I’ve never really been good at meeting people. That’s just my personality.”

Such negative thoughts prevent you from pushing past any social roadblocks standing in your way. The truth is that many, if not most, people have similar thoughts in group situations and are just as hesitant to initiate conversations. But if you change your attitude from negative to positive, you can instead take the lead. Remember:

  • People enjoy talking about themselves. Ask them questions to get them started.
  • People feel flattered when you show an interest in them and their work/organization. And they will reciprocate your demonstrations of sincere interest.
  • You have more to offer others than you might think; just believe it.

Redefine what it means to interact with “strangers”

When you join a new student organization or club, you share certain interests with the members. When you go to a party, you run into people you’ve seen in class or around your dorm. A networking event is not really all that different if you view it as an occasion to find what you have in common with other people there. Commonalities help “strangers” connect more easily.

  • Take the initiative to approach others, introduce yourself, and share a piece of information that could reveal the common thread you share with them.
  • During conversations, listen carefully to discover shared interests or goals.
  • Use your shared background or interests as the basis for sustaining conversations.

Prepare and practice your self-introduction

To avoid being tongue-tied when you try to start a conversation with someone you don’t know, prepare a self-introduction that is clear, interesting, and well delivered. What you say about yourself will depend on the nature of the event, but in any case, it shouldn’t take longer than 8-10 seconds. Although practicing your introduction might at first seem silly and artificial, it will eventually help you make an introduction that sounds natural, confident, and smooth. Here are a few examples:

  • “Hi, my name is Catherine Lee. I’m glad to have this chance to meet you and learn how a psychology major can break into the pharmaceutical industry.” [Employer Information Session]
  • “Good morning, I’m Bryan Sampson, a former summer intern at your Los Angeles branch.” [Career Fair]
  • “Hello, my name is Jessica Garcia. I’m a junior rhetoric major looking to find out what it’s like working in public relations and marketing.” [Career Speed Dating Event]

Risk rejection – it’s not the end of the world

It happens. Some individuals may not respond to your introduction in the way you would like. If that takes place, don’t take it personally and just move on. As long as you maintain an outgoing and friendly attitude, you can plan for continued networking success by:

  • Identifying the goals you want to achieve at the networking event before you go (e.g., to learn more about a career, to develop internship leads, etc.)
  • Keeping a healthy sense of humor.
  • Treating everyone as you would want to be treated. Aside from being the courteous thing to do, you don’t know who might be helpful to you in the future.

And last, but not least, don’t forget how important it is for you to physically move around and about when you’re at a networking event. You can’t work a room when you’re sitting down! So get in there and show them what you’ve got.

Source: Career.berkeley.edu

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10 Tips for Successful Business Networking

Effective business networking is the linking together of individuals who, through trust and relationship building, become walking, talking advertisements for one another.

  1. Keep in mind that networking is about being genuine and authentic, building trust and relationships, and seeing how you can help others.
  2. Ask yourself what your goals are in participating in networking meetings so that you will pick groups that will help you get what you are looking for. Some meetings are based more on learning, making contacts, and/or volunteering rather than on strictly making business connections.
  3. Visit as many groups as possible that spark your interest. Notice the tone and attitude of the group. Do the people sound supportive of one another? Does the leadership appear competent? Many groups will allow you to visit two times before joining.
  4. Hold volunteer positions in organizations. This is a great way to stay visible and give back to groups that have helped you.

  5. Ask open-ended questions in networking conversations. This means questions that ask who, what, where, when, and how as opposed to those that can be answered with a simple yes or no. This form of questioning opens up the discussion and shows listeners that you are interested in them.
  6. Become known as a powerful resource for others. When you are known as a strong resource, people remember to turn to you for suggestions, ideas, names of other people, etc. This keeps you visible to them.

  7. Have a clear understanding of what you do and why, for whom, and what makes your doing it special or different from others doing the same thing. In order to get referrals, you must first have a clear understanding of what you do that you can easily articulate to others.

  8. Be able to articulate what you are looking for and how others may help you. Too often people in conversations ask, “How may I help you?” and no immediate answer comes to mind.
  9. Follow through quickly and efficiently on referrals you are given. When people give you referrals, your actions are a reflection on them. Respect and honor that and your referrals will grow.
  10. Call those you meet who may benefit from what you do and vice versa. Express that you enjoyed meeting them, and ask if you could get together and share ideas.

Source: Businessknowhow.com

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Top 5 Tips for Writing a Killer Business Plan | Niche Volumes

Starting a business plan is a detailed process that is both educational and revealing. with existing companies it is a chance to re-evaluate profit margins and focus on the prominent areas of the business while cutting out the departments that are losing money. For business plans for new companies it is an opportunity to really focus on, and understand the industry and evaluate whether your next big idea will be successful before you make a large investment.
Although up to 44% of new businesses survive 4 years or more the success of any new business is good planning, access to capital and good business management.
Here are the 5 best tips for creating a killer business plan that will undoubtedly impress:


1) consider your Audience
Business plans are developed for many different reasons. Is it for presenting to a panel for project approval? will it be to submit for funding? Is it simply to restructure the business for profitability? Each of these avenues will require adjustments to the plan format and style you will need to use throughout the document. If you are attempting to obtain funding then you will have to have very detailed cost and ROI projections that are measurable and realistic. If you are making a presentation to a non-profit or a board of directors it is likely that you will need to include a directive on community impact or involvement and impact (either positive or negative) to the existing business. Remember your audience as you creates your document to ensure you focus on the important topics and leave no questions unanswered.


2) Quality Reference Material Is Key
It is important to integrate a diverse mix of reference material in your plan document. the web is great for the latest news but is not nearly as highly regarded as printed documents. be sure to use a good mix of reputable internet reference along with well-known facts and industry statistics most often found in printed literature. Industry specific publications and industry magazines are an excellent way to get the latest news and trends in a reliable place. Always include references from industry publications as well to raise the standard your business plan and build credibility in your due diligence. Always make sure to cite your research or any quotes you may use. this will also build credibility while ensuring you are not infringing on any protected or copyrighted content you use. To quickly and easily cite your sources there is a web-based tool that you can use to enter in your info and get back the properly formatted entry for the works cited page. it makes the process a breeze: easybib.com.


3) Do your Own Research
Creating a solid business plan is the singular first step in knowing your industry and understanding what it will take to be successful in your chosen field. Part of developing a plan should be to evaluate competitors, define your business strategy and start to understand if your value proposition meets a tangible need in the marketplace. Walking through the initial steps of creating a business plan is an invaluable process that will help to ensure that your business can survive the market trends. Don’t pay someone else to do your research for you or it may end up costing you more than you think.

4) using a Business plan Template
Now that you have various notes and articles, market information and loads of statistics it is time to put it all together in a layout that will highlight the data you have compiled. Finding  business plan examples can be a challenge as every business plan is different (see point #2 above), however you can develop your own based on a compilation of the different topics or areas you want to cover. If you want a business plan template that comes formatted with sample headings and the different categories already setup, try using the plan layout from online websites. this site has a real business plan in Word format for quickly changing out headings and information. In addition the plan comes with a break-even analysis template in Excel as well as a 1 year Pro-Forma template in Excel with the formulas already built for easily updating and projecting costs for your business. this is a big time saver and an easy way to quickly get the business plan document underway without having to start from scratch.


5) Seek Out Experts in the Industry
Finally, after you have organized your information reach out to some industry experts like local college professors, trade show organizers, or even your local Chamber of Commerce for some insight and feedback on your plan. it always helps to get a second opinion on the plan before making the final presentation. having one or more individuals look over the plan will shed light on areas that need to be revised or reinforce that the business plan is ready to present.
Don’t get distracted spending valuable time figuring out the Works Cited, Table of Contents or overall plan layout. use the templates or resources that are readily available to you and spend the time focusing where you should, on the reporting and presentation of your business idea.

Source: Onlinebusinessplans1.net

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The Marketing Mix – The Official 5 P’s of Marketing

The major marketing management decisions can be classified in one of the following five categories:

The Marketing Mix – The 5 P’s

  • Product
  • Price
  • Place (distribution)
  • Promotion
  • People

The Marketing Mix


Product 
 
People

Place 
 

Target
Market
– The Consumer  

Price 
 

Promotion 
 

These variables are known as the marketing mix or the 5 P’s of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The firm attempts to generate a positive response in the target market by blending these five marketing mix variables in an optimal manner.

_ _ _ _ _ _ _ _ _ _ _ _  _ _ _ _ _ _ _ _ _ _ _ _

Product

The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Price

Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Promotion

Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them. Promotion decisions involve advertising, public relations, media types, etc.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

People

People decisions are those related to customer service.  How do you want your workers to appear to your customers?  There are a range of service profiles from service with a smile – McDonald’s, to classier Nordstroms, to plain rude – Ed Debevic’s.  The function of people to present an appearance,  an attitude, etc.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Place

Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions. Distribution decisions include market coverage, channel member selection, logistics, and levels of service.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

A Summary Table of the Marketing Mix

The following table summarizes the marketing mix decisions, including a list of some of the aspects of each of the 4Ps.

Summary of Marketing Mix Decisions

Product People Price Place Promotion
FunctionalityAppearance

Quality

Packaging

Brand

Warranty

Service/Support

Service

AppearanceUniforms

Attitude

List priceDiscounts

Allowances

Financing

Leasing options

Channel membersChannel motivation

Market coverage

Locations

Logistics

Service levels

AdvertisingPersonal selling

Public relations

Message

Media

Budget

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