Garment Industry

1
Lecture 4

• Garment Industry its MARKETING

2
Marketing

• The goal of marketing is to satisfy the customer.

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Define Marketing ?

• Marketing is the social process by which
  individuals and groups obtain what they need and
  want through creating and exchanging products and
  value with others.
• Kotler

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Define Marketing ?

• Marketing is the management process that
  identifies, anticipates and satisfies customer
  requirements profitably - The Chartered Institute
  of Marketing

5
Define Marketing ?

• Marketing is the process whereby society, to
  supply its consumption needs, evolves
  distributive systems composed of participants,
  who, interacting under constraints - technical
  (economic) and ethical (social) - create the
  transactions or flows which resolve market
  separations and result in exchange and
  consumption.
• Bartles

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Important Points

• Marketing focuses on the satisfaction of customer
  needs, wants and requirements
• Future needs have to be identified and
  anticipated
• There is normally a focus upon profitability,
  especially in the corporate sector. However, as
  public sector organizations and not-for-profit
  organizations adopt the concept of marketing,
  this need not always be the case.
• More recent definitions recognize the influence
  of marketing upon society.

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Marketing

• Primarily we can divide it into three parts
• Marketing
• Merchandizing
• Selling

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Marketing

• Different activities of Marketing are
• Marketing Calendar
• Product Pricing
• Product Planning
• Customer relations

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Define Merchandizing?

• The right product, in the right place, at the
  right time, at the right price

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Sales

• Promotion Mix
• Selling
• Market research
• Sales forecasting

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Promotion Mix

• Advertisement
• Sales Promotions
• Personal Selling
• Publicity
• Direct marketing
• What is the difference b/w publicity and
  advertisement?

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Selling

• Showroom based staff
• Representatives
• Agents

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Market Research

• This is the scientific study of Consumer
  Behavior
• Demo-graphics
• Psycho-graphics
• Geo-graphics