Unit 6-Studying the Marketing Mix

By studying the marketing mix, it will help you understand how to promote yourself in your future profession.

Here is an exercise from Harriet Posner's book Marketing Fashion:

"The marketing mix is all about emphasis. Take each of the 7Ps of the marketing mix - product, price, place, promotion, physical evidence, process, and people - and identify a fashion brand, or retailer that you believe emphasizes a specific criterion, or group of marketing mix criteria.  For example, a luxury brand may focus on product, particularly om regard to quality of design and manufacture.  A High Street multiple, on the other hand, may focus on product in terms of providing up-to-the-minute fashion at an affordable price. A brand that sells primarily via the Internet, or mail order will need to pay special attention to process and consider how they integrate this with the criteria of product & price."

Use the table below to comment on the way a brand focuses on a particular marketing mix criterion.  You may wish to add comments.

Bring your notes to our next lesson.

BRAND - PRODUCT - PRICE - PLACE - PROMOTION - PHYSICAL -EVIDENCE- PROCESS -PEOPLE