Marketing Functions
Fashion Marketing
Marketing
Lesson Plan
Performance Objective
Upon completion of this lesson, the student will know the importance and functions of marketing.
Specific Objectives
• Rationalize the marketing concept;
• Describe each marketing function and how it relates to the fashion industry;
• Explain how each component of the marketing mix contributes to successful marketing;
• Employ concepts and strategies used to determine and target marketing strategies to a select
audience in order to facilitate merchandising activities;
• Describe advantages and disadvantages of market segmentation and mass marketing;
• Research trends and emerging technologies affecting fashion marketing.
Terms
• Marketing – the process of developing, promoting, and distributing products to satisfy customers’
needs and wants
• Marketing Concept – the idea that businesses must satisfy customers’ needs and wants in order to
make a profit
• Target Market – the specific group of people that a business is trying to reach
• Market Segmentation – a way of analyzing a market by categorizing specific characteristics
• Demographics – statistics that describe a population in terms of personal characteristics such as age,
gender, income, ethnic background, education, religion, occupation, and lifestyle
• Psychographics – studies of consumers based on social and psychological characteristics such as
attitude, interests, and opinions
• Geographics – statistics about where people live
• Behavioristics – statistics about consumers based on their knowledge, attitudes, use, or response to a
product
• Fashion Merchandising – the planning, buying, and selling of fashion apparel and accessories to offer
the right merchandise blend to meet consumer demand
• Retailers – store owners
Time
When taught as written, this lesson should take approximately 3 days to teach.
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Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the activities may result
in the elimination of any or all of the TEKS listed.
130.343. (c) Knowledge and Skills
(1) The student knows business concepts and how business satisfies economic needs. The student is
expected to:
(A) categorize business activities such as production, marketing, management, or finance
(B) explain the interdependence each business activity has with marketing
(2) The student knows the importance and functions of marketing. The student is expected to:
(A) rationalize the marketing concept
(B) describe each marketing function and how it relates to the fashion industry
(D) employ concepts and strategies used to determine and target marketing strategies to a
select audience in order to facilitate merchandising activities
(E) describe advantages and disadvantages of market segmentation and mass marketing
(F) research trends and emerging technologies affecting fashion marketing
(F) explain legislation that impacts the fashion industry
Interdisciplinary Correlations:
English III
• 110.33(b)(1) Reading/Vocabulary Students understand new vocabulary and use it when reading and
writing.
• 110.33(b)(9) Reading/Comprehension of Informational Text/Expository Text. Students analyze, make
inferences and draw conclusions about expository text and provide evidence from text to support their
understanding.
• 110.33(b)(12) Reading/Media Literacy. Students use comprehension skills to analyze how words,
images, graphics, and sounds work together in various forms to impact meaning. Students will
continue to apply earlier standards with greater depth in increasingly more complex texts.
Occupational Correlation (O*Net – www.onetonline.org/):
Job Title: Wholesale and Retail Buyers, except for Farm Products
O*Net Number: 13-1022.00
Reported Job Titles: Merchandiser, Merchandising Manager, Product Manager, Purchasing Manager
Tasks
• Confer with sales and purchasing personnel to obtain information about customer needs and
preferences
• Set or recommend mark-up rates, mark-down rates, and selling prices for merchandise
• Examine, select, order, and purchase at the most favorable price merchandise consistent with quality,
quantity, specification requirements and other factors
• Monitor and analyze sales records, trends, or economic conditions to anticipate consumer buying
patterns and determine what the company will sell and how much inventory is needed
Soft Skills: Negotiation, Mathematics, Active Learning, Complex Problem Solving
Copyright © Texas Education Agency, 2014. All rights reserved.
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Accommodations for Learning Differences:
It is important that lessons accommodate the needs of every learner. These lessons may be modified to
accommodate your students with learning differences by referring to the files found on the Special
Populations page of this website (cte.unt.edu).
Preparation
Teacher will review the terms in the outline, slideshow, and handouts to become familiar with lesson. Teacher
will have assignments and vocabulary words ready to distribute to students
References
• Ekstrom, G., Justiss, M., & Glencoe/McGraw-Hill. (2006). Fashion marketing. New York:
Glencoe/McGraw Hill
• Fashion store websites
• Professional marketing association websites
Instructional Aids
• Display for slideshow
• Ekstrom, G., Justiss, M., & Glencoe/McGraw-Hill. (2006). Fashion marketing. New York:
Glencoe/McGraw Hill
• Fashion clothing Websites
Introduction
Learner Preparation
Ask students “What is Marketing?” Explain that marketing has seven important functions in order to
effectively market products.
Lesson Introduction
SHOW – Show the students the functions of marketing coded marketing wheel
ASK- Ask the students to describe how each one of the functions might be used to market the fashion
industry.
SAY- Each function of marketing is of equal importance. Go through each function discussing its meaning with
the students.
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Outline
MI
Outline
Instructor Notes
1. Fashion Marketing Function Basics
A. Functions of Marketing
1. How Fashion is Marketed
B. The Marketing Concept
C. Target Market
1. Demographics
2. Psychographics
3. Geographics
4. Behavoristics
D. Diverse and Changing Markets
E. Fashion Merchandising
1. Retailers and Fashion
Merchandising
2. Merchandising Market Factors
(Day 1) Use slideshow as visual aid.
After the introduction, have
students break out into 7 different
groups with each group
representing a marketing function.
Give students a broad clothing item
like “Jeans”. Then have each group
explain how their function will
market the jeans.
(Day 2) Use slideshow as visual aid.
Have students fill out vocabulary
terms and go over each word in
detail with class.
Go over details of “Market
Segmentation Project”.
(Day 3) “Market Segmentation
Project”
Multiple Intelligences Guide
Existentialist
Interpersonal
Intrapersonal
Kinesthetic/
Bodily
Logical/
Mathematical
Musical/Rhythmic
Naturalist
Verbal/Linguistic
Visual/Spatial
Application
Guided Practice
(Day 1) Explain to students marketing has seven functions in which each function is of equal importance in
order to market products as effectively as possible.
(Day 2) Vocabulary Day
(Day 3) Project
Independent Practice
(Day 1)Have students break out into 7 different groups with each group representing a function. Give students
a broad clothing item like “jeans”. Then have each group explain how their function will market the jeans.
(Day 2) Have students fill out vocabulary terms and go over each word in detail with class.
(Day 2/3) Market Segmentation Project
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Summary
Review
Ask students to answer the following questions aloud:
• What are the Functions of Marketing?
• How is Fashion Marketed?
• What is the Marketing Concept?
• What is a Target Market?
•
•
•
•
What are Demographics?
What are Psychographics?
What are Geographics?
What are Behavoristics?
Evaluation
Informal Assessment
Teacher will observe students during project. Teacher will move about the classroom providing feedback and
making sure students are on task.
Formal Assessment
Students will be evaluated on their individual Market Segmentation Paper.
Enrichment
Extension
Have students think of at least three friend or family members of different ages and describe the type of
clothing that appeals to those people.
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Marketing Functions
Fashion Marketing
Marketing
Market Segmentation paper
As individuals, you are to choose a large existing clothing company and conduct research.
Key elements that you will focus on are the following:
Marketing Concept - How does this companies’ products satisfy customer needs?
Demographics - Provide statistics such as age, gender, income, ethnic background etc. of the customers that
shop for these particular products.
Psychographics - Gather research on attitudes, social attitudes, interests, and opinions of the
customers/target market.
Geographics - Provide statistics on location and what the customer may need or want.
Behavioristics - Give examples of consumer behavior based on knowledge, use, or response to products.
Fashion Merchandising - What does this company do in the planning, promoting and selling of products to the
consumer?
Changing Market - What does this company do in the ever changing fashion environment? How does it stay
fresh?
Individuals will type a 1-2 page paper in MLA format.
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Marketing Functions
Market Segmentation Project
Rubric
CATEGORY
Organization
Quality of
Information
Quality of Writing
Paragraph
Construction
Amount of
Information
20
Information is very
organized with wellconstructed
paragraphs and
subheadings.
Information clearly
relates to the main
topic. It includes
several supporting
details and/or
examples.
Complete sentences
with good variety,
proper grammar, and
correct spelling.
All paragraphs include
introductory
sentence,
explanations or
details, and
concluding sentence.
All topics are
addressed and all
questions answered
with at least 2
sentences about
each.
15
10
5 or less
Information is
organized with wellconstructed
paragraphs.
Information is
organized, but
paragraphs are not
well-constructed.
The information
appears to be
disorganized.
Information clearly
relates to the main
topic. It provides 1-2
supporting details
and/or examples.
Information clearly
relates to the main
topic. No details
and/or examples are
given.
Information has little
or nothing to do with
the main topic.
Complete sentences,
correct spelling and
proper grammar.
Need more variety in
sentence structure.
Most paragraphs
include introductory
sentence,
explanations or
details, and
concluding sentence.
All topics are
addressed and most
questions answered
with at least 2
sentences about
each.
Complete sentences
with some improper
grammar.
Some incomplete
sentences and
fragments, some
misspelled words and
poor grammar.
Paragraphing
structure was not
clear and sentences
were not typically
related within the
paragraphs.
One or more topics
were not addressed.
Paragraphs included
related information
but were typically not
constructed well.
All topics are
addressed, and most
questions answered
with 1 sentence
about each.
Total Score ________
Maximum 100 Points
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7
Marketing Functions
Fashion Marketing
Marketing
Marketing Functions Vocabulary
Marketing
Marketing Concept
Target Market
Market Segmentation
Demographics
Psychographics
Geographics
Behavioristics
Fashion Merchandising
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