Chapter 1 Flashcards
1
Q
Behavioral theory of the apparel firm:
A
Executive management, merchandising, marketing, finance, operations.
2
Q
What is consumer behavior?
A
Study of consumption: the using up of resource, buyers, manufactures, retailers
3
Q
Mass marketing an option for fashion industry
A
No it’s dull and no longer works. It’s to competitive
4
Q
Two conflicting consumer behaviors
A
Collective selection: good most consistent with socio-cultural environment. Wanting what everyone else has
Inconsistency: uniqueness. Seeking for unique and innovative.
5
Q
8’s P of luxury brand
A
Performance, paucity, pedigree, placement, public figure, public relations, pricing, persona
6
Q
Integrated marketing system:
A
Efficient sharing of information and ideas by team members
