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Publisher The Goodheart-Willcox Co., Inc. Tinley Park, Illinois. PowerPoint for. T HE W ORLD OF F ASHION M ERCHANDISING. By Vicki Shaffer-White. Part 1: Basic Fashion and Business Concepts. Chapter 3 Basic Economic Concepts. Objectives:.

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  1. PublisherThe Goodheart-Willcox Co., Inc.Tinley Park, Illinois PowerPoint for THE WORLD OFFASHIONMERCHANDISING By Vicki Shaffer-White

  2. Part 1: Basic Fashion and Business Concepts Chapter 3 Basic Economic Concepts

  3. Objectives: • Identify economic products as either goods or services • Describe the role of profit, competition, and supply and demand in the free-market system • Distinguish between the main competitive market structures • List the basic forms of business organizations • Describe the concept of business cycles • Explain the concepts of marketing and merchandising

  4. Economic Concepts of the Fashion World • Manufacturers • Retailers • Consumers • Goods • Services • Free-market system • Competition • Supply and demand • Target market • Marketing mix (4 Ps)

  5. Economic Concepts • Free-Market System • People freely choose how to spend their money • Choices will determine: • selection • price • quality

  6. Foundation of a Free-Market System • Profit • Profit is money left after taxes and expenses • Determines whether a business succeeds • Reward for selling a desirable product to those who want it

  7. Competition • Rivalry between two or more businesses to gain as much of the total market sales as possible • May encourage: • Fair pricing • Higher quality • Better service • Greater variety • Innovation and technology

  8. Competitive Market Structures • Pure Competition • Oligopoly • Monopoly

  9. Pure Competition • No single company is large or powerful enough to influence or control prices • Many sellers and buyers • Similar products • Each buyer/seller has minimal impact • Easy to enter/exit industry Example: T- shirts

  10. Oligopoly • Few large rival firms dominate the market for that product and usually react to one another’s actions • Illegal to “set” prices among themselves • Hard to enter and exit the industry Example = blue jeans

  11. Monopoly • Opposite to pure competition • A market with no direct competitors • One company controls products and prices • Illegal in U.S. Example: If all phones in the country were operated by one phone company.

  12. Basic Forms of Business Organizations • Sole proprietorships • Partnerships • Corporations • Public • Private • S corporations • Nonprofit

  13. Business Cycles • Fluctuations in the level of economic activity over periods of several years • Fashion affected more strongly than other products during recessions and expansions

  14. The Concept of Marketing The 4 P’s (Marketing mix) Product Price Place Promotion • Process of finding or creating a profitable market for specific goods or services

  15. Product • Forecasting what is in demand • Needs and wants of customers must be translated into desirable products of the business

  16. Price: Products with lower prices sell in larger quantities High Supply and Demand Equilibrium Points $ Low Lower $ sells higher quantities Quantity High Low

  17. Place and Promotion • Place: How and where products are offered to customers • Promotion: Furthering the sales of goods or services by nonpersonal activity to a large audience

  18. Concept of Merchandising • Process through which products are obtained, promoted, and sold • Company targets the market with right merchandise blend of: • Right products • Right quantity • Right price • Right time • Right place • Right appeal

  19. Do You Know . . . • Define each of the following: • Sole proprietorship • Partnership • Corporation • List the advantages and disadvantages of the basic business organizations.

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