That sharing is the best marketing a brand can ask for. Identifying potential advocates is a good first step. You can use social tools (many of which are outlined in the rest of this guide), site data, customer data, and even your own observations to help you pick out which customers are likely to go to bat for your brand.

This course is ideal for students, seamstresses and anyone interested in the fashion business and design quality. Since a fashion designer wears many hats, you will gain knowledge about everything from haut couture to budget clothing and that design is about performing research, knowledge of fabric, coordinating color and texture and monitoring quality and fit. Digital Marketing does not have to be expensive, you will find some really good marketing tools to help bring in new customers without costing you an arm and a leg. Infinity Marketing 101 is dedicated to providing up to date marketing strategies, tips and useful tools to help you grow your business and stay ahead of your comp. Retail Merchandising 101 Inventory Management April 29, 2013 One of the most pivotal functions of any successful retailer is the ability to offer the right products to their customers.

One of the most pivotal functions of any successful retailer is the ability to offer the right products to their customers. The merchandising team is concerned with the planning, sourcing, purchasing and arranging of the acquisition of these products. Key to any successful eCommerce operations, Merchandising is a core component of ensuring the coordination of various processes required to get the relevant products in stock and into the hands of consumers.

1. Planning
The first stage of retail merchandising is planning. During this phase, retailers must think critically about their brand and the needs of their customers, a Scribd report states. Products must be aligned with what shoppers expect a merchant to sell.

Additionally, retailers must consider how they will position their inventory to customers, taking into account factors such as potential competitors, the current business needs of the organization, price points and discounts they can offer.

2. Sourcing
Which manufacturers and distribution centers carry the products retailers want to sell? During the sourcing stage, merchants should strive to iron out this detail. The ability to buy low and sell high is critical because it allows businesses to quickly turn a profit. On top of that, merchants must also select a partner that won't run out of goods and fail to meet demands, as this costs retailers in terms of sales and compromises the quality of the customer experience.

3. Buying
Once the products are selected and the source identified, merchants can begin focusing on buying. Acquiring products is more than simply putting in an order. The buying price can cause a lot of issues for some merchants, particularly those inexperienced in merchandising.

For instance, it may be tempting to order more product for a lower price to minimize price per unit. However, this can lead to capital being locked up if merchandise doesn't sell.

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4. Arranging and displaying
This may sound like a step specifically for brick-and-mortar retailers, but eCommerce operations also depend on the effective arrangement of goods to increase sales. Web stores are essentially digital shelves, and presenting goods in a way that catches the eyes of online shoppers will lead to greater sales and conversion rates.

Merchandising is a core retail function, so it's critical that those in charge of this process understand the four different merchandising phases. Stocking the right products is a critical factor in operating a successful retail/eCommerce business.

Module Overview

• The Petroleum Product Marketing course consists of eight lessons:
• Introduction to Petroleum Product Marketing – What does this module cover?
• Marketing Fundamentals – What are the basic concepts of marketing and how do they relate?
• Retail Marketing – How do retailers market petroleum products to driveway customers?
• Wholesale Marketing –How do refiners market petroleum products in bulk?
• Business Drivers – What are the key business drivers that impact marketing operations and profitability?
• Business Processes – What are key business processes involved in marketing petroleum products?
• Marketing Trends – How are petroleum product markets changing around the world?
• Marketing References – Where can I go for further information?

Historical Perspective

Worldwide, transportation fuels account for about 25% of global demand, but it is the fastest growing portion of the demand barrel.

In the United States, passenger cars still consume more petroleum products than any other sector. Today the US accounts for about 44% of the world’s gasoline consumption, and transportation fuels are 65% of the US demand. Since the US has one of the most competitive retail markets in the world, it has been a leading indicator in development of new petroleum marketing formats. Many of these formats are being adopted around the world – with some customization to accommodate local legislation an consumer preferences.

Most drivers think of the oil and gas industry primarily as fueling their automotive habits. Their greatest exposure to the industry is the ever-present retail gasoline station.

However, refineries produce a much broader variety of products than high, medium and low-octane gasoline. Nevertheless, this module focuses primarily on fuels marketing because of its importance to both the refiners and the consumers.

In the 19th century, most crude oil was processed into kerosene to be used for lighting. The gasoline left over typically was burned as waste. It wasn’t until 1907, when the Ford Motor Company began large-scale production of automobiles with internal combustion engines, that refiners began marketing gasoline (and other petroleum products) in earnest.

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St. Louis had the first gasoline service station in 1907, and by 1920, demand for gasoline as an automotive fuel dwarfed all other uses of petroleum, forever transforming the oil and gas industry.

Prices spiked in 1973, leading to US fuel economy legislation which slowed the rate of growth in gasoline demand somewhat. But as the US middle class grew, so did the number of cars on the road, leading to significant growth in demand. The same is happening today in emerging markets, especially China and India.

Petroleum Product Marketing

The Downstream portion of the oil and gas industry includes all the functions shown in the diagram – crude oil acquisition and transportation, refining, supply and bulk distribution, and marketing (retailing, distribution, and terminals/wholesalers).

The Business of Oil and Gas learning includes additional courses that cover the other Downstream functions.

The characteristics of the petroleum product marketplace vary widely from country to country, but since Ford began mass marketing the automobile in the early 20th century, the United States has been the leading indicator for petroleum product marketing concepts, pricing and formats for the rest of the world. Accordingly, this Course focuses on marketing practices in the United States, with notes on alternative practices in other global markets as appropriate.

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The highlighted portion of the diagram shows where petroleum product marketing fits in the downstream value chain. Beginning from the bottom, right to left, the marketing function covers petroleum products sold from storage terminals at refineries, pipelines and marketing terminals. The most widely known aspect of marketing around the world is the retail service station.

Key Functions of a Marketing Department

The key functions of a Marketing Department include:

• Developing and implementing strategies to maximize return on assets in a dynamic retailing environment.
• Keeping in touch with customers to determine their needs and preferences.
• Monitoring the performance of products in the field.
• Forecasting future sales quantities so that production and distribution departments can adjust their operations.
• Managing the day-to-day operations of a network of retailers and resellers.

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