Ch. 17 - Advertising and Public Relationsh

G.M. COLLIN always do advertising at magazines for specific products, this is a perfect advertise because it provide a visual guarantee for clients. They also have videos on YouTube that include facial treatments. However, the magazine is better way to convince clients prevalence rate of the product.

The company advertising appeal vanity and egotism, because skin care products will keep people younger and pretty, people buy products in order to maintain how pretty they are. Moreover, the advertise does not have any discount, only the descriptions of the product. The view of advertise provide a mood or image executional style, because the magazine image will let client imagine the beauty stuff which effects people's mood.

Since G.M. COLLIN company didn't products to common people directly, they teach estheticians how to educated clients to buy or use products. They teach estheticians how to have a good relationship with client who come into spa to do facials. Since estheticians sell more products, the spa or salon will order more products from their company. This a way to keep their business.

Ch.15 Retailing

G.M. COLLIN produce products and sell it to the retail stores which only include beauty salon and spa. They doesn't product their own website, but you still can find from other websites, such as, amazon, and eBay. However, they don't sell products to other websites, but those website are allow to purchase from somewhere and sell it.

Most of retail stores are not independent retailer, they don't have to have franchise, and don't operate chain store. The only thing is they buy products from the company, and sell it on their store. G.M. COLLIN company always sell product through telephone, which is called telemarketing, they do delivering after you ordered.

The company will have a promotion every month in order to attracting retail stores to concern and order. Moreover, retail store has rights to decide the price of products to sell. By the way, if you want to be a retail store, you have to open an 3000 or 5000 dollars account of their company. If you are first time open an account on their company, they will give you free product shelf, books, posters, etc. They also do a lot training for etheticians to teach them how to sell products. 

Retailer Visit

In any spa or beauty salon, ethetician is the main person who sell products, because they always analysis client's skin when they are doing a facial, so they are exactly know what kind of product is fit to client's skin. This is a key point that make a best result for clients, and when you chat with the client during you doing a facial, you can easily to know the client's needs, what do they expect,and prices they can accept.

Ch. 6 - Consumer Decision Making

This chapter describes about the importance of consumer decision making. In fact, from past till now probably in the future, the consumer decision making effecting the success of a company. Consumer used to compare or chose what they want before they did a purchase decision, however, the market is becoming more and more diverse till now, people have a lot choice before they make a purchase decision.


Due to the diverse market, consumer have choice to make a purchase decision. Some people prefer to use product samples from different company, and they don't buy it. The diverse market also effect the market of G.M. COLLIN company,because a lot customers do comparison and little research before they make a purchase decision.However, G.M. COLLIN company has little difference of other skin care company, they produce the clinical treatment for doing facials, therefore, etheticians become the most useful seller.

G.M. COLLIN doesn't sell their product directly through its own website, it means they only sell products to spas or salons, and those retail store will sell its products to customers. They provide nonmarketing-controlled information source which is a brief information of product and clinical treatment book for customers. 

There still have a lot factors affects consumer decision making, such as, level of consumer involvement, culture, value, lifestyle, etc. I have a example of culture factor, in New York, there are a lot Asia, those women love to go to beauty salon to take care of their skin, and they have concepts that they need to use product to take care of their skin. So if they have money in their hand, they will use these money to do it, but man never want to do a facial, because in their basic concept, they think there is no need to do facials. On the contrary, still in New York, Americans love make up a lot, but not really have concepts of skin care. However, some women and men both go to beauty salon to do facials or use products. As we see, the culture definitely affecting consumer decision making, and the success of a company.

Ch. 5 - Developing a Global Vision

G.M. COLLIN only develop their business on the United States and Canada. However, they don't have any industries in the United States, but Canada. Canada was the original market, so the head company was set up at there. They sell same products but using different price.

In my research, you couldn't find any information about their business in Canada from Google, because they don't have global marketing standardization. People always think the price of products from the original productions place is cheaper than import place, actually, the price of G.M. COLLIN  is totally contrary. Canada' products are more expensive than the United States'.

Through my forward research, I get to know market background between the United States and Canada. Few years ago, Canadian dollars had less value than the US dollars, G.M. COLLIN in order to get to global marketing standardization, they created different prices for same product between two marketing countries, which Canada's price is higher than US. Up to now, even Canadian dollars almost have same value as US dollars, they still keep the old prices. Therefore, the price of product in Canada is higher than US. 

As a result, Canada's company never have a better outstanding achievement than US, even US only import products.