Download 1.02 Understand career opportunities in marketing to make career

1.02 Understand career
opportunities in marketing
to make career decisions.
PROGRESS OF MARKETING
• Activities of marketing have changed &
grown through the years
• Marketing was first only thought of with
distributing a product/service
• Then it grew to include:
– Selling
– Promotion
– A variety of other business activities (all 7
functions!)
Identify types of businesses that
offer careers in marketing.
 Marketing careers include all the activities required to
plan, develop, promote & distribute goods/services to
consumers.
 Almost all businesses have marketing careers;
manufacturing, retail, wholesale, transportation services,
community/social services, education, etc.
 Marketing knowledge and skill can be applied in many
types of industries----- apparel, health care, financial
services, manufacturing, travel and tourism, food
services, sports, retailing, etc.
 Marketing jobs can be found in businesses located all
over the world. In your community, all over the country,
and internationally.
Marketing Careers
vs.
Medical Careers
• Marketing Careers are a lot like careers in
medicine. Some doctors are general
practitioners, while others specialize, such
as surgeons.
• Marketers can also be generalists or
specialists.
• Some marketing jobs require the
knowledge and skills of several marketing
functions. (generalist)
• Examples:
department store managers, marketing
managers, and product managers.
• Other marketing jobs are based on one
function. (specialists)
• Examples:
real-estate agents focus on selling, while
advertising agents focus on product
promotion.
Marketing vs. Medicine
Both Marketing and Medical Careers :
– Have many different areas to work in and good
pay
– Require training and professional level skills
– Patients = Customers
– Marketing Concept applies to both
Explain why jobs in marketing
provide career potential
 Marketing is one of the fastest growing fields
with approximately one third of the U.S.
population employed in some marketing-related
occupation. It offers exciting opportunities for
dynamic, creative people.
 The great thing about marketing is it is a function
that is needed in every company in every
industry, so career potential is unlimited.
• Careers in marketing are unlimited! They are
very diverse and offer many possibilities.
Explain why jobs in marketing
provide career potential (cont.)
 Marketing skills are useful in any career
because they involve understanding
business, as well as relating &
communicating effectively with others.
These are basic skills that employers
expect from all levels of employees.
Explain why jobs in marketing
provide career potential (cont.)
 About 33 million Americans earn a living in
marketing – (that’s 1/3 of the US
workforce!)
• Bureau of Labor Statistics projects
employment in marketing & sales to be
DOUBLE DIGIT!
• Above Average Income!
Career Areas in Marketing
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Marketing Research
Advertising
Product Management
Distribution/Warehousing
Sales
Retailing
Service Marketing
Customer Service
Public Relations
Describe the following marketing
careers:
Marketing research – (the “Sherlock Holmes” of
marketing. These investigators look for clues
to what customers need and want as well as
why customers do what they do. They
accomplish this by targeting a specific group of
people and collecting information about their
attitudes, values, needs and demographics.
Researchers tools include- questionnaires,
phone surveys, interviews,etc.
Advertising – Inform consumers about products,
companies, and/or ideas.
Catching the attention of the consumer in such a
fast-paced environment is an exciting challenge
for advertisers. But catching their attention is
only part of the job.
They also need to persuade consumers to buy
their products over those of the competition.
Advertisers use a variety of media to communicate
with customers:
Newspapers, magazines, billboards, catalogs,
television, internet, and radio.
Product management –
Product managers use the information
gathered by researchers and advertisers
to “give life” to the final products.
They create, test, and decide how a product
will be packaged.
This must be accomplished in a timely, costeffective manner by directing and
coordinating all aspects of the product.
Distribution/Warehousing –
Otherwise known as Channel Management.
– Physically links products with
consumers.
– Distributors plan and direct the
transportation of final goods.
– Examples:
– The latest teen magazine getting to the
local stores, CD’s going from the
producer to the store shelves.
Distribution/Warehousing
Continued
• Often, consumers do not want to buy
items at the same time they are produced.
• Therefore these goods must be stored for
future use.
• Warehousing jobs determine where to
store goods, how to process orders, and
how to fulfill customer service needs.
• Inventory control is also part of
distribution.
Sales – The “relationship managers” of marketing.
–
Professional salespeople are expected to
understand customers’ needs and assist in
marketing those needs.
– They explain the benefits of products or
services, provide further information, answer
questions, and/or help customers set up
accounts.
– To do this successfully, they must be experts in
the goods/services they sell and be able to
develop long-term relationships with customers.
– There are different types of sales people:
– Some sell raw materials, parts or equipment to other
businesses that will use them in making products
– Others provide finished products to businesses
– Some salespeople sell directly to consumers
Retailing –
• Retail professionals provide products directly to
the ultimate consumer.
• They order, inspect, price, and track goods in
the store and determine what needs to be
ordered.
• They may also measure profits and losses by
observing and recording sales acitivity.
• Retail employees also develop intriguing
merchandise displays to attract customers into
their stores.
• Retailer examples: Walmart, The Gap, TJMaxx,
etc.
Service marketing –
– Services are acts that satisfy wants and
needs.
– They are intangible items. You cannot
hold, see, smell or take them with you
after purchase.
– Most of us use service marketers
everyday: hospitals, postal services,
beauty salons, athletic clubs or gyms,
hotels, airlines, bus rides, employment
services and schools
Customer service – Excellent customer
service professionals provide the
competitive edge that makes for a
successful company.
They process orders, respond to customer
questions on product availability and
delivery, handle complaints and returns
Customer service professionals work in
many different areas of a company:
sales, order processing, credit, marketing,
or product/service development.
Public relations –
Public relations professionals are the “advocates”
for a company.
They strive to build and maintain positive
relationships with the public- including other
businesses, employees, and people outside the
company.
Tasks include: anticipating problems, handling
complaints, communicating with the media, and
building a company’s image.
Public relations professional must be able to speak
and write clearly and persuasively.
Well-recognized traits and skills
needed for success in marketing
careers
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People Skills
Communication Skills
Decision-making Skills
Creativity
People Knowledge
Math Skills
Technological Know How
Describe well-recognized traits
and skills needed for success in
marketing careers.
– People Skills- Show respect and interest in others, recognize
and appreciate peoples differences.
– Communication Skills- The “center” of all marketing activities.
• Verbal- talking in meetings, phone conversations, sales
presentations, and speeches.
• Non-verbal (body language)- gestures, facial expressions, tone of
voice, distance from others.
• Written- letters, e-mails, reports, advertisements, press releases,
and other materials
– Decision making skills-Marketers need to be independent
thinkers who can solve problems and think fast on their feet.
• Examples of decision-making skills
– Determining what customers need, solving customers’ problems,
and resolving complaints.
• Creativity- It takes all levels of creativity to
work in marketing
• Being able to use imagination and intellect
to generate new ideas, create new
products, new ways to transport materials,
implement new sales programs, and
construct consumer questionnaires
• Artistic creativity in designing
advertisements and creating displays
• People Knowledgethe “customer” is the foundation of
marketing.
From determining what makes consumers
tick, to understanding their buying
behavior, marketers need to know how
people behave. You can gain some of this
knowledge through studies in psychology
and sociology.
• Math Skills– used in different areas and all levels of
marketing.
It takes math skills to:
– calculate the amounts of orders, make
change, handle expense accounts, determine
costs, make purchases, track inventory,
forecast sales, and analyze results.
• Technological know-how– With the technology explosion, jobs in
marketing require employees to understand
how to use a computer.
– This includes basic keyboarding skills and
working with a variety of computer software
programs such as word processing,
databases, and spreadsheets.
Let’s Take a Look at a Few
Careers in Marketing……
From the BLS – Occupational
Outlook Handbook
»Statistics
»Job Description
Quick Facts: Advertising Sales Agents
2010 Median Pay
Entry-Level Education
Work Experience in a Related
Occupation
On-the-job Training
$45,350 per year
$21.80 per hour
High school diploma or equivalent
None
Moderate-term on-the-job training
Number of Jobs, 2010
160,400
Job Outlook, 2010-20
13% (About as fast as average)
Employment Change, 2010-20
20,900
What Advertising Sales Agents Do
• Advertising sales agents sell advertising
space to businesses and individuals. They
contact potential clients, make sales
presentations, and maintain client
accounts.
Quick Facts: Graphic Designers
2010 Median Pay
$43,500 per year
$20.92 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
None
On-the-job Training
None
Number of Jobs, 2010
279,200
Job Outlook, 2010-20
13% (About as fast as
average)
Employment Change, 2010-20
37,300
What Graphic Designers Do
• Graphic designers create visual concepts,
by hand or using computer software, to
communicate ideas that inspire, inform, or
captivate consumers. They help to make
an organization recognizable by selecting
color, images, or logo designs that
represent a particular idea or identity to be
used in advertising and promotions.
Quick Facts: Customer Service Representatives
2010 Median Pay
Entry-Level Education
$30,460 per year
$14.64 per hour
High school diploma or
equivalent
Work Experience in a Related Occupation None
On-the-job Training
Short-term on-the-job training
Number of Jobs, 2010
2,187,300
Job Outlook, 2010-20
15% (About as fast as
average)
Employment Change, 2010-20
338,400
What Customer Service
Representatives Do
• Customer service representatives interact
with customers on behalf of an
organization. They provide information
about products and services and respond
to customer complaints. Some also take
orders and process returns.
Quick Facts: Logisticians
2010 Median Pay
$70,800 per year
$34.04 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related Occupation 1 to 5 years
On-the-job Training
None
Number of Jobs, 2010
108,900
Job Outlook, 2010-20
26% (Faster than
average)
Employment Change, 2010-20
27,800
What Logisticians Do
• Logisticians analyze and coordinate an
organization’s supply chain—the system
that moves a product from supplier to
consumer. They manage the entire life
cycle of a product, which includes how a
product is acquired, distributed, allocated,
and delivered.
Quick Facts: Market Research Analysts
2010 Median Pay
$60,570 per year
$29.12 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
None
On-the-job Training
None
Number of Jobs, 2010
282,700
Job Outlook, 2010-20
41% (Much faster than
average)
Employment Change, 2010-20
116,600
What Market Research Analysts Do
• Market research analysts study market
conditions in local, regional, or national
areas to examine potential sales of a
product or service. They help companies
understand what products people want,
who will buy them, and at what price.
Quick Facts: Purchasing Managers, Buyers, and Purchasing
Agents
2010 Median Pay
$58,360 per year
$28.06 per hour
Entry-Level Education
See How to Become
One
Work Experience in a Related Occupation
See How to Become
One
On-the-job Training
See How to Become
One
Number of Jobs, 2010
487,200
Job Outlook, 2010-20
7% (Slower than
average)
Employment Change, 2010-20
31,700
What Purchasing Managers,
Buyers, and Purchasing Agents Do
• Purchasing managers, buyers, and
purchasing agents buy products for
organizations to use or resell. They
evaluate suppliers, negotiate contracts,
and review product quality.
Quick Facts: Sales Managers
2010 Median Pay
$98,530 per year
$47.37 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
1 to 5 years
On-the-job Training
None
Number of Jobs, 2010
342,100
Job Outlook, 2010-20
12% (About as fast as
average)
Employment Change, 2010-20
40,100
What Sales Managers Do
• Sales managers direct organizations' sales
teams. They set sales goals, analyze data,
and develop training programs for the
organization’s sales representatives.
Quick Facts: Advertising, Promotions, and Marketing Managers
2010 Median Pay
$108,260 per year
$52.05 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
On-the-job Training
1 to 5 years
None
Number of Jobs, 2010
216,800
Job Outlook, 2010-20
14% (About as fast as
average)
Employment Change, 2010-20
29,400
What Advertising, Promotions,
and Marketing Managers Do
• Advertising, promotions, and marketing
managers plan programs to generate
interest in a product or service. They work
with art directors, sales agents, and
financial staff members.
Quick Facts: Management Analysts
2010 Median Pay
$78,160 per year
$37.58 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
On-the-job Training
1 to 5 years
None
Number of Jobs, 2010
718,800
Job Outlook, 2010-20
22% (Faster than average)
Employment Change, 2010-20
157,200
What Management Analysts Do
• Management analysts, often called
management consultants, propose ways
to improve an organization's efficiency.
They advise managers on how to make
organizations more profitable through
reduced costs and increased revenues.
Quick Facts: Sales Engineers
2010 Median Pay
$87,390 per year
$42.01 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
On-the-job Training
None
Moderate-term on-the-job
training
Number of Jobs, 2010
66,400
Job Outlook, 2010-20
14% (About as fast as
average)
Employment Change, 2010-20
9,500
What Sales Engineers Do
• Sales engineers sell complex scientific
and technological products or services to
businesses. They must have extensive
knowledge of the products’ parts and
functions and must understand the
scientific processes that make these
products work.
Quick Facts: Public Relations Managers and Specialists
2010 Median Pay
$57,550 per year
$27.67 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
See How to Become One
On-the-job Training
See How to Become One
Number of Jobs, 2010
320,000
Job Outlook, 2010-20
21% (Faster than average)
Employment Change, 2010-20
What Public Relations Managers
and Specialists Do
• Public relations managers and specialists
create and maintain a favorable public
image for their employer or client. They
write material for media releases, plan and
direct public relations programs, and raise
funds for their organizations.
How About Some Review
Questions?
Let’s see how you do….
What marketing career involves determining
why customers do what they do?
1-Advertising
2-Distribution/Warehousing
3-Sales
4-Marketing research
What marketing career involves catching
customers' attention, informing them of
products and persuading them to buy?
1-Marketing research
2-Product management
3-Public relations
4-Advertising
Kwacky Kwackers needs a new package design
for its crackers. What marketing professional
would be responsible for creating the new
package?
1-Marketing research
2-Product management
3-Advertising
4-Channel management
What is at the center of all
marketing activities?
1-Math
2-Technological know-how
3-Purchasing
4-Communication
Source Citation
• Marketing Careers, Career Development
LAP 2: Career-Sustaining Level, Mark ED
Resources (MBA) 1999