Download 1.02 Understand career opportunities in marketing to make career

1.02 Understand career
opportunities in marketing to
make career decisions.
Businesses that offer careers in marketing.
 Marketing careers
 plan, develop, promote & distribute
goods/services to consumers.
 Marketing is centered around communication
 Almost all businesses have marketing careers:
•Manufacturing
•Retail
•Wholesale
•Transportation services
•Community/social services
•Education
•Apparel
•Health care
•Financial services
•Manufacturing
•Travel and Tourism
•Food services
•Sports
•Entertainment
•Automotive
Marketing = Career Potential
• Above Average Income!
• 33 Million Americans employed
in Marketing
– 1/3RD of US total workforce
• Marketing skills useful in any
career
– Communication, team work,
sales, creativeness
• Diversity in Marketing
Marketing vs.
Medical
• Similar Careers:
– Numerous areas of study
– Professional training and skills
– High level of income
– generalized (numerous functions/areas)
– Specialized (one function/area)
– Patients = Customers
Career Areas in Marketing
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Marketing Research
Advertising
Product Management
Distribution/Warehousing
Sales
Retailing
Service Marketing
Customer Service
Public Relations
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
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.
Advertising –
Inform consumers about products, companies, and/or
ideas.
Catching the attention of the consumer in such a fastpaced 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.
What Channel Management Does :
• 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.
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 longterm 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,
Service marketing –
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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.
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.
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.