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MARKETING CAREER
OPPORTUNITIES
Marketing Defined
The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. (AMA)
The Marketing Process
“Typical” Marketing Structure
Market Research
Market Research Function
Monitoring competitors Identifying market trends Developing customer profiles Monitoring market share Evaluating brand images Analyzing audience characteristics Evaluating impact of advertising and
promotion. Evaluating distribution channels
Market Research Department
Associate Analyst
Entry level Design/proofread questionnaires Compile mathematical data
Market Research Analysts
Works with managers to gather information for projects
Works independently by project after experience
Presents data and recommendations to market research manager
Manager or Senior Market Research Analyst
Supervises work of junior analysts Coordinates input from other company
sources for a project Presents conclusions Key customer contact for market research
firms
Field Service Director
Hires field personnel to gather data (interviewers)
Manages interview process Manages the tabulation of data (coders)
Independent Consultant
Not an employee of firm Industry expertise Performs some or all market research
functions Submits proposal (timeline and
compensation) for project
Market Research Manager
Liaison between market research department and other company departments
Staffs department Expense and project budgeting Oversees all projects
Skills Required for Market Research
Analytical Curiosity Logic Technical orientation (math, statistics,
computers, etc.) Product/industry knowledge (sales
experience helpful) Written and oral communication
Opportunities in Market Research
Larger “retail-oriented” companies Independent research firms “Hunger for information” -- availability of
information increases demand for more accurate information
Job growth faster than average Competition is tough -- must be technically
qualified
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Market Research
Promotion
Advertising -- agency or “in-house”
Functions Account services Research Creative Media
Account Services
Account executive Traffic manager Assistant account executive
Account Executive
Liaison between client and agency Responsible for client need assessment
and communication to agency support staff (creative and media)
Monitors all activities in ad campaign
Traffic Manager
Coordinates projects between all four areas of activity
Communicates timetables to organization Monitors progress
Assistant Account Executive
Assists account executives with clients Training position for account executives
Research Department (agency)
Functions as a market research department
Focuses on effective advertising for product positioning
Utilizes primary and secondary data
The Creative Department
Creative Department
Synthesizes information from research, account executives and clients
Develops activity themes and layouts Contains the largest number of jobs in
advertising
Breaking into the Creative Department
College degree, preferably in art, graphic design, desk top publishing
Portfolios of writing samples and ideas Knowledge of advertising trends and media
Media Department – Planners and Managers
Develops media strategy Analyzes media research information Collaborates with account services and
customer to budget media mix Negotiates contracts with media outlets to
execute plan
Sales Promotion Managers
Specialists who analyze markets and develop promotional incentives -- contests, coupons, rebates, etc.
Promotions can be directed to retailer or consumer
Positions typically exist in large consumer oriented companies, marketing highly competitive product lines
Positions fluctuate depending upon company’s strategy for particular products
Public Relations Manager
Positions can be “in-house” or with public relations firms
Professionals who manage information and news of the company with mass media
Mission -- building, maintaining and improving the public image of the firm
Specialization can occur in consumer affairs, government relations, investor relations, employee relations, community relations, international relations and media relations
Tools for Marketing Public Relations
P = publications (brochures, annual reports) E = events (trade shows, special events) N = news (stories about of company, people, products) C = community involvement activities (contributions of time
& money) I = identity media (stationary, bus cards) L = lobbying (influence legislatures) S = social responsibility (reputation for corporate social
responsibility)
Product/Brand Management
Product / Brand Management Functions
Evaluate product testing and recommend further action Plan production and packaging Provide information and recommendation on product pricing Develop sales and profitability forecasts and marketing budgets Analyze market research statistics and recommend promotion
budgets Identify channels of distribution Collaborate with market research and advertising agency to
position product Coordinate production and promotion of product Lead product management team
Product Expert
Research andDevelopment
Sales
MarketCommunication
Manufacturing
PRODUCT/BRANDMANAGER
Skills Required for Product/Brand Management
Graduate degree (manager) Sales experience Analytical and budgetary expertise Interpersonal / team building qualities Oral presentation and written
communication skills
Opportunities in Product / Brand Management
Highly competitive Few positions available relative to other
marketing activities Prior business experience required
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Product / Brand Management
Sales
Sales
Industrial Wholesale Retail
Nature of Sales Work
Setting goals, planning, and making sales Identifying and contacting prospective customers Maintaining contacts with current customers and anticipating
their needs Planning and making sales presentations Reviewing sales orders, schedule delivery dates, and handling
special details Maintaining up-to-date records and reports Handling complaints and problems Monitoring the competition Learning new product information and marketing strategies Evaluating price trends and advising customers
The Personal Selling Process
Step 1: Prospecting Step 2: Qualification Step 3: Contacting the prospect Step 4: Making the Presentation Step 5: Handling objections Step 6: Closing the sale Step 7: Follow-up
Company Sales Representatives
Territory and/or account responsibility Sell to wholesalers, retailers, industrial users, individual
consumers Duties: solicit sales, provide information, and technical
assistance, monitor inventories, set-up promotional displays, install/service products
Compensation can be salary, commission, salary plus bonus or salary plus commission
Good entry level position
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Sales Representative
Company Sales Managers
Same Functions as Sales Representatives, plus: Monitor/collect customer preferences and trends Forecast sales and inventory requirements Recruit, hire and train sales representatives Establish distribution channels
Manufacturers Agents or Representatives
Independent, self-employed business people Represent one or several related products Commission sales, no expenses Experienced and seasoned sales
professionals
Brokers
Matches buyers with sellers Specializes in industry and/or geography Commission based compensation Combination of phone and face-to-face selling Predominantly non-value added selling
Skills Required for Sales
Self motivated, strong work ethic Analytical Creative, imaginative, problem solver Good listener and good communicator Friendly, aggressive (not “pushy”) personality Grasp technical concepts quickly
Careers in Retailing
BuyersMerchandise managersBuyersAssistant Buyers
SellersStore ManagersDepartment ManagersSales Personnel
Merchandise Buying
Selects, purchases and promotes merchandise for store
Negotiates with suppliers Supervise other buyers or sales management Researches customer tastes, changing trends
and a balance of quality and affordability Entry level training -- 2 to 5 years
Skills Required for Merchandising Buying
Usually does not require a specific academic background
High energy and outgoing personalities Awareness of sound business practices Knowledge of industry can be important
-- in apparel, a flair for fashion
-- in hardware, a do-it-yourself quality Extended travel a possibility
Retail Sales
Customer comes to you Ascertain the wants and needs of customers Be familiar with the market and competition Understand and describe product features and
uses Learn and execute effective selling techniques Know the importance of customer service Develop a positive attitude toward work
Skills for Retail Sales
A “people-oriented” and out-going personality Self control and diplomacy Reliable and responsive Comfortable with commission compensation Communicate -- be able to explain benefits
Store Management
Positions usually result from sales success Demonstrated ability to effectively supervise staff,
work well with customers, make good and quick decisions balancing the welfare of store and customers
Budgeting and general business skills Upward mobility may require frequent relocation
Outlook for Marketing Jobs
Employment in marketing is expected to increase faster than the average -- 20% to 35% through 2010.
Employment growth expected in most business services industries (such as computer and data processing, management and public relations firms) rather than manufacturing industries.
Increasingly intense domestic and global competition – marketing candidates must be aware of trends in consumer lifestyles, values and technology.
Best positioned candidates – some experience, a high level of creativity, strong communication skills, new media familiarity, information technology knowledge and interactive marketing skills.
CAREERS IN MARKETING
Evaluation Questions Use:
– a. Strongly agree– b. Agree– c. Disagree– d. Strongly disagree– e. Don’t know
1. I found the presentation of material easy to understand.
2. The discussion session increased my knowledge on the subject presented.
3. I will be able to use some of the information from this discussion session in the future.
4. The presenter was well prepared for this discussion session.
5. This presentation should be repeated in future semesters.
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