1.02 Understand career opportunities in marketing to make career decisions.

1
1.02 Understand career opportunities in marketing
to make career decisions.
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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!)

3
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.

4
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.

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• 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.

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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

7
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.

8
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.

9
Explain why jobs in marketing provide career
potential (cont.)

• About 33 million Americans earn a living in
  marketing (thats 1/3 of the US workforce!)
• Bureau of Labor Statistics projects employment in
  marketing sales to be DOUBLE DIGIT!
• Above Average Income!

10
Career Areas in Marketing

• Marketing Research
• Advertising
• Product Management
• Distribution/Warehousing
• Sales
• Retailing
• Service Marketing
• Customer Service
• Public Relations

11
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.

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• 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.

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• 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,
  cost-effective manner by directing and
  coordinating all aspects of the product.

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• 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, CDs going from the producer to the store
  shelves.

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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.

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• 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

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• 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.

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• 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

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• 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.

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• 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 companys image.
• Public relations professional must be able to
  speak and write clearly and persuasively.

21
Well-recognized traits and skills needed for
success in marketing careers

• People Skills
• Communication Skills
• Decision-making Skills
• Creativity
• People Knowledge
• Math Skills
• Technological Know How

22
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.

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• 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

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• People Knowledge-
• the 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.

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• 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.

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• 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.