Title: 1.02 Understand career opportunities in marketing to make career decisions.
11.02 Understand career opportunities in marketing
to make career decisions.
2Businesses 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
- Health care
- Financial services
- Manufacturing
- Travel and Tourism
- Food services
- Sports
- Entertainment
- Automotive
- Manufacturing
- Retail
- Wholesale
- Transportation services
- Community/social services
- Education
- Apparel
3Marketing 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
4Marketing 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
5Career Areas in Marketing
- Marketing Research
- Advertising
- Product Management
- Distribution/Warehousing
- Sales
- Retailing
- Service Marketing
- Customer Service
- Public Relations
6- 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
7What 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.
8- 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.
9- 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.
10- 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.
11Distribution/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.
12What Channel Management Does
- Logisticians analyze and coordinate an
organizations supply chainthe 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.
13- 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
-
14- 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,
15- 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
16- 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.
17What 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.
18- 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.
19Well-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
20Describe 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.
21- 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
22- 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.
23- 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.
24- 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.