MARKETING

CAREER
OPPORTUNITIES
X420 Discussion # 49

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

Video Clip
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 companys
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
Manufacturing

Research and
Development

PRODUCT/BRAND
MANAGER

Sales

Market
Communication

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

Video Clip
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:
Step 2:
Step 3:
Step 4:
Step 5:
Step 6:
Step 7:

Prospecting
Qualification
Contacting the prospect
Making the Presentation
Handling objections
Closing the sale
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

Video Clip
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
Buyers
Merchandise managers
Buyers
Assistant Buyers
Sellers
Store Managers
Department Managers
Sales 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

1.
2.
3.
4.
5.

Use:
a. Strongly agree
b. Agree
c. Disagree
d. Strongly disagree
e. Dont know
I found the presentation of material easy to understand.
The discussion session increased my knowledge on the subject
presented.
I will be able to use some of the information from this discussion
session in the future.
The presenter was well prepared for this discussion session.
This presentation should be repeated in future semesters.