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1.02 Understand career opportunities in marketing to make career decisions.


Marketing is centered around communication Almost all ... Catching the attention of the consumer in such a fast-paced ... to understanding their buying behavior, ... – PowerPoint PPT presentation

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Title: 1.02 Understand career opportunities in marketing to make career decisions.

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
  • Health care
  • Financial services
  • Manufacturing
  • Travel and Tourism
  • Food services
  • Sports
  • Entertainment
  • Automotive
  • Manufacturing
  • Retail
  • Wholesale
  • Transportation services
  • Community/social services
  • Education
  • Apparel

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
  • 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
    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.

  • 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.

  • 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

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
  • 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
    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.

  • 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
  • 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
  • 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
  • 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
  • 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.

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

Describe well-recognized traits and skills needed
for success in marketing careers.
  • People Skills- Show respect and interest in
    others, recognize and appreciate peoples
  • 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
  • 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 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.

  • Math Skills-
  • used in different areas and all levels of
  • 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
  • This includes basic keyboarding skills and
    working with a variety of computer software
    programs such as word processing, databases, and
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