Transcript 1.02 Understand career opportunities in marketing to make career

1.02 Understand career
opportunities in marketing
to make career decisions.
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.
Career Areas in Marketing
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Marketing Research
Advertising
Product Management
Distribution/Warehousing
Sales
Retailing
Service Marketing
Customer Service
Public Relations
Marketing Research
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Look for
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what customers need
why customers do what they do.
Collect information about consumer attitudes,
values, needs and demographics
Research tools include
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Questionnaires
Phone surveys
Interviews
Advertising
–Inform consumers about products,
companies, and/or ideas.
– persuade consumers to buy their products
over those of the competition.
– variety of media are used to communicate
with consumers:
– Newspapers, magazines, billboards, catalogs,
television, Internet, and radio.
Product Management
– use the information gathered by
researchers and advertisers to “give life” to
the final products
– create, test, and decide how a product will
be packaged
– must be accomplished in a timely, costeffective 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:
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The latest teen magazine getting to the local
stores, CD’s going from the producer to the
store shelves.
Sales
– Salespeople are expected to understand
customers’ needs and assist in marketing
those needs.
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explain the benefits of products/services
provide further information
answer questions
help customers set up accounts.
– Salespeople must be experts in the
goods/services they sell and be able to
develop long-term relationships with
customers.
– Inside sales vs. Outside sales
Retailing
Retail professionals provide products
directly to the ultimate consumer.
– order, inspect, price, and track goods in the
store and determine what needs to be
ordered.
– measure profits and losses by observing and
recording sales activity.
– develop intriguing merchandise displays to
attract customers into their stores.
Service Marketing
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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
Customer service professionals provide the
competitive edge that makes for a
successful company.
– process orders
– respond to customer questions
– handle complaints and returns
Customer service professionals work in
many different areas of a company:
– sales, order processing, credit, marketing, or
product/service development.
Public Relations
Public relations professionals are the “advocates”
for a company.
• 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 company’s image.
• Public relations professional must be able to
speak and write clearly and persuasively.
Traits and skills needed for
success in marketing careers
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People Skills
Communication Skills
Decision-making Skills
Creativity
People Knowledge
Math Skills
Technological Know How
Quick Facts: Advertising Sales Agents
2010 Median Pay
Entry-Level Education
Work Experience in a Related
Occupation
On-the-job Training
$45,350 per year
$21.80 per hour
High school diploma or equivalent
None
Moderate-term on-the-job training
Number of Jobs, 2010
160,400
Job Outlook, 2010-20
13% (About as fast as average)
Employment Change, 2010-20
20,900
What Advertising Sales Agents Do
• Advertising sales agents sell advertising
space to businesses and individuals. They
contact potential clients, make sales
presentations, and maintain client
accounts.
Quick Facts: Graphic Designers
2010 Median Pay
$43,500 per year
$20.92 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
None
On-the-job Training
None
Number of Jobs, 2010
279,200
Job Outlook, 2010-20
13% (About as fast as
average)
Employment Change, 2010-20
37,300
What Graphic Designers Do
• Graphic designers create visual concepts,
by hand or using computer software, to
communicate ideas that inspire, inform, or
captivate consumers. They help to make
an organization recognizable by selecting
color, images, or logo designs that
represent a particular idea or identity to be
used in advertising and promotions.
Quick Facts: Customer Service Representatives
2010 Median Pay
Entry-Level Education
$30,460 per year
$14.64 per hour
High school diploma or
equivalent
Work Experience in a Related Occupation None
On-the-job Training
Short-term on-the-job training
Number of Jobs, 2010
2,187,300
Job Outlook, 2010-20
15% (About as fast as
average)
Employment Change, 2010-20
338,400
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.
Quick Facts: Logisticians
2010 Median Pay
$70,800 per year
$34.04 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related Occupation 1 to 5 years
On-the-job Training
None
Number of Jobs, 2010
108,900
Job Outlook, 2010-20
26% (Faster than
average)
Employment Change, 2010-20
27,800
What Logisticians Do
• Logisticians analyze and coordinate an
organization’s supply chain—the 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.
Quick Facts: Market Research Analysts
2010 Median Pay
$60,570 per year
$29.12 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
None
On-the-job Training
None
Number of Jobs, 2010
282,700
Job Outlook, 2010-20
41% (Much faster than
average)
Employment Change, 2010-20
116,600
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.
Quick Facts: Purchasing Managers, Buyers, and Purchasing
Agents
2010 Median Pay
$58,360 per year
$28.06 per hour
Entry-Level Education
See How to Become
One
Work Experience in a Related Occupation
See How to Become
One
On-the-job Training
See How to Become
One
Number of Jobs, 2010
487,200
Job Outlook, 2010-20
7% (Slower than
average)
Employment Change, 2010-20
31,700
What Purchasing Managers,
Buyers, and Purchasing Agents Do
• Purchasing managers, buyers, and
purchasing agents buy products for
organizations to use or resell. They
evaluate suppliers, negotiate contracts,
and review product quality.
Quick Facts: Sales Managers
2010 Median Pay
$98,530 per year
$47.37 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
1 to 5 years
On-the-job Training
None
Number of Jobs, 2010
342,100
Job Outlook, 2010-20
12% (About as fast as
average)
Employment Change, 2010-20
40,100
What Sales Managers Do
• Sales managers direct organizations' sales
teams. They set sales goals, analyze data,
and develop training programs for the
organization’s sales representatives.
Quick Facts: Advertising, Promotions, and Marketing Managers
2010 Median Pay
$108,260 per year
$52.05 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
On-the-job Training
1 to 5 years
None
Number of Jobs, 2010
216,800
Job Outlook, 2010-20
14% (About as fast as
average)
Employment Change, 2010-20
29,400
What Advertising, Promotions,
and Marketing Managers Do
• Advertising, promotions, and marketing
managers plan programs to generate
interest in a product or service. They work
with art directors, sales agents, and
financial staff members.
Quick Facts: Management Analysts
2010 Median Pay
$78,160 per year
$37.58 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
On-the-job Training
1 to 5 years
None
Number of Jobs, 2010
718,800
Job Outlook, 2010-20
22% (Faster than average)
Employment Change, 2010-20
157,200
What Management Analysts Do
• Management analysts, often called
management consultants, propose ways
to improve an organization's efficiency.
They advise managers on how to make
organizations more profitable through
reduced costs and increased revenues.
Quick Facts: Sales Engineers
2010 Median Pay
$87,390 per year
$42.01 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
On-the-job Training
None
Moderate-term on-the-job
training
Number of Jobs, 2010
66,400
Job Outlook, 2010-20
14% (About as fast as
average)
Employment Change, 2010-20
9,500
What Sales Engineers Do
• Sales engineers sell complex scientific
and technological products or services to
businesses. They must have extensive
knowledge of the products’ parts and
functions and must understand the
scientific processes that make these
products work.
Quick Facts: Public Relations Managers and Specialists
2010 Median Pay
$57,550 per year
$27.67 per hour
Entry-Level Education
Bachelor’s degree
Work Experience in a Related
Occupation
See How to Become One
On-the-job Training
See How to Become One
Number of Jobs, 2010
320,000
Job Outlook, 2010-20
21% (Faster than average)
Employment Change, 2010-20
Center of all Marketing Activities
Communication