Transcript CAREERS IN MARKETING

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
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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 company’s
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
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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
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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
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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
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Step 1:
Step 2:
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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
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Independent, self-employed business people
Represent one or several related products
Commission sales, no expenses
Experienced and seasoned sales
professionals
Brokers
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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
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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
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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
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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
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Use:
– a. Strongly agree
– b. Agree
– c. Disagree
– d. Strongly disagree
– e. Don’t 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.