Marketing careers offer unlimited potential in almost every industry. Jobs in marketing are very diverse and include careers in marketing research, advertising, product management, distribution, sales, retailing, service marketing, customer service, and public relations. To succeed in marketing requires strong people skills, communication skills, decision-making ability, creativity, understanding of consumer behavior, math proficiency, and technological knowledge. Marketing is a fast-growing field with one-third of the US workforce employed in marketing-related jobs.
2. PROGRESS OF MARKETING
• Activities of marketing have changed &
grown through the years
• Marketing was first only thought of with
distributing a product/service
• Then it grew to include:
– Selling
– Promotion
– A variety of other business activities (all 7
functions!)
3. 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.
4. Marketing Careers
vs.
Medical Careers
• Marketing Careers are a lot like careers in
medicine. Some doctors are general
practitioners, while others specialize, such
as surgeons.
• Marketers can also be generalists or
specialists.
5. • Some marketing jobs require the
knowledge and skills of several marketing
functions. (generalist)
• Examples:
department store managers, marketing
managers, and product managers.
• Other marketing jobs are based on one
function. (specialists)
• Examples:
real-estate agents focus on selling, while
advertising agents focus on product
promotion.
6. Marketing vs. Medicine
Both Marketing and Medical Careers :
– Have many different areas to work in and good
pay
– Require training and professional level skills
– Patients = Customers
– Marketing Concept applies to both
7. Explain why jobs in marketing
provide career potential
Marketing is one of the fastest growing fields
with approximately one third of the U.S.
population employed in some marketing-related
occupation. It offers exciting opportunities for
dynamic, creative people.
The great thing about marketing is it is a function
that is needed in every company in every
industry, so career potential is unlimited.
• Careers in marketing are unlimited! They are
very diverse and offer many possibilities.
8. Explain why jobs in marketing
provide career potential (cont.)
Marketing skills are useful in any career
because they involve understanding
business, as well as relating &
communicating effectively with others.
These are basic skills that employers
expect from all levels of employees.
9. Explain why jobs in marketing
provide career potential (cont.)
About 33 million Americans earn a living in
marketing – (that’s 1/3 of the US
workforce!)
• Bureau of Labor Statistics projects
employment in marketing & sales to be
DOUBLE DIGIT!
• Above Average Income!
10. Career Areas in Marketing
• Marketing Research
• Advertising
• Product Management
• Distribution/Warehousing
• Sales
• Retailing
• Service Marketing
• Customer Service
• Public Relations
11. Describe the following marketing
careers:
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,etc.
12. 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, tele
vision, internet, and radio.
13. 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.
14. 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, CD’s going from the
producer to the store shelves.
15. 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 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.
16. 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
17. 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, etc.
18. 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
19. 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.
20. 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 company’s image.
Public relations professional must be able to speak
and write clearly and persuasively.
21. 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
22. Describe 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.
23. • 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
24. • 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.
25. • 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.
26. • 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.
27. What Public Relations Managers
and Specialists Do
• Public relations managers and specialists
create and maintain a favorable public
image for their employer or client. They
write material for media releases, plan and
direct public relations programs, and raise
funds for their organizations.
