1.02 understand career opportunities in marketing to make career decisions
TRANSCRIPT
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
• Marketing Research• Advertising• Product Management• Distribution/Warehousing• Sales• Retailing• Service Marketing• Customer Service• Public Relations
Marketing Research
– Look for – what customers need – why customers do what they do.
– Collect information about consumer attitudes, values, needs and demographics
– Research tools include– Questionnaires– Phone surveys – Interviews
–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.
Advertising
– 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, cost-effective manner by directing and coordinating all aspects of the product
Product Management
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.
Distribution/Warehousing
– Salespeople are expected to understand customers’ needs and assist in marketing those needs. – 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
Sales
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.
Retailing
– 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
Service Marketing
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.
Customer Service
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.
Public Relations
Traits and skills needed for success in marketing careers
• People Skills• Communication Skills• Decision-making Skills• Creativity• People Knowledge• Math Skills• Technological Know How
Quick Facts: Advertising Sales Agents
2010 Median Pay$45,350 per year $21.80 per hour
Entry-Level EducationHigh school diploma or equivalent
Work Experience in a Related Occupation
None
On-the-job TrainingModerate-term on-the-job training
Number of Jobs, 2010 160,400
Job Outlook, 2010-2013% (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, 2010-2013% (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$30,460 per year $14.64 per hour
Entry-Level EducationHigh school diploma or equivalent
Work Experience in a Related Occupation None
On-the-job TrainingShort-term on-the-job training
Number of Jobs, 2010 2,187,300
Job Outlook, 2010-2015% (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, 2010-2026% (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, 2010-2041% (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, 2010-207% (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, 2010-2012% (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
1 to 5 years
On-the-job Training None
Number of Jobs, 2010 216,800
Job Outlook, 2010-2014% (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
1 to 5 years
On-the-job Training None
Number of Jobs, 2010 718,800
Job Outlook, 2010-2022% (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
None
On-the-job TrainingModerate-term on-the-job training
Number of Jobs, 2010 66,400
Job Outlook, 2010-2014% (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, 2010-2021% (Faster than average)
Employment Change, 2010-20
Center of all Marketing Activities
Communication