marketing career day
DESCRIPTION
A 45 minute presentation on marketing careers for a high school career day.TRANSCRIPT
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CAREERS IN MARKETINGFor High School Students
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My Job is to get you to buy stuff
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101
AGENDA
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A company makes stuff that you buy
MARKETING 101
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Engineering Operations Marketing
DesignOrganizeCreate
MakeBuild
Assemble
PricePosition
Sell
IN THAT COMPANY ARE THREE DEPARTMENTS
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Marketing Department
THE MARKETING DEPARTMENT WORKS WITH OTHER COMPANIES
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THE BASICS OF MARKETING
Product What are you selling? What are the most
important benefits? Price
What price will you ask for it?
Place How will you sell it? Where can people buy it?
Promotion What’s the message? How will you convince
people to buy it?
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WHAT MARKETERS ACTUALLY DO?
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As a Marketer you should be prepared to evolve
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from MASS targeting
In the old days, marketing had to focus on everyone with a single message
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In just a Few Mediums that interrupt
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to individual relationships
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With 1000’s of tools that engage
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14
New channels and new technology require marketing teams to rapidly acquire new expertise
Channel proliferation makes it difficult to make consistent brand communications
The explosion of data is creating confusion across the enterprise
Challenges for Marketers in 2011
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OUR CHANGING MARKETING LANDSCAPE: THE “ALWAYS ON” RELATIONSHIP
We live and market in an “Always On” world that puts new requirements on Marketers
The consumer is in charge – with higher expectations for how they can interact
Time-shifting and place shifting of customer relationship
15
MaterialsFulfillment
Direct Mail
Search
Web Site
Social Media Call center
Sales
Media
ConsumerMobile
24/7
365
In-Store
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Tracking, Analyzing and Fine-Tuning
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WE ALL SEE ABOUT 500 – 1500 MARKETING MESSAGES EVERY DAY
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Where We don’t Expect Them
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Where we Chat
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In Unusual Locations
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Ads that make us laugh
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Product Placement in our TV Shows
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IT’S FUN. IT’S HARD. IT’S ALWAYS CHANGING
Work with smart, creative people.
Long hours Frequent
travel You’ll never be
bored
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WHAT SKILLS ARE VITAL TO MARKETING?
Key Skills: : communications skills, problem solving
Marketing specific skills: customer service, selling, negotiating and influencing, analysis and decision-making, and management skills
Important Areas of knowledge: the business environment, product knowledge, and financial awareness
Personal skills: drive and energy, adaptability, resilience and determination, confidence, creativity, and an ability to learn and absorb knowledge.
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MOST SUBJECTS CAN BE TURNED INTO A MARKETING CAREER
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SUMMER JOBS AND INTERNSHIPS HELP
Waitress Tour Guide Bike Mechanic
Ticket Sales Factory Worker Event Planner
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One Last Word About your Foreign Language Classes..
It’s a Global MarketplaceWhere language Skills can
Come in Handy
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Chevrolet Nova in Spanish =
“no-va“
It Won’t Go
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Schwepps Tonic Water in Italian =
Water from the Toilet
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Slogan translated into Spanish ="It won't leak in your pocket and embarrass you.”
"It won't leak in your pocket and make you pregnant"
Translated to
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Pepsi Slogan in Chinese=
Come alive with the Pepsi Generation
Pepsi brings your ancestors back from the dead
Translated to
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Scandinavian vacuum manufacturer Electrolux used the following in an American campaign …
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QUESTIONS??