1.02 Understand career
opportunities in marketing to
make career decisions.
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.
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.
Career Areas in Marketing
 Marketing Research
 Advertising
 Product Management
 Distribution/Warehousing
 Sales
 Retailing
 Service Marketing
 Customer Service
 Public Relations
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.
Advertising – Inform consumers about products, companies, and/or
ideas.
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.
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.
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
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.
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
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.
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.
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
How About Some Review Questions?
Let’s see how you do….
What marketing career involves determining why
customers do what they do?
1-Advertising
2-Distribution/Warehousing
3-Sales
4-Marketing research
What marketing career involves catching
customers' attention, informing them of products
and persuading them to buy?
1-Marketing research
2-Product management
3-Public relations
4-Advertising
Kwacky Kwackers needs a new package design for its
crackers. What marketing professional would be
responsible for creating the new package?
1-Marketing research
2-Product management
3-Advertising
4-Channel management
What is at the center of all marketing
activities?
1-Math
2-Technological know-how
3-Purchasing
4-Communication
Choose one Marketing Career Area:
 Marketing Research
 Advertising
 Product Management
 Distribution/Warehousing
 Sales
 Retailing
 Service marketing
 Customer service
 Public relations
 Create a Poster or with permission a PPT/Prezi including the
following:




Name of the marketing career you chose
3 skills and talents
3 job and employment opportunities
3-5 career facts and information (main duties & job
responsibilities)