Presentation on theme: "PROGRESS OF MARKETING Activities of marketing have changed & grown through the years Marketing was first only thought of with distributing a product/service."— Presentation transcript:
11.02 Understand career opportunities in marketing to make career decisions.
2PROGRESS OF MARKETINGActivities of marketing have changed & grown through the yearsMarketing was first only thought of with distributing a product/serviceThen it grew to include:SellingPromotionA variety of other business activities (all 7 functions!)
3Identify 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.
4Marketing 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.
5Some 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)real-estate agents focus on selling, while advertising agents focus on product promotion.
6Marketing vs. Medicine Both Marketing and Medical Careers : Have many different areas to work in and good payRequire training and professional level skillsPatients = CustomersMarketing Concept applies to both
7Explain 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.
8Explain 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.
9Explain 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!
10Career Areas in Marketing Marketing ResearchAdvertisingProduct ManagementDistribution/WarehousingSalesRetailingService MarketingCustomer ServicePublic Relations
11Marketing Research Look for what customers needwhy customers do what they do.Collect information about consumer attitudes, values, needs and demographicsResearch tools includeQuestionnairesPhone surveysInterviews
12Advertising –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.
13Product Managementuse the information gathered by researchers and advertisers to “give life” to the final productscreate, test, and decide how a product will be packagedmust be accomplished in a timely, cost-effective manner by directing and coordinating all aspects of the product
14Distribution/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.
15Distribution/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.
16SalesSalespeople are expected to understand customers’ needs and assist in marketing those needs.explain the benefits of products/servicesprovide further informationanswer questionshelp 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
17RetailingRetail 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.
18Service 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
19Customer ServiceCustomer service professionals provide the competitive edge that makes for a successful company.process ordersrespond to customer questionshandle complaints and returnsCustomer service professionals work in many different areas of a company:sales, order processing, credit, marketing, or product/service development.
20Public RelationsPublic 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.
21Traits and skills needed for success in marketing careers People SkillsCommunication SkillsDecision-making SkillsCreativityPeople KnowledgeMath SkillsTechnological Know How
22Describe 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, s, reports, advertisements, press releases, and other materialsDecision making skills-Marketers need to be independent thinkers who can solve problems and think fast on their feet.Examples of decision-making skillsDetermining what customers need, solving customers’ problems, and resolving complaints.
23Creativity- 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 questionnairesArtistic creativity in designing advertisements and creating displays
24People 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.
25It takes math skills to: 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.
26Technological 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.
27Let’s Take a Look at a Few Careers in Marketing…… From the BLS – Occupational Outlook HandbookStatisticsJob Description
28Quick Facts: Advertising Sales Agents 2010 Median Pay $45,350 per year $21.80 per hourEntry-Level EducationHigh school diploma or equivalentWork Experience in a Related OccupationNoneOn-the-job TrainingModerate-term on-the-job trainingNumber of Jobs, 2010160,400Job Outlook,13% (About as fast as average)Employment Change,20,900
29What 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.
30Quick Facts: Graphic Designers 2010 Median Pay $43,500 per year $20.92 per hourEntry-Level EducationBachelor’s degreeWork Experience in a Related OccupationNoneOn-the-job TrainingNumber of Jobs, 2010279,200Job Outlook,13% (About as fast as average)Employment Change,37,300
31What 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.
32Quick Facts: Customer Service Representatives 2010 Median Pay$30,460 per year $14.64 per hourEntry-Level EducationHigh school diploma or equivalentWork Experience in a Related OccupationNoneOn-the-job TrainingShort-term on-the-job trainingNumber of Jobs, 20102,187,300Job Outlook,15% (About as fast as average)Employment Change,338,400
33What 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.
34Quick Facts: Logisticians 2010 Median Pay $70,800 per year $34.04 per hourEntry-Level EducationBachelor’s degreeWork Experience in a Related Occupation1 to 5 yearsOn-the-job TrainingNoneNumber of Jobs, 2010108,900Job Outlook,26% (Faster than average)Employment Change,27,800
35What Logisticians DoLogisticians 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.
36Quick Facts: Market Research Analysts 2010 Median Pay $60,570 per year $29.12 per hourEntry-Level EducationBachelor’s degreeWork Experience in a Related OccupationNoneOn-the-job TrainingNumber of Jobs, 2010282,700Job Outlook,41% (Much faster than average)Employment Change,116,600
37What 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.
38Quick Facts: Purchasing Managers, Buyers, and Purchasing Agents 2010 Median Pay$58,360 per year $28.06 per hourEntry-Level EducationSee How to Become OneWork Experience in a Related OccupationOn-the-job TrainingNumber of Jobs, 2010487,200Job Outlook,7% (Slower than average)Employment Change,31,700
39What 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.
40Quick Facts: Sales Managers 2010 Median Pay $98,530 per year $47.37 per hourEntry-Level EducationBachelor’s degreeWork Experience in a Related Occupation1 to 5 yearsOn-the-job TrainingNoneNumber of Jobs, 2010342,100Job Outlook,12% (About as fast as average)Employment Change,40,100
41What Sales Managers DoSales managers direct organizations' sales teams. They set sales goals, analyze data, and develop training programs for the organization’s sales representatives.
42Quick Facts: Advertising, Promotions, and Marketing Managers 2010 Median Pay$108,260 per year $52.05 per hourEntry-Level EducationBachelor’s degreeWork Experience in a Related Occupation1 to 5 yearsOn-the-job TrainingNoneNumber of Jobs, 2010216,800Job Outlook,14% (About as fast as average)Employment Change,29,400
43What 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.
44Quick Facts: Management Analysts 2010 Median Pay $78,160 per year $37.58 per hourEntry-Level EducationBachelor’s degreeWork Experience in a Related Occupation1 to 5 yearsOn-the-job TrainingNoneNumber of Jobs, 2010718,800Job Outlook,22% (Faster than average)Employment Change,157,200
45What 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.
46Quick Facts: Sales Engineers 2010 Median Pay $87,390 per year $42.01 per hourEntry-Level EducationBachelor’s degreeWork Experience in a Related OccupationNoneOn-the-job TrainingModerate-term on-the-job trainingNumber of Jobs, 201066,400Job Outlook,14% (About as fast as average)Employment Change,9,500
47What 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.
48Quick Facts: Public Relations Managers and Specialists 2010 Median Pay$57,550 per year $27.67 per hourEntry-Level EducationBachelor’s degreeWork Experience in a Related OccupationSee How to Become OneOn-the-job TrainingNumber of Jobs, 2010320,000Job Outlook,21% (Faster than average)Employment Change,
49What 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.
50How About Some Review Questions? Let’s see how you do….
51What marketing career involves determining why customers do what they do? 1-Advertising2-Distribution/Warehousing3-Sales4-Marketing research
52What marketing career involves catching customers' attention, informing them of products and persuading them to buy?1-Marketing research2-Product management3-Public relations4-Advertising
53Kwacky Kwackers needs a new package design for its crackers Kwacky Kwackers needs a new package design for its crackers. What marketing professional would be responsible for creating the new package?1-Marketing research2-Product management3-Advertising4-Channel management
54Center of all Marketing Activities Communication