1. Marketing Yourself: Analyzing the Marketing Interview Marketing Yourself: Analyzing the Marketing Interview

2. What recruiters look for Interview process Preparation Case questions –Overview –Marketing frameworks –Advertising Resources Appendix – Sample interview questions What recruiters look for Interview process Preparation Case questions –Overview –Marketing frameworks –Advertising Resources Appendix – Sample interview questions

3. What Recruiters Look For Recruiters are looking for demonstrated examples of the following: –Leadership ability –Analytical skills/problem solving capabilities –Results orientation –Teamwork –Strong communications skills –Creativity –Interest in and awareness of marketing issues –Passion for the product/industry/etc. You can draw on RIC, professional, undergraduate and extracurricular activities to showcase your abilities You do NOT need to have previous marketing experience You DO need to show how your past successes and experiences will allow you to succeed in a marketing environment Recruiters are looking for demonstrated examples of the following: –Leadership ability –Analytical skills/problem solving capabilities –Results orientation –Teamwork –Strong communications skills –Creativity –Interest in and awareness of marketing issues –Passion for the product/industry/etc. You can draw on RIC, professional, undergraduate and extracurricular activities to showcase your abilities You do NOT need to have previous marketing experience You DO need to show how your past successes and experiences will allow you to succeed in a marketing environment

4. Interview Process – Overview Interview process typically consists of 2-3 rounds of interviews Interviews last between 30-45 minutes Mix of general, behavioral and case questions Some interviewers (especially in later rounds) may focus on a particular subject (e.g. case question, situational questions) Different interviewers may discuss candidates amongst themselves, but you can repeat examples Interview process typically consists of 2-3 rounds of interviews Interviews last between 30-45 minutes Mix of general, behavioral and case questions Some interviewers (especially in later rounds) may focus on a particular subject (e.g. case question, situational questions) Different interviewers may discuss candidates amongst themselves, but you can repeat examples

5. Interview Process – General Questions Many interviews will start with “getting to know you…” questions –“ Tell me about yourself ” –“ Walk me through your resume ” Answer this question concisely –Focus on key decisions – why you majored in what you did, what led you to your first job, what skills you developed and why you left, why you decided to come to Rhode island College, what your next move is, etc. Don ’ t just restate your resume –Talk about a common thread that leads you to a marketing position now –This is “ your story ” so make sure you know it inside and out and be confident when you tell it Anticipate “ problems ” and know how you ’ re going to “ steer ” around them Many interviews will start with “getting to know you…” questions –“ Tell me about yourself ” –“ Walk me through your resume ” Answer this question concisely –Focus on key decisions – why you majored in what you did, what led you to your first job, what skills you developed and why you left, why you decided to come to Rhode island College, what your next move is, etc. Don ’ t just restate your resume –Talk about a common thread that leads you to a marketing position now –This is “ your story ” so make sure you know it inside and out and be confident when you tell it Anticipate “ problems ” and know how you ’ re going to “ steer ” around them

6. Interview Process – Behavioral Questions Interviewers look to past demonstrated behavior to predict future performance Be prepared with multiple examples for key competencies (e.g., leadership, teamwork, problem- solving, etc.) Listen to the question and then organize your answer according to a framework Most common is the CAR framework –Context: Describe the situation (What was the problem?) –Action: Describe what steps were taken and be specific about your role (What did you do?) –Result: Relate what the result was and when possible try to quantify the impact (What happened?) Most common mistake: not answering the question posed by the interviewer –When in doubt, repeat it or write it down! Interviewers look to past demonstrated behavior to predict future performance Be prepared with multiple examples for key competencies (e.g., leadership, teamwork, problem- solving, etc.) Listen to the question and then organize your answer according to a framework Most common is the CAR framework –Context: Describe the situation (What was the problem?) –Action: Describe what steps were taken and be specific about your role (What did you do?) –Result: Relate what the result was and when possible try to quantify the impact (What happened?) Most common mistake: not answering the question posed by the interviewer –When in doubt, repeat it or write it down!

7. Interview Process – Marketing Questions Many interviewers will probe your interest in and knowledge of marketing Types of marketing questions –Structured case question (What would you do if…) –Open-ended (“Tell me about a recent marketing initiative of yours that went well, and why?”) –Specific aspect of the marketing mix (e.g., critique a print ad or product) –Zany question (“Give me a 1 minute commercial about yourself”) Many interviewers will probe your interest in and knowledge of marketing Types of marketing questions –Structured case question (What would you do if…) –Open-ended (“Tell me about a recent marketing initiative of yours that went well, and why?”) –Specific aspect of the marketing mix (e.g., critique a print ad or product) –Zany question (“Give me a 1 minute commercial about yourself”)

8. Preparation – Company Research Know what you’re talking about! –Main product lines? New vs. mature products? –Who are the principal competitors? What ’ s happening in the industry overall? –What are the main distribution channels? What ’ s driving revenue growth? Where might future opportunities lie? –Why do I want to go to this company? Sources of information –Career Placement Center –Networking with RIC alums, etc. –Grocery stores, Target, Wal*Mart, Costco for consumer goods –Relevant channels for product/tech marketing –Analyst reports (read one or two) –Company ’ s annual report –Company website (check for press releases) –WSJ, Business Week, WetFeet, Barron ’ s, trade journals, etc. Know what you’re talking about! –Main product lines? New vs. mature products? –Who are the principal competitors? What ’ s happening in the industry overall? –What are the main distribution channels? What ’ s driving revenue growth? Where might future opportunities lie? –Why do I want to go to this company? Sources of information –Career Placement Center –Networking with RIC alums, etc. –Grocery stores, Target, Wal*Mart, Costco for consumer goods –Relevant channels for product/tech marketing –Analyst reports (read one or two) –Company ’ s annual report –Company website (check for press releases) –WSJ, Business Week, WetFeet, Barron ’ s, trade journals, etc.

9. Preparation – Interview Prep Document Helps you organize key examples from your resume Important for the resume walk and behavioral questions Type it and review it before your interview but DO NOT refer to it during the interview Organize it by question type –Resume walk –Why marketing/brand management –Why that specific company –Leadership, Teamwork, Initiative, Analytical Thinking, Creativity, and any additional behavioral/skill areas the company looks for (available on company website/careers)* Use bullets Outline your answers according to a framework *Have 3 examples for each in CAR framework Helps you organize key examples from your resume Important for the resume walk and behavioral questions Type it and review it before your interview but DO NOT refer to it during the interview Organize it by question type –Resume walk –Why marketing/brand management –Why that specific company –Leadership, Teamwork, Initiative, Analytical Thinking, Creativity, and any additional behavioral/skill areas the company looks for (available on company website/careers)* Use bullets Outline your answers according to a framework *Have 3 examples for each in CAR framework

10. Case Questions – Overview Why Case Questions? –Evaluate your ability to articulate complex thoughts –Assess strategic and analytical thinking –Evaluate your understanding of the business –Evaluate your basic understanding of marketing issues –Evaluate your ability to think creatively You can use basic case frameworks for almost all marketing related questions These “cases” tend to be different than consulting interviews There is not necessarily a “right” answer Why Case Questions? –Evaluate your ability to articulate complex thoughts –Assess strategic and analytical thinking –Evaluate your understanding of the business –Evaluate your basic understanding of marketing issues –Evaluate your ability to think creatively You can use basic case frameworks for almost all marketing related questions These “cases” tend to be different than consulting interviews There is not necessarily a “right” answer

11. Case Questions – Overview (Cont.) Process –Interviewer gives a hypothetical business situation –Step back, analyze the situation and come up with some recommendations for how you would solve the problem –Take the interviewer through your thought process Common Mistakes –Jumping to recommendations w/o a thoughtful analysis –Throwing out marketing tactics w/o grounding them in the situation/strategy –Weak analysis/understanding of the situation –Not taking the interviewer through your thought process Process –Interviewer gives a hypothetical business situation –Step back, analyze the situation and come up with some recommendations for how you would solve the problem –Take the interviewer through your thought process Common Mistakes –Jumping to recommendations w/o a thoughtful analysis –Throwing out marketing tactics w/o grounding them in the situation/strategy –Weak analysis/understanding of the situation –Not taking the interviewer through your thought process

12. Basic Frameworks Analyze market opportunities – 3Cs –Competitive analysis –Consumer analysis –Company analysis Select the Target Market – STP –Market segmentation –Targeting –Positioning Formulate the Marketing Mix – 4Ps –Product –Pricing –Promotion –Placement (Distribution) Analyze market opportunities – 3Cs –Competitive analysis –Consumer analysis –Company analysis Select the Target Market – STP –Market segmentation –Targeting –Positioning Formulate the Marketing Mix – 4Ps –Product –Pricing –Promotion –Placement (Distribution)

13. Case Frameworks – 3Cs Step 1: Think about the question in the context of the market Consumer – ALWAYS START WITH THE CONSUMER –What consumer insights might be driving the problem? –Is this a product that addresses a consumer need? Company –What are the company ’ s constraints and capabilities? –financial, operational, etc. Competition –What is the competition doing? –How does the company differentiate itself from the competition? Step 1: Think about the question in the context of the market Consumer – ALWAYS START WITH THE CONSUMER –What consumer insights might be driving the problem? –Is this a product that addresses a consumer need? Company –What are the company ’ s constraints and capabilities? –financial, operational, etc. Competition –What is the competition doing? –How does the company differentiate itself from the competition?

14. Case Frameworks – STP Step 2: Select the target market and position the product Segmentation – segments the market into distinct groups of buyers with differing needs, characteristics, behavior, product usage, etc. –Geographic segmentation –Demographics –Psychographics –Behavior Targeting – the company decides to target a group of buyers that share common needs or characteristics –Evaluate the opportunities posed by the different segments –Is there a group of buyers whose needs are not currently met? –What is the market size? Positioning – a product ’ s position is the place the product occupies in the minds of consumers, relative to competitive products –To (target market), X is the brand of (frame of reference) that (benefit/differentiation) because (product attribute) so that (emotional appeal) Step 2: Select the target market and position the product Segmentation – segments the market into distinct groups of buyers with differing needs, characteristics, behavior, product usage, etc. –Geographic segmentation –Demographics –Psychographics –Behavior Targeting – the company decides to target a group of buyers that share common needs or characteristics –Evaluate the opportunities posed by the different segments –Is there a group of buyers whose needs are not currently met? –What is the market size? Positioning – a product ’ s position is the place the product occupies in the minds of consumers, relative to competitive products –To (target market), X is the brand of (frame of reference) that (benefit/differentiation) because (product attribute) so that (emotional appeal)

15. Case Frameworks – 4Ps Step 3: Given the market conditions, what would a marketer do? Product –Do I introduce a new product? –Do I develop a line extension? –Do I find new product uses? Price –Retail and discounts –Skim vs. penetrate –Perceived value vs. cost plus margin Placement –What channels do I sell in to best meet the consumer ’ s expectations? Promotion –Through what media do I promote the product? –How will I most cost effectively build top of mind awareness? Step 3: Given the market conditions, what would a marketer do? Product –Do I introduce a new product? –Do I develop a line extension? –Do I find new product uses? Price –Retail and discounts –Skim vs. penetrate –Perceived value vs. cost plus margin Placement –What channels do I sell in to best meet the consumer ’ s expectations? Promotion –Through what media do I promote the product? –How will I most cost effectively build top of mind awareness?

16. Advertising Questions Interviewers may ask an advertising-related question (e.g., “Give me an example of an effective/ineffective ad”) Strategic considerations –What is the objective of the ad? –Who is the target? –What is the product positioning? Execution –Does the ad achieve its communication objectives? –Does the ad appeal to the target audience? –If humor is used, does it work? –Is the ad consistent with the brand attributes? Interviewers may ask an advertising-related question (e.g., “Give me an example of an effective/ineffective ad”) Strategic considerations –What is the objective of the ad? –Who is the target? –What is the product positioning? Execution –Does the ad achieve its communication objectives? –Does the ad appeal to the target audience? –If humor is used, does it work? –Is the ad consistent with the brand attributes?

17. Appendix Sample cases Classic interview questions Sample cases Classic interview questions

18. Sample Cases Competitive Threat –You are the brand manager and a major competitor is introducing a new product form. How do you assess the threat? How would you react? Falling Share –You are the brand manager in a mature, declining category and your market share has been declining over the past 18 months. What would you do to reinvigorate the category and your market share? Competitive Threat –You are the brand manager and a major competitor is introducing a new product form. How do you assess the threat? How would you react? Falling Share –You are the brand manager in a mature, declining category and your market share has been declining over the past 18 months. What would you do to reinvigorate the category and your market share?

19. Sample Cases New Products –You are brand manager looking to introduce a new product. Who would you need to work with? Commodity Question –Go to your refrigerator and pull out a product. How would you market that product? Forecasting –Given the demographics in the U.S., how many red sports cars do you think you could sell? New Products –You are brand manager looking to introduce a new product. Who would you need to work with? Commodity Question –Go to your refrigerator and pull out a product. How would you market that product? Forecasting –Given the demographics in the U.S., how many red sports cars do you think you could sell?

20. Sample Cases Take a minute to think of a product you believe is under-marketed. Tell me why you believe that, and then discuss the steps you would take to develop a marketing plan for that product. If you wanted to extend the Starbucks product line, how would you do it? You are Brand Manager of Brand X. Your director tells you to evaluate a price increase as she wants to increase the profitability of your business. Should you do it? Take a minute to think of a product you believe is under-marketed. Tell me why you believe that, and then discuss the steps you would take to develop a marketing plan for that product. If you wanted to extend the Starbucks product line, how would you do it? You are Brand Manager of Brand X. Your director tells you to evaluate a price increase as she wants to increase the profitability of your business. Should you do it?

21. Classic Interview Questions Do read the list to get a sense of the general themes DO NOT try to answer every one in your prep document or you ’ ll go crazy! Do try to pick 3-4 examples under each category and include relevant info about each in your prep document so you can adapt those examples to different questions Do read the list to get a sense of the general themes DO NOT try to answer every one in your prep document or you ’ ll go crazy! Do try to pick 3-4 examples under each category and include relevant info about each in your prep document so you can adapt those examples to different questions

22. Classic Questions – General What did you choose Rhode Island College? Why are you interested in marketing/ brand management/ product management? Why do you think marketing (etc.) is a good fit for you? Why are you interested in our company? What do you know about it? What would you contribute to our organization? Why should we hire you? What personal or professional abilities are you most proud of? What did you choose Rhode Island College? Why are you interested in marketing/ brand management/ product management? Why do you think marketing (etc.) is a good fit for you? Why are you interested in our company? What do you know about it? What would you contribute to our organization? Why should we hire you? What personal or professional abilities are you most proud of?

23. Classic Questions – General What is your most significant professional accomplishment? Describe 1-2 of your most important personal accomplishments. Discuss the hurdles that made them challenging. –Tip: these two questions are big for Clorox – they use them to look for results-orientation How do your co-workers/friends/student group members describe you? What is your most significant professional accomplishment? Describe 1-2 of your most important personal accomplishments. Discuss the hurdles that made them challenging. –Tip: these two questions are big for Clorox – they use them to look for results-orientation How do your co-workers/friends/student group members describe you?

24. Classic Questions – Communication & Persuasion Give an example of a situation where you had to persuade a person of a different point of view to agree with an issue Describe a time when you had to use several approaches to persuade someone about an issue Give an example of a situation where you had to persuade a person of a different point of view to agree with an issue Describe a time when you had to use several approaches to persuade someone about an issue

25. Classic Questions – Leadership Describe a situation in which you had a conflict w/ another person and how you resolved it. Give an example of when you successfully supervised a diverse group of people towards a difficult goal. What skills did you use? What did you learn? Describe a situation when you had to give negative feedback to a co-worker or team member. All of us have been in situations where we assigned work to other people and they didn ’ t follow through. Tell me about a situation like that, why it happened, how you handled it and what you learned. Describe a situation in which you had a conflict w/ another person and how you resolved it. Give an example of when you successfully supervised a diverse group of people towards a difficult goal. What skills did you use? What did you learn? Describe a situation when you had to give negative feedback to a co-worker or team member. All of us have been in situations where we assigned work to other people and they didn ’ t follow through. Tell me about a situation like that, why it happened, how you handled it and what you learned.

26. Classic Questions – Teamwork Give an example of how you dealt with a bad team situation. Describe a situation when you were able to build team spirit in a time of low morale. Tell me about the toughest group you ever had to work with. What made the group so tough? What did you do? Give an example of how you dealt with a bad team situation. Describe a situation when you were able to build team spirit in a time of low morale. Tell me about the toughest group you ever had to work with. What made the group so tough? What did you do?

27. Classic Questions – Decision Making What ’ s the most difficult decision you ’ ve ever made? What were the consequences? What did you learn? Describe a situation when you had to make a decision without all the information at hand. What ’ s the most difficult decision you ’ ve ever made? What were the consequences? What did you learn? Describe a situation when you had to make a decision without all the information at hand.

28. Classic Questions – Integrity Describe an ethical dilemma which you ’ ve had to face during your career. How did you resolve the issue? Describe your character. Have you ever been asked to do something that wasn ’ t right? What did you do? Describe an ethical dilemma which you ’ ve had to face during your career. How did you resolve the issue? Describe your character. Have you ever been asked to do something that wasn ’ t right? What did you do?

29. Classic Questions – The Company What are our brands? What is your favorite product in our line and why? What have you learned about our organization? What questions do you have about our company? What is the most important thing you would look for in an employer? What are our brands? What is your favorite product in our line and why? What have you learned about our organization? What questions do you have about our company? What is the most important thing you would look for in an employer?

30. Classic Questions – Creativity Give me an example of a time when you had to use creativity to solve a problem. Describe a situation in which you developed a unique solution to a problem. Give me an example of some new ideas you ’ ve had recently. Describe yourself as a brand. Give me an example of a time when you had to use creativity to solve a problem. Describe a situation in which you developed a unique solution to a problem. Give me an example of some new ideas you ’ ve had recently. Describe yourself as a brand.

31. Classic Questions – Analytical Thinking Walk me through a situation in which you had to research and analyze the results for one of your projects. Tell me about a project where you had to do a lot of numerical or financial analysis. Tell me about a project that best demonstrates your analytical skills. Walk me through a situation in which you had to research and analyze the results for one of your projects. Tell me about a project where you had to do a lot of numerical or financial analysis. Tell me about a project that best demonstrates your analytical skills.

32. Classic Questions – Marketing What ’ s the best commercial you ’ ve seen in the last few months and why? Do you believe it ’ s effective? Tell me about an ineffective commercial. Why is it ineffective? Name some of the most recent new products launched by a consumer products company in the last six months. Which one impressed you? Why? Do you believe it will be successful in the marketplace? How would you describe the personality of Brand X? What is a brand to you? Why does it matter? Here is a print ad. Please evaluate it for me. What ’ s the best commercial you ’ ve seen in the last few months and why? Do you believe it ’ s effective? Tell me about an ineffective commercial. Why is it ineffective? Name some of the most recent new products launched by a consumer products company in the last six months. Which one impressed you? Why? Do you believe it will be successful in the marketplace? How would you describe the personality of Brand X? What is a brand to you? Why does it matter? Here is a print ad. Please evaluate it for me.

33. Yet More Questions What are the attributes of a successful marketing campaign? Give me a specific example of a time you solved a problem creatively? How do you motivate others, particularly those over whom you have no direct authority? Give an example of an innovative solution to a business problem. Pretend today is your first day at work as a brand manager for Brand X. What are the ten most important questions you would ask. Give me a 30-second commercial about yourself. What are the attributes of a successful marketing campaign? Give me a specific example of a time you solved a problem creatively? How do you motivate others, particularly those over whom you have no direct authority? Give an example of an innovative solution to a business problem. Pretend today is your first day at work as a brand manager for Brand X. What are the ten most important questions you would ask. Give me a 30-second commercial about yourself.