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Careers in Marketing
Description of Marketing Jobs
Almost a third of all Americans are employed in marketing-related positions.
Thus, the number of possible marketing careers is enormous. Because of
the knowledge of products and consumers gained in these jobs, marketing
provides excellent training for the highest levels in the organization.
A recent study by a recruiting firm found that more top executives have
come out of marketing than of any other area.
Marketing salaries vary by company and position. Beginning salaries
usually rank only slightly below those for engineering and chemistry, but
equal or exceed those for economics, finance, accounting, general business,
and the liberal arts. If you succeed in an entry-level marketing position,
you will quickly be promoted to higher levels of responsibility and salary.
For recent information on jobs and salaries see the Career
Center at SFSU.
Marketing has become an attractive career for some people who have not
traditionally considered this field. One trend is the growing number of
women entering marketing. Women have historically been employed in the
retailing and advertising areas of marketing. But they now have moved into
all types of sales and marketing positions. Women now pursue successful
sales careers in pharmaceutical companies, publishing companies, banks,
consumer products companies, and in an increasing number of industrial
selling jobs. Their ranks are also growing in product and brand manager
positions.
Another trend is the growing acceptance of marketing by nonprofit organizations.
Colleges, arts organizations, libraries, and hospitals are increasingly
applying marketing to their programs. They are beginning to hire marketing
directors and marketing vice-presidents to manage their varied marketing
activities.
Here are brief descriptions of some important marketing jobs.
Advertising
Advertising is an important business activity that requires skill in
planning, fact gathering, and creativity. Although compensation for starting
advertising people tends to be lower than that in other marketing fields,
opportunities for advancement are usually greater because of less emphasis
on age or length of employment. Typical jobs in advertising agencies include
the following positions.
Copywriters help find the concepts behind the written words and
visual images of advertisements. They dig for facts, read avidly, and borrow
ideas. They talk to customers, suppliers, and anybody who might give them
clues about how to attract the target audience's attention and interest.
Art directors constitute the other part of the creative team.
They translate copywriters' ideas into dramatic visuals called "layouts."
Agency artists develop print layouts, package designs, television layouts
(called "storyboards"), corporate logotypes, trademarks, and symbols. They
specify style and size of typography, and arrange all the details of the
ad so that it can be reproduced by engravers and printers. A superior art
director or copy chief becomes the agency's creative director and oversees
all its advertising.
Account executives are liaisons between clients and agencies.
They must know a great deal about marketing and its various components.
They explain client plans and objectives to agency creative teams and supervise
the development of the total advertising plan. Their main task is to keep
the client happy with the agency. Because "account work" involves many
personal relationships, account executives are usually personable, diplomatic,
and sincere.
Media buyers select the best media for clients. Media representatives
come to three buyer's office armed with statistics to prove that their
numbers are better, their costs per thousand are less, and their medium
delivers more audience than competitive media. Media buyers have to evaluate
these claims. They must also bargain with the broadcast media for best
rates and make deals with the print media for good ad positions.
Large ad agencies have active marketing research departments that provide
market information needed to develop new ad campaigns and assess current
campaigns. People interested in marketing research should consider jobs
with ad agencies.
Brand and Product Management
Brand and product managers plan, direct, and control business and marketing
efforts for their products. They are concerned with research and development,
packaging, manufacturing, sales and distribution, advertising, promotion,
market research, and business analysis and forecasting. In consumer goods
companies, the newcomer--who usually needs a Masters of Business Administration
degree (MBA)--joins a brand team and learns the ropes by doing numerical
analysis and watching senior brand people. This person eventually heads
the team and latter moves on to manage a larger brand. Many industrial
goods companies also have product managers. Product management is one of
the best training grounds for future corporate officers.
Industrial Marketing
People interested in industrial marketing careers can go into
sales, service, product design, marketing research, or one of several other
positions. They sometimes need a technical background. Most people start
in sales and spend time in training and making calls with senior salespeople.
If they stay in sales, they may advance to district, regional, and higher
sales positions. Or they may go into product management and work closely
with customers, suppliers, manufacturing, and sales engineering.
International Marketing
As US firms increase their international business, they need people
who are familiar with foreign languages and cultures and who are willing
to travel o or relocate in foreign cities. For such assignments, most companies
seek experienced people who have proved themselves in domestic operations.
Marketing Research
Marketing researchers interact with managers to define problems and
identify the information needed to resolve them. They design research projects,
prepare questionnaires and samples, analyze data, prepare reports, and
present their findings and recommendations to management. They must understand
statistics, consumer behavior, psychology, and sociology. A master's degree
helps. Career opportunities exist with manufacturers, retailers, some wholesalers,
trade and industry associations, marketing research firms, advertising
agencies, and governmental and private nonprofit agencies.
New-Product Planning
People interested in new-product planning can find opportunities in
many types of organizations. they usually need a good background in marketing,
marketing research, and sales forecasting; they need organizational skills
to motivate and coordinate others; and they may need a technical background.
Usually, these people work first in other marketing positions before joining
the new-product department.
Marketing Logistics (Physical Distribution)
Marketing logistics, or physical distribution, is a large and dynamic
field, with many career opportunities. Major transportation carriers, manufacturers,
wholesalers, and retailers all employ physical distribution specialists.
Coursework in quantitative methods, finance, accounting, and marketing
will provide students with the necessary skills for entering the field.
Public Relations
Most organizations have a public relations person or staff to anticipate
public problems, handle complaints, deal with media, and build the corporate
image. People interested in public relations should be able to speak and
write clearly and persuasively, and they should have a background in journalism,
communications, or the liberal arts. The challenges in this job are highly
varied and very people-oriented.
Purchasing
Purchasing agents are playing a growing role in firms' profitability
during periods of rising costs, materials shortages, and increasing product
complexity. In retail organizations, working as a "buyer" can be a good
route to the top. Purchasing agents in industrial companies play a key
role in honing down costs. A technical background is useful in some purchasing
positions, along with a knowledge of credit, finance, and physical distribution.
Retailing Management
Retailing provides people with an early opportunity to take on marketing
responsibilities. Although retail starting salaries and job assignments
have typically been lower than those in manufacturing or advertising, the
gap is narrowing. The major routes to top management in retailing are merchandise
management and store management. In merchandise management, a person moves
from buyer trainee to assistant buyer to buyer to merchandise division
manager. In store management, the person moves from management trainee
to assistant department (sales) manager to department manager to store
(branch) manager. Buyers are primarily concerned with merchandise selection
and promotion; department managers are concerned with salesforce management
and display.
Sales and Sales Management
Sales and sales management opportunities exist in a wide range of profit
and non-profit organizations and in product and service organizations,
including financial, insurance, consulting, and government organizations.
Individuals must carefully match their backgrounds, interests, technical
skills, and academic training with available sales jobs. Career paths lead
from salesperson to district, regional, and higher levels of sales management
and, in many cases, the top management of a firm.
[This information is excerpted from Philip Kotler, Principles
of Marketing, 6e, Prentice Hall, 1994, p. A-6-8.]
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