Employment opportunities in marketing

MARKETING CAREERS

 

Lead-in

1. Describe the different types of businesses that offer marketing jobs.

2. Name marketing jobs that are expected to offer increased employment opportunities in the near future.

3. Identify the different specialty areas included in the marketing career field and give examples of businesses that employ persons trained in each of these areas.

4. Discuss the four different levels of marketing jobs.

5. Find out more about marketing careers.

6. Examine your interests, abilities, and personality and compare these qualities with the competencies required(from your point of view) in various marketing careers.

 

Marketing affects each of us every day of our lives. For example, on a typical day, you are awakened by a new digital radio alarm clock playing one of the latest hits. The music is followed by a commercial advertising a vacation trip to Hawaii. You shower, wash and dry your hair, brush your teeth, and groom yourself using the most popular brands of toiletries available. You then enter the kitchen and prepare a breakfast of orange juice, cereal, toast, and milk. You consume oranges grown in California, cereal produced in Michigan, milk purchased from a local dairy, and bread made (гот wheat grown in the Midwest while reading the morning edition of the local newspaper.

On the way to work you visit your insurance agent to discuss the advisability of purchasing additional life insurance. By 9:30 a.m. you arrive at the central office of a major shopping mall where your job as assistant mall manager is to coordinate all advertising and promotional efforts of the retail stores in the mall. At noon you have lunch at a fast-food restaurant so that you will have enough time during the lunch hour to go to the dry cleaner and the bank. So goes the day.

All the products and services that you came in contact with on this typical day were made available by people employed in different marketing jobs. These jobs are found along the channels of distribution, the paths that the goods or services followed as they moved from manufacturers or producers to the point of consumption. Before any of these products or services were made available, someone conducted marketing research to determine their potential sales. Someone was responsible for promoting and distributing these items. Each had to follow a distribution channel. For example, the digital radio alarm clock was sold by its manufacturer to a wholesaler who, in turn, sold it to the specialty store where it was purchased. Salespeople were available at this store to assist in the buying decision. Thus, all the activities required to provide these products or services were performed by people in marketing careers.

 

MARKETING JOBS

 

Marketing consists of many different types and levels of jobs. They are not limited to the familiar jobs found in the marketing of consumer goods and services but are also found in production or manufacturing businesses and in marketing and service businesses as well.

 

Production business

A business that manufactures, constructs, extracts or grows products that are marketed in order to achieve the goals of the company is called a production business. Production businesses employ people who specialize in the various marketing functions. Marketing functions performed in production firms include buying, selling, transporting, storing, financing, obtaining and using marketing information, risk bearing, and standardizing and grading.

 

Marketing businesses

A business that buys products for resale is called a marketing business. Wholesalers and retailers are primary examples of marketing businesses. Wholesalers buy goods in large quantities from companies that produce them and then market these products in small quantities to retailers and other businesses. Retailers buy products from wholesalers and other companies and sell them to ultimate consumers. The majority of marketing industries are retail businesses.

 

Service businesses

The fastest growing segment of the business community, in terms of the number of businesses involved and of employment opportunities, is composed of service businesses. Service businesses market intangible products to consumers or industrial users. The marketing of services is diversified, includes many different types of business firms, and provides numerous employment opportunities. Examples of service businesses include these:

1. Hotels, motels, restaurants, and amusement parks which provide lodging, food service, and recreation

2. Advertising agencies, display specialists, and transportation firms that perform services for just about every type of business organization

3. Banks and other financial institutions, credit agencies, insurance and real estate companies, and travel agencies that provide services to consumers and business firms

4. Automobile service and repair shops and dry cleaning and laundry establishments that perform services on the possessions of their customers

5. Beauty salons, barbershops, photography studios, and health clubs which provide personal services for customers

 

EMPLOYMENT OPPORTUNITIES IN MARKETING

 

According to the U.S. Department of Labor (Bureau of Labor Statistics), by 1990 the labor force in the United States will range from 122 to 128 million persons. This represents an increase of 17 to 22 percent over the number employed in 1980.

Over two thirds of the nation’s workers are currently employed in service and marketing businesses ‑ transportation, communications, public utilities, finance, insurance, real estate, wholesale and retail firms, and government. Production businesses ‑ agriculture, mining, construction, and manufacturing ‑ employ less than one third of the country’s labor force. Since marketing positions are found in service, marketing, and production businesses, it is difficult to estimate the exact number of workers who are or will be employed in marketing occupations. A conservative estimate, however, indicates that 41 to 43 million workers, or one third of the labor force, will be employed in marketing jobs by 1990.

 

 

Figure 1. Levels of marketing jobs

 

In addition to training and experience, other factors determine which classification a job fits into; for example,

1. Nature of employment. Is the position full- or part-time? Are there any educational or training requirements for a person functioning at this level?

2. Knowledge of products or services. How much product or service knowledge is required of a worker in this position?

3. Supervisory responsibilities. Is the person holding this position responsible for supervising others?

4. Marketing techniques. Does the position require knowledge of, or skills in, marketing functions? How much knowledge or what level of skill is needed?

5. Decision making. What is the level of responsibility in this position? Are decision-making skills required? Is the worker responsible for the success or profitability of the business?

 

Entry-level marketing jobs

Entry-level jobs in marketing require little specialized training or experience and involve routine duties. Many entry-level jobs provide only part-time employment. An employee at this level is not usually expected to use many decision-making skills. Examples of job titles in this category are fast-food counter worker, part-time retail salesperson, gift wrapper, hotel bellhop, theater ticket agent, supermarket bagger, baggage porter, and automobile service station attendant. A job description is a brief statement listing what a worker does in a specific job. Typical job descriptions for several entry-level job tides follow.

· Stock clerk. Keeps track of supplies and equipment. Receives, unpacks and stores incoming merchandise and reports damaged or spoiled goods. Keeps track of items in storage and issues equipment and supplies. Checks outgoing items for quality and quantity. Organizes and marks items for inventory with prices or codes. Stock clerks are employed by any organization that keeps large quantities of goods on hand.

· Automobile service station attendant. Services automobiles and other motor vehicles with fuel, lubricants and accessories. Fills fuel tank with gasoline or diesel fuel. Checks level of oil in crankcase and amount of water in radiator and adds oil and water if necessary. Lubricates vehicle and changes oil. Replaces parts such as tires, air filters and lights. Washes and waxes vehicles. Collects payment from customer, operates cash register and handles charge card sales.

· Supermarket bagger. Bags groceries in sack or carton and carries or pushes groceries in cart to customer’s car. Collects shopping carts from parking area and returns carts to store. Replaces supplies used at checkout counter. Many price and stock food items on shelves.

· Fast-food counter worker. Serves customer at counter of fast-food restaurant. Takes customer’s order, relays order to food preparation area, delivers food on trays to customers. Fills containers with coffee, tea and other beverages. Receives payment from customer, operates cash register, and makes change.

 

Specialized marketing jobs

Specialized jobs in marketing involve the performance of tasks that require extensive technical knowledge of the products or services. The jobs also require training and experience in specific marketing functions such as merchandising, advertising, or management. These jobs often involve supervisory responsibilities, and persons employed in specialized marketing jobs usually are partially responsible for the success or profitability of the business. Examples of job titles in this area are manufacturers’ representative, real estate agent, insurance sales agent, retail department manager, fashion coordinator, mortgage loan counselor, retail buyer, industrial purchasing agent, restaurant manager, advertising specialist, marketing researcher, specialty store manager, and securities sales agent. Typical job descriptions for several specialized marketing jobs follow.

· Securities sales agent. Buys and sells stocks and bonds for individuals and organizations as the representative of a stock brokerage firm. Uses knowledge of securities, market conditions, government regulations and customers’ needs to advise them about investments. Sends buy or sell order to securities exchange or dealer. Uses quoted price to calculate charge for service.

· Retail buyer. Buys merchandise for resale. Inspects merchandise and estimates resale value. Orders goods from manufacturers’ representatives or directly from manufacturers. Arranges for transportation of goods. Authorizes payment of invoices or return of merchandise. The buyer generally concentrates on a product area and develops a plan for proper styles, assortments, sizes and amounts of the product. Analyzes suppliers on the basis of quality, style, availability, fit, flexibility, reliability, and price.

· Insurance sales agent. Sells insurance to new and present clients. Analyzes client’s situation and recommends amount and type of insurance coverage. Explains policies to clients. Calculates and quotes premium rates. Finds and contacts prospective clients.

· Marketing researcher. Develops the research methodology, evaluates the accuracy of different sample sizes, analyzes information (data), and assesses statistical errors in relationship to solving any type of marketing problem. Conducts research following appropriate data collection techniques and draws conclusions and makes recommendations based on the findings of the research.

 

Managerial marketing jobs

Managerial marketing jobs involve the various dimensions of owning or managing a business and include the marketing functions of a large business. Usually persons in these jobs have extensive knowledge of the products or services they are marketing. Jobs in this category require continuous decision making and a thorough understanding of all marketing functions. Examples of job titles in this category are retail sales manager, hotel (motel) manager, sales manager, industrial traffic manager, product (brand) manager, franchisor, independent business owner, advertising manager, director of marketing research, wholesale manager, marketing manager (vice-president of marketing), and financial institution manager. Some typical job descriptions for several managerial-level marketing jobs follow.

· Sales manager. Manages sales activity of business. Directs staffing, training and performance evaluations to develop and control sales programs. Coordinates sales activities by establishing sales territories quotas and goals. Advises dealers and distributors concerning sales and advertising techniques. Assigns sales territories. Represents company at trade association meetings to promote product. Analyzes and controls expenditures. Reviews market to determine customer needs, volume potential, price schedules and discount rates.

· Hotel-motel manager. Manages hotel or motel to insure efficient and profitable operations. Establishes standards for worker performance, service to customers, room rates, advertising, credit and food selection and service. Plans dining room, bar and banquet operations. Hires staff and workers. Assigns duties and responsibilities to department heads. Manages distribution of funds.

· Marketing manager (vice-president of marketing). Executive who plans, directs, and controls the entire marketing functions of a business. The manager oversees all marketing decisions and personnel. Supervises personnel in such areas as product development, advertising, sales promotion, market research, and marketing channel selection.

· Financial institution manager. Manages office of a financial institution such as a bank, finance company, mortgage-banking company, savings and loan association or trust company. Directs supervisors who manage activities of financial institution employees. Directs procedures for custody and control of assets and records. Develops community relationships and is responsible for the marketing of the financial business’ services.

 

MASTERING KEY CONCEPTS

 

Answer each of the following questions in the space provided.

1. Explain what is meant by the statement Marketing affects each of us every day.

2. How do a production business, a marketing business, and a service business differ?

3. Name five marketing jobs that are expected to offer increased employment opportunities in the near future.

4. Explain what is meant by the statement Marketing occupations can be classified by function or by type of institutional environment or setting.

5. List the eight marketing functions.

6. List five occupational specialty areas found in marketing.

7. Explain the major differences between the following levels of jobs.

a. Entry-level and career-sustaining marketing jobs

b. Career-sustaining and specialized marketing jobs

c. Specialized and managerial marketing jobs

8. What are three different ways you can increase your information about careers in marketing?

9. Explain what should be included in a career plan.

10. Explain each of the five major competency areas included in the marketing field.

a. d.

b. e.

c.

 

CREATIVE IN-SCHOOL PROJECT

 

Construct a career plan for a marketing position in which you are interested.. Include the following information in your plan.

1. What is your career goal? Into which major specialized marketing area does your career goal fit?

2. Identify the specific duties and tasks involved in this position. Do you think that you would enjoy performing these tasks?

3. Outline the working conditions you will encounter in this type of position.

4. Describe your personal interests. If you have completed an interest inventory or test at your school, what did you learn about your interests that relate to your career choice? Are your interests compatible with the requirements of the position you plan to seek?

5. Discuss the local, state, and national employment opportunities for this kind of position.

6. What are the educational and training requirements for this position?

7. What is the salary range for a position such as this?

8. Where could you look for further information relating to this career area?

 

MARKETING CAREERS

 

Lead-in

1. Describe the different types of businesses that offer marketing jobs.

2. Name marketing jobs that are expected to offer increased employment opportunities in the near future.

3. Identify the different specialty areas included in the marketing career field and give examples of businesses that employ persons trained in each of these areas.

4. Discuss the four different levels of marketing jobs.

5. Find out more about marketing careers.

6. Examine your interests, abilities, and personality and compare these qualities with the competencies required(from your point of view) in various marketing careers.

 

Marketing affects each of us every day of our lives. For example, on a typical day, you are awakened by a new digital radio alarm clock playing one of the latest hits. The music is followed by a commercial advertising a vacation trip to Hawaii. You shower, wash and dry your hair, brush your teeth, and groom yourself using the most popular brands of toiletries available. You then enter the kitchen and prepare a breakfast of orange juice, cereal, toast, and milk. You consume oranges grown in California, cereal produced in Michigan, milk purchased from a local dairy, and bread made (гот wheat grown in the Midwest while reading the morning edition of the local newspaper.

On the way to work you visit your insurance agent to discuss the advisability of purchasing additional life insurance. By 9:30 a.m. you arrive at the central office of a major shopping mall where your job as assistant mall manager is to coordinate all advertising and promotional efforts of the retail stores in the mall. At noon you have lunch at a fast-food restaurant so that you will have enough time during the lunch hour to go to the dry cleaner and the bank. So goes the day.

All the products and services that you came in contact with on this typical day were made available by people employed in different marketing jobs. These jobs are found along the channels of distribution, the paths that the goods or services followed as they moved from manufacturers or producers to the point of consumption. Before any of these products or services were made available, someone conducted marketing research to determine their potential sales. Someone was responsible for promoting and distributing these items. Each had to follow a distribution channel. For example, the digital radio alarm clock was sold by its manufacturer to a wholesaler who, in turn, sold it to the specialty store where it was purchased. Salespeople were available at this store to assist in the buying decision. Thus, all the activities required to provide these products or services were performed by people in marketing careers.

 

MARKETING JOBS

 

Marketing consists of many different types and levels of jobs. They are not limited to the familiar jobs found in the marketing of consumer goods and services but are also found in production or manufacturing businesses and in marketing and service businesses as well.

 

Production business

A business that manufactures, constructs, extracts or grows products that are marketed in order to achieve the goals of the company is called a production business. Production businesses employ people who specialize in the various marketing functions. Marketing functions performed in production firms include buying, selling, transporting, storing, financing, obtaining and using marketing information, risk bearing, and standardizing and grading.

 

Marketing businesses

A business that buys products for resale is called a marketing business. Wholesalers and retailers are primary examples of marketing businesses. Wholesalers buy goods in large quantities from companies that produce them and then market these products in small quantities to retailers and other businesses. Retailers buy products from wholesalers and other companies and sell them to ultimate consumers. The majority of marketing industries are retail businesses.

 

Service businesses

The fastest growing segment of the business community, in terms of the number of businesses involved and of employment opportunities, is composed of service businesses. Service businesses market intangible products to consumers or industrial users. The marketing of services is diversified, includes many different types of business firms, and provides numerous employment opportunities. Examples of service businesses include these:

1. Hotels, motels, restaurants, and amusement parks which provide lodging, food service, and recreation

2. Advertising agencies, display specialists, and transportation firms that perform services for just about every type of business organization

3. Banks and other financial institutions, credit agencies, insurance and real estate companies, and travel agencies that provide services to consumers and business firms

4. Automobile service and repair shops and dry cleaning and laundry establishments that perform services on the possessions of their customers

5. Beauty salons, barbershops, photography studios, and health clubs which provide personal services for customers

 

EMPLOYMENT OPPORTUNITIES IN MARKETING

 

According to the U.S. Department of Labor (Bureau of Labor Statistics), by 1990 the labor force in the United States will range from 122 to 128 million persons. This represents an increase of 17 to 22 percent over the number employed in 1980.

Over two thirds of the nation’s workers are currently employed in service and marketing businesses ‑ transportation, communications, public utilities, finance, insurance, real estate, wholesale and retail firms, and government. Production businesses ‑ agriculture, mining, construction, and manufacturing ‑ employ less than one third of the country’s labor force. Since marketing positions are found in service, marketing, and production businesses, it is difficult to estimate the exact number of workers who are or will be employed in marketing occupations. A conservative estimate, however, indicates that 41 to 43 million workers, or one third of the labor force, will be employed in marketing jobs by 1990.