Marketing
Marketing in the business field is the process by which companies determine what products and services may be of interest to customers, and the strategy to use in sales, communications and business development.
Marketing is used to identify the customer, to keep the customer, and to satisfy the customer.
Some careers in marketing include: •Advertising/ Public Relations
•Market Research
•Product Management
•Retailing
•Promotions
•Brand Management
Marketing is used to identify the customer, to keep the customer, and to satisfy the customer.
Some careers in marketing include: •Advertising/ Public Relations
•Market Research
•Product Management
•Retailing
•Promotions
•Brand Management
Mentor Interview
By: Mallory Presscott
Overview
•What are your projections for this type of work or industry? Is it stable, growing, declining?
- ,My personal thinking is that now more than ever it's a dynamic and competitive market, and I don't see it slowing down anytime soon. I don't see competition going away either. There will always be a need for marketing--to educate/show and promote the value of a product or service. Whether it's for a corporation or for yourself as an individual, there will always be a need; it's the tools and strategies we choose to use that are always changing.
•What are typical salaries in this type of job, entry-level to experienced? What are the opportunities for career growth?
-It depends on the area in which you work. I would say maybe around $40K. But again, it depends on your major (marketing, PR, etc.), the firm, the area in which you live, your experience... but lots of factors are taken into account. Again, I believe a variety of opportunities are endless, but this may depend, on where you live.
•What and where are the opportunities?
-An opportunity, as well as a challenge, lies in the area of social media, as well as video. Knowing how to build a plan around these and any other current, hot outlets can make a difference in reaching (or not reaching) your audience. Don't make it hard; just meet them where they are at.
•What are the key trends or issues? New developments? Key challenges?
-The issue is this--how can you or your organization stand out from the rest? There's so much noise out there--good and bad. How can we break through all the "stuff" to get and keep our customer's attention? What tools and strategies can we integrate to make that connection? To do so, I believe, now more than ever it's about delivering quality and practicing unparalleled customer service.
Entry into Position:
•How important are specific credentials for entry or success?
-Several of my colleagues have master's degrees, and I do not. I think the emphasis on degrees and credentials depends on what marketing industry you work in and again, what area of the country you reside. For me, none of my colleagues in NJ or NY had anything but bachelor's degrees. Executives, sure, looked at your degree--what school you attended, etc.--but most importantly--they looked at professionalism, experience and hard work. Those three will get you far.
•When and how did you get involved in this work?
-I majored in PR from University Tennessee Knoxville in 1995, but before that, I temped through high school and college at Whittle Communications here in Knoxville--the company's headquarters (developers of Channel One television in schools). Besides my internships with UT and the Knoxville Museum of Art, my job at Whittle opened the door for me to meet and work with the best marketing executives in the country. As a junior at UT, I began to work for the marketing president for Whittle's medical network, and from there (after graduation), I moved with him and his family to New Jersey where I marketed medical education programs for the Top 10 pharmaceutical companies.
•What was you training and background? Is this typical for people in your position and in similar positions?
- I'm not sure what is considered typical, but I can say good grades, my early start in the communications field and a hard work ethic paid off.
Job specifics
•What do you like most about your work?
-The variety of work. I like to be out and about. I like events. I like interacting with a variety of people. Variety, I think, sums it up. The days are never slow or routine.
•What's a typical day like for you or someone in a similar position?
-There is no typical day, and I think most in this field would agree. Our clients are our main focus, so whatever the client needs that day, week, month, etc.. that's our focus. Sometimes you can plan and strategize, but many times it's about being flexible, accommodating and still getting the other work done in a quality and timely fashion.
•What do you like least?
-The administrative part. The paperwork that comes along with it, I would say I like the least, but this is in everything you do so it's not going away anytime soon.
•Who doesn't do well in this type of work?
-Being passive, an isolationist, unfriendly, reactionary...None of this makes a good marketer.
•What attitudes or values are important?
-I think it's critical to be confident, personable, well spoken, a good writer, fun and organized!
•How do you advance or get promoted in this type of work?
-This depends, also, on where you work and the structure /promotion plan within the company. When I was in NJ, my hard work took me from an admin, to project manager, to client service manager to director of operations to vice president of operations by the time I was 28! I attribute it to blessings indeed, but also hard work, being kind to all, fun to work with, respectful and organized.
Recommendations:
•Are there other jobs similar to yours that you would suggest I also consider?
-I would consider communications, public relations, journalism and marketing. All are similar in their requirements and require the potential to posses the personal and professional qualities I spoke of beforehand. Also consider moving away from home and working out of state for awhile. You will and grow and learn a ton, and you will be set apart from the rest-- just from your experience alone.
•Would my background be appropriate for this type of work?
-I would major in the applicable degree area, but also intern/work at a company where you can gain pertinent experience before you graduate. Get involved in student groups in you field; get to know people.
Overview
•What are your projections for this type of work or industry? Is it stable, growing, declining?
- ,My personal thinking is that now more than ever it's a dynamic and competitive market, and I don't see it slowing down anytime soon. I don't see competition going away either. There will always be a need for marketing--to educate/show and promote the value of a product or service. Whether it's for a corporation or for yourself as an individual, there will always be a need; it's the tools and strategies we choose to use that are always changing.
•What are typical salaries in this type of job, entry-level to experienced? What are the opportunities for career growth?
-It depends on the area in which you work. I would say maybe around $40K. But again, it depends on your major (marketing, PR, etc.), the firm, the area in which you live, your experience... but lots of factors are taken into account. Again, I believe a variety of opportunities are endless, but this may depend, on where you live.
•What and where are the opportunities?
-An opportunity, as well as a challenge, lies in the area of social media, as well as video. Knowing how to build a plan around these and any other current, hot outlets can make a difference in reaching (or not reaching) your audience. Don't make it hard; just meet them where they are at.
•What are the key trends or issues? New developments? Key challenges?
-The issue is this--how can you or your organization stand out from the rest? There's so much noise out there--good and bad. How can we break through all the "stuff" to get and keep our customer's attention? What tools and strategies can we integrate to make that connection? To do so, I believe, now more than ever it's about delivering quality and practicing unparalleled customer service.
Entry into Position:
•How important are specific credentials for entry or success?
-Several of my colleagues have master's degrees, and I do not. I think the emphasis on degrees and credentials depends on what marketing industry you work in and again, what area of the country you reside. For me, none of my colleagues in NJ or NY had anything but bachelor's degrees. Executives, sure, looked at your degree--what school you attended, etc.--but most importantly--they looked at professionalism, experience and hard work. Those three will get you far.
•When and how did you get involved in this work?
-I majored in PR from University Tennessee Knoxville in 1995, but before that, I temped through high school and college at Whittle Communications here in Knoxville--the company's headquarters (developers of Channel One television in schools). Besides my internships with UT and the Knoxville Museum of Art, my job at Whittle opened the door for me to meet and work with the best marketing executives in the country. As a junior at UT, I began to work for the marketing president for Whittle's medical network, and from there (after graduation), I moved with him and his family to New Jersey where I marketed medical education programs for the Top 10 pharmaceutical companies.
•What was you training and background? Is this typical for people in your position and in similar positions?
- I'm not sure what is considered typical, but I can say good grades, my early start in the communications field and a hard work ethic paid off.
Job specifics
•What do you like most about your work?
-The variety of work. I like to be out and about. I like events. I like interacting with a variety of people. Variety, I think, sums it up. The days are never slow or routine.
•What's a typical day like for you or someone in a similar position?
-There is no typical day, and I think most in this field would agree. Our clients are our main focus, so whatever the client needs that day, week, month, etc.. that's our focus. Sometimes you can plan and strategize, but many times it's about being flexible, accommodating and still getting the other work done in a quality and timely fashion.
•What do you like least?
-The administrative part. The paperwork that comes along with it, I would say I like the least, but this is in everything you do so it's not going away anytime soon.
•Who doesn't do well in this type of work?
-Being passive, an isolationist, unfriendly, reactionary...None of this makes a good marketer.
•What attitudes or values are important?
-I think it's critical to be confident, personable, well spoken, a good writer, fun and organized!
•How do you advance or get promoted in this type of work?
-This depends, also, on where you work and the structure /promotion plan within the company. When I was in NJ, my hard work took me from an admin, to project manager, to client service manager to director of operations to vice president of operations by the time I was 28! I attribute it to blessings indeed, but also hard work, being kind to all, fun to work with, respectful and organized.
Recommendations:
•Are there other jobs similar to yours that you would suggest I also consider?
-I would consider communications, public relations, journalism and marketing. All are similar in their requirements and require the potential to posses the personal and professional qualities I spoke of beforehand. Also consider moving away from home and working out of state for awhile. You will and grow and learn a ton, and you will be set apart from the rest-- just from your experience alone.
•Would my background be appropriate for this type of work?
-I would major in the applicable degree area, but also intern/work at a company where you can gain pertinent experience before you graduate. Get involved in student groups in you field; get to know people.
Key Marketing Terms
Promotion mix-There are seven main aspects, those are; advertising, personal selling, sales promotion, public relations, corporate image, direct marketing, and exhibitions.
Target market-The market segment which a particular product is marketed to. It is often defined by age, gender and/or socio-economic grouping.
Product mix-Set of all products and items that a particular seller offers for sale to buyers.
The four P's of marketing-Product, Price, Place (distribution), and Promotion.
Brand Equity-The added value a brand name identity brings to a product or service beyond the functional benefits provided.
Segmentation-A segment or sub-set of a market made up of people or organizations sharing with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function.
Positioning-The process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.
Integrated Marketing Communication-The bringing together of various communication functions to provide a unified approach to marketing.
Price Skimming-Setting prices high initially to appeal to consumers who are not price sensitive, then lowering prices sequentially to appeal to the next market.