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Decland 6

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Decland 6

  1. 1. Chapter 6<br />Careers in marketing<br />By ChanikaChounnok<br /> ID 53041471<br />This presentation is the part of reading for careers subject<br />
  2. 2. The work of marketing professionals in the areas of marketing research<br /><ul><li>Product development
  3. 3. Advertising
  4. 4. Sales promotion
  5. 5. Public relations
  6. 6. Wholesale
  7. 7. Industrial selling
  8. 8. Retail selling
  9. 9. Direct selling
  10. 10. International marketing</li></li></ul><li>Product Development<br />new product development (NPD) is the term used to describe the complete process of bringing a new product or service to market. There are two parallel paths involved in the NPD process: one involves the idea generation, product design and detail engineering; the other involves market research and marketing analysis. Companies typically see new product development as the first stage in generating and commercializing new products within the overall strategic process of product life cycle management used to maintain or grow their market share.<br />
  11. 11. Advertising<br />Working in advertising is, in fact, a very respected profession. Unfortunately, there are those that think because you are trying to sell something through advertising that you're trying to trick or deceive the public.Advertising actually follows very specific rules that ensure all advertising messages are on the up and up. The last thing an advertising agency wants to do is to harm their client's reputation by producing materials that could be misconstrued as deceptive advertising.<br />
  12. 12. Sales promotion<br /> Sales promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personalselling, and publicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include:contests,pointof purchase displaysrebate(marketing),free travel, such as free flights<br />
  13. 13. Public relations<br />Public relations (PR) is a field concerned with maintaining a public image for businesses, non-profit organizations or high-profile people, such as celebrities and politicians. An earlier definition of public relations, by The first World Assembly of Public Relations Associations held in Mexico City in August 1978, was "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."<br />
  14. 14. wholesale<br /> According to the United Nations Statistics Division, "wholesale" is the resale (sale without transformation) of new and used goods to retailers, to industrial, commercial, institutional or professional users, or to other wholesalers, or involves acting as an agent or broker in buying merchandise for, or selling merchandise to, such persons or companies. Wholesalers frequently physically assemble, sort and grade goods in large lots, break bulk, repack and redistribute in smaller lots.  While wholesalers of most products usually operate from independent premises, wholesale marketing for foodstuffs can take place at specific wholesale markets where all traders are congregated.<br />
  15. 15. Industrial marketing<br />Industrial marketing is the marketing of goods and services from one business to another. Industrial goods are those which are used in Industry for producing a Different end product from one or more raw materials. The word "industrial" means machinery run by power to produce goods and services. But "industrial marketing" is not confined to these types of business activities. Broadly, marketing could be split into consumer marketing (B2C "Business to Consumer") and industrial marketing (B2B "Business to Business").<br />
  16. 16. Retail selling<br />Retail consists of the sale of goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser.  Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. <br />
  17. 17. Direct selling<br />Direct selling is marketing and selling products, direct to consumers away from a fixed retail location. Sales are typically made through party plan, one to one demonstrations, and other personal contact arrangements. A text book definition is: "The direct personal presentation, demonstration, and sale of products and services to consumers, usually in their homes or at their jobs."Industry representative, the World Federation of Direct Selling Associations (WFDSA), reports that its 59 regional member associations accounted for more than US$114 Billion in retail sales in 2007, through the activities of more than 62 million independent sales representatives.<br />
  18. 18. International marketing <br /> International marketing (IM) or global marketing refers to marketing carried out by companies overseas or across national borderlines. This strategy uses an extension of the techniques used in the home country of a firm.  It refers to the firm-level marketing practices across the border including market identification and targeting, entry mode selection, marketing mix, and strategic decisions to compete in international markets.<br />
  19. 19. Trends in marketing and their impact on the careers in general<br />Industry ChangesWith the advent of the Internet, marketing a business has changed significantly. In the past, people often listed their goods and services in The Yellow Pages, and when customers wanted something they would look through this book to find what they needed. But now people are much more likely to go online to search for what they need, creating a demand for an online Yellow Pages. Similarly, businesses used to spend a great deal of money on direct mail marketing in order to<br />
  20. 20. attract new customers. However, with the low cost of email marketing campaigns, the trend has been toward creating web sites and driving customers to them through email marketing. Spending money to rank well on Google has become more important than hiring telemarketers to make cold calls. In addition, more and more companies are seeing the value in posting videos and audios online through a variety of web sites and social media outlets in order to attract new customers.<br />
  21. 21. Types of JobsBecause of the recent changes in how businesses position themselves and spend their advertising dollars, people who want to succeed in a marketing career must change with the times. They must be technology-savvy and keep up with all the different ways business can market themselves, including such things as streaming live video, developing new and meaningful web content, and conducting successful email campaigns.<br />
  22. 22. Marketing jobs can be either very generalized or very specialized, depending on the size of the company. Larger companies need more help and therefore hire specialists while smaller companies might only hire one or two people to take care of all their marketing needs. Of course there are also marketing companies whose job it is to help multiple businesses with all their marketing campaigns. A large company might have an account director, executive, or supervisor who handles client relationships, supervises accounts, and delivers presentations.<br />
  23. 23. Big businesses might also have account managers to create, organize, and executive advertising and publicity campaigns as well as assistant marketing managers who do market research and help with the creation and production of marketing materials. In addition, companies might hire brand or product managers who focus on developing specific campaigns for particular products. Businesses might even hire event or trade show managers/coordinators, marketing managers, and junior account executives. In addition, they would need to fill other positions related to marketing, including web designers, copy writers, and proofreaders/copy editors. Smaller companies have similar needs; they just hire one or two people to fulfill all these roles. So, as you can see, there are many job opportunities in marketing for someone who is interested in pursuing a career in this particular field.<br />
  24. 24. Job opportunities in marketing careers<br />For over three decades, Oracle has been the center of innovation for business software—birthplace of the first commercially available relational database, the first suite of internet-based applications, and the next-generation enterprise-computing platform, Oracle Fusion. Today, Oracle provides the world's most complete, open, and integrated business software and hardware systems, with more than 370,000 customers—including 100 of the Fortune 100—representing a variety of sizes and industries in more than 145 countries around the globe. <br />
  25. 25. And Oracle's 104,500 global employees—including 30,000 developers working full-time on Oracle products—are critical to that success.Oracle recruiters are always searching for brilliant employees with an entrepreneurial spirit, looking for a work culture where innovation is the goal, hard work is expected, and creativity is rewarded. Oracle employees enjoy competitive salaries, excellent health benefits, and a network of like-minded co-workers that drive innovation across the entire technology industry.<br />

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