CAREERS IN MARKETING

Probably no field of business enterprise offers more varied 
job opportunities than does marketing.some areas require 
special training, such as research, product engineering, 
art, or copywriting . the chief job areas in marketing are 
these:

1. personal selling.
2. Advertising.
3. Marketing research.
4. Wholesaling.
5. Retailing.
6. Buying.
7. Transportation.
8. Product management.
9. Product testing.

MARKETING RESEARCH----- marketing research is an important 
area that are members of the American Marketing Association 
have formal marketing- research divisions or department. 
Like researchers in any other area, marketing researchers 
should have a knowledge of mathematics, statistics, 
computer applications, and consumer behavior.

WHOLESALING AND RETAILING---- there are almost 2 million 
retail stores in the United States,and 300,000 wholesale 
firms, every store must have a manager. A retail manager 
can run his or her own firm or work for someone else. 
Twelve million people work in retailing and the retailing 
of services is growing most rapidly. Large department 
stores need department managers, personnel directors, 
credit personnel, and general merchandise managers. 
Wholesale businesses need buyers, sales representatives, 
promotion people, and traffic managers.

BUYING------ every type of business must have buyers 
purchasing agents. Many of these people visit the firms 
that supply their goods. Others travel to central markets 
where goods are displayed. Industrial firms and government 
agencies usually use purchasing agents. Such people should 
have a knowledge of shipping, credit, and finance.

TRANSPORTATION------ shipping costs vary with different 
modes of transportation. These costs are always paid by the 
buyer or the seller. All kinds of firms need people with 
knowledge of transportation. In addition to industrial 
firms, wholesalers, and retailers, the airlines and 
trucking firms offer marketing job opportunities. 
Industrial companies and wholesalers need people who are 
knowledgeable in traffic management, materials handling, 
and physical distribution.

PRODUCT MANAGEMENT----- product development is an integral 
part of marketing. Product managers are found in companies 
that sell both industrial and consumer goods. Product 
management position are among the most challenging, most 
competitive, and most interesting of all the jobs in 
marketing.

PRODUCT TESTING----- we noted earlier the current emphasis 
being given product safety and consumer protection. Both 
businesses and governments employ people for product 
testing. Some business organizations have advisors who 
speak on behalf of consumers regarding marketing needs and 
procedures. People in product testig must know something 
about consumer market behavior and consumer proctection 
laws.

CAREERS IN SELLING AND ADVERTISING
More people are employed in selling than in any other type 
of marketing activity. Jobs selling to wholesalers and 
industrial markets involve travel and expenses when away 
from home. In many instances, a car is furnished this type 
of salesperson.

In advertising, millions of business firms need someone to 
handle their advertising. And there are some 7,500 
advertising agencies that employ specialized personnel. 
Advertisers and media employ more people than do the 
agencies. It has been estimated that there are 100,000 
people employed in professional advertising positions.and 
almost 10,000 positions must be filled annually. The field 
growing and vacancies occur owing to deaths, retirements, 
and promotions.

Careers in promotion include preparing floor and window 
displays in retail stores, as well as preparing all types 
of advertising copy for in-house displays and local 
newspapers. Important attributes for advertising personnel 
include the ability to write, visualize, create, and 
innovate. Advertising personnel must be flexible in 
viewpoint and must be able to adapt to new situations. 

The president of the National Association of Advertisers 
stated that business needs ten different types of 
professionals in advertising:----

1.writers.
2. artists
3.dramatists.
4.salespeople.
5.marketers.
6.psychologists.
7.statisticians.
8.media analysts.
9.financial managers.
10.people managers.

The major type of specialists and their functions are these-
----

1. MEDIA DIRECTOR---- this person selects the media that 
best achieve a client's objectives. He or she coordinates 
the use of several types of media into a feasible plan.
2. PRODUCTION SPECIALIST---- this person must have a 
knowledge of printing processes and broadcasting 
technicalities. The production person's primary job to keep 
the project--- pamphlet, booklet, or ad--- moving through 
the various processes.
3. ART-AND-LAYOUT-DIRECTOR---- this person , who must 
possess talent and skill as an artist, is responsible for 
the quality of the artwork. The director confers with the 
client, the account executive, and others in the agency to 
determine the best possible layout and art for the ad.
4. ACCOUNT EXECUTIVE---- this person occupies one of the 
most important and "sensitive" positions in an agency. He 
or she is responsible for keeping the client satisfied with 
the agency's work. Besides being creative and a good 
salesperson, the account executive must be familiar with 
business practices and have an understanding of marketing, 
merchandising, and advertising.
5. COPYWRITER----- often called the "idea person," the 
copywriter prepares the copy-- the message the advertiser 
wishes to present. In the final stages of the copy, the 
copywriter works with various specialists, including the 
art-and-layout director and the account executive.