Page 123 - Encyclopedia of Business and Finance

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Careers in Marketing

needs and wants. In essence, industrial marketers are con-
Career opportunities for which a marketing sultants who assist clients in ascertaining the appropriate
background is well suited product for their particular needs.
Whether employed in sales, service, product design,
• Advertising Specialist
• Brand Manager or marketing research positions, industrial marketers must
• Business to Business Sales develop and maintain ongoing business relationships with
• Customer Service
• Distribution Specialist suppliers of goods and services as well as with clients.
• Industrial Sales Therefore, the selling relationship is a process of maintain-
• International Sales
• Marketing Manager ing and building a continuous business relationship. As in
• Marketing Research Analyst any marketing-related career, industrial marketers must
• Merchandise Manager
• Product Manager have excellent people skills as well as good oral and writ-
• Product Planning ten communication skills. In addition, a successful indus-
• Promotion Manager trial marketer should have a broad educational
• Public Relations Manager
• Public Relations Specialist background with an emphasis in technology in order to be
• Purchasing Agent able to link that technology to human needs and wants.
• Purchasing Manager
• Receiving Specialist
• Retail Buyer
• Retail Sales INTERNATIONAL MARKETING
• Sales Manager With the increasing role of foreign industry in the United
• Sales Representative
• Shipping States, as well as increasing U.S. interests abroad, individ-
• Wholesale Buyer uals with relevant foreign language skills, in addition to an
understanding of selected foreign cultures, are needed to
assist with the day-to-day operations of business. To be
Table 1 able to conduct business effectively and efficiently and to
implement marketing strategies abroad, international
marketers need to understand the social, economic, and
ically and quickly changing marketplace. BPM marketers political climates of foreign countries. Marketing person-
use research as well as packaging, manufacturing, and nel interested in this area may be required to travel and/or
forecasting to position products for sale to the most relocate to a foreign country to oversee company opera-
appropriate audience. Individuals employed in this aspect tions and to create a presence in that country’s economy.
of marketing must have the leadership capability to move In addition to the language requirement, potential inter-
a product from obscurity to a national awareness in a rel- national marketers need appropriate communication skills
atively short period. Usually, the job-related responsibili- as well as diplomatic skills in order to work with foreign
ties of BPM marketers increase with the growth and leaders and function in foreign economic systems.
development of a particular product.
Thus, successful BPM marketers operate in a high- MARKETING RESEARCH
pressure, fast-paced, and constantly changing environ- Marketing researchers are asked to ascertain why a partic-
ment, since a major component of BPM marketing ular product is or is not being purchased by consumers.
focuses on the financial position of the product under Based on the interpretation of data collected in marketing
development. In addition, BPM marketers must be research, market researchers make recommendations for
results-oriented and creative; possess strong interpersonal, enhancing or eliminating existing products as well as
communication, and analytical skills; have entrepreneurial developing new products. In addition, promotional activ-
leanings; and exhibit high levels of diplomacy, persever- ities are based on data collected by marketing researchers.
ance, and drive. Individuals employed in marketing research occupations
must understand statistics, data/information-processing
INDUSTRIAL MARKETING analysis, psychology, consumer behavior, and communi-
Industrial marketing involves the planning, sale, and serv- cation.
ice of products used for commercial or business purposes. Marketing researchers interact with other marketing
In addition to having excellent oral and written commu- occupations to define problems within a particular prod-
nication skills, industrial marketers must be self-reliant uct line as well as to identify the appropriate processes to
individuals with the ability to understand customer be used to analyze and resolve those problems. A critical
requirements as well as the knowledge to propose the pur- component of this position is the ability to present solu-
chase of a particular product that will satisfy customers’ tions to business problems in a manner that is easily

100 ENCYCLOPEDIA OF BUSINESS AND FINANCE, SECOND EDITION