Page 124 - Encyclopedia of Business and Finance

eobf_C 7/5/06 2:57 PM Page 101

Careers in Marketing

understood by colleagues and constituents. Specifically, diverse and challenging internal and external publics, as
marketing researchers provide information concerning well as excellent analytical and communication skills.
consumers, marketing environment, and competition to
relevant internal and external publics. Therefore, strong
PUBLIC RELATIONS
analytical, methodological, and communication skills are Public relations marketers either assist in the management
a must for success in this arena.
of the images of products or individuals, or anticipate and
handle public problems or complaints. Thus individuals
NEW-PRODUCT PLANNING employed in the public relations aspect of marketing create
New-product planning involves the creation and develop- an image or message for or about an individual or organiza-
ment of new products for an organization. Because indi- tion, as well as maintaining that image with the media. This
viduals who enter this arena typically have been successful image or message needs to be communicated effectively,
in other areas of marketing, they tend to have an excellent efficiently, and persuasively to the intended audience. To be
knowledge of and background in marketing, be familiar successful in public relations, an individual needs to be peo-
with the processes for conducting marketing research, be ple-oriented and to have excellent oral and written commu-
capable of generating sales forecasts, and have a back- nication skills, as well as a background in journalism.
ground in technology. A new-product-planning marketer
conceptualizes, researches, and evaluates new ideas. Dur- RETAIL MARKETING
ing the evaluation process, the new-product-planning Individuals in retail occupations deal directly with con-
marketer considers both the feasibility of the production
sumers or customers. Retail marketing also involves the
of the product and the product’s potential profitability.
management of sales personnel, selection and ordering of
These individuals must also possess the ability to moti- merchandise, and promotion of selected merchandise, as
vate, coordinate, and direct others.
well as inventory control, store security, and product
New-product planning is applicable to the marketing accounting. Typical jobs are as buyers, sales managers,
in such areas as consumer products, consumer services, department managers, and store managers. To be success-
hospital and medical services, and public service pro- ful in retail marketing, individuals must be self-motivated
grams. Because new-product development is constantly and possess excellent people skills.
changing, a person who enters this field should have a
A rapidly growing component in retail marketing is
high degree of tolerance for uncertainty and the direct-response marketing (DRM). DRM attempts to
unknown, yet nonetheless be able to develop a definite deliver the product from the manufacturer to the con-
agenda and a “report card” to inform superiors about suc- sumer by the use of direct mail, print and broadcast
cess with new products. media, telephone marketing, catalogs, in-home presenta-
tions, door-to-door marketing, electronic ordering and
PHYSICAL funds transfer, and videotex. Attributes needed for success
DISTRIBUTION/DISTRIBUTION in the area of DRM include creativity, initiative, persever-
MANAGEMENT ance, and quantitative competence. In essence, retail mar-
Physical distribution is one of the largest arenas of market- keters use their professional knowledge and competence
ing and has been defined as the analysis, planning, and to improve company profits by informing various publics
control of activities concerned with the procurement and of appropriate assortments of goods and service in loca-
distribution of goods. Activities involved with the physi- tions that are easily accessible.
cal distribution process include transporting, warehous-
ing, forecasting, processing orders, inventorying, SALES AND SALES PROMOTION
production planning, selecting sites, and servicing cus- MARKETING
tomers. Individuals employed in this marketing area are Sales and sales promotion marketers (SSPMs) need a thor-
concerned with the processes or methods needed to ough understanding of their company’s products. SSPMs
deliver the product from the manufacturer to the whole- must not only sell a product, but also develop and maintain
salers to the retailers to, ultimately, the consumer. effective relationships with customers. The main goal of
The physical distribution process is an extensive and SSPMs is to inform customers about and provide them
diverse area that involves the physical transportation of with appropriate products in an expeditious manner. Such
products and the various activities associated with pur- individuals focus on providing information to potential
chasing, selling, and channel-management functions. clients/customers by interacting with them directly and per-
Individuals who enter physical distribution marketing sonally. Beyond this, they close sales and maintain existing
need interpersonal leadership ability in order to deal with accounts to ensure client/customer satisfaction and loyalty.

ENCYCLOPEDIA OF BUSINESS AND FINANCE, SECOND EDITION 101