Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

Back Matter Appendix C: Career

Planning Marketing

© The McGraw−Hill

Companies, 2002

Career Planning in Marketing 687

Keep in mind that the salary ranges in Exhibit C-2 are rough estimates. Salaries for

a particular job often vary depending on a variety of factors, including company size,

industry, and geographic area. People in some firms also get big bonuses that are not

counted in salary. In recent years Advertising Agehas been publishing an annual sur-

vey of salary levels for different marketing and advertising jobs—with breakdowns

by company size and other factors. Many trade associations—across a variety of dif-

ferent industries—also publish surveys. If you use the Internet search engine at

http://www.yahoo.com and do a search on salary survey,you will find that there are hun-

dreds of such surveys available on the Internet for a number of different industries.

Because of the wide range of opportunities in marketing, it’s helpful to narrow

your possibilities. After deciding on your own objectives, strengths, and weaknesses,

think about where in the marketing system you might like to work. Would you like

to work for manufacturers, or wholesalers, or retailers? Or does it really matter? Do

you want to be involved with consumer products or business products? By analyz-

ing your feelings about these possibilities, you can begin to zero in on the kind of

job and the functional area that might interest you most.

Identifying current

opportunities in

marketing

Director

Public

Relations

$42–$100,000+

Public

Relations

Specialist

$25–$55,000

Public

Relations

Trainee

$18–$25,000

Accounting

Marketing

Research

Public

Relations Retail

Managing

Partner

$125–

$300,000

Vice

President

Sales or

Marketing

$120–

Junior $300,000+

Partner

$75–

$155,000 National

Sales

Manager

$78–

$120,000+

Regional

Sales

Manager

$60–

$84,000+

Manager

$38–$80,000

Director

Market

Research

$40–$100,000

Research

Project

Manager

$44-$72,000

Senior

Accountant

$35–$60,000

Market

Analyst

$36–$51,000+

District

Sales

Manager

$42–

$72,000+

Junior

Accountant

$22–$38,000

Research

Trainee

$20–$30,000

Sales

Represen-

tative

$17–$80,000

Production and

Materials

Management

Vice President

Production

$95–$170,000+

Regional

Manager

$65–$95,000

Materials

Manufacturing

Manager

$50–$60,000

Purchasing

Inventory

Manager

$30–$55,000

Purchasing

Agent

$25–$40,000

Buyer

$16–$35,000

Sales Advertising

Director

Advertising

$60–$135,000+

Media/Product

Manager

$60–$80,000

Copywriter

Artist

$20–$40,000

Media Traffic

$14–$22,000

Retail Chain

Vice President

$70–

$120,000+

Store

Manager

$32–$75,000

Merchandise

Manager

$32–$55,000

Buyer

$22–$38,000

Assistant

Buyer

$15–$25,000

Creative

Director

$60–$125,000

Academic Training

Exhibit C-2 Some Career Paths and Salary Ranges