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

688 Appendix C

One simple way to get a better idea of the kinds of jobs available in marketing

is to review the chapters of this text—this time with an eye for job opportunities

rather than new concepts. The following paragraphs contain brief descriptions of

job areas that marketing graduates are often interested in with references to specific

chapters in the text. Some, as noted below, offer good starting opportunities, while

others do not. While reading these paragraphs, keep your own objectives, interests,

and strengths in mind.

Marketing manager (Chapter 2)

This is usually not an entry-level job, although aggressive students may move

quickly into this role in smaller companies.

Customer or market analyst (Chapters 3, 4, 5, and 6)

Opportunities as consumer analysts and market analysts are commonly found

in large companies, marketing research organizations, advertising agencies, and

some consulting firms. Investment banking firms also hire entry-level analysts;

they want to know what the market for a new business is like before investing.

Beginning market analysts start in thing-oriented jobs until their judgment and

people-oriented skills are tested. The job may involve collecting or analyzing

secondary data or preparation of reports and plans. Because knowledge of

statistics, computer software, Internet search techniques, and/or behavioral

sciences is very important, marketing graduates often find themselves competing

with majors from statistics, sociology, computer science, and economics. Gradu-

ates who have courses in marketing andone or more of these areas may have the

best opportunities.

Purchasing agent/buyer (Chapter 7)

Entry-level opportunities are commonly found in large companies, and there are

often good opportunities in the purchasing area. Many companies are looking for

bright newcomers who can help them find new and better ways to work with sup-

pliers. To get off on the right track, beginners usually start as trainees or assistant

buyers under the supervision of experienced buyers. That’s good preparation for a

promotion to more responsibility.

Marketing research opportunities (Chapter 8)

There are entry-level opportunities at all levels in the channel (but especially in

large firms where more formal marketing research is done in-house), in advertising

agencies, and in marketing research firms. Some general management consulting

firms also have marketing research groups. Quantitative and behavioral science skills

are extremely important in marketing research, so some firms are more interested

in business graduates who have studied statistics or psychology as electives. But there

still are many opportunities in marketing research for marketing graduates, espe-

cially if they have some experience in working with computers and statistical

software. A recent graduate might begin in a training program—conducting inter-

views or summarizing open-ended answers from questionnaires and helping to

prepare electronic slide presentations for clients—before being promoted to a posi-

tion as an analyst, assistant project manager, account representative, and subsequent

management positions.

Packaging specialists (Chapter 9)

Packaging manufacturers tend to hire and train interested people from various

backgrounds—there is little formal academic training in packaging. There are many

sales opportunities in this field—and with training, interested people can become

specialists fairly quickly in this growing area.