CAREERS IN MARKETINGFor High School Students

My Job is to get you to buy stuff

101

AGENDA

A company makes stuff that you buy

MARKETING 101

Engineering Operations Marketing

DesignOrganizeCreate

MakeBuild

Assemble

PricePosition

Sell

IN THAT COMPANY ARE THREE DEPARTMENTS

Marketing Department

THE MARKETING DEPARTMENT WORKS WITH OTHER COMPANIES

THE BASICS OF MARKETING

Product What are you selling? What are the most

important benefits? Price

What price will you ask for it?

Place How will you sell it? Where can people buy it?

Promotion What’s the message? How will you convince

people to buy it?

WHAT MARKETERS ACTUALLY DO?

As a Marketer you should be prepared to evolve

from MASS targeting

In the old days, marketing had to focus on everyone with a single message

In just a Few Mediums that interrupt

to individual relationships

With 1000’s of tools that engage

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New channels and new technology require marketing teams to rapidly acquire new expertise

Channel proliferation makes it difficult to make consistent brand communications

The explosion of data is creating confusion across the enterprise

Challenges for Marketers in 2011

OUR CHANGING MARKETING LANDSCAPE: THE “ALWAYS ON” RELATIONSHIP

We live and market in an “Always On” world that puts new requirements on Marketers

The consumer is in charge – with higher expectations for how they can interact

Time-shifting and place shifting of customer relationship

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MaterialsFulfillment

Direct Mail

Search

Web Site

Social Media Call center

Sales

Media

ConsumerMobile

Email

24/7

365

In-Store

Tracking, Analyzing and Fine-Tuning

WE ALL SEE ABOUT 500 – 1500 MARKETING MESSAGES EVERY DAY

Where We don’t Expect Them

Where we Chat

In Unusual Locations

Ads that make us laugh

Product Placement in our TV Shows

IT’S FUN. IT’S HARD. IT’S ALWAYS CHANGING

Work with smart, creative people.

Long hours Frequent

travel You’ll never be

bored

WHAT SKILLS ARE VITAL TO MARKETING?

Key Skills: : communications skills, problem solving

Marketing specific skills: customer service, selling, negotiating and influencing, analysis and decision-making, and management skills

Important Areas of knowledge: the business environment, product knowledge, and financial awareness

Personal skills: drive and energy, adaptability, resilience and determination, confidence, creativity, and an ability to learn and absorb knowledge.

MOST SUBJECTS CAN BE TURNED INTO A MARKETING CAREER

SUMMER JOBS AND INTERNSHIPS HELP

Waitress Tour Guide Bike Mechanic

Ticket Sales Factory Worker Event Planner

One Last Word About your Foreign Language Classes..

It’s a Global MarketplaceWhere language Skills can

Come in Handy

Chevrolet Nova in Spanish =

“no-va“

It Won’t Go

Schwepps Tonic Water in Italian =

Water from the Toilet

Slogan translated into Spanish ="It won't leak in your pocket and embarrass you.”

"It won't leak in your pocket and make you pregnant"

Translated to

Pepsi Slogan in Chinese=

Come alive with the Pepsi Generation

Pepsi brings your ancestors back from the dead

Translated to

Scandinavian vacuum manufacturer Electrolux used the following in an American campaign …

QUESTIONS??