Retail sales: A high school diploma is adequate for finding a position in retail sales. Indeed, many students still in high school find part-time sales positions. The successful retail salesperson needs an ability to communicate well with customer's attitude. Sales is hard but rewarding work for those with the temperament and initiative to do it well.
Direct Marketing
John Peterman, owner of the J. Peterman Company Store catalog, was named Target Marketing's 1996 Direct Marketer of the Year. The Peterman brand is maintained through good management and selection as Peterman and eight or nine buyers travel the world seeking quality products. Direct marketing or non-store selling is growing at a faster rate than in-store selling. Every imaginable type of product is sold through direct marketing today-apparel, plants, high-tech items, portraits, home improvements, communications and financial services, even steamy love novels personalized with customers' names. Direct marketers use such methods as direct selling (door-to-door); direct-response retailing, in which items are advertised in catalogs and other periodicals and on radio and television with toll-free telephone numbers for placing orders; and database marketing, which offers lists of prospective customers to organizations, direct mail firms, and telemarketing agencies who contact potential consumers by phone.
Direct marketing is conducted by firms who sell their own products directly to the public and those who sell the products of other companies. Direct mail firms and telemarketing agencies are employed by both large and small manufacturers. Telemarketing is a multi billion dollar a year industry. Many companies employ a telemarketing director and tele sales representatives to offer their products for sales over the telephone or to set up appointments for visits by company sales representatives. A variety of career opportunities exist in direct marketing-some require no formal education and pay roughly minimum wage and perhaps bonuses, and others in management require college degrees in business, marketing, or related areas.
International Marketing
The field of international marketing holds much fascination for those with an interest in travel and foreign countries. Opportunities exist in international marketing research, product management, and promotion. The growing import and export business and the global economy resulting from such free trade agreements as the General Agreement on Tariffs and Trade (GATT) and the North American Free Trade Agreement (NAFTA) have changed the nature of the global marketplace and created opportunities in this field. As more businesses become involved in international marketing by establishing foreign operations or entering joint ventures with foreign companies, more positions become available. Other ways in which companies enter foreign markets are by exporting their products or by foreign licensing arrangements through which a company allows a foreign company to produce and market its product in exchange for royalties.
The growth in international marketing due to changes abroad will create more positions based in the United States for individuals interested in international marketing. Travel and assignments abroad are usually associated with high-level managers, managers or owners of advertising agencies with operations abroad, owners of export/import businesses, sales representatives of industrial or pharmaceutical companies, and fashion coordinators and buyers. Usually companies hire foreign nationals for most positions in foreign branches. Positions abroad for recent college graduates are rare even for those with an M.B.A. and knowledge of the language, though this may change with the current growth level of international business.
Individuals interested in international marketing should become proficient in a language and systematically collect information on the countries and industries of interest. Before being assigned a position abroad, marketing professionals are usually required to have a thorough knowledge of their firm's domestic marketing operations.
Current Trends
Major transformations in the American economy have had a great impact on marketing careers. The shift to a service economy, the globalization of business, the restructuring of corporations, the impact of technology, the diversification in the workforce, and the changing lifestyles of American families have affected the types of products offered, the nature of marketing jobs, the demand for individuals with specific skills, even the sizes and locations of businesses themselves.
Thus factors beyond their control affect marketing professionals and their jobs. Roughly 75 percent of all jobs are in a service industry and the percentage is climbing. Many new graduates entering the job market must be prepared to enter this service sector. The markets of the 1970s changed dramatically with the introduction of new technologies, the flood of imports, and deregulation in the airlines and other industries. The 1980s became a decade of mergers and acquisitions as organizations attempted to remain profitable or grow through restructuring during these turbulent times. This upheaval created opportunities for entrepreneurs who found market niches or small groups of consumers with unfilled needs for specific goods or services. New small businesses in record numbers were created to meet these needs.
Retail Trends
In recent years the retail industry has experienced the reshaping of large department stores as a result of mergers and acquisitions. Many of these stores have maintained their various departments but have enlarged their inventory of clothing, their real strength. To compete with discount and specialty stores, department stores have added both budget and designer departments. The popularity of specialty shops is attributed to the large number of working women who want the convenience of quick shopping with no lines. More price-conscious consumers are shopping for bargains in the increasing number of discount stores, warehouse clubs, and outlet malls. Thus, changing lifestyles and values have made a dramatic impact on markets and products.
Global Marketing
The emergence of China, Singapore, Mexico, Argentina, Malaysia, India, Russia, and Eastern Europe as consumer markets and trading partners has created opportunities in global marketing. American firms are responding to the invasion of imports with aggressive selling in foreign markets now that many trade barriers have been relaxed. Hundreds of millions of consumers in Asia will enter or approach the middle class within the next ten years. They will want to buy cars, computers, and appliances. Eastern Europe contains 300 million consumers all needing clothes, appliances, and the most basic items. As American business moves abroad, the need in all areas of marketing for individuals who are familiar with foreign languages and cultures will grow substantially. Global marketing will be the key term of the decade and both business and non-business organizations such as charities, religious organizations, and universities will be involved in it.
Cause Marketing
Companies spend roughly a billion dollars a year on cause marketing campaigns. Ben & Jerry's, the ice cream maker, gives away TA percent of its pretax profits in support of environmental preservation. Preserving the environment has impacted product development, manufacturing processes, and packaging. Products now are advertised to emphasize non-pollutant, and recyclable or recycled materials are used in products and their containers. Paper and glass have begun to regain some popularity lost to plastics. Many plastic bags are now biodegradable, and most plastic products now carry a code number for the recycling process. Concern for endangered species and rain forests has become international environmental issues. Institutions have been shaken. Burt Parks, a game show host and animal-rights activist withdrew from participation in the Miss America Pageant over the issue of fur coats that were to be awarded as prizes. Even the pencil--widely made from jelutong, a wood that grows in the rain forests of Indonesia and Malaysia-- is part of a global controversy. Groups such as Rain forest Action Network and performers such as Sting urge preservation of the rain forests in the ongoing fight to reduce deterioration of the ozone layer.
A move to highlight the environmental safety message resulted in green labeling of products "friendly" to the environment, including those that are biodegradable, manufactured without polluting, or with recyclable packaging. Although this type of labeling is often confusing to consumers, more and more companies are modifying both products and containers rather than risk boycotts of their products by consumer groups.
Coors Brewery pledged $40 million over a five-year period to fund literacy organizations. Kraft Foods donates 25 cents to African-American student scholarship programs when consumers use specially marked coupons to purchase products. American Express raised $5 million for the anti-hunger organization Share Our Strength by donating 2 cents from every transaction during one holiday season. Though critics accuse some companies of using cause marketing strictly for public relations purposes, a survey reported that the majority of consumers would switch brands if a cause was important to them.
Job Opportunities
A huge field, marketing employment growth is estimated to be very strong, over 44 percent by 2005 according to the U.S. Bureau of Labor Statistics. Marketing professionals are employed throughout the country by manufacturers, retailers, advertising agencies, consulting and public relations firms, product testing laboratories, business services firms, and others.
Demand for new college graduates varies from position to position and industry to industry. Recent studies show that of all new graduates, more jobs are being offered by merchandising employers than by any other employer except accounting firms. Economists and marketing research analysts are expected to increase 25 percent as are marketing, advertising, and public relations managers. The strongest demand will be for marketing researchers and public relations managers. Employment of services sales representatives will increase much faster than average at a rate of 72 percent. Average growth is predicted in the number of manufacturers' and wholesale sales representatives at about 10 percent and in the number of retail sales supervisors and managers at about 17 percent.
Though job openings in most areas of marketing will be available because of intense domestic and global competition, graduates seeking jobs in such areas as advertising, sales promotion, and public relations will meet stiff competition. Major growth in the marketing field is occurring in business services, independent research, advertising, public relations, and other services firms.
Retailing offers millions of sales positions. Consider that there are about 2,000 shopping malls in the United States employing roughly 3.5 million people, according to the International Council of Shopping Centers. Of these, about 35,000 have full- or part-time jobs in mall management. Many work their way up from lower-level jobs, completing college courses often paid for by the management company.
Aptitudes and Attributes Needed for Success
The spectrum of marketing careers provides diverse opportunities for individuals with a range of different educational backgrounds, skills, aptitudes, and interests. More than any other area of business, marketing offers jobs for artistic, communications, quantitative, and entrepreneurial types. It is important to understand, however, the unique requirements for success in each area and to know in which areas competition for jobs will be particularly fierce. In these areas, experience as well as talent and educational background will play an important part in landing a good job.
Retail sales: A high school diploma is adequate for finding a position in retail sales. Indeed, many students still in high school find part-time sales positions. The successful retail salesperson needs an ability to communicate well with customers and knowledge of the products in the department. A salesperson may be promoted to a supervisory position with no more than a high school diploma. For a position as buyer or department manager, however, a degree in merchandising, marketing, management, or a related business area is almost always required. The more knowledge you acquire through formal education, the better your chances of advancing in retailing.
Wholesale and industrial sales: In wholesale and industrial sales, high school graduates may work in the stockroom or shipping department, but it is unlikely that they will ever advance into sales. As professionalism grows in wholesale and industrial sales, as products become increasingly more complex and competition stiffer, and as the use of high-tech equipment for more effective selling becomes widespread, sales positions will usually go to college graduates. New college graduates may enter sales directly out of school, but they face competition from experienced sales personnel who leave retail sales jobs for the greater salaries and advancement possibilities of wholesale and industrial sales. Technical knowledge is necessary for those selling electronics, machinery, chemicals, and pharmaceuticals. Though companies provide training, candidates with knowledge or experience in these areas tend to get the jobs.
If you are interested in wholesale and industrial sales, a degree in business provides a good general background. In many technical areas, such as electronics and pharmaceuticals, the best jobs go to candidates with technical undergraduate degrees and courses in business or an M.B.A. Students should choose an industry of interest and gain as much knowledge of that industry as possible while still in college. Some basic attributes leading to success in wholesale and industrial sales include the ability to communicate well with people, the knowledge of how to organize and manage one's time, the persistence to follow through, personal initiative, reliability on the job, creativity, and, most important, a positive attitude toward selling-without that, forget it!
Marketing research and marketing management: Marketing research and marketing management are areas in which both undergraduate degrees in marketing or management and sometimes graduate-level business degrees are essential. Undergraduate degrees in marketing, statistics, or economics are usual entry-level requirements. In addition, the M.B.A. is preferred by many employers because of the broad knowledge of business that it provides, especially in product management. Marketing research is one area, unlike most other marketing areas, in which formal education plays a large part. Courses in psychology provide the background for motivational research and courses in sociology provide information on how social influences affect the buying practices of consumers. Knowledge in both areas is essential along with the ability to use computers and statistical methods to conduct research and the organizational and writing skills to write proposals and reports.
Helpful attributes are logical thought processes, curiosity, problem-solving abilities, and a pleasant interviewing style. If you have the impression that the marketing researcher who ultimately becomes the research director must be good in all areas, you are exactly right. That's what makes getting ahead in this area a real challenge. For those who aspire to management positions, outstanding performance in the marketing area of their choice along with graduate work in business and marketing are essential. Let your education help you succeed.
International marketing: Universities are beginning to orient courses toward global marketing and are sponsoring more study abroad. Currently, there are about 1,500 overseas study programs sponsored by U.S. colleges and universities. The Institute of International Education (IIE) publishes Academic Year Abroad, which describes 2,100 programs in over seventy countries that combine travel and study. This publication can be found in libraries or ordered from The Books, United Nations Plaza, New York, NY 10017.
Advertising, sales promotion, and public relations: Advertising, sales promotion, and public relations are also areas in which personal attributes and special abilities play the most important role in success. A good background in marketing or communications is certainly helpful, but it will not guarantee you the job you want. Competition for the sought-after positions in these areas comes from majors in English, psychology, sociology, and a variety of other areas.
Your educational background should instill in you knowledge of major concepts of the field, a familiarity with sources of information, the habit of reading and keeping up-to-date, and the ability to make better decisions, but that's only part of it. Creativity, artistic ability, excellent communications skills, insights into people, and willingness to take risks by putting your ideas on the line are essential for success.
For creative jobs, normally portfolios with samples of work are required. One of the best ways to gain experience and to test abilities for work in advertising, sales promotion, and public relations is through internships and part-time jobs.
Internships: A good source of information on internships found in many college career centers is Internships in Advertising, Marketing, Public Relations, & Sales, published by The Career Press, Inc., Hawthorne, New Jersey 07507. Internships are offered during summer, winter recesses, and regular school terms. All interns receive pay. Because internships are such a desirable way to break into marketing fields, competition for them is often stiff. An applicant's best chance of landing one is to develop a good resume, target an interest area, and use all available resources to get leads on internships. Opportunities for students to live and work abroad can be arranged by MSEC, a student-run, nonprofit organization that sets up internships abroad lasting from six weeks to eighteen months.
Competition: Many young advertising professionals launch their careers through participation in the InterAd competition. Twice a year the American Graduate School in International Management holds competitions in which student teams create complete marketing and advertising campaigns for launching real products into international markets. Corporate sponsors make donations to cover research costs and production materials. These sponsors often incorporate InterAd campaign elements into their international marketing plans.
The competition is judged by advertising agency and marketing executives across the country, who then may interview competing students for jobs in their agencies or companies. Many young advertising professionals launch their careers through participation in this competition. Some gain experience in international marketing that is invaluable because this arena will afford many new opportunities to advertising professionals in the future.
The InterAd competition is open to students from schools across the country. The American Graduate School of International Management itself offers a program of study to those students specifically interested in international business. It requires from twelve to eighteen months to complete the master of international management program.
Career Development and Compensation
An understanding of the variety and quantity of different careers in marketing can be gleaned from the breadth of the marketing function itself. Corporate sales, where many marketing graduates begin, is an excellent position from which to begin a career path that could lead right to the top of the organization.
Salaries differ from industry to industry in accordance with industry norms. For new graduates in marketing, average annual salaries may differ by a couple of hundred dollars to over three thousand dollars for the same job depending on location. Lowest salaries are usually found in the Southeast and highest in the West. The cost of living may vary accordingly, explaining in part the salary differences. Compensation packages contain more than salary alone. In response to employee demands, companies are now offering better and more varied benefit packages that differ in value. Fringe benefits may include health insurance, life insurance, disability compensation, vacation, sick and maternity leave, paid holidays, bonuses, pension plans, employee stock ownership and/or stock purchase plans, and profit-sharing plans. Job applicants must evaluate these benefits to compute total compensation.
For top marketing executives in major national corporations, six-digit salaries are not unusual. Executive benefit packages are likely to include all of the above plus chauffeur-driven limousines, country club memberships, and a range of personal and professional services. Most managers and supervisors receive profit-sharing benefits as additional incentives. Sales representatives can earn six-digit figures as well when bonuses are added to salary and commissions.
For professionals in advertising, sales promotion, and public relations firms, entry salaries are usually lower than for comparable positions in large organizations, but as they advance in these firms, salaries are relatively higher.
Sources of Additional Information
Much information on careers in marketing is available in university career centers and libraries. General timely information on marketing fields can be found in such periodicals as Advertising Age, Adweek/Marketing Week, Journal of Marketing, Journal of Marketing Research, Marketing and Media Decisions, Public Relations Journal, and dozens of others.
For specific career information, you can write to professional marketing associations. The American Marketing Association offers an entire bibliography of sources and a placement service for marketing graduates. The American Advertising Federation provides a list of colleges that offer programs in advertising. The addresses of these and other associations are listed here.
Advertising Club of New York,New York, NY 10003
(This organization has a Young Professionals Division for individuals under 30 or having fewer than two years of experience.)
American Advertising Federation, Washington, DC 20005
(This association is an excellent source of advertising internships offered by many of its members.)
American Association of Advertising Agencies, New York, NY 10174-1801
American Marketing Association, Chicago, IL 60606
American Telemarketing Association, North Hollywood, CA 91602-1891
Association of Promotion Marketing Agencies, , CT 06901
Direct Marketing Association, New York, NY 10036-6700
International Trade Council Alexandria, VA 22305
Manufacturers' Agents National Association, Laguna Hills, CA 92654
Marketing Research Association, Rocky Hill, CT 06067-0230
(A free publication, "Employment and Career Opportunities in Marketing Research," is offered by this association.)
National Association of Service Dealers
c/o National Association of Retail Dealers of America, Lombard, IL 60148
National Association of Wholesalers and Distributors, Washington, DC 20006
National Council of Salesmen's Organizations, c/o Michael Gale, New York, NY 10016
National Retail Federation, Washington, DC 20004-2802
Pi Sigma Epsilon, Oak Creek, WI 53154-1016
(Students may obtain career and scholarship information from this sales fraternity associated with SMEI.)
Product Development and Management Association, Chicago, IL 60611
Promotion Marketing Association of America, New York, NY 10001
Public Relations Society of America, New York, NY 10003
(This organization has a student branch, Public Relations Student Society of America.)
Sales and Marketing Executives International, Cleveland, OH 44115
