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Basics of Marketing - Kotler Philip

APPENDIX B. Career in marketing

You have completed the study of the initial marketing course and have some knowledge about what is involved in this area of ​​activity. Perhaps you have already decided that marketing has everything that interests you in your career? A constant challenge, disturbing the consciousness of the problem, working with people and virtually limitless opportunities for growth. Marketing? A very wide field of activity with a wide variety of activities, including analysis, planning, implementation and monitoring of marketing programs. The positions of marketing specialists exist in organizations of any type and scale. In this application, you will get to know the initial and higher levels of career opportunities in marketing and those steps that you might need to take if you chose marketing.

Description of classes in the field of marketing

On posts related to marketing, employs one-quarter to one-third of all workers in the civilian sector of the economy. Accordingly, there are many specialists in the areas of activity. Marketing positions are considered to be an excellent school for senior executives, because they provide in-depth knowledge of both goods and consumers. A survey of Fortune 500 firms in 1976 showed that the majority of Managing Directors had previous work experience in marketing and distribution.

The level of remuneration of marketing workers within the firm is not the same. Initially, the salaries of marketing workers are usually somewhat lower than the salaries of engineers and chemists, but are on par with the salaries of economists, financial services professionals, administrators and specialists in the humanitarian field, or exceed this level. In 1981, trainees of the sales service with a bachelor's degree started with a salary of 17 thousand dollars a year, and having a master's degree? With a salary of 25 thousand dollars a year. In case of successful work at the initial stage of the marketing ladder, you will quickly move towards higher levels of responsibility and payment. In Table. 25 presents data on the average salaries of marketing specialists in 1980 with the inclusion of additional payments.

Career in the field of marketing began to attract even those who usually did not think about it. One of the recent trends is the growing number of women starting to engage in marketing. In the retail marketing sector, women have worked since ancient times. And now they began to occupy the most diverse positions in the sales and marketing sectors in general. According to Business Week magazine, the proportion of women among trainee agents in the insurance business increased from 2% in 1971 to 12% in 1978. Women are very successful in marketing in the pharmaceutical, publishing and banking industries and increasingly Are engaged in the sale of industrial goods. Their number is also growing in posts such as managing the production of conventional and branded goods.

Table 25. Annual earnings of specialists in the field of marketing

Another recent trend? The growing acceptance of the concept of marketing by non-profit organizations. Colleges, creative organizations, libraries and hospitals are increasingly using marketing to solve their problems.

To manage a variety of marketing aspects of their activities, they begin to establish posts of directors and vice-presidents for marketing.

Below is a brief description of the most important areas of specialization in marketing.