- •Module 4. Marketing careers
- •Marketing jobs
- •Production business
- •Marketing businesses
- •Service businesses
- •Employment opportunities in marketing
- •Classification of Marketing Businesses by Occupational Specialty Area
- •Levels and diversity of marketing occupations
- •Figure 1. Levels of marketing jobs
- •Entry-level marketing jobs
- •Career-sustaining marketing jobs
- •Specialized marketing jobs
- •Managerial marketing jobs
- •Finding out more about marketing careers
- •Researching marketing careers
- •Talking with people in marketing occupations
- •Working part-time in marketing occupations
- •Planning for your future marketing career
- •Examining your interests, personality, and abilities
- •Understanding the competencies required for marketing careers
- •Competencies Required for Marketing Careers
- •Understanding marketing terms and mastering key concepts
- •In the space provided.
- •Task 3. Case study: Career Realism
- •Task 4. Creative in-school project
- •Task 5. Creative out-of-school project
Service businesses
The fastest growing segment of the business community, in terms of the number of
businesses involved and of employment opportunities, is composed of service businesses. Service businesses market intangible products to consumers or industrial users. The marketing of services is diversified, includes many different types of business firms, and provides numerous employment opportunities. Examples of service businesses include these:
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Hotels, motels, restaurants, and amusement parks which provide lodging, food service, and recreation
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Advertising agencies, display specialists, and transportation firms that perform services for just about every type of business organization
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Banks and other financial institutions, credit agencies, insurance and real estate companies, and travel agencies that provide services to consumers and business firms
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Automobile service and repair shops and dry cleaning and laundry establishments that perform services on the possessions of their customers
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Beauty salons, barbershops, photography studios, and health clubs which provide personal services for customers
Employment opportunities in marketing
According to the U.S. Department of Labor (Bureau of Labor Statistics), over two thirds of the nation’s workers are currently employed in service and marketing businesses ‑ transportation, communications, public utilities, finance, insurance, real estate, wholesale and retail firms, and government. Production businesses ‑ agriculture, mining, construction, and manufacturing ‑ employ less than one third of the country’s labor force. Since marketing positions are found in service, marketing, and production businesses, it is difficult to estimate the exact number of workers who are or will be employed in marketing occupations. A conservative estimate, however, indicates one third of the labor force, will be employed in marketing jobs by 2010.
Classification of Marketing Businesses by Occupational Specialty Area
Specialized Marketing Areas |
Examples of Typical Businesses |
Apparel and Accessories Marketing. People employed in this area perform marketing functions and TASKs for retail businesses, wholesale businesses, and manufacturing firms involved in the marketing of clothing and related articles for personal wear and adornment. |
Apparel and accessories manufacturers Clothing departments of department and discount stores Gift shops Jewelry stores Men’s clothing stores Shoe stores Wholesale clothing outlets Women’s clothing stores |
Business and Personal Services Marketing. People employed in this area perform marketing functions for firms that (1) provide services for other businesses or (2) provide personal services for consumers. |
Business Services Marketing Advertising agencies, Display service businesses Employment agencies Marketing research and consulting firms Newspapers and broadcasting companies, Personal Services Marketing Beauty salons and barbershops Fitness and health care centers Funeral homes Home maintenance firms Maintenance firms Photography studios Shoe repair shops Video rental stores |
Financial Services Marketing. People employed in this area perform marketing functions and TASKs for various types of financial businesses. |
Commercial banks Consumer finance companies Credit agencies Credit bureaus Credit departments of various firms Credit unions Savings and loan associations |
Floristry, Farm, and Garden Supplies Marketing. People employed in this area perform marketing functions and TASKs for retail, wholesale, and manufacturing businesses involved in the marketing of live plants, cut flowers, floral arrangements, artificial flowers and plants, garden supplies, equipment, seed, fertilizers, and other supplies used in farm production. |
Agricultural cooperatives Florists Garden stores and departments Greenhouses Wholesale greenhouses
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Food Marketing. People employed in this area perform marketing functions and TASKs for retail and wholesale firms and food processing and manufacturing firms that deal primarily with food and beverage products. |
Beverage distributors Convenience stores Food manufacturers Institutional food distributors Specialty food stores Supermarkets Wholesale food distributors |
General Merchandise Retailing. People employed in this area perform marketing functions and TASKs for retail businesses that market a wide variety of products and related customer services These firms sell products that are included in other specialty areas. |
Catalog stores Discount department stores Full- and limited-line department stores Variety stores |
Home and Office Products Marketing. People employed in this area perform marketing functions and TASKs for retail, wholesale, and manufacturing firms that deal in (1) hardware, building materials, and equipment used for furnishing and maintaining homes or (2) products, equipment, and supplies used in public or private business offices. |
Appliance stores Carpet and floor covering stores Computer stores Furniture stores Home repair centers Lumber companies Office equipment and supply stores Paint stores and home decorating centers Wholesalers and manufacturers of these products |
Hospitality and Recreation Marketing. People employed in this area perform marketing functions and TASKs for businesses concerned with helping people satisfy their desire to make productive and enjoyable use of their leisure time |
Convention centers Fast-food restaurants Full service restaurants Hotels and motels Private and public recreation centers Resorts Sporting goods stores Time share condominiums |
Insurance Marketing. People employed in this area perform marketing functions and TASKs related to the sale and placement of insurance contracts with carriers. |
Accident and health insurance companies Insurance underwriting firms Life insurance agencies Life insurance companies Local agencies for all types of insurance companies Property and casualty insurance companies |
Real Estate Marketing. People involved in this area perform marketing functions and TASKs related to the buying, selling, appraising, renting, managing, and leasing of property. |
Real estate agencies Real estate appraisal firms Residential and commercial management Companies |
Transportation and Travel Marketing. People involved in this area perform marketing functions and TASKs for firms engaged in passenger and freight transportation, travel services, warehousing, and other services dealing with transportation, storage, travel, or tourism. |
Airlines Bus lines Freight companies Package delivery services Steamship companies Taxicab companies Trains Travel agencies Trucking companies Warehouses |
Vehicle and Petroleum Marketing. People involved in this area perform marketing functions and TASKs for retail or wholesale businesses involved in the distribution of petroleum products, or for retail, wholesale, manufacturing, and service businesses engaged in the marketing of cars, vans, trucks, mobile units, boats, recreational vehicles, and farm vehicles and implements. The marketing of related parts, accessories, equipment, and services required to maintain the above vehicles and implements is also included. |
Automobile and truck dealerships Automotive parts stores Farm implement outlets Petroleum wholesalers Recreational vehicle dealerships Service stations Vehicle rental agencies Wholesale parts distributors |