PD - 024 Career Opportunities in Marketing

Which of the following traits are necessary in all marketing careers:

• Teamwork and communication

• Math skills and graphic design

• Creativity and independence

• Persistence and math skills

Answer explanation

Teamwork and communication. Although all marketing careers require specific demands, there are some traits that they all require, including teamwork and communication. Math skills and graphic design may be helpful with certain marketing careers, but they aren’t needed in all of them. Most marketing careers rely on teamwork, not independence.

Which of the following is an example of advertising:

• A sporting goods store starts to get more business.

• A chef develops a new dish for her restaurant.

• A commercial for a new product runs on TV.

• A new store opens in your town.

Answer explanation

A commercial for a new product runs on TV. Advertising is any paid form of nonpersonal presentation of ideas, images, goods, or services.  A commercial for a new product running on TV is an example of advertising. Although a new store opening and a chef developing a new recipe are not examples of advertising, they could be advertised. A sporting goods store may get more business as a result of advertising.

Which of the following describes careers in marketing:

• They exist in very few industries.

• They often overlap and run together.

• They are separate and distinct.

• They only exist online.

Answer explanation

They often overlap and run together. Although marketing careers can generally be divided into several different areas, they often overlap and run together. They are not separate and distinct, they do not only exist online, and they exist in many different industries.

Kwacky Kwackers needs a new package design for its crackers. What marketing professional would be responsible for creating the new package?

• Marketing research

• Channel management

• Product management

• Advertising

Answer explanation

Product management. Product managers create, test, and decide how a product will be packaged. They direct and coordinate all aspects of the product. Advertisers develop messages and images to catch customers' attention, inform them of products, and persuade them to buy. They use a variety of media to communicate with customers. Some of these media are the internet, radio, TV, newspapers, magazines, billboards, and catalogs. Marketing researchers are responsible for determining what customers need and want and why customers do what they do. Channel management is the processes by which marketers ensure that products are distributed to customers efficiently and effectively.

At Jamilah’s job she focuses on all marketing functions, including channel management, marketing-information management, pricing, product/service management, promotion, and selling. What marketing career does Jamilah have?

• Marketing management

• Digital marketing

• Service marketing

• Public relations

Answer explanation

Marketing management. Marketing management focuses on all marketing functions, including channel management, marketing-information management, pricing, product/service management, promotion, and selling. People who work in public relations, service marketing, and digital marketing typically do not focus on every marketing function.

What type of duties do customer service professionals often perform?

• Handling complaints

• Preparing ads

• Receiving shipments

• Paying invoices

Answer explanation

Handling complaints. Customer service professionals perform a variety of duties and can work in different areas of a company. One of their main duties often is handling customer complaints to maintain customer confidence and loyalty. Since their jobs usually focus on daily interaction with people, customer service professionals must have strong interpersonal skills. The accounting department pays invoices. The receiving department receives shipments. The advertising department prepares ads.

What marketing career focuses on keeping customers coming back?

• Product/Brand management

• Customer service

• Public relations

• Marketing operations

Answer explanation

Customer service. Although most marketing focuses on bringing new customers in the door, customer service keeps them coming back. This is not the focus of public relations, marketing operations, or product/brand management.

Hospitals, spas, and churches are examples of

• non-store retailing.

• industrial markets.

• service marketing.

• retailing.

Answer explanation

Service marketing. Hospitals, spas, and churches provide intangible items that customers can't hold, touch, smell, see, or take with them. Hospitals and churches are not retailers. Industrial markets are those that purchase materials and goods for use in businesses or for resale.

Service marketers have a tough job because they have to market products that are

• tangible.

• unnecessary.

• nonexistent.

• intangible.

Answer explanation

Intangible. Service marketers market services, which are intangible—they can’t be touched, seen, smelled, heard, or tasted. Tangible products are those that can be touched, seen, smelled, heard, or tasted. These products are not unnecessary or nonexistent.

Booking hotel rooms for vacationers is an example of __________ marketing.

• service

• feature

• benefit

• sport

Answer explanation

Service. There are many career opportunities in service marketing. Service marketing is selling intangible items. Services are productive acts that satisfy wants and needs but cannot be tasted, felt, seen, heard, or smelled. Booking hotel rooms is an example of service marketing because it involves selling the use of a room for a period of time but not permanent ownership of the room. A feature is a fact or characteristic of a product. Sports are athletic activities. A benefit is an advantage customers receive from using a product.