Page 596 - Business Principles and Management
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Chapter 21 • Product Development and Distribution
Career Cluster
Marketing Manager
he objective of any business is to market • Must be creative, motivated, able to handle
its products or services profitably. Market- stress, able to communicate persuasively
T ing managers develop the business’s de- (both orally and in writing).
tailed marketing strategy. They determine • Must have computer skills to conduct adver-
the demand for products and services, iden- tising, marketing, promotion, public rela-
tify potential consumers, develop a pricing tions, and sales activities on the Internet.
strategy, monitor trends in new products and
services, and oversee product development Working in Marketing
and promotion.
John works as a marketing assistant to a
marketing-division vice president. He must act
Employment Outlook
as a jack-of-all-trades in
Marketing manager jobs marketing. He has been
will grow at an average assigned jobs that include
rate over the next 10 years. creating marketing pre-
The greatest demand will sentations, conducting re-
be for sales managers, search, working with sales
marketing managers, ad- teams, developing pro-
vertising and promotions motional material, and
managers, and public rela- helping to develop strate-
tions managers. gies for product lines. His
boss is being considered
Job Titles for a corporate vice presi-
dent’s role. This would
Marketing assistant
Marketing manager allow John to move to
Area or territory market- PHOTO: © CORBIS. a marketing manager’s
ing manager position, where he would
Marketing vice president be in charge of a variety
of marketing projects.
Needed Skills
Career Assessment
• College or graduate degree in business
administration with an emphasis in market- Check your library or the Internet for resources
ing preferable. about marketing managers. Identify the roles
• Courses in business law, economics, account- that marketing managers play in a business.
ing, finance, mathematics, and statistics Specify what you like and dislike about this
desirable. career area.
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