Supplementary reading

Referring to Unit 1

Types of Positions in Marketing

The term marketing is used to describe the wide range of functions concerned with successfully positioning a product or service for sale. Marketing careers include many different paths and specialties, due in large part to the complex and continually changing nature of business and the marketplace. In their different capacities, successful marketing professionals crunch numbers, create images, design brochures, strategize and ultimately sell. At its most essential, marketing is responsible for increasing sales. Here is an overview of common marketing careers and their responsibilities.

Millions of people around the world are pursuing careers in marketing. These include marketing manager, those employed in advertising and other promotion areas, salespeople, and many, many more. In fact, when you consider how many different jobs fall under the heading of marketing, it is estimated that worldwide over 30% of all workers work in marketing.

There are many various types of marketing jobs available. Account Director or Supervisor administers client relationships with an agency. This person delivers presentations to potential clients. Qualities like great interpersonal, customer service and organizational and communications skills are required. Account Executive conducts daily link with the clients and helps clients to create strategy and secure all the business. Account Manager creates the strategy, organizes, direct and applies publicity campaigns. S/he confers with management to know the publicity needs. Assistant Marketing Manager is the assistant of the marketing manager. Helps in budding and apply marketing goals. Directs market research and coordinates the creative and production teams. He needs effective communication and directorial skills. Trade Show Manager creates and directs events for a company. His or her job is to identify event locations; develop budgets for functions; acquire event permits; secure speakers, products for display and promotional giveaways. MarCom Manager directs promotional and marketing strategy for product or company. Marketing Manager directs all the activities of the marketing department. These managers require having finest communication, organizational, analytical and managerial skills. There are also a lot of other positions such as Brand or Product Manager, Copy Editor, Copywriter, Event or Trade Show Coordinator, Junior Account Executive. The position you occupy depends on the quality of your professional skills, your education, and your personal skills and so on.

Comprehension questions:

1. Why are there a lot of jobs and positions in marketing?

2. Which qualities do you need to be a good supervisor?

3. Who is an account executive?

4. What is the difference between trade show manager and the marcom manager?

5. What do you need to occupy better position?

Motivation Marketing

For most organizations, staff is the key to success – the most important tool for the organization’s success – and they can be motivated to promote their company’s product or service. Motivation marketing engages staff and gets them interested by using events or incentives. It also aims to recognize and reward staff efforts by offering prices or rewards for goods performance – for example, with a monthly incentive.

Other benefits of motivation marketing include:

• increased job satisfaction: happier people at work

• improve productivity: more work done in less time

• improved performance: the work is done better

• encouraging behavior changes: for example, introducing new work practices

• increased sales force effectiveness: for example, to achieve higher sales figures

• improved product launches: boost market penetration and gain market share more quickly.

Staff incentive schemes, also known as incentive programmes – formal schemes designed to encourage staff to act in a certain way – are used by a wide range of companies in order to improve staff and distributor performance. Incentives such as prizes, rewards or gifts can boost morale (make staff feel more positive about their job and their employer). Building staff loyalty will result in lower staff turnover or churn – that is, fewer people leaving the company. Another benefit is reduced staff absenteeism, a reduction in the number of days when employees are not at work through sickness. Measuring staff reaction and getting feedback – finding out what staff thinks about the programme – are essential to getting it right.

In order to motivate staff, a company may choose to use cash substitutes or noncash awards such as a travel incentive – sending staff on a short trip or holiday.

Big ticket giveaways, such as cars or very expensive holidays, are effective sales incentives – they can help motivate staff to sell more. During the qualifying period for an award or prize, teams are usually more motivated. Nominations for awards can come from colleagues. Sometimes an employee may be nominated by a manager, perhaps because of high sales figures.

Events, such as parties, weekends away, games and competitions, can be very successful for team building – increasing effective teamwork within a company or department.

Comprehension questions:

1. What is the importance of the staff for most organizations?

2. What does motivation marketing refer to?

3. What benefits does motivation marketing include?

4. What are staff incentive (formal) schemes designed for?

5. What may a company do to motivate staff?

Referring to Unit 2