CAREERS

INTANGIBLE SERVICESINTANGIBLE SERVICES

Services are intangible; services cannot Services are intangible; services cannot be touched. Each service offering is be touched. Each service offering is unique and cannot be exactly repeated . unique and cannot be exactly repeated . All burgers of a particular flavor at All burgers of a particular flavor at McDonalds are almost identical. McDonalds are almost identical. However, the same is not true of the However, the same is not true of the service rendered by the same counter service rendered by the same counter staff consecutively to two customers.staff consecutively to two customers.

CUSTOMER SERVICECUSTOMER SERVICE Some careers are actually focused on Some careers are actually focused on

customer service. customer service.

Representatives handle complaints and Representatives handle complaints and can make the difference in whether or not can make the difference in whether or not an unhappy customer remains a an unhappy customer remains a customer.customer.

MARKETING RESEARCHMARKETING RESEARCH

This marketing career involves This marketing career involves determining why customer do what they determining why customer do what they do. Tries to answer why certain people do. Tries to answer why certain people vacation in winter; why certain people vacation in winter; why certain people always eat at Olive Garden, etc.always eat at Olive Garden, etc.

MARKETING RESEARCHMARKETING RESEARCH

A marketing researcher could be classified A marketing researcher could be classified as the “Sherlock Holmes” of marketing. as the “Sherlock Holmes” of marketing. These investigators look for clues as to These investigators look for clues as to what customers want and need, as well as what customers want and need, as well as why customers do what they do. why customers do what they do.

ADVERTISINGADVERTISING

Advertising uses a variety of media to Advertising uses a variety of media to catch customers’ attention, inform them catch customers’ attention, inform them of products, and persuade them to buy. of products, and persuade them to buy.

Some of these media are the internet, Some of these media are the internet, radio, television, newspapers, radio, television, newspapers, magazines, billboards, and catalogs. magazines, billboards, and catalogs.

PUBLIC RELATIONSPUBLIC RELATIONS

Public relations professionals strives to Public relations professionals strives to build and maintain positive relationships build and maintain positive relationships with the public anticipating problems, with the public anticipating problems, handling complaints, communicating with handling complaints, communicating with the media, and building a positive public the media, and building a positive public image for the companyimage for the company

PRODUCT MANAGERSPRODUCT MANAGERS

Product managers create, test, and Product managers create, test, and decide how a product will be packaged. decide how a product will be packaged. They direct and coordinate all aspects of They direct and coordinate all aspects of the product.the product.

CHANNEL MANAGEMENTCHANNEL MANAGEMENT

Channel management is the processes Channel management is the processes by which marketers ensure that products by which marketers ensure that products are distributed to customers efficiently are distributed to customers efficiently and effectively.and effectively.

COMMUNICATIONCOMMUNICATION

Communication, the exchange of info. in Communication, the exchange of info. in which the words/gestures are understood in which the words/gestures are understood in the same way by both the speaker and the the same way by both the speaker and the listener, is at the center of all mktg. activities. listener, is at the center of all mktg. activities.

Communicating with people is crucial Communicating with people is crucial because mktg. involves continuous because mktg. involves continuous interaction with customers.interaction with customers.

PURCHASINGPURCHASING

Purchasing is a marketing function. Purchasing is a marketing function. Although math skills and technological Although math skills and technological know-how are often needed to carry out know-how are often needed to carry out marketing activities, their successful marketing activities, their successful completion and use are based on completion and use are based on communication.communication.

SELLINGSELLING

Sales careers involve satisfying customer Sales careers involve satisfying customer needs with products. Makes first needs with products. Makes first impression with potential customer.impression with potential customer.

REVIEWREVIEW

Q. 19Q. 19

Booking hotel rooms for vacationers is an Booking hotel rooms for vacationers is an example of ______ marketing?example of ______ marketing?

A. FeatureA. Feature B. ServiceB. Service C. BenefitC. Benefit D. SportsD. Sports

A. 19A. 19

B. ServiceB. Service

By booking rooms, you are helping the By booking rooms, you are helping the vacationers.vacationers.

Q. 20Q. 20

What type of duties do customer-service What type of duties do customer-service professionals often perform?professionals often perform?

A. Preparing adsA. Preparing ads B. Paying invoices B. Paying invoices C. Handling complaintsC. Handling complaints D. Receiving shipmentsD. Receiving shipments

A. 20A. 20

C. Handling complaintsC. Handling complaints

Customer service is helping the customers Customer service is helping the customers with problems.with problems.

Q. 119Q. 119

What marketing career involves What marketing career involves determining why customer do what they determining why customer do what they do?do?

A. AdvertisingA. Advertising B. Distribution /Warehousing B. Distribution /Warehousing C. SalesC. Sales D. Marketing researchD. Marketing research

A. 119A. 119

D. Marketing researchD. Marketing research

Researchers determine why customers Researchers determine why customers do what they do.do what they do.

Q. 120Q. 120

What marketing career involves catching What marketing career involves catching customers’ attention, informing them of customers’ attention, informing them of products, and persuading them to buy?products, and persuading them to buy?

A. Marketing researchA. Marketing research B. AdvertisingB. Advertising C. Public relationsC. Public relations D. Product managmentD. Product managment

A. 120A. 120

B. AdvertisingB. Advertising

Advertising use a variety of media to Advertising use a variety of media to catch customers’ attention, inform them catch customers’ attention, inform them of products, and persuade them to buy. of products, and persuade them to buy. Some of these media are the internet, Some of these media are the internet, radio, television, newspapers, radio, television, newspapers, magazines, billboards, and catalogs.magazines, billboards, and catalogs.

Q. 121Q. 121

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

A. Marketing research A. Marketing research B. Product ManagementB. Product Management C. Advertising C. Advertising D. Channel managementD. Channel management

A. 121A. 121

B Product managementB Product management

Product managers create, test, and decide how a product Product managers create, test, and decide how a product will be packaged. They direct and coordinate all aspects will be packaged. They direct and coordinate all aspects of the product..of the product..

Q. 122Q. 122

What is at the center of all marketing What is at the center of all marketing activities?activities?

A. MathA. Math B. Technological know-howB. Technological know-how C. PurchasingC. Purchasing D. CommunicationD. Communication

A. 122A. 122

D Communication.D Communication.

Communicating with people is crucial in marketing because Communicating with people is crucial in marketing because marketing involves continuous interaction with customers and marketing involves continuous interaction with customers and coworkers. coworkers.