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By Lila B. Stair

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Extra info for Careers in Marketing (Vgm Professional Career)

Sample text

Staffing the department, preparing the budget, overseeing all projects, and reporting to the marketing manager periodically are all part of the job. In marketing research firms, the top positionpresident of the firmis usually held by the owner or a partner. In this role, bringing in new business is a vital part of the job. The head of a firm is also concerned with satisfying the demands of clients rather than upper-level management. However, whether marketing research is done in a department or by a marketing research firm, the activities performed by analysts are basically the same.

Although entry-level positions may involve such mundane work as handling correspondence and proofreading questionnaires, throughout the first year the junior analyst will also be involved in developing questionnaires for surveys, analyzing data, organizing studies, and writing reports. As in every job, the activities assigned to the entry-level worker depend on the worker's ability to handle the tasks and the projects currently under way in the department. Understanding that the first year is a training year, the new worker should use it as a practical learning experience and should be prepared to assume whatever duties are assigned.

Many aging Americans are both physically and financially healthy. They want a variety of products and services tailored to meet their needs. The senior citizen market will receive much attention from marketing professionals in future years. A fast-growing area of marketing is cause marketing. In 1993 companies spent nearly $1 billion on cause marketing campaigns, calling attention to causes and their products. Ben & Jerry's, the ice cream maker, gives away 7 1/2 percent of its pretax profits in support of environmental preservation.

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