Marketing Managers

Job Zone Four: Considerable Preparation Needed

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

Salary at 10th Percentile: $68,490
Median Salary: $132,230
Salary at 90th Percentile: $208,000

Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.

Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.

Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.

Develop pricing strategies, balancing firm objectives and customer satisfaction.

Compile lists describing product or service offerings.

Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.

Consult with product development personnel on product specifications such as design, color, or packaging.

Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.

Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies.

Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.

Initiate market research studies or analyze their findings.

Confer with legal staff to resolve problems, such as copyright infringement or royalty sharing with outside producers or distributors.

Technology
Example
Hot Technology
Document management software
Adobe Systems Adobe Acrobat
Development environment software
Adobe Systems Adobe ActionScript
Video creation and editing software
Adobe Systems Adobe AfterEffects
Graphics or photo imaging software
Adobe Systems Adobe Creative Cloud
Web page creation and editing software
Adobe Systems Adobe Dreamweaver
Desktop publishing software
Adobe Systems Adobe InDesign
Data base user interface and query software
AdSense Tracker
Data base management system software
Apache Cassandra
Transaction server software
Armand Morin MultiTrack Generator
Content workflow software
Atlassian JIRA
Customer relationship management CRM software
Blackbaud The Raiser's Edge
Web platform development software
Cascading Style Sheets CSS
Access software
Citrix
Data base reporting software
Database reporting software
Financial analysis software
Delphi Technology
Enterprise application integration software
Extensible markup language XML
Sales and marketing software
Google AdWords
Data mining software
Google Analytics
Business intelligence and data analysis software
IBM Cognos Impromptu
Communications server software
IBM Domino
Electronic mail software
IBM Notes
Enterprise system management software
IBM Power Systems software
Accounting software
Intuit QuickBooks
Information retrieval or search software
LexisNexis
Analytical or scientific software
Lyris HQ Web-Analytics Solution
Transaction security and virus protection software
McAfee
Enterprise resource planning ERP software
Microsoft Dynamics
Spreadsheet software
Microsoft Excel
Office suite software
Microsoft Office
Presentation software
Microsoft PowerPoint
Project management software
Microsoft Project
Word processing software
Microsoft Word
Expert system software
Oracle Beehive
Object or component oriented development software
R
Internet browser software
Web browser software
Tool
Example
Hot Technology
Desktop computers
Desktop computers
Laser fax machine
Laser facsimile machines
Notebook computers
Notebook computers
Personal computers
Personal computers
Personal digital assistant PDAs or organizers
Personal digital assistants PDA
Photocopiers
Photocopiers
Scanners
Scanners
Tablet computers
Tablet computers
Sales and Marketing
96%
Importance

Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

English Language
87%
Importance

Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

Administration and Management
76%
Importance

Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.

Customer and Personal Service
71%
Importance

Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.

Communications and Media
70%
Importance

Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.

Computers and Electronics
63%
Importance

Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

Mathematics
63%
Importance

Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.

Design
54%
Importance

Knowledge of design techniques, tools, and principles involved in production of precision technical plans, blueprints, drawings, and models.

Economics and Accounting
53%
Importance

Knowledge of economic and accounting principles and practices, the financial markets, banking and the analysis and reporting of financial data.

Education and Training
51%
Importance

Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.

Reading Comprehension
72%
Importance

Understanding written sentences and paragraphs in work related documents.

Active Listening
72%
Importance

Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.

Speaking
72%
Importance

Talking to others to convey information effectively.

Critical Thinking
72%
Importance

Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

Active Learning
72%
Importance

Understanding the implications of new information for both current and future problem-solving and decision-making.

Social Perceptiveness
72%
Importance

Being aware of others' reactions and understanding why they react as they do.

Monitoring
69%
Importance

Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

Persuasion
69%
Importance

Persuading others to change their minds or behavior.

Judgment and Decision Making
69%
Importance

Considering the relative costs and benefits of potential actions to choose the most appropriate one.

Negotiation
66%
Importance

Bringing others together and trying to reconcile differences.

Oral Comprehension
75%
Importance

The ability to listen to and understand information and ideas presented through spoken words and sentences.

Written Comprehension
75%
Importance

The ability to read and understand information and ideas presented in writing.

Oral Expression
75%
Importance

The ability to communicate information and ideas in speaking so others will understand.

Written Expression
72%
Importance

The ability to communicate information and ideas in writing so others will understand.

Deductive Reasoning
72%
Importance

The ability to apply general rules to specific problems to produce answers that make sense.

Fluency of Ideas
69%
Importance

The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).

Inductive Reasoning
69%
Importance

The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).

Speech Clarity
69%
Importance

The ability to speak clearly so others can understand you.

Originality
66%
Importance

The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.

Problem Sensitivity
66%
Importance

The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.

Communicating with Supervisors, Peers, or Subordinates
94%
Importance

Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.

Establishing and Maintaining Interpersonal Relationships
92%
Importance

Developing constructive and cooperative working relationships with others, and maintaining them over time.

Interacting With Computers
85%
Importance

Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.

Organizing, Planning, and Prioritizing Work
84%
Importance

Developing specific goals and plans to prioritize, organize, and accomplish your work.

Making Decisions and Solving Problems
84%
Importance

Analyzing information and evaluating results to choose the best solution and solve problems.

Getting Information
83%
Importance

Observing, receiving, and otherwise obtaining information from all relevant sources.

Thinking Creatively
82%
Importance

Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

Selling or Influencing Others
82%
Importance

Convincing others to buy merchandise/goods or to otherwise change their minds or actions.

Identifying Objects, Actions, and Events
81%
Importance

Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.

Communicating with Persons Outside Organization
80%
Importance

Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.

Confer with organizational members to accomplish work activities.

Develop marketing plans or strategies for environmental initiatives.

Develop sustainable organizational policies or practices.

Recommend organizational process or policy changes.

Develop marketing plans or strategies.

Direct sales, marketing, or customer service activities.

Determine pricing or monetary policies.

Evaluate program effectiveness.

Analyze data to inform operational decisions or activities.

Estimate cost or material requirements.

Supervise employees.

Negotiate contracts for transportation, distribution, or logistics services.

Compile operational data.

Monitor external affairs or events affecting business operations.

Analyze market research data.

Analyze forecasting data to improve business decisions.

Coordinate special events or programs.

Advise others on business or operational matters.

Conduct opinion surveys or needs assessments.

Electronic Mail

How often do you use electronic mail in this job?

Face-to-Face Discussions

How often do you have to have face-to-face discussions with individuals or teams in this job?

Work With Work Group or Team

How important is it to work with others in a group or team in this job?

Structured versus Unstructured Work

To what extent is this job structured for the worker, rather than allowing the worker to determine tasks, priorities, and goals?

Telephone

How often do you have telephone conversations in this job?

Contact With Others

How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?

Freedom to Make Decisions

How much decision making freedom, without supervision, does the job offer?

Coordinate or Lead Others

How important is it to coordinate or lead others in accomplishing work activities in this job?

Indoors, Environmentally Controlled

How often does this job require working indoors in environmentally controlled conditions?

Time Pressure

How often does this job require the worker to meet strict deadlines?

Major
Marketing/Marketing Management, General
International Marketing
Marketing, Other
Enterprising

Score: 100 / 100

Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.

Conventional

Score: 76 / 100

Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.

Artistic

Score: 52 / 100

Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.

Social

Score: 38 / 100

Social occupations frequently involve working with, communicating with, and teaching people. These occupations often involve helping or providing service to others.

Investigative

Score: 33 / 100

Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.

Realistic

Score: 14 / 100

Realistic occupations frequently involve work activities that include practical, hands-on problems and solutions. They often deal with plants, animals, and real-world materials like wood, tools, and machinery. Many of the occupations require working outside, and do not involve a lot of paperwork or working closely with others.

Initiative
88%
Importance

Job requires a willingness to take on responsibilities and challenges.

Leadership
84%
Importance

Job requires a willingness to lead, take charge, and offer opinions and direction.

Dependability
84%
Importance

Job requires being reliable, responsible, and dependable, and fulfilling obligations.

Achievement/Effort
83%
Importance

Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.

Attention to Detail
83%
Importance

Job requires being careful about detail and thorough in completing work tasks.

Adaptability/Flexibility
83%
Importance

Job requires being open to change (positive or negative) and to considerable variety in the workplace.

Persistence
81%
Importance

Job requires persistence in the face of obstacles.

Integrity
79%
Importance

Job requires being honest and ethical.

Innovation
79%
Importance

Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.

Cooperation
77%
Importance

Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.

Working Conditions
88%
Importance

Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.

Achievement
86%
Importance

Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.

Relationships
81%
Importance

Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.

Independence
81%
Importance

Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.

Recognition
76%
Importance

Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.

Support
71%
Importance

Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.

Career
Public Relations and Fundraising Managers
Advertising and Promotions Managers
Education Administrators, Postsecondary
Advertising Sales Agents
Financial Managers, Branch or Department
Agents and Business Managers of Artists, Performers, and Athletes
Program Directors
Transportation Managers
Medical and Health Services Managers
Sales Agents, Financial Services