Careers in Marketing by Lila B. Stair

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By Lila B. Stair

Ideal for college-bound scholars or somebody pondering creating a occupation switch

Careers in advertising bargains the entire info occupation seekers have to discover and select a occupation after which slender it right down to a task that fits them. The publication offers an outline of selling, outlines activity strategies, and exhibits easy methods to plan and get ready for a career.

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Can the product be advertised and promoted through currently used media? • Is it able to be protected by patent? Marketing managers consider many factors during the screening stage, but the basic consideration is whether potential profits will outweigh the costs. 1 The Product Development Process Idea Generation Idea Screening Concept Development and Testing Business Analysis Product Development Market Testing Commercialization Careers in Product Development 25 One potential pitfall of introducing new products into any existing product line is cannibalism, a situation in which the new product actually takes sales away from the existing products.

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. Regardless of the position held, professionals in marketing research work under a certain amount of pressure. An analyst may work on more than one project at a time and face multiple deadlines. Since analysts are assigned total responsibility for projects, the buck stops with them.

Bond, Patti. ” The Atlanta Journal and Constitution, October 24, 1999. 5. Gallagher, Leigh. ” Forbes, January 8, 2001, 210. 6. Blythe, Jim. ” Journal of Product and Brand Management 5 (1999): 415–427. 7. Byrnes, Nanette. ” Business Week, August 28, 2000, 234–238. 8. ” PR Newswire, September 5, 2000. 9. Gupta, Nirmal. ” Business Today, January 7, 2000, 152. 10. Sridhar, R. ” Business Today, January 7, 2000, 150. 11. Byrnes, Nanette. ” Business Week, August 28, 2000, 234. 12. Ward, Scott, et al. ” Harvard Business Review, July-August 1999, 85–95.

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