Download Careers In Marketing, 3rd Edition by Lila B. Stair, Leslie Stair PDF

By Lila B. Stair, Leslie Stair

Perfect for college-bound scholars or a person brooding about creating a occupation switch Careers in advertising deals all of the details occupation seekers have to discover and select a occupation after which slender it right down to a role that fits them. The ebook presents an outline of promoting, outlines activity recommendations, and exhibits how you can plan and get ready for a occupation.

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Extra resources for Careers In Marketing, 3rd Edition

Sample text

At the conclusion of test marketing, a product manager will take over and remain in charge of the product throughout the rest of its life cycle. Working under the marketing manager, a product manager must provide the information necessary for top-level management decisions. The responsibilities of product managers are summarized below. 1. Evaluate product testing and recommend whether to terminate development, modify product, or begin campaign. 2. Plan introduction and scheduling of the finished product and packaging with the production department.

18. ” PR Newswire, September 20, 2000. CAREERS IN ADVERTISING AND SALES PROMOTION 4 Hollywood loves to depict advertising professionals as conniving, though glamorous, individuals operating in do-or-die job situations. Consider the role played by Mel Gibson in the film What Women Want in which he suddenly gains the ability to read women’s minds. Nike, ready to launch its largest line of women’s shoes and apparel in 2001, was happy to play a role in the film that called attention to its new line.

A less savory role in product management involves recalling products because they pose threats or hazards to consumers. When this happens, a product recall manager is assigned to reverse the marketing channels that are part of the distribution process. Stock is removed from retail shelves, returned to the manufacturer, and either disposed of or repaired. The product recall manager is the person who oversees this entire operation. PRODUCT MANAGEMENT TEAMS The product manager has an assistant product manager to help in overseeing and coordinating all activities associated with the product throughout the devel- 30 Three opment process and life cycle.

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