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Summary Report for:
11-2021.00 - Marketing Managers

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.

Sample of reported job titles: Account Supervisor, Brand Manager, Business Development Director, Business Development Manager, Commercial Lines Manager, Market Development Executive, Marketing Coordinator, Marketing Director, Marketing Manager, Product Manager

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Tasks  |  Tools & Technology  |  Knowledge  |  Skills  |  Abilities  |  Work Activities  |  Detailed Work Activities  |  Work Context  |  Job Zone  |  Education  |  Credentials  |  Interests  |  Work Styles  |  Work Values  |  Related Occupations  |  Wages & Employment  |  Job Openings  |  Additional Information

Tasks

  • Formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers. See more occupations related to this task.
  • Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors. See more occupations related to this task.
  • Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities. See more occupations related to this task.
  • Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections. See more occupations related to this task.
  • Develop pricing strategies, balancing firm objectives and customer satisfaction. See more occupations related to this task.
  • Compile lists describing product or service offerings. See more occupations related to this task.
  • Initiate market research studies or analyze their findings. See more occupations related to this task.
  • Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends. See more occupations related to this task.
  • Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services. See more occupations related to this task.
  • Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand. See more occupations related to this task.
  • Conduct economic or commercial surveys to identify potential markets for products or services. See more occupations related to this task.
  • Select products or accessories to be displayed at trade or special production shows. See more occupations related to this task.
  • Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies. See more occupations related to this task.
  • Consult with product development personnel on product specifications such as design, color, or packaging. See more occupations related to this task.
  • Consult with buying personnel to gain advice regarding environmentally sound or sustainable products. Green Task Statement See more occupations related to this task.
  • Develop business cases for environmental marketing strategies. Green Task Statement See more occupations related to this task.
  • Integrate environmental information into product or company marketing strategies, policies, or activities. Green Task Statement See more occupations related to this task.
  • Recommend modifications to products, packaging, production processes, or other characteristics to improve the environmental soundness or sustainability of products. Green Task Statement See more occupations related to this task.

Find occupations related to multiple tasks

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Tools & Technology

Tools used in this occupation:

  • Desktop computers See more occupations related to this tool.
  • Laser fax machine — Laser facsimile machines See more occupations related to this tool.
  • Notebook computers See more occupations related to this tool.
  • Personal computers See more occupations related to this tool.
  • Personal digital assistant PDAs or organizers — Personal digital assistants PDA See more occupations related to this tool.
  • Photocopiers See more occupations related to this tool.
  • Scanners See more occupations related to this tool.
  • Tablet computers See more occupations related to this tool.

Technology used in this occupation:

  • Analytical or scientific software — Minitab software; Nedstat Sitestat; Online advertising reporting software; SAS software (see all 6 examples) See more occupations related to this technology.
  • Charting software — Microsoft Office Visio See more occupations related to this technology.
  • Customer relationship management CRM software — Oracle Siebel Server Sync; QAD Marketing Automation; Sage SalesLogix; Salesforce.com Salesforce CRM (see all 7 examples) See more occupations related to this technology.
  • Data base reporting software — Database reporting software See more occupations related to this technology.
  • Data base user interface and query software — ClearEDGE software; Fast Track Systems software; Microsoft Access; Structured query language SQL (see all 8 examples) See more occupations related to this technology.
  • Data mining software — Google Analytics See more occupations related to this technology.
  • Desktop publishing software — Adobe Systems Adobe InDesign; Microsoft Publisher See more occupations related to this technology.
  • Document management software — Adobe Systems Adobe Acrobat; Adobe Systems Adobe Reader See more occupations related to this technology.
  • Electronic mail software — Email software; Listserv software; Microsoft Outlook See more occupations related to this technology.
  • Enterprise application integration software — Extensible markup language XML See more occupations related to this technology.
  • Enterprise resource planning ERP software — Oracle PeopleSoft; SAP software See more occupations related to this technology.
  • Expert system software — Oracle Beehive See more occupations related to this technology.
  • Graphics or photo imaging software — Adobe Systems Adobe Illustrator; Adobe Systems Adobe Photoshop software; Graphic presentation software See more occupations related to this technology.
  • Internet browser software — Web browser software See more occupations related to this technology.
  • Office suite software — Microsoft Office software See more occupations related to this technology.
  • Presentation software — Microsoft PowerPoint See more occupations related to this technology.
  • Project management software — Microsoft Project See more occupations related to this technology.
  • Sales and marketing software — Google AdWords See more occupations related to this technology.
  • Spreadsheet software — Microsoft Excel See more occupations related to this technology.
  • Transaction server software — Armand Morin MultiTrack Generator See more occupations related to this technology.
  • Web platform development software — Hypertext markup language HTML; JavaScript See more occupations related to this technology.
  • Word processing software — Microsoft Word See more occupations related to this technology.

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Knowledge

  • Sales and Marketing — 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. See more occupations related to this knowledge.
  • Customer and Personal Service — 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. See more occupations related to this knowledge.
  • English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar. See more occupations related to this knowledge.
  • Administration and Management — 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. See more occupations related to this knowledge.
  • Communications and Media — Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media. See more occupations related to this knowledge.
  • Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming. See more occupations related to this knowledge.

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Skills

  • Active Listening — 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. See more occupations related to this skill.
  • Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems. See more occupations related to this skill.
  • Persuasion — Persuading others to change their minds or behavior. See more occupations related to this skill.
  • Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do. See more occupations related to this skill.
  • Speaking — Talking to others to convey information effectively. See more occupations related to this skill.
  • Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one. See more occupations related to this skill.
  • Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action. See more occupations related to this skill.
  • Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making. See more occupations related to this skill.
  • Coordination — Adjusting actions in relation to others' actions. See more occupations related to this skill.
  • Operations Analysis — Analyzing needs and product requirements to create a design. See more occupations related to this skill.
  • Reading Comprehension — Understanding written sentences and paragraphs in work related documents. See more occupations related to this skill.
  • Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions. See more occupations related to this skill.
  • Management of Personnel Resources — Motivating, developing, and directing people as they work, identifying the best people for the job. See more occupations related to this skill.
  • Time Management — Managing one's own time and the time of others. See more occupations related to this skill.
  • Negotiation — Bringing others together and trying to reconcile differences. See more occupations related to this skill.
  • Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system. See more occupations related to this skill.
  • Writing — Communicating effectively in writing as appropriate for the needs of the audience. See more occupations related to this skill.
  • Instructing — Teaching others how to do something. See more occupations related to this skill.
  • Service Orientation — Actively looking for ways to help people. See more occupations related to this skill.
  • Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes. See more occupations related to this skill.
  • Learning Strategies — Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things. See more occupations related to this skill.

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Abilities

  • Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences. See more occupations related to this ability.
  • Oral Expression — The ability to communicate information and ideas in speaking so others will understand. See more occupations related to this ability.
  • Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense. See more occupations related to this ability.
  • Written Comprehension — The ability to read and understand information and ideas presented in writing. See more occupations related to this ability.
  • Fluency of Ideas — 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). See more occupations related to this ability.
  • Speech Recognition — The ability to identify and understand the speech of another person. See more occupations related to this ability.
  • Written Expression — The ability to communicate information and ideas in writing so others will understand. See more occupations related to this ability.
  • Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events). See more occupations related to this ability.
  • Originality — 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. See more occupations related to this ability.
  • Problem Sensitivity — 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. See more occupations related to this ability.
  • Speech Clarity — The ability to speak clearly so others can understand you. See more occupations related to this ability.
  • Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways. See more occupations related to this ability.
  • Information Ordering — The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations). See more occupations related to this ability.
  • Near Vision — The ability to see details at close range (within a few feet of the observer). See more occupations related to this ability.
  • Selective Attention — The ability to concentrate on a task over a period of time without being distracted. See more occupations related to this ability.
  • Flexibility of Closure — The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material. See more occupations related to this ability.
  • Visualization — The ability to imagine how something will look after it is moved around or when its parts are moved or rearranged. See more occupations related to this ability.

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Work Activities

  • Communicating with Persons Outside Organization — 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. See more occupations related to this activity.
  • Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person. See more occupations related to this activity.
  • Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources. See more occupations related to this activity.
  • Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions. See more occupations related to this activity.
  • Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time. See more occupations related to this activity.
  • Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members. See more occupations related to this activity.
  • Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems. See more occupations related to this activity.
  • Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work. See more occupations related to this activity.
  • Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information. See more occupations related to this activity.
  • Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them. See more occupations related to this activity.
  • Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks. See more occupations related to this activity.
  • Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others. See more occupations related to this activity.
  • Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions. See more occupations related to this activity.
  • Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events. See more occupations related to this activity.
  • Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job. See more occupations related to this activity.
  • Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance. See more occupations related to this activity.
  • Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills. See more occupations related to this activity.
  • Judging the Qualities of Things, Services, or People — Assessing the value, importance, or quality of things or people. See more occupations related to this activity.
  • Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts. See more occupations related to this activity.
  • Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used. See more occupations related to this activity.
  • Monitoring and Controlling Resources — Monitoring and controlling resources and overseeing the spending of money. See more occupations related to this activity.
  • Resolving Conflicts and Negotiating with Others — Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others. See more occupations related to this activity.
  • Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data. See more occupations related to this activity.
  • Provide Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics. See more occupations related to this activity.
  • Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork. See more occupations related to this activity.
  • Performing for or Working Directly with the Public — Performing for people or dealing directly with the public. This includes serving customers in restaurants and stores, and receiving clients or guests. See more occupations related to this activity.
  • Estimating the Quantifiable Characteristics of Products, Events, or Information — Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity. See more occupations related to this activity.
  • Training and Teaching Others — Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others. See more occupations related to this activity.

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Detailed Work Activities

  • Supervise employees. See more occupations related to this activity.
  • Confer with organizational members to accomplish work activities. See more occupations related to this activity.
  • Analyze data to inform operational decisions or activities. See more occupations related to this activity.
  • Evaluate program effectiveness. See more occupations related to this activity.
  • Monitor external affairs or events affecting business operations. See more occupations related to this activity.
  • Coordinate special events or programs. See more occupations related to this activity.
  • Advise others on business or operational matters. See more occupations related to this activity.
  • Analyze forecasting data to improve business decisions. See more occupations related to this activity.
  • Develop marketing plans or strategies. See more occupations related to this activity.
  • Direct sales, marketing, or customer service activities. See more occupations related to this activity.
  • Conduct opinion surveys or needs assessments. See more occupations related to this activity.
  • Compile operational data. See more occupations related to this activity.
  • Recommend organizational process or policy changes. See more occupations related to this activity.
  • Develop sustainable organizational policies or practices. See more occupations related to this activity.
  • Determine pricing or monetary policies. See more occupations related to this activity.
  • Negotiate contracts for transportation, distribution, or logistics services. See more occupations related to this activity.
  • Estimate cost or material requirements. See more occupations related to this activity.
  • Develop marketing plans or strategies for environmental initiatives. See more occupations related to this activity.
  • Analyze market research data. See more occupations related to this activity.

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Work Context

  • Electronic Mail — 100% responded “Every day.” See more occupations related to this work context.
  • Telephone — 100% responded “Every day.” See more occupations related to this work context.
  • Face-to-Face Discussions — 84% responded “Every day.” See more occupations related to this work context.
  • Contact With Others — 64% responded “Constant contact with others.” See more occupations related to this work context.
  • Letters and Memos — 56% responded “Every day.” See more occupations related to this work context.
  • Work With Work Group or Team — 48% responded “Extremely important.” See more occupations related to this work context.
  • Duration of Typical Work Week — 68% responded “More than 40 hours.” See more occupations related to this work context.
  • Structured versus Unstructured Work — 48% responded “A lot of freedom.” See more occupations related to this work context.
  • Spend Time Sitting — 60% responded “More than half the time.” See more occupations related to this work context.
  • Freedom to Make Decisions — 40% responded “A lot of freedom.” See more occupations related to this work context.
  • Impact of Decisions on Co-workers or Company Results — 52% responded “Important results.” See more occupations related to this work context.
  • Time Pressure — 44% responded “Once a week or more but not every day.” See more occupations related to this work context.
  • Indoors, Environmentally Controlled — 72% responded “Every day.” See more occupations related to this work context.
  • Deal With External Customers — 36% responded “Extremely important.” See more occupations related to this work context.
  • Level of Competition — 44% responded “Highly competitive.” See more occupations related to this work context.
  • Frequency of Decision Making — 36% responded “Every day.” See more occupations related to this work context.
  • Importance of Being Exact or Accurate — 40% responded “Very important.” See more occupations related to this work context.
  • Coordinate or Lead Others — 40% responded “Important.” See more occupations related to this work context.
  • Responsibility for Outcomes and Results — 36% responded “Moderate responsibility.” See more occupations related to this work context.

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Job Zone

Title Job Zone Four: Considerable Preparation Needed
Education Most of these occupations require a four-year bachelor's degree, but some do not.
Related Experience A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
Job Training Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
Job Zone Examples Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, database administrators, teachers, chemists, art directors, and cost estimators.
SVP Range (7.0 to < 8.0)

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Education


Percentage of Respondents
Education Level Required
84   Bachelor's degree
4   High school diploma or equivalent Help
4   Some college, no degree

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Credentials

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Interests

Interest code: EC

  • Enterprising — 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. See more occupations related to this interest.
  • Conventional — 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. See more occupations related to this interest.

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Work Styles

  • Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations. See more occupations related to this work style.
  • Attention to Detail — Job requires being careful about detail and thorough in completing work tasks. See more occupations related to this work style.
  • Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude. See more occupations related to this work style.
  • Integrity — Job requires being honest and ethical. See more occupations related to this work style.
  • Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction. See more occupations related to this work style.
  • Initiative — Job requires a willingness to take on responsibilities and challenges. See more occupations related to this work style.
  • Persistence — Job requires persistence in the face of obstacles. See more occupations related to this work style.
  • Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks. See more occupations related to this work style.
  • Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace. See more occupations related to this work style.
  • Independence — Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done. See more occupations related to this work style.
  • Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high stress situations. See more occupations related to this work style.
  • Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems. See more occupations related to this work style.
  • Self Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations. See more occupations related to this work style.
  • Social Orientation — Job requires preferring to work with others rather than alone, and being personally connected with others on the job. See more occupations related to this work style.
  • Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems. See more occupations related to this work style.
  • Concern for Others — Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job. See more occupations related to this work style.

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Work Values

  • Working Conditions — Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions. See more occupations related to this work value.
  • Achievement — 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. See more occupations related to this work value.
  • Independence — Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy. See more occupations related to this work value.

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Related Occupations

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Wages & Employment Trends

Median wages (2014) $61.12 hourly, $127,130 annual
State wages Local Salary Info
 
Employment (2012) 181,000 employees
Projected growth (2012-2022) Average (8% to 14%) Average (8% to 14%)
Projected job openings (2012-2022) 61,700
State trends Employment Trends
 
Top industries (2012)

Source: Bureau of Labor Statistics 2014 wage data external site and 2012-2022 employment projections external site. "Projected growth" represents the estimated change in total employment over the projections period (2012-2022). "Projected job openings" represent openings due to growth and replacement.

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Job Openings on the Web

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Sources of Additional Information

Disclaimer: Sources are listed to provide additional information on related jobs, specialties, and/or industries. Links to non-DOL Internet sites are provided for your convenience and do not constitute an endorsement.

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