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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: Marketing Director, Marketing Manager, Vice President of Marketing, Business Development Manager, Marketing Coordinator, Account Supervisor, Business Development Director, Commercial Lines Manager, Commercial Marketing Specialist, Market Development Manager

View report: Summary  Details  Custom

Tasks  |  Tools & Technology  |  Knowledge  |  Skills  |  Abilities  |  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.
  • Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
  • Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
  • 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.
  • Initiate market research studies or analyze their findings.
  • Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
  • Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.
  • Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand.

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Tools & Technology

Tools used in this occupation:

Laser fax machine — Laser facsimile machines
Notebook computers
Personal digital assistant PDAs or organizers — Personal digital assistants PDA
Photocopiers
Scanners

Technology used in this occupation:

Analytical or scientific software — Lyris HQ Web-Analytics Solution; Minitab software; Nedstat Sitestat; Online advertising reporting software
Customer relationship management CRM software — Oracle Siebel Server Sync; QAD Marketing Automation; Sage SalesLogix; Salesforce.com Salesforce CRM
Data base user interface and query software — ClearEDGE software; Fast Track Systems software; Microsoft Access; Structured query language SQL
Electronic mail software — Email software; Listserv software; Microsoft Outlook
Graphics or photo imaging software — Adobe Systems Adobe Photoshop software; Graphic presentation software

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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.
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.
English Language — 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 — 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.
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.
Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

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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.
Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Persuasion — Persuading others to change their minds or behavior.
Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.
Speaking — Talking to others to convey information effectively.
Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
Coordination — Adjusting actions in relation to others' actions.
Operations Analysis — Analyzing needs and product requirements to create a design.

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Abilities

Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.
Oral Expression — The ability to communicate information and ideas in speaking so others will understand.
Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.
Written Comprehension — The ability to read and understand information and ideas presented in writing.
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).
Speech Recognition — The ability to identify and understand the speech of another person.
Written Expression — The ability to communicate information and ideas in writing so others will understand.
Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
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.
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.

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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.
Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.
Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.

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Work Context

Electronic Mail — How often do you use electronic mail in this job?
Telephone — How often do you have telephone conversations 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?
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?
Letters and Memos — How often does the job require written letters and memos?
Work With Work Group or Team — How important is it to work with others in a group or team in this job?
Duration of Typical Work Week — Number of hours typically worked in one week.
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?
Spend Time Sitting — How much does this job require sitting?
Freedom to Make Decisions — How much decision making freedom, without supervision, does the job offer?

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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, environmental engineers, criminal investigators, and special agents.
SVP Range (7.0 to < 8.0)

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Education


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

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Credentials

Find Training Find Certifications Find Licenses

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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.
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.

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Work Styles

Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
Integrity — Job requires being honest and ethical.
Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
Initiative — Job requires a willingness to take on responsibilities and challenges.
Persistence — Job requires persistence in the face of obstacles.
Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
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.

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

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Related Occupations

11-2011.00 Advertising and Promotions Managers
11-2022.00 Sales Managers   Bright Outlook Bright Outlook  
11-2031.00 Public Relations and Fundraising Managers
11-3061.00 Purchasing Managers
11-3121.00 Human Resources Managers
11-3131.00 Training and Development Managers
13-1111.00 Management Analysts Bright Outlook
13-1151.00 Training and Development Specialists Green Occupation
13-1161.00 Market Research Analysts and Marketing Specialists Bright Outlook
27-3031.00 Public Relations Specialists   Green Occupation Green

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Wages & Employment Trends

Median wages (2013) $59.24 hourly, $123,220 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 2013 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

Find Jobs Job Banks

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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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