What is marketing?
Of all the business functions, marketing is the one activity that is responsible for most corporate revenues! Since marketing is technically the only profit center in an organization, there will always be plenty of jobs in marketing! The old saying, “Nothing happens until somebody sells something,” is so true. Even in times of business downturns, businesses know that they must increase their marketing efforts, not decrease them!
All this implies that marketing is critical to the life of all organizations! How so?
- Often in collaboration with marketing researchers, marketing managers develop new or modified products or services for specific target markets.
- Once new products are identified, then the marketing manager develops a marketing mix for each product. This marketing mix is composed of the 4 P’s — the product, price, promotion, and placement/distribution strategy elements.
- For example, in the case of a new music CD, the marketing manager determines the price of the new CD; the distribution channels are selected and the channel members recruited; and the various forms of promotion must be chosen and then promotional strategies and campaigns developed.
- Promotional strategy may include advertising, public relations, sales promotions, and personal selling. It is these activities that help sell goods and services.
- Marketing research can be used along the way to help choose the best alternatives for all the marketing mix elements.
And there are numerous careers related to every dimension of marketing!
Some of these career areas include:
- Product management.
- Public relations
- Selling/sales force management
- Packaging design
- Pricing analyst
- Supply chain management/logistics
- Wholesaling & retailing
- International marketing
- Marketing research
Marketing knowledge and skills are important in organizations, but they are also transferable to your personal life, to your volunteer activities, and to your relationships!
Furthermore, a double major in marketing and communication; marketing and psychology; or marketing and Latin American studies are excellent combinations. Minors that are compatible with marketing include: art: graphic design, accounting, Canadian studies, economics, international studies, cultural anthropology, and sociology, and museum studies.
For more information about the marketing program at SUNY Plattsburgh, please contact:
Dr. Lise Heroux, Chairperson
Office: Au Sable Hall 213
Phone: (518) 564-4209