Marketing
roles are usually Head Office based and will involve
working on part / all of the process to influence awareness
of new products, or to build perception of desirability
of existing products, in order to influence sales volumes
and / or margins.
This involves analysis and implementation
of the full 'marketing mix', traditionally the four
P's - Product;
Price; Place and Promotion - including PR, Advertising,
Sales Generation, Market Research etc.
Marketing is based upon creating a customer perception
of the product – the
'placebo effect' is well known in pharmaceuticals, where clinical outcomes may
be influenced by the patient's perception of how effective the treatment might
be. Equally, how a product is perceived influences its 'value' – or how
much we're prepared to pay for it.
In essence, marketing teams strive to increase the desirability and profitability
of a product or service.
Routes into Marketing – typically either as a graduate trainee, or having
gained significant sales experience, making the move into Head Office for onwards
development.
A first move into Marketing from the field is usually achieved within your existing
company, perhaps as a secondment. This will be aided by your own personal study
(either self funded or supported by your employer) towards such recognised qualifications
as CIM (Chartered Institute of Marketing). Some Business Administration courses
include Marketing Modules that may also be useful.