Career in Marketing Services

Marketing Services, in fact, refer to the range of activities that provide help to the companies to sell or distribute their goods.

Advertising, public relations, events, etc., are used to attract, retain and impress consumers, critics or the media. It is a comprehensive process comprising product pricing, distribution, promotion, packaging, etc.

It entails satisfaction of consumer regarded as the focal point of the entire business organisation and in particular the marketing department.

While marketing focuses on the needs of the consumers, selling is oriented towards that of the sellers themselves.

Marketing, as a practice, originated in the middle of the 20th century both as a scientific process and an organised activity. It has been developed to its highest level in the USA.

If calculated in accordance with the current prices, India’s gross domestic product was about $814 billion in 2006.

The registered 9% growth rate refers to the point that Indians would be buying or selling new goods or services worth Rupee 3 lakh crore approximately in 2007-08.

The whole process of marketing goes step by step. First of all, when a company wants to know if there are potential customers to buy its product, it hires the services of a market research agency.

Thereafter, it decides to focus on the best areas and hire an advertising agency to promote its product through commercials run in different mediums.

The advertisements are usually placed by media planning agencies which deal with the media companies. The media buying agencies then buy time or space and plan strategies and operations to build brands.

Event Management companies are also hired to promote a product. The Event Management companies hire corporate communications executives and public relations agencies to cope with employees, consumers, media, governments and the general public.

All these together hold the essence of marketing. Marketing is a function in every enterprise, the focus and nuances may vary from industry to industry.

The sole purpose of marketing services is to create a customer, to keep him and to ensure that you profit by him. Today, the number of possible careers in marketing services is vast.

Some recent studies have found that more top executives are from the marketing field than any other area. Areas of specialisation can be many.

Advertising :

Advertising has evolved as a major segment of marketing services in recent times, A survey by FICCI and Price water house Coopers revealed that the marketing sector grew 23 percent in 2006 to Rupee 16,300 crore.

According to FICCI and PwC, the Internet advertising industry in India is set to register a compounded annual growth rate of 43 percent till 2010, it would touch Rupee 950 crore.

The television advertising is expected to grow by 22% to Rupee 51,900 crore by 2011; print media by 13 percent from Rupee 12,800 crore to Rupee 23,200 crore; radio by 28% from Rupee 500 crore to Rupee 1,700 crore and out-of-home advertising by 17% from Rupee 1,000 crore to Rupee 2,150 crore.

The growth in advertising revenues of radio is 58%, which is highest among all the media channels in India during 2006. Media selling is another career opportunity segment.

Most large organisations today have developed a special advertising department, which is generally part of the bigger brand / product management division.

Rank ( Serving or Ex-servicemen )MoD Scholarship Rupee
Other Ranks32,000.00
Junior Commissioned Officers16,000.00
OfficersNil

Career avenues are also available in management consulting and marketing research. The opportunities for rapid advancement are probably greater in advertising though the compensation might not be very attractive in the initial stages.

You should have good interpersonal and presentation skills, be creative and highly self-motivated if you want to succeed.

Event Management :

Event management, the most profound form of marketing, is a glamorous and thrilling profession. Event management is an activity which comprises visualisation, creativity, meticulous planning and venue management.

It provides a platform for unleashing one’s creative potential to a very high degree. It requires a lot of hard work and effort but at the same time offers enormous scope.

Event management can be referred to as a process of organizing a professional and focused event, for a particular target audience.

It includes visualising concepts, planning, budgeting, organizing and executing events such as fashion shows, musical concerts, corporate seminars, exhibitions, wedding celebrations, theme parties, product launching, etc.

It can be considered as a good career option which does not require much investment and offers a lot of independence and flexibility.

No formal degree or qualification is required, but the person should have a passion for conducting events, have very good organising ability and should be flexible to work for long hours.

Public Relations :

Public Relations is a management function that includes monitoring and evaluating public attitudes and maintaining mutual relations and understanding between an organisation and the public.

Public could involve shareholders, government, consumers, employees and the media. It is, in fact, an act of getting along with people we constantly come in touch with.

PROs ensure internal cohesion in the company by maintaining a transparent communication network between the management and employees.

Its first objective is to improvise on the channel of communication and to establish new ways of setting up a two-way flow of information and understanding.

Public relations as a career option came into existence when lots of private or government companies and institutions felt the need to market their product, service and facilities.

Public image is crucial to all organisations and prominent personalities. The role of public relations specialist becomes more important in crisis situations when the correct and timely transmission of information can help save the face of the organisation.

In terms of career opportunities, Public Relations is widely practised for product publicity, corporate publicity, to have better relations with the government, to publish corporate publications like newsletters, bulletins, magazines for employees, etc.

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