Приложение к контрольной работе № 4. Направление«торговое дело»

Направление «Торговое дело»

WHY STUDY MARKETING?

As a field of study, marketing is important to people, companies, and soci­ety at large.

• IMPORTANCE TO PEOPLE

An individual responds to marketing every time he or she buys a product. The fact that this product meets this person's needs, is effectively pro­moted, and is available at a convenient time and place attests to the effec­tiveness of the marketing system. The marketing field also offers career opportunities that are less affected by cyclical and economic fluctuations, and offers better opportunities than many other career paths for growth and advancement based on personal merit.

According to projections by the U.S. Department of Labor Statistics, employment will increase by between 21 and 35 percent by 2015 in such marketing fields as sales, public relations, advertising, marketing research, product management, and sales management. Starting salaries for graduates with marketing degrees was $33,873 in 2005- of approximately 600,000 marketing management positions in the United States in 2007, about 350,000 were sales managers, 200,000 marketing man­agers, 80,000 advertising and promotion managers, and 70,000 public rela­tions managers.

Following are median annual earnings in fields that employed the largest number of marketing managers and sales managers in 2011:

Marketing managers	Median Annual Earnings
Computer systems	$ 107,030
Management of companies	98,000
Insurance carries	86,810
Architectural, engineering firms	83,610

Sales Managers	Median Annual Earnings
Computer systems	$ 119,140
Wholesale electronics	101,930
Automobile dealers	97,460
Management of companies	95,410

• IMPORTANCE TO COMPANIES

As the firm's sole revenue-producing system (the two other major sys­tems—accounting-finance and production—apply revenues to operations), marketing generates income that is managed by financial people to gener­ate profits. By expanding sales and sales revenues, marketing helps to spread fixed costs over more units, thereby enhancing profit return.

• IMPORTANCE TO SOCIETY

In free-enterprise, market-driven economies, the marketing process, as the major force in creating mass markets, mass production, and mass distri­bution, also helps create high levels of business activity, increased invest­ment opportunities, and high employment. These statistics attest to marketing's productive role:

• More than 50 percent of every consumer dollar spent supports such marketing activities as advertising, personal selling, retailing, packag­ing, and transportation.

• About 45 percent of family expenditures is spent on services (health care, education, recreation, and the like) where the emphasis is on marketing rather than production activities.

• About 30 to 40 percent of people employed in the United States have jobs directly or indirectly related to marketing functions.

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