Marketing plays an important role in almost every industry sector. In its simplest form, it is about ensuring that customers' needs are met whilst maximising the profits of a company. A marketing manager's responsibilities can vary enormously, but will always have this as a central objective.
Daily tasks and duties will depend on the company size, structure and industry sector but may include:
monitoring and analysing market trends
studying competitors' products and services
exploring ways of improving existing products and services, and increasing profitability
identifying target markets and developing strategies to communicate with them.
Most marketing managers work 37 hours a week, between the hours of 9am and 6pm. As with many jobs with tight deadlines, they may be expected to work additional hours at certain times to ensure that targets are met. Some positions may require a lot of travel, particularly when working for an international company.
Salaries can range from around £25,000 a year for someone new to the role, to £40,000 or more for a senior manager.
A marketing manager should:
have knowledge of a wide range of marketing techniques and concepts
be an excellent communicator
be able to respond well to pressure
think creatively
be interested in what motivates people
All industry sectors employ marketing managers. Jobs are generally concentrated around major cities such as London, Edinburgh, Birmingham and Liverpool. This is a popular area of work so competition can be intense.
There are no set entry routes, but marketing managers often progress into the role after gaining several years of marketing experience, possibly as an executive or assistant, or in a specialist role such as advertising or brand manager. Typically, employers look for graduates.
On-the-job training is complemented by professional marketing qualifications. These range from introductory certificates to advanced level qualifications.
A successful marketing manager may be able to progress to more senior posts such as marketing director or even managing director. It may be possible to work abroad.
Wednesday, 3 December 2008
Tuesday, 2 December 2008
Retail buyer
A retail buyer is responsible for planning, selecting and purchasing quantities of goods and merchandise that are sold in retail stores. Most buyers specialise in one product type, for example clothes, fashion accessories, food and drink, or books.
Typical duties for a retail buyer include:
analysing trends and consumer buying patterns
attending fashion shows and trade fairs to search out new products and suppliers
choosing product ranges, placing supplier orders and negotiating contracts
evaluating product quality and gathering customer feedback
writing management reports and presenting collections to senior retail managers.
Retail buyers usually work Monday to Friday, 9am to 5pm. However, it may be necessary to work additional hours to meet order deadlines. Retail buyers may spend time away from the office visiting trade fairs and shows, and sourcing and visiting new suppliers. Fashion buyers are particularly likely to travel overseas.
Salaries may range from around £12,000 to £50,000 or more a year.
Retail buyers need:
excellent commercial awareness
an understanding of what motivates customers to buy individual products
good analytical skills
creativity and the ability to recognise future trends
an interest in retail and their chosen product sector.
Around 12,000 people are employed specifically as retail buyers in the UK. Opportunities are available with High Street retailers, supermarkets, retail chains and independent retailers, department, discount and home improvement stores, mail order companies, internet retailers and television shopping channels.
High competition for jobs means that many entrants have a degree or a BTEC higher national certificate/diploma (HNC/HND). Relevant subjects include business studies, and retail and distribution. Employers of retail fashion buyers typically ask for fashion qualifications. It may be possible to enter the industry via an Apprenticeship in Retail, and undertake a buying or merchandising placement.
Many organisations run general store management training schemes for new entrants. This may involve working in different departments, including buying, to gain a solid business understanding. A few fashion retailers offer training schemes specifically for buyers. Retail buyers may be encouraged to study for professional qualifications.
In large companies, promotion may be possible to senior buyer, trading manager or buying controller. In some cases, it may be necessary to relocate or move companies in order to progress. With experience, buyers may be able to reach manager or director level in product management, marketing or merchandising.
Typical duties for a retail buyer include:
analysing trends and consumer buying patterns
attending fashion shows and trade fairs to search out new products and suppliers
choosing product ranges, placing supplier orders and negotiating contracts
evaluating product quality and gathering customer feedback
writing management reports and presenting collections to senior retail managers.
Retail buyers usually work Monday to Friday, 9am to 5pm. However, it may be necessary to work additional hours to meet order deadlines. Retail buyers may spend time away from the office visiting trade fairs and shows, and sourcing and visiting new suppliers. Fashion buyers are particularly likely to travel overseas.
Salaries may range from around £12,000 to £50,000 or more a year.
Retail buyers need:
excellent commercial awareness
an understanding of what motivates customers to buy individual products
good analytical skills
creativity and the ability to recognise future trends
an interest in retail and their chosen product sector.
Around 12,000 people are employed specifically as retail buyers in the UK. Opportunities are available with High Street retailers, supermarkets, retail chains and independent retailers, department, discount and home improvement stores, mail order companies, internet retailers and television shopping channels.
High competition for jobs means that many entrants have a degree or a BTEC higher national certificate/diploma (HNC/HND). Relevant subjects include business studies, and retail and distribution. Employers of retail fashion buyers typically ask for fashion qualifications. It may be possible to enter the industry via an Apprenticeship in Retail, and undertake a buying or merchandising placement.
Many organisations run general store management training schemes for new entrants. This may involve working in different departments, including buying, to gain a solid business understanding. A few fashion retailers offer training schemes specifically for buyers. Retail buyers may be encouraged to study for professional qualifications.
In large companies, promotion may be possible to senior buyer, trading manager or buying controller. In some cases, it may be necessary to relocate or move companies in order to progress. With experience, buyers may be able to reach manager or director level in product management, marketing or merchandising.
Retail Manager
Retail managers are responsible for the day-to-day running of department stores, chain stores, supermarkets and independent shops.
They look after staff management, including taking on and training new staff, maintaining a good standard of customer care and increasing sales and profitability.
In large stores, there may be more than one manager, each responsible for a specific department.
Managers usually work around 35 hours a week, within the opening hours of the shop or store. This includes weekend work and often late night openings during the week. The environment is busy and often noisy, and the work involves standing, walking, bending and stretching.
Salaries range from around £12,500 for new retail managers, up to around £65,000 for managers of large stores.
A retail manager should:
know the company's products and procedures and relevant legislation
be committed to a high level of customer service
be confident, quick-thinking and able to lead and motivate a team
have excellent spoken and written communication skills
be able to take responsibility and make decisions
enjoy working in a busy, lively environment.
Nearly three million people work in retail jobs across the UK, so there are good opportunities for finding work. There are jobs for retail managers with national and international companies, and independent retailers of all sizes.
There are no set academic requirements to work in retail, but GCSEs/S grades may be expected, and A levels/H grades are also useful. Various useful specific qualifications are on offer, including national awards, foundation degrees and degrees. Apprenticeships may be available to start work in retail - many people start as sales assistants and work up through training and promotion. There is no upper age limit for entry, and mature applicants with relevant experience are welcomed.
Larger retail businesses have their own training schemes, including graduate trainee management schemes. Managers can study while working for retail qualifications such as NVQs/SVQs in retail operations, and BTEC Higher National Certificate (HNC) in Retail Management.
There may be opportunities for promotion in larger businesses to senior manager, area manager or a head office management position, though this may mean moving to a different location. Experienced and enthusiastic managers in independent shops and stores may be able to progress to similar positions in larger businesses.
They look after staff management, including taking on and training new staff, maintaining a good standard of customer care and increasing sales and profitability.
In large stores, there may be more than one manager, each responsible for a specific department.
Managers usually work around 35 hours a week, within the opening hours of the shop or store. This includes weekend work and often late night openings during the week. The environment is busy and often noisy, and the work involves standing, walking, bending and stretching.
Salaries range from around £12,500 for new retail managers, up to around £65,000 for managers of large stores.
A retail manager should:
know the company's products and procedures and relevant legislation
be committed to a high level of customer service
be confident, quick-thinking and able to lead and motivate a team
have excellent spoken and written communication skills
be able to take responsibility and make decisions
enjoy working in a busy, lively environment.
Nearly three million people work in retail jobs across the UK, so there are good opportunities for finding work. There are jobs for retail managers with national and international companies, and independent retailers of all sizes.
There are no set academic requirements to work in retail, but GCSEs/S grades may be expected, and A levels/H grades are also useful. Various useful specific qualifications are on offer, including national awards, foundation degrees and degrees. Apprenticeships may be available to start work in retail - many people start as sales assistants and work up through training and promotion. There is no upper age limit for entry, and mature applicants with relevant experience are welcomed.
Larger retail businesses have their own training schemes, including graduate trainee management schemes. Managers can study while working for retail qualifications such as NVQs/SVQs in retail operations, and BTEC Higher National Certificate (HNC) in Retail Management.
There may be opportunities for promotion in larger businesses to senior manager, area manager or a head office management position, though this may mean moving to a different location. Experienced and enthusiastic managers in independent shops and stores may be able to progress to similar positions in larger businesses.
Work as a personal sales shopper
Personal shoppers, also known as styling consultants or fashion advisers, give customers one-to-one advice in all areas of fashion, from beauty products and make-up to clothing and accessories. Taking into account the client's personality, lifestyle, body shape, hairstyle, preferred colours, skin tone and budget, they use their product and fashion expertise to select items and give honest opinions. Typical tasks include:
booking in client appointments
conducting an initial consultation to learn about the client's lifestyle and determine what assistance they require
carrying out colour compatibility tests
accompanying clients around the store as they pick out items they like
highlighting new fashion trends
selecting a range of items for the client to try, explaining how different items, colours and accessories work together
promoting store credit and loyalty cards
dealing with stylists and wardrobe assistants looking for clothing for TV, film and theatre productions
updating client profiles for future reference
contacting regular clients when something new arrives in the store.
Hours of work are varied and can involve some evening and weekend work. There are part-time and freelance opportunities. Some personal shoppers have luxurious lounge areas in which to entertain clients, with private fitting rooms and refreshments.
Starting salaries are around £16,000 to £22,000 a year. With experience, this can rise to around £30,000 or more. Those working with celebrities or film stylists generally command higher salaries.
Besides general retail and customer service skills, a personal shopper should:
have excellent organisational skills
be a good listener and communicator
be discreet
be sensitive, diplomatic and supportive, in order to put customers at ease
possess a genuine interest in fashion and be naturally creative.
Many large department stores and fashion houses offer a complementary personal shopping service. These are usually in large city shopping centres or High Street stores. Competition for posts is high. Some personal shoppers work freelance or specialise in celebrity styling.
booking in client appointments
conducting an initial consultation to learn about the client's lifestyle and determine what assistance they require
carrying out colour compatibility tests
accompanying clients around the store as they pick out items they like
highlighting new fashion trends
selecting a range of items for the client to try, explaining how different items, colours and accessories work together
promoting store credit and loyalty cards
dealing with stylists and wardrobe assistants looking for clothing for TV, film and theatre productions
updating client profiles for future reference
contacting regular clients when something new arrives in the store.
Hours of work are varied and can involve some evening and weekend work. There are part-time and freelance opportunities. Some personal shoppers have luxurious lounge areas in which to entertain clients, with private fitting rooms and refreshments.
Starting salaries are around £16,000 to £22,000 a year. With experience, this can rise to around £30,000 or more. Those working with celebrities or film stylists generally command higher salaries.
Besides general retail and customer service skills, a personal shopper should:
have excellent organisational skills
be a good listener and communicator
be discreet
be sensitive, diplomatic and supportive, in order to put customers at ease
possess a genuine interest in fashion and be naturally creative.
Many large department stores and fashion houses offer a complementary personal shopping service. These are usually in large city shopping centres or High Street stores. Competition for posts is high. Some personal shoppers work freelance or specialise in celebrity styling.
Store Sales Demonstrator
Store demonstrators work in department stores, supermarkets and other retail businesses, introducing products to customers to help increase sales. They demonstrate a wide range of products, from food and drink, to kitchen gadgets, beauty products and tools. Job descriptions vary, but can include:
setting up a counter or other area where demonstrations take place
arranging stock, posters and other publicity material to attract customers
demonstrating a product and showing how easy it is to use (for example, by chopping vegetables or cleaning a surface)
explaining the benefits of a product and answering questions about it
handing out leaflets, brochures, coupons and free samples
selling products, or passing customers to other members of the sales team.
A full-time store demonstrator usually works between 37 and 40 hours a week. This may include evening and weekend work. Part-time and freelance opportunities are often available. Work environments include shops, shopping centres, supermarkets, exhibition centres and conference centres. Demonstrators spend most of their day standing and may have to lift and carry boxes. A driving licence may be needed.
Salaries may range from £10,000 to around £18,000 a year.
A store demonstrator should:
have excellent communication skills
be friendly and outgoing, even when under pressure
have good customer service skills
be able to talk to people of all ages and backgrounds
be interested in retail and sales
enjoy meeting and talking to customers.
Employers include supermarkets, independent department stores and the manufacturers and distributors of products. Many store demonstrators are self-employed.
It is possible to begin this career without formal qualifications, but candidates must demonstrate evidence of literacy, numeracy and excellent communications skills. Some employers require a minimum of four GCSEs/S grades (A-C/1-3), including English and maths. Most people starting this career are adults. Experience of retail or customer service is an advantage.
There is no formal training for this job, but good product knowledge is essential. Store demonstrators usually attend briefing sessions and short courses to learn about the products they will be demonstrating.
There is no formal promotion structure for store demonstrators, but the experience they gain may help them to move into other jobs in retail, customer service, marketing or promotions.
setting up a counter or other area where demonstrations take place
arranging stock, posters and other publicity material to attract customers
demonstrating a product and showing how easy it is to use (for example, by chopping vegetables or cleaning a surface)
explaining the benefits of a product and answering questions about it
handing out leaflets, brochures, coupons and free samples
selling products, or passing customers to other members of the sales team.
A full-time store demonstrator usually works between 37 and 40 hours a week. This may include evening and weekend work. Part-time and freelance opportunities are often available. Work environments include shops, shopping centres, supermarkets, exhibition centres and conference centres. Demonstrators spend most of their day standing and may have to lift and carry boxes. A driving licence may be needed.
Salaries may range from £10,000 to around £18,000 a year.
A store demonstrator should:
have excellent communication skills
be friendly and outgoing, even when under pressure
have good customer service skills
be able to talk to people of all ages and backgrounds
be interested in retail and sales
enjoy meeting and talking to customers.
Employers include supermarkets, independent department stores and the manufacturers and distributors of products. Many store demonstrators are self-employed.
It is possible to begin this career without formal qualifications, but candidates must demonstrate evidence of literacy, numeracy and excellent communications skills. Some employers require a minimum of four GCSEs/S grades (A-C/1-3), including English and maths. Most people starting this career are adults. Experience of retail or customer service is an advantage.
There is no formal training for this job, but good product knowledge is essential. Store demonstrators usually attend briefing sessions and short courses to learn about the products they will be demonstrating.
There is no formal promotion structure for store demonstrators, but the experience they gain may help them to move into other jobs in retail, customer service, marketing or promotions.
Retail Sales
The retail sales and customer services sectors offer a wide range of goods and services to customers. Some businesses specialise in selling a particular product, such as books or shoes, while others, such as department stores, sell many different products.
Retail sales staff such as retail assistants, checkout operators, shopkeepers, market traders and personal shoppers deal directly with customers.
Customer services staff may work behind a counter or in a contact centre or showroom, and are seen as essential in the drive to increase sales.
Wholesale staff work in such organisations as builders' merchants and vehicle parts operations.
Full-time staff usually work 37 to 40 hours a week, but shift work is common, and there is plenty of scope for part-time and flexible working. Most people in the retail sector work in clean, bright shops and stores in customer-facing roles. Many also work behind the scenes in offices and contact centres. Some jobs may involve travel to visit different stores, suppliers and customers.
Employers include supermarket chains, department stores, independent retailers, car dealers and mail order companies. Employment opportunities are available with small businesses as well as with very large retailers. Self-employment is common in some careers, such as market trader or greengrocer.
Jobs in retail sales and customer services are available throughout the UK. The retail sector is fast-growing and employs over three million people in 291,000 retail businesses, which is about 11 per cent of the UK workforce. With more households using the internet, online retail is increasing. The contact centre industry has also been growing in recent years. There are around 500,000 contact centre staff in the UK.
People who work in retail and customer services need to be friendly and helpful, with the confidence to handle complaints in a fair but firm manner. They must usually be able to work well in a team and enjoy working with people. Managers, shop owners and other professionals need organisational and people-management skills. IT skills and skills with handling money and finance are often necessary.
Many jobs in this sector do not require educational qualifications, but some employers may ask for qualifications ranging from GCSEs/S grades to A levels/H grades and degrees, or equivalent qualifications. Retail courses are available in colleges and universities throughout the country.
Training is often offered on the job. Internal training or Apprenticeship schemes enable people to gain NVQs/SVQs or other retail qualifications. Many companies offer management training schemes for those with A levels/H grades or degrees, or equivalent qualifications.
There are plenty of opportunities for promotion to supervisory or managerial posts in stores and distribution centres, and into head office positions, particularly for those who are willing to relocate.
Retail sales staff such as retail assistants, checkout operators, shopkeepers, market traders and personal shoppers deal directly with customers.
Customer services staff may work behind a counter or in a contact centre or showroom, and are seen as essential in the drive to increase sales.
Wholesale staff work in such organisations as builders' merchants and vehicle parts operations.
Full-time staff usually work 37 to 40 hours a week, but shift work is common, and there is plenty of scope for part-time and flexible working. Most people in the retail sector work in clean, bright shops and stores in customer-facing roles. Many also work behind the scenes in offices and contact centres. Some jobs may involve travel to visit different stores, suppliers and customers.
Employers include supermarket chains, department stores, independent retailers, car dealers and mail order companies. Employment opportunities are available with small businesses as well as with very large retailers. Self-employment is common in some careers, such as market trader or greengrocer.
Jobs in retail sales and customer services are available throughout the UK. The retail sector is fast-growing and employs over three million people in 291,000 retail businesses, which is about 11 per cent of the UK workforce. With more households using the internet, online retail is increasing. The contact centre industry has also been growing in recent years. There are around 500,000 contact centre staff in the UK.
People who work in retail and customer services need to be friendly and helpful, with the confidence to handle complaints in a fair but firm manner. They must usually be able to work well in a team and enjoy working with people. Managers, shop owners and other professionals need organisational and people-management skills. IT skills and skills with handling money and finance are often necessary.
Many jobs in this sector do not require educational qualifications, but some employers may ask for qualifications ranging from GCSEs/S grades to A levels/H grades and degrees, or equivalent qualifications. Retail courses are available in colleges and universities throughout the country.
Training is often offered on the job. Internal training or Apprenticeship schemes enable people to gain NVQs/SVQs or other retail qualifications. Many companies offer management training schemes for those with A levels/H grades or degrees, or equivalent qualifications.
There are plenty of opportunities for promotion to supervisory or managerial posts in stores and distribution centres, and into head office positions, particularly for those who are willing to relocate.
Sales Training
I have been involved in sales for my whole life, from selling KFC when I was sixteen to right now when I’m selling Natural Training every day.
There were a few defining sales moments in my life that helped my growth as a sales professional. They tended to be when I was in what I call “grass-roots” sales jobs. By grass-roots selling I mean that I was in direct contact with the market. I saw market forces at work and the whites of customers’ eyes as they contemplated parting with some hard-earned cash.
I’m university educated but I didn’t learn anything about selling in university. I’m not sure anyone ever does. I didn’t really get involved in the whole typical uni scene. I worked 30 hours per week most of my four years at university. While the other students at RMIT in Melbourne were downing jugs of beer at The Oxford Scholar or campaigning against up-front fees, I was in my first real sales job. This job involved spruiking.
Grassroots Lesson #1: TalkingFor those not familiar, spruikers are the annoying people who stand at the entrance to retail outlets holding a microphone and talking in excited tones about the current special deals. Spruiking probably originated hundreds of years ago first in traveling salesmen (Snake Oil Cures 101 Illnesses!), then circuses such as during the PT Barnum days (“Roll-up!) to the modern version that you still see today at fruit stalls all over the country. It is the spruiker’s role to regulate the flow of customers into the store, ensuring that there is lots of new business for the store owner.
The spruiking job proved to be a great insight into sales. A velvet-tongued bloke called Jim with a company called “Voicepower” (say in appropriate TV announcing voice) gave me all the training and regarded me as one of the finest young “spruikers” he had. This was due mainly to my “no fear”, overly confident personality. Jim loved me because I would take on retail assignments that I knew nothing about while other spruikers stuck to products they knew.
One hour I could be standing at the front of a handbag shop, and the next hour it might be a travel agent. It was about triple the hourly rate of any other job I could have got at that stage, but it was really hard work. Basically you have to repeat the same lines over and over for four hours.
I loved it though, because I felt in control of how well the store would fare. I would glance into the store, and the owner or manager would give me the thumbs up whenever they wanted more footfall. I would then pull out all my best lines, and give it some large with the energy, and minutes later the store would be full again and the owner would have a big smile on his or her face. Brilliant.
Looking back now that really helped me to understand marketing at the grass roots level. I wasn’t sitting around in a boardroom trying to second-guess customers. What I said, and the way I said it, was honed every minute of every day by customer response and reaction. I learnt the power of good headlines, about getting to the point and talking in benefits rather than just features. It felt great.
There were a few defining sales moments in my life that helped my growth as a sales professional. They tended to be when I was in what I call “grass-roots” sales jobs. By grass-roots selling I mean that I was in direct contact with the market. I saw market forces at work and the whites of customers’ eyes as they contemplated parting with some hard-earned cash.
I’m university educated but I didn’t learn anything about selling in university. I’m not sure anyone ever does. I didn’t really get involved in the whole typical uni scene. I worked 30 hours per week most of my four years at university. While the other students at RMIT in Melbourne were downing jugs of beer at The Oxford Scholar or campaigning against up-front fees, I was in my first real sales job. This job involved spruiking.
Grassroots Lesson #1: TalkingFor those not familiar, spruikers are the annoying people who stand at the entrance to retail outlets holding a microphone and talking in excited tones about the current special deals. Spruiking probably originated hundreds of years ago first in traveling salesmen (Snake Oil Cures 101 Illnesses!), then circuses such as during the PT Barnum days (“Roll-up!) to the modern version that you still see today at fruit stalls all over the country. It is the spruiker’s role to regulate the flow of customers into the store, ensuring that there is lots of new business for the store owner.
The spruiking job proved to be a great insight into sales. A velvet-tongued bloke called Jim with a company called “Voicepower” (say in appropriate TV announcing voice) gave me all the training and regarded me as one of the finest young “spruikers” he had. This was due mainly to my “no fear”, overly confident personality. Jim loved me because I would take on retail assignments that I knew nothing about while other spruikers stuck to products they knew.
One hour I could be standing at the front of a handbag shop, and the next hour it might be a travel agent. It was about triple the hourly rate of any other job I could have got at that stage, but it was really hard work. Basically you have to repeat the same lines over and over for four hours.
I loved it though, because I felt in control of how well the store would fare. I would glance into the store, and the owner or manager would give me the thumbs up whenever they wanted more footfall. I would then pull out all my best lines, and give it some large with the energy, and minutes later the store would be full again and the owner would have a big smile on his or her face. Brilliant.
Looking back now that really helped me to understand marketing at the grass roots level. I wasn’t sitting around in a boardroom trying to second-guess customers. What I said, and the way I said it, was honed every minute of every day by customer response and reaction. I learnt the power of good headlines, about getting to the point and talking in benefits rather than just features. It felt great.
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