值得大學生探索的5大營銷職位

A career in marketing can take you in several different directions. Marketing is comprised of many facets and activities. You will find that there are many opportunities in marketing, but the common denominator of those opportunities is the sense of ownership over the product and/or service and the necessity to understand the customer's needs and desires and then be able to translate those needs in the communication of your marketing strategy.

市場營銷有不同方向。它涉及很多方面和活動。在市場營銷領域，你也會發現很多機會。但這些機會的基礎是產品或服務的所有權意識、理解客戶需求的必要性，並能夠在你的營銷策略中傳遞這些需求。

Marketing communication can be done in several ways that is why a career in marketing opens several doors as a profession.

市場營銷的溝通有多種方式，這就是爲什麼有很多市場營銷職業的原因。

In the marketing profession, your job will be to take a "generic" product and/or service and associate that product or service with a brand name. Marketing can be defined as being the intermediary function between product development and sales. Think of it as the storehouse for such things as advertising, public relations, media planning, sales strategy, and more. It's the marketing professionals job create, manage, and enhance brands. This ensures that consumers look beyond the price and function of a product or service when they are weighing consumption options. A key part of a career in marketing is to understand the needs, preferences, and constraints that define the target group of consumers or the market niche corresponding to the brand. This is done by market research.

在市場營銷職業中，你的工作是將一個普通的產品或服務與品牌相關聯。市場營銷可以定義爲在產品開發和銷售之間的媒介。將它想象爲倉庫制定廣告、公共關係、媒體計劃、銷售策略等等。市場營銷工作創造、管理並提升品牌。這就確保了消費者在選擇消費時，除了看產品或服務的價格、功能，還關注品牌等其他內容。市場營銷職業最主要的是理解目標消費羣體或市場對品牌的需要、喜好以及侷限。這些都是通過市場調研得出的。

5 Marketing Careers Where You Can Find Opportunities

在5個市場職業生涯中你可找到的機會

Marketing is used in every company, every industry, so career potential is unlimited. There are career tracks in marketing that you can follow. You can find many opportunities in marketing in the following categories:

市場營銷在每個公司、每個行業都有，所以它的職業潛力無限。這裏有許多可遵循的職業路徑，你可在如下的市場營銷裏找到機會：

Market Research. Brand Management. Advertising. Promotions. Public Relations.

市場調研、品牌管理、廣告、產品推廣和公共關係。

Let's take a closer look into each of these categories and find the one that best fits your personality.

讓我們仔細研究下這些分類並尋找到適合你性格的那個。

1. Market Research

1. 市場調研

This career involves researching the intended target. That target can be companies or individuals. In order for a company to capture a market, it must first be able to understand that market. Research involves the first process of understanding the consumer, what their needs are, what their purchasing habits are, and how they view themselves in relation to the rest of the world.

該職業生涯涉及調研預期目標。這個目標可以是公司，也可以是個人。爲了使公司獲得市場，首先要理解市場。調研就是了解客戶的第一步，他們的需要是什麼，他們的購買習慣是什麼，他們如何看待自己與世界其他部分的關係。

Market research is conducted by using surveys, focus groups, and reviewing studies. Doing this enables researchers to collect data on a specific brand's target. Market research can be done in-house, or a company may hire a specialized firm to conduct the research.

市場調研是通過調查、羣體聚焦和綜合研究進行的。它能夠使調研者蒐集一個具體目標品牌的數據。市場調研可以在家完成，也可以僱傭一個專業公司來進行。

Do you think that you would enjoy a career in Market Research? The ideal candidate for a market research position is a person who possesses both qualitative and quantitative analytical ability, because the job depends on your ability to gather data from human subjects, crunch numbers, and interpret the results accurately.

你會享受進行市場調研工作麼？理想的市場調研人士是一個擁有定性和定量分析能力的人，因爲這個工作需要擁有從人、數字獲取數據並精確解析結果的能力。

Market Research Director. Market Research Manager. Market Research Supervisor. Market Analyst.

市場調研負責人、市場調研經理、市場調研總監和市場分析員。

2. Brand Management

2. 品牌管理

This is the career track you hear about most often. It is the key function in the consumer products industry. Brand managers are often likened to small business owners because they assume responsibility for a brand or brand family. They are always focused on the big picture. It is their job to instill the brand's essence, map out their competitors in their brand's category, identify marketing opportunities, and be able to effectively communicate the unique benefits of that product or service.

品牌管理是你最常聽到的職業路徑。這是消費品行業的關鍵特徵。品牌經理常常被比作小公司老闆，因爲他們爲一個品牌或者品牌家族承擔責任。他們一直關注大局。他們的工作是滲透品牌的重要性、在品牌清單裏勾勒出競爭者、識別市場機會並能夠有效地溝通產品或者服務的獨特優點。

Brand managers are also responsible for guiding the market research team by setting the agenda and criteria and also selecting the stimuli, such as product-benefit statement, pictures, product samples, and video clips. Once the research is complete it is the brand manager's job to analyze the data that's been collected then develop a marketing strategy.

品牌經理也負責通過設定議程和標準來引導市場調查團隊，並選擇譬如產品優點說明、圖片、產品樣品和視頻剪輯等刺激物。一旦調研完成，品牌經理的工作就是分析收集到的數據，然後制定市場營銷策略。

This marketing strategy may call for a new ad campaign, development of new products, or drawing out a new vision for the brand. It is also then the brand manager's job to ensure that other functions such as promotions, market research, research and development, and manufacturing are orchestrated to implement the strategy that they have developed.

市場策略可能是發起新的廣告活動、開發新產品或勾畫出品牌新願景。品牌經理的工作也包括確保例如促銷、市場調研、研發以及製造等工作與制定的策略執行一致。

Careers in product and brand management tend to attract high potential, well-motivated individuals who can accept broad responsibilities easily and with little supervision, communicate well with other people, are willing to do some traveling and thrive on constant change. Starting salaries are good, with career and compensation advancement based on achievement.

產品和品牌管理職業傾向於吸引那些願意接受更多職責更少監督、具有較強溝通能力、願意出差、不斷改變且很容易被激勵的人。有基本工資，並根據業績提拔和發放津貼。

Brand Manager. Product Manager. Product Development Manager.

品牌經理、產品經理和產品開發經理。

3. Advertising

3. 廣告

If you decide that Advertising is the career track you wish to pursue you will find that advertisers work with all aspects of marketing from strategy to concept to the execution of the strategy.

如果確定廣告是你追求的職業，你會發現廣告工作包括市場營銷的所有部分，從策略的概念設計到執行。

You will find that most jobs on the business side of advertising include Account Management, Account Planners, and Media Buyers.

你也會發現廣告職位包括客戶管理、客戶企劃和媒體採購員。

Account managers act as the liaison between the agency's various departments and the client. Their job is to manage the execution of ads by making sure that they are created within the allocated schedule and budget. Account Planners focus more on the consumer. Their job is to conduct research on demographics of the targeted consumers. They use that research to get to know what motivates their behavior in the marketplace. The job of the Media Buyer is to find media to place ads in. They use the demographic study that is done by the Account Planner to decide the best possible place to purchase ad space.

客戶經理就像不同代理機構部門和客戶之間的聯絡人。他們的工作是確保廣告在確定的期限和預算裏執行。客戶企劃關注消費者。他們的工作是調研目標消費者的統計數據研究。他們利用這些調研來獲知什麼在市場刺激他們的行爲。媒體採購員的工作是尋找媒體來投放廣告。他們使用客戶企劃得出的人口統計數據研究結果，以決定購買廣告位的最好地方。

Careers in advertising involve variety, compensation based on performance, creativity, travel, satisfaction from seeing ones' personal accomplishments, and contact with others. Advertising jobs are found in advertising agencies, media organizations, advertising departments in business firms, non­profit organizations, and marketing research firms. The four major career paths in advertising are account management, creative, media, and research.

廣告職業是基於業績、獎勵、創造力、出差、滿意度及與其他人的聯繫得出的。廣告職業通常存在於廣告代理商、媒體公司、公司的廣告部門、非營利機構和市場調研公司裏。廣告業內四個主要職業路徑是客戶管理、創造力、媒體和調研。

Advertising Managers. Advertising Sales Director. Account Executives. Account Planners. Media Director. Media Coordinator. Media Buyers.

廣告經理、廣告銷售負責人、廣告業務員、廣告企劃、媒體負責人、媒體協調人和媒體採購員。

4. Promotions

4. 產品推廣

It is not uncommon to find a dedicated promotions team in marketing firms. This team works on creating programs that unite advertising to purchase incentives such as special discounts, coupons, samples, gifts with purchase, rebates, and sweepstakes. In order to promote these programs, the promotion team will often use direct mail, telemarketing, in-store displays, advertisements, product endorsements, or special kick-off events. Creativity and judgment are highly valued.

在市場營銷公司找到一個專業產品推廣團隊很常見。該團隊致力於編寫方案，配合購買打折劵、優惠券、禮物、折扣和抽獎的廣告。爲了推行這些方案，產品推廣團隊常常使用直接郵件、電話營銷、店內展示、廣告、產品宣傳或者特別啓動會。創造力和判斷力很有用。

Promotions Director. Promotions Assistant. Public Relations

促銷負責人、促銷助理和公共關係。

5. Public Relations

5. 公共關係

It is the responsibility of the Public relations department to manage the communication with the media, consumers, employees, investors, and the general public. They are considered the spokespeople for the company. They will often write press releases to promote new products or to keep the investment community informed of business partnerships, financial results, or other company news. If they are based out of media relations they will spend their time responding to information requests from journalist or pitch stories to the media.

公關部門職責就是負責與媒體、消費者、員工、投資者和公衆溝通。他們被認爲公司的發言人。他們常常寫新聞稿來推銷新產品或者將商業夥伴關係、財務結果或者其他公司新聞通知到投資社團。如果基於媒體關係，他們將花時間應對新聞記者、挖掘故事媒體的信息需求。

The job and oath that a Public Relations employee often takes is to portray the company in a flattering light, uphold its public image in a crisis, generate a positive buzz around its company and business practices, and of course to publicize its products and services successfully.

公關員工的工作職責是在閃光燈下描繪公司、在危機中提升公衆形象、在公司和商業活動中製造正面信息，當然也包括向公衆成功的展示產品和服務。

In order to do well in Public relations, you must have strong communication skills, the ability to articulate both with the written and spoken word, be able to understand a variety of people, be confident, and be able to learn quickly what your clients do in order to communicate their messages effectively. Public Relations professionals should also be quick thinkers and persuasive as well as have an outgoing personality and be will to be assertive.

爲了能很好地做好公關工作，你必須有很強的溝通技能、書面和口頭表達能力，也能理解不同的人，自信並能迅速地學習客戶的所做所爲以便與他們更好地溝通。公共關係專業人士應能迅速地思考並具有說服力，外向且自信。

Account Coordinator or Public Relations Coordinator. Account Executive. Media Relations. Director, Vice-President. Government PR Departments. PR Consultant

客戶助理或者公共關係協調專員、客戶經理、媒體關係人、負責人或副主席、政府公共關係部、公共關係諮詢機構。

Marketing often appeals to not only creative thinkers but also numbers-minded statisticians. While many jobs in marketing are appealing keep in mind that you must be willing to work long hours and not mind working evenings and/or weekends. It was reported that in the year 2000 38 percent of advertising, public relations, and marketing managers worked an average of 50 hours per week. You must be able to work well under pressure and thrive off meeting deadlines and goals that are set. In some positions, substantial travel is not uncommon.

市場營銷常常不止是創新者也是數字分析師。在申請市場營銷職位時，你必須願意長時間工作，也不介意在晚上或者週末加班。據報道，在2000年，38%的廣告、公共關係和市場經理每週平均工作50小時。你必須能夠在截止時間和目標壓力下很好地完成工作。在一些職位中，大量出差也很常見。

Marketing is a vital necessity not only for business firms but is also performed by governments, educational, religious, social service, and nonprofit organizations or institutions. Marketing provides a great number and variety of job opportunities available to you no matter which career track you decide to follow.

市場營銷不但是公司關鍵的必需品，它也存在於政府、教育、宗教、社會服務、非營利組織或者公共機構中。無論最終選擇哪一個職業軌道，市場營銷都能給你提供許多不同的工作機會。

聲明：本雙語文章的中文翻譯系滬江英語原創內容，轉載請註明出處。中文翻譯僅代表譯者個人觀點，僅供參考。如有不妥之處，歡迎指正。