{"id":63,"date":"2015-08-28T18:23:14","date_gmt":"2015-08-28T18:23:14","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&p=63"},"modified":"2016-01-06T16:45:27","modified_gmt":"2016-01-06T16:45:27","slug":"putting-it-together","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/chapter\/putting-it-together\/","title":{"raw":"Putting It Together: Marketing Function","rendered":"Putting It Together: Marketing Function"},"content":{"raw":"

The Four Ps of Marketing Yourself<\/h2>\r\n\"Cartoon<\/a>\r\n\r\nNow that you have a\u00a0deeper understanding of the marketing function, let's return to\u00a0where we began\u00a0in this module: marketing yourself as a new college graduate in the job market. How can\u00a0the concepts of\u00a0the four Ps and the marketing mix help you market yourself to prospective employers?\r\n

Product<\/h3>\r\nProduct<\/em> is the set of goods and services you offer. As a\u00a0job candidate, you possess\u00a0a unique set of experiences, interests,\u00a0skills, and capabilities that\u00a0make you a great match\u00a0for certain kinds of jobs. These are your \"product features.\" Your \"product strategy\" is to align your\u00a0features with the jobs, employers, and industries you're going after. Competing\u00a0effectively might\u00a0mean drawing attention to the particular capabilities or features they want. Or it could mean adding a new skill set to make you a more compelling candidate.\r\n

Promotion<\/h3>\r\nPromotion<\/em> is\u00a0how\u00a0you communicate and provide information about your product. When you're job hunting, your promotional strategy is usually\u00a0to show\u00a0that you're the best candidate for the position. You should communicate this in all the forms that\u00a0employers might\u00a0be seeking information: your r\u00e9sum\u00e9, references, interviews, job sites, and so forth. Since each employer may\u00a0be looking for something slightly\u00a0different, you'll want to tailor your r\u00e9sum\u00e9 and other tools to fit the opportunity. Communicating the right things to the right audiences is an essential part of effective promotion.\r\n\r\n\"Detail<\/a>\r\n

Place (Distribution)<\/h3>\r\nPlace<\/em>\u00a0means delivering your product into settings where\u00a0your target audience will see and buy. For job candidates today, this generally means using all available networks to connect with prospective employers. Personal networking among friends, family, and associates can help you find out who's hiring and meet people working in your chosen field. Attending job fairs, professional meet-ups, and networking lunches is another good way to meet potential\u00a0employers and people who can recommend you for professional opportunities. The \"place\" game is about being where your buyer is likely to find you.\r\n

Price<\/h3>\r\nPrice<\/em> focuses on the exchange of value and making sure the exchange is worthwhile for both the buyer and the seller. In a hiring transaction, price is the compensation you receive in exchange for the labor and expertise you provide to your employer. As a job candidate, you should research benchmark salaries for recent graduates working in the position you're seeking. Such\u00a0information can help you set\u00a0realistic\u00a0requirements around salary and benefits and know when\u00a0it makes sense to ask for more. When you understand market dynamics around price, you can avoid pricing yourself out of the market and leaving value on the table.\r\n

Executing a Marketing Plan<\/h3>\r\nWith your marketing mix defined, you have defined strategies to help you find job opportunities that fit your goals. You have also identified essential tactics to help you take advantage of the opportunities you find. This is how the marketing function comes together. As you work through these tactics and make progress in your job search, you can evaluate what is effective and focus on the most promising activities.\r\n\r\nIn this case, your marketing success is easy to gauge: you'll know you've succeeded when you land the\u00a0job you\u00a0wanted!","rendered":"

The Four Ps of Marketing Yourself<\/h2>\n

\"Cartoon<\/a><\/p>\n

Now that you have a\u00a0deeper understanding of the marketing function, let’s return to\u00a0where we began\u00a0in this module: marketing yourself as a new college graduate in the job market. How can\u00a0the concepts of\u00a0the four Ps and the marketing mix help you market yourself to prospective employers?<\/p>\n

Product<\/h3>\n

Product<\/em> is the set of goods and services you offer. As a\u00a0job candidate, you possess\u00a0a unique set of experiences, interests,\u00a0skills, and capabilities that\u00a0make you a great match\u00a0for certain kinds of jobs. These are your “product features.” Your “product strategy” is to align your\u00a0features with the jobs, employers, and industries you’re going after. Competing\u00a0effectively might\u00a0mean drawing attention to the particular capabilities or features they want. Or it could mean adding a new skill set to make you a more compelling candidate.<\/p>\n

Promotion<\/h3>\n

Promotion<\/em> is\u00a0how\u00a0you communicate and provide information about your product. When you’re job hunting, your promotional strategy is usually\u00a0to show\u00a0that you’re the best candidate for the position. You should communicate this in all the forms that\u00a0employers might\u00a0be seeking information: your r\u00e9sum\u00e9, references, interviews, job sites, and so forth. Since each employer may\u00a0be looking for something slightly\u00a0different, you’ll want to tailor your r\u00e9sum\u00e9 and other tools to fit the opportunity. Communicating the right things to the right audiences is an essential part of effective promotion.<\/p>\n

\"Detail<\/a><\/p>\n

Place (Distribution)<\/h3>\n

Place<\/em>\u00a0means delivering your product into settings where\u00a0your target audience will see and buy. For job candidates today, this generally means using all available networks to connect with prospective employers. Personal networking among friends, family, and associates can help you find out who’s hiring and meet people working in your chosen field. Attending job fairs, professional meet-ups, and networking lunches is another good way to meet potential\u00a0employers and people who can recommend you for professional opportunities. The “place” game is about being where your buyer is likely to find you.<\/p>\n

Price<\/h3>\n

Price<\/em> focuses on the exchange of value and making sure the exchange is worthwhile for both the buyer and the seller. In a hiring transaction, price is the compensation you receive in exchange for the labor and expertise you provide to your employer. As a job candidate, you should research benchmark salaries for recent graduates working in the position you’re seeking. Such\u00a0information can help you set\u00a0realistic\u00a0requirements around salary and benefits and know when\u00a0it makes sense to ask for more. When you understand market dynamics around price, you can avoid pricing yourself out of the market and leaving value on the table.<\/p>\n

Executing a Marketing Plan<\/h3>\n

With your marketing mix defined, you have defined strategies to help you find job opportunities that fit your goals. You have also identified essential tactics to help you take advantage of the opportunities you find. This is how the marketing function comes together. As you work through these tactics and make progress in your job search, you can evaluate what is effective and focus on the most promising activities.<\/p>\n

In this case, your marketing success is easy to gauge: you’ll know you’ve succeeded when you land the\u00a0job you\u00a0wanted!<\/p>\n\n\t\t\t

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Candela Citations<\/h3>\n\t\t\t\t\t
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