BACK
| No commercial activity can be successful
without market-ing. Thus the field of sales and marketing has been
exist-ing since time immemorial. Yet it is surprising
that until recently it was not considered important enough for have
specialized courses in marketing.
Marketing work has been done over the years by engi-neers, finance persons, managerial personnel, and just about anyone. Incidentally for a long time marketing used to be considered the refuge for anyone who could not qualify in a better field. It was presumed that selling can be done by any person who knows how to talk, is pushy and has perseverance. In the last couple of decades when marketing started being offered as a subject of specialization in MBA, and the demand for it grew significantly. Today it is recognized that marketing is as important an area of commercial activity as any other. In fact now marketing is divided into specific areas such as market research, planning, product or event marketing, sales, after sales service, and market con-sultancy. It is a field which will continue to grow and expand regardless of ups and downs of industry and commerce. And those who do well in future will be those who have learnt scientific and innovative tech-niques of each aspect of marketing, particularly since after globalization and increase in competition, the role of marketing personnel will be crucial for the success of any organization. ENTRY:
While an MBA with specialization in marketing still continues to be an
excel-lent entry point into a this field, there are now many courses
at the degree and diploma level for those who do not wish to
do their management studies. Many private institutes
have started practical oriented and effective sales and marketing
courses. Of course, there are many people who just join and learn
on the job, but they are not likely to go very high in terms
of promo-tions to higher levels. For those who
have already entered the field and wish to improve their
knowledge,
APTITUDE: Contrary to popular belief, just being able to talk well does not make a good salesperson. One should be a good judge of human behavior, have excellent communication skills (which includes being able to listen well), have a persuasive and assertive power, and also have a pleasing personality which makes others want to interact. The person should be an extrovert, have a fondness for travel, and the ability to make friends easily. It also needs tremendous resilience to be able to withstand rejections and rebuffs, while continuing to work under high pressure. THE FUTURE: Marketing
being the crux of any business organization, those who are qualified and
who prove their competence, are likely to rise very fast. Even those
starting at the lowest rungs of sales representatives or assistants, can
aspire to become managers and even general managers.
SOME ADDRESSES:
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