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CHAPTER 4 MARKETING TECHNIQUES Spreading the Word If opportunity doesn't knock, build a door. MILTON BERLE CHAPTER OBJECTIVES After completing this...

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CHAPTER 4 MARKETING TECHNIQUES Spreading the Word If opportunity doesn’t knock, build a door. —MILTON BERLE CHAPTER OBJECTIVES After completing this chapter, you will be able to: Understand the importance of networking in self-marketing and use typical networking methods. Understand the role that telemarketing plays in personal networking and use standard telemarketing techniques. Realize the importance of career fairs as a method of personal marketing and fully participate in area career fairs. Now is a good time to point out the differences between marketing strategies and marketing techniques. The previous chapter on strategies discussed methods used to market yourself, such as informational interviews, electronic sources, strategic plans for companies, and even the importance of attitude. This chapter covers the most popular marketing techniques: networking, telemarketing, and career fairs. Because these three techniques are so effective, they are often called “the fast tracks to employment.” How do you find out about job openings? Where is the best place to look? The breakdown of how jobs are acquired looks something like Exhibit 4.1 . What does this say about the most effective way to learn where the jobs are? Although you should put some effort into answering help wanted or classified ads, conducting mass mailings, and even using the services of search firms, the most effective way to learn about job openings is through networking—all kinds of it. This chapter discusses just what is meant by networking and three important ways to contact those who know about job openings: personal networking, telemarketing, and job fairs. NETWORKING Networking is defined as developing and keeping relationships with others. It involves staying connected to people to learn about such things as new ideas, services, advancements, and, of course, job openings. Networking is most successful when done consistently over time. When it works, networking can “net” many gains for you personally and in your job search. Important aspects of networking include how to go about it, plan
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development, sample questions to use when talking to people about positions, and some networking do’s and don’ts. EXIBIT 4.1 How jobs are acquired. How to Go About It “But I don’t really know anyone; how can I network?” This is a common concern among those who realize the importance of networking but really aren’t sure how to go about it. Everyone knows someone, and that someone knows someone else. Just as computers are linked to one another to share information, people have always been connected in some way. The most obvious people who have a prominent place in your network are immediate family members. Next come your friends, associates, classmates, professional people such as doctors or lawyers, members of associations to which you belong, and maybe your former coach or your children’s coach. You must consider everyone you meet as a potential contact. The person who cuts your hair, the counter person at the deli or coffee shop, everyone! To help you explore just how many individuals you really do have in your network, complete the Network Planning Sheet found on the Companion Website. Remember, you are listing people in your life who know other people, who know others, and so on. Developing a Plan
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A marketing strategy is said to be an overall marketing plan which is basically designed for meeting the customers needs and requirements. The plan is purely based on clear objectives. Marketing...

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