![]() Other positions are more senior and require experience, usually in sales or another area of marketing. You might be able to land one of these jobs straight out of college. Some marketing-analyst positions are entry-level positions. Also on the team is a marketing analyst who examines the competition’s financial and marketing performance. The team includes an engineer who can take competitors’ products apart to see how they were manufactured, as well as a systems analyst who tests them for their performance. For example, the copier company Xerox has a team that specializes in competitive analysis. Some of the team members specialize in certain areas. The division responsible for military avionics, for instance, creates its own marketing plans and strategies separately from the division that serves the telecommunications industry. For example, Rockwell International has so many different business areas that each does its own strategic planning. Many companies create marketing plans at the divisional level. The reality is that a team of marketing specialists is likely to be involved. Who, within an organization, is responsible for creating its marketing plans? From our discussion above, you might think the responsibility lies with the organization’s chief marketing officer (CMO).
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