1.MISSION STATEMENT ANALYSIS
In the example, the product part for Ben & Jerry’s Ice Cream Mission states that the
company sell the finest quality all nature ice cream, which makes the customers and
consumers trust it and willing to purchase the ice creams made from it. But in economic
part, the company focuses more on the benefits for stakeholders and employees and
care less about the consumers. For the social part, the company mentions to initiate in–
novative ways to enhance the quality of life locally, nationally and internationally. There–
fore, it reflects the company’s point on customers and consumers.
2. CAREER OPPORTUNITIES IN MARKETING
After I searched the website, I became interested in product management and retailing.
Firstly, careers about product management are responsible for the marketing and devel–
opment of products such as sports cars, insurance policies, and sporting goods. As a
product manager, it is required to be both strategic and tactical. The key for the product
management is analysis. I’d like to analyze issues and I equip with analytical abilities
and problem solving skills. Secondly, the retailing is a people-oriented and fast-paced
business. Communication skills and sales skills are especially highly required. The daily
routine for a retailer is more structured than some other forms of marketing and working
hours are more abnormal. I am attracted because many retail jobs involve selling or
buying from sellers and I had similar working experience before.
The one that most interests me is to be a buyer in retailing area. Retailing doesn’t re–
quire high academic degrees. It shows that most senior executives do not have MBAs.
It is more valuable to spent time in fields such as product management or consulting
than in business school. But retailing is in highly need of understanding of merchandis–
ing, finance and inventory control. I need to gain knowledge that overlaps both finance
and retailing. The buyer is continually looking at a variety of goods and deciding if they
are right for the store. In that case, the buyer has to have the business skill about se–
lecting good products for the store. What’s more, the buyer is supposed to purchase the
goods in various stores. Therefore, it is possible to travel abroad very often. As a result,
the buyer, especially the fashion buyer, needs to have the ability of speaking foreign
