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Fernando Moreno
RWS 3355
Mrs. Salas
March 28, 2016
A Guide to Write in the Field of Marketing
The College of business is home to many important majors in a
university. From majors such as Economics to Business Management and
Entrepreneurships, to Accounting and Marketing. I chose the field of
Marketing for my subject to study during my ethnographic project since it
has always influenced my way of seeing how business is made, many people
who come into business chose marketing because they think it is just selling
products but it comes down to being more complex than what they think.
This is my ethnographic project guide for people who are interested in
Marketing but do not know how the field works. In this guide I will explain to
my readers the genres, lexes, roles, values, and processes that Marketers
follow in their field. Marketing is the whole process that a product goes
through in order to reach a customer. It starts from being an idea of a
company, into turning to a study to know the market on which the product is
focusing, and also, the many strategies that the company has to implement
in order to effectively sell the product and make a profit out of it. It is a way
to generate demand among customers for a product. What I really like about
marketing is that it will never end. People are constantly developing new
needs for being consuming and when these needs go viral, everybody wants

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to sell their product to satisfy it. That is where Marketing comes into place,
as a marketer you strive to make your brand to look like the best choice that
anyone can pick, no matter of it has a higher price because it has higher
quality.
For my guide into how to communicate effectively in the field of
Marketing, I chose to interview my Marketing instructor, Dr. Fernando
Jimenez from the University of Texas at El Paso. I also included information
provided by the students from the American Marketing Association to help
give an insight to what it is working in this field from the perspective of a
student compared to what the higher-level marketers deal with. And finally, I
would like to include information shared by Rogerio Reyes, he is the
Emerging Markets Young Athletes General Manager in Nike, and gave us the
pleasure to be a speaker during my Marketing class last Thursday. Mr. Reyes
has had experience working not only in the United States, but also in
countries such as Mexico, Korea, Argentina, among others.
I conducted the interview with Dr. Jimenez at his office, as an
instructor, it is very professional of him to have time for his students to come
into his office with any class-related questions to clarify any doubts of the
students, also, if they have an idea for a product that could be generating
sales. Dr. Jimenez encourages his students to bring this idea to him and he
will invest from his own pocket if it is attractive enough. As I said, the job of
Marketing is never done, there s always a chance to develop a product for a
market and if the product is good enough, it will have a profit. Dr. Jimenez

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also gives his advice to join marketing internships in the summer and getting
his students to know as much of the field as possible. This brings us to the
community goal/ community value that is found in Marketing.
Dr. Jimenez mentions that every single member of the field must be
ready to engage into communication either to get information or to provide
information to customers. This is the goal of marketing as a community, to
facilitate the exchange of a value through effective communication. These
values do affect the marketing strategy for a product both politically and
religiously so the product branding has to be taken seriously. Marketing done
right respects the values of all the discourse communities to which the
product is being advertised to. Dr. Jimenez repeated several times that one
should always know the product he advertises and also, one has to know the
markets to aim for, what are the needs of those markets and what should be
avoided when advertising. Mr. Reyes was asked the question about the
Steven Curry deal that Nike did not sign, he said that Nike would not sign the
deal because Curry wanted to include a Bible verse on the shoes and Nike
has a policy no to get involved into any politics or religion. It may seem like
just a Bible verse, but one doesnt know how many clients Nike might lose if
people see they are biased to a specific religion.
The roles given in the marketing field are very simple, one is either
considered to be a customer and one is the seller. The job of the customer is
to develop a need for a product or need; we humans have a tendency of
always wanting more, either an improvement of an actual product or a whole

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new product. Innovation is important in marketing and the job of a marketer
is to satisfy the needs of the customers. A worker in this field will have the
role to communicate to managers, consumers, investors, or even
government organizations. It is a field where communication skills are a
must, meeting take place all the time as well as sending may e-mails to
report any progress made. Another part of marketing that usually takes a lot
of time and it is quite expensive is the Market analysis. Here, employees first
choose a particular segment of a city on which they will introduce the
product being branded. The tough part of the market analysis is the
tremendous amount of data that Marketers receive, what products sell the
best?, how long have they being sold?, at what time of the year do sales
peak? And many more questions need to be answer in order to reach the
decision if it is a good idea to introduce the product into that segment. The
gathering of information uses many interviews with store managers and
clients. Internet polls are also used to gather information in the market and
all the gathered data gets presented into charts and reports that are
presented to the managers.
New members to the field are expected to be prepared on what their
job will be, they are expected to have been involved with their teachers, or
the associations in the college so when they graduate, they will be used to
the lexes that marketing include. Many members have experience with
marketing either because they were in a society during college or in some
cases because they shadowed a mentor for a period of time. It is hard to

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adapt to the ways of communication even if one is familiar to the generic
terms such as: margins, markets, and target markets as well as other specific
terms that vary depending on the product. Marketing repeats the same
terms over and over so you start learning them eventually and it helps to
become an effective communicator to meet the goals of the research team.
These lexes are the most commonly used when conducting a presentation or
when the data collected is transferred into the reports. Employees must
know their terms to communicate. As I said before, meetings are held
continuously to keep track of the progress that employees are generating. It
is obvious that when entering a Marketing company after college doesnt
mean that one will be facing the same tasks as the more experienced
employees. A new employee is given simple tasks that will help the
employee to know every aspect of the company. For example, Mr. Reyes
explained to us that after his hard work at the university and his degrees on
marketing, he did not graduate to his current position, he was instead put
into the physical stores checking the merchandise. He said that after a few
months there, he learned every aspect of the store, from the order the
shelves had to have or at what times did the stores have more traffic. After
several years Mr. Reyes was promoted into higher positions and his
knowledge of the stores gave him an advantage to communicate better
among employees.
Marketing has many specialized lexis and language that comes often
into the discussion; employees are expected to know answers to questions

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such as what is a market, what is a target market, value, proposition, among
many others. These terms are often learned as the employee works because
they are mentioned regularly and one may even learn them unconsciously
with practice. After these terms are learned, the employee is considered to
be a better communicator in the field, but there are yet many
communication methods that marketers engage in order to get the
information they need for the product. Radio interviews, sales reports, press
releases, contracts, and warranty are a few of this ways of communication
that marketers use to gather the information needed, depending on the
outcome of the information the market team can choose between using that
market segment or change locations and strategies. Once the reports are
written in the marketing language, they are ready to be transcribed as data
to be interpreted easier for managers to be approved for the decision to
launch a product.
The head of the marketing team is basically the figure of authority and
credibility that the new employees reach for in case a problem generates. It
is the head of the team that takes the final decision on a product, whether to
keep or discard the data, or to change the strategy in order to find a better
outcome. Dr. Jimenez, as the head of his marketing team thinks that the
writing skills one has are the best tool to bring into a marketing environment.
The choice of words is the single most important step in developing a
product to appeal an audience, since people do not want to read paragraphs
of information on their cereals, just the most important information is

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displayed in the box to call the attention of the consumer. Many brands have
succeeded in using this technique to identify themselves. Brand phrases
such as the Nikes Just do it is recognized globally and one associates the
logo and the phrase to a quality running shoe. That is the power of
Marketing. Marketers who have developed the skills discussed by Dr. Jimenez
reduce the struggle of communicating in the office. The means of
communication include a lot of face-to-face discussions and e-mail
conversations.
E-mail is one of the most common technologies used in marketing,
since reports are delivered so often, marketers need to keep track of their
progress and make powerpoints for the meetings that are also conducted. Dr.
Jimenez mentioned that oral communication is the most common way of
communicating since it is the fastest way to get a reply as well as eliminating
any communication problem or misunderstanding of the developed idea. Mr.
Reyes was asked about how he communicated when he was sent into Korea,
and his answer was simple, he had to learn the language. Once he learned
the language he said he had a better connection to his employees since he
did not have to go through a translating process which often mistakes word
and give different meanings to the sentence. Communication is the most
important aspect of marketing, communication in the workplace to reach an
understanding between employees. Also, communication with the consumer
is needed to correctly satisfy the needs of the market.

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The genres that are typically present in marketing is advertisement.
The discourse community is always the group of consumers that the product
was made for, take for example Nike. One of their target markets is
basketball, so they generate a demand by creating a Michael Jordan shoe
with limited availability. The target market here is for basketball players, they
will instantly see the new Jordans and they may want to buy them. This is
the basic genre of Marketing, generating a demand and knowing your target
market in order to develop the best product for it. Knowing the need of the
target market is half of the process, you already know what you need to
improve in order to satisfy the needs, but you also need to know your
product. What can be changed and what cant? What is the best feature of
the product? How are the sales doing? All this information is necessary to
know if a product really needs to be changed to increase its sales.
Sometimes brands just change a product that does not need a change and
sales actually drop.
This ethnographic project helped me to identify several aspects of
Marketing that I had not noticed before. I did not think that the field required
so much writing and that it will be considered so important. I think that if you
are planning to take a Marketing major, you should focus on developing
social skills as well as data interpreting skills, but overall you must remember
that you are not only working for your boss, but also, for the consumers since
they are part of your target audience. Anyone who wants to try to get into
this field should study hard in order to learn the terms before entering a

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workplace to facilitate the communication. I think that getting close to your
product and market is the best way to maximize the job results and having
the skills previously commented really makes an employee to stand out. The
best communicator is the one who is able to give a clear, effective message
using the most important information, in the least amount of words used.
Marketing is not an easy job if you do not put your time into it, but it brings a
lot of opportunities around the world because the needs for new products will
never end.