Marketing questions for interviews. Marketing specialist interview and economist interview

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What questions to ask during an interview to definitely find the right one. What to pay attention to and what you need to be prepared for.

Remember, a good marketer is a “creative” person, which means he will not come into a forced framework and a depressing atmosphere. And you will have to choose the best from the worst.

I want

Well, now let's move on to the interview itself. Or rather, to prepare it. One of your most important tasks is to decide who you still want on your team:

1. The executor of your ideas (read - your hands);
2. A creative person who will only come up with crazy ideas and implement them;
3. A universal soldier, aka a jack of all trades;
4. A marketer who will come up with ideas, and others will implement them.

I can say right away that if you want to find a specialist who will deal with marketing around the clock, at the same time independently study and do everything yourself, and even for a salary, naturally, not the most luxurious, then you can safely forget about it.

If a person can and does all this, then it is easier for him to work for himself than for someone else. Therefore, do not think that a marketer must know and be able to do everything. Eg.

• He should know what CRM marketing is, what technical task to issue to the programmer, but he should not do it himself;
• He must know all the ways to promote on Instagram, but this must be done by the contractors he has found. Which, by the way, he will monitor and provide you with reports on their work;
• He must find out what new product your customers need, but the logistician must search and order it;
• And so on.

It seems logical and understandable, but... “I don’t have the money to support such a staff.” Then don’t be surprised that a specialist who is not assigned responsibilities works slowly and ineffectively. Because it is impossible to know everything in marketing. The area is too large and at the same time very dynamically developing. For example, there are 12 of us in the team and we all learn from each other.

Important! If you think that this is advice only for beginning businessmen, then you are very mistaken. This applies to all companies, including large ones, because many managers are still looking for a “jack of all trades.”

I often get asked questions about how to choose a smart marketer. These questions follow the complaint that even if the company has a serious HR department, identifying actual experience (as opposed to determining the marketer’s psychotype, life guidelines, loyalty) falls on the shoulders of the head of the marketing structure. Let me share my experience in selecting a marketer. Perhaps this will be useful.

Initially key

1. We select a marketer, not an advertiser, designer, “marketing accountant” or merchandise specialist;
2. Regardless of the size of the company and the marketing budget, I select “universal soldiers” whenever possible. The fact is that there are two reasons for this:
   a). Especially for marketing managers of “big” companies! Marketing management is, of course, a regular process, but marketing is a creative activity and I am not ready to work with people who do nothing but spend money allocated for marketing in a clear and planned manner;
   b). Advice from experienced colleagues (experienced marketers) helps resolve issues as quickly as possible. I'm not even saying that redistribution of responsibilities is possible on occasion.

Responsibilities of a Marketer

• development of a market entry strategy;
• development of a trade marketing program;
• development of a loyalty program;
• conducting segmentation of the target audience;
• conducting industry analysis, development prospects, competitive analysis, demand level analysis;
• calculation of marketing indicators;
• product marketing;
• conducting a marketing audit (internal and external);
• management of development and production of advertising products;
• maintaining contact with the market through advertising, information services to inform consumers;
• Internet Marketing;
• management of development and implementation of events;
• development of a media plan for advertising campaigns;
• development of a marketing budget;
• analysis of the effectiveness of marketing activities;

Important and not important

1. First direction– what he will actually do and what he will receive money for;
2. Second direction- for which he will be punished, since this is as important as the first, but he will not have enough time for it;
3. Third– what he will do “without straining”, perhaps for his own pleasure;
4. Fourth - something that he won’t do much, and you don’t really need it.

Resume analysis

1. Resumes can be “self-written” - author’s;
2. Resumes can be “polished”, with a coherent thought, with clear formulations.

The rule for a good resume

1. First What a marketer writes on his resume, listing his experience and what he emphasizes is what he actually did, what he actually did from the long list of work presented to you.
2. Second- what he was forced (!) to do or what he did along the way, in parallel.
3. Third- is formulated with the understanding that this is exactly what should have been done, but for which there was not enough time, energy or desire.
4. Fourth and all subsequent points of experience are written for "weight".

The above works for middle and lower level marketing management. Most likely, the experience in the resume of a marketing director will (should) be ranked “correctly”: from strategic to tactical, but even by analyzing their resume and during subsequent interviews, you can see the above pattern: first - the main responsibilities, at the end - the enumeration " for weight."

By the way, did you notice that this correlates with what I described in the previous paragraph regarding the company’s requirements - the same 4 points?

Interview

There is no need to “interview” on point 2; an express test of his knowledge in this area is enough.

There is no need to “interview” according to points 3-4 at all; correlation of these points from the candidate’s resume with your points is enough.

And that's almost all. The simplest A/B testing technique allows you to identify the suitability of a candidate’s experience and knowledge to solve your problems. Then you can torment the candidate with personality development assessment tests and try him with other purely professional HR torture... That would be all, if we had not selected a marketing specialist...

Marketer at an interview

How to prepare for an interview to become a marketer? This question is often asked by candidates for marketing positions. This is especially true for applicants who have experience and want to show their professionalism at an interview. I have had to interview marketers many times. Some recommendations that had to be given to candidates we liked in order to facilitate the passage of the next stage of the interview, with several stages of selection, are given below.

Quite a lot has been written about general preparation for an interview; today I will talk about how to prepare for an interview that involves professional competencies. A marketer, especially if he already has significant experience, should focus on a company with classic marketing. Of course, there are options when, due to the market situation in which the company is located, the interview emphasis shifts in one direction or another. But it is always easier to move from an understanding of the general situation to the specifics of one of the areas of a marketer’s work than to change the logic of the story during an interview.

If your future manager is a marketing professional, he will likely expect you to have the same systems view of marketing that he has. Success in an interview depends on whether you can demonstrate the ability to take on the routine work of collecting and analyzing information to prepare decisions. And this, in turn, depends on knowledge of the models that are used by the company’s marketers, the ability to apply them and the logic of your reasoning when making marketing decisions.

Understanding Marketing

There are more than a thousand definitions of marketing; it is absolutely not necessary to know them all, but you should have your own understanding of marketing. How else can you show what area you are an expert in?

There is no universal definition that would be accepted by everyone. However, the purpose of marketing is quite clear - marketing helps increase a company's competitiveness, and, consequently, its profitability, through understanding the consumer and using marketing tools.
If you want to show erudition, say that you agree with the American Marketing Association's definition of “an organizational function and set of processes for the purpose of creating, promoting and communicating value to customers, as well as managing customer relationships, beneficial to all interested parties.”

Use D. Abel’s model during the interview as a basis for the structure of the story

Any business fits into a model adapted to marketing, D. Abel: Who do we sell to (consumers)? What are we selling (product)? How do we sell? (Technologies). Accordingly, it is convenient to talk about how you helped increase the company’s profits at your previous job (and the question about your previous experience will probably be asked) in a similar vein.

• Show understanding of the client - how did the company structure its work with clients?
• Tell us how you helped develop the company's product.
• Demonstrate an understanding of the company's market environment.
• Explain what marketing tools the company used to improve business results, and how you participated in this.

Of course, in the company where you worked (or are working), you may have been responsible for only part of the marketing functions, but this will not prevent you from showing a general understanding of marketing and its tasks. Accordingly, by telling who solved them and how, and how you helped in completing these tasks, you will show an understanding of the marketing tasks in the company and your experience in solving them.

Customer insight

The main thing that is expected of you is the ability to understand what the client needs in order to offer the best solution.
The easiest way to start is by describing the market (consumers) in which the company operates. It will be a big plus if you can show how you estimated the market size. This is one of the difficult questions, the answer to which is better to think through in advance. Don't forget about the sources of information you used. The “I think so” argument without justification will not work. It’s unlikely that anyone will check you, unless, of course, you plan to work in the same market; they will rather evaluate your ability to use the available information.

Tell us about your role in the development of the company's product

Therefore, be prepared to talk about the structure of the assortment and the main positions in each group. And most importantly, show how your products took into account the interests of those segments that you talked about earlier. If you have experience working in a product development team (creation, improvement, product range expansion, etc.), be sure to demonstrate it.

It is logical that when talking about products, you mention the main products of competitors with which you had to compete for the consumer. Tell us the key differences between your product and competitors' products. The more convincing your argument is, the better impression you will make. This means that in a new market, you will be able to select arguments to distinguish the product from competitors.

Understanding the Market Environment

A marketer, like no one else, must understand the market environment in which the company operates.

Tell us about the company's market environment

Sometimes a marketer is at a loss when asked to describe the market in which the company operates, even more difficult if asked to depict it. To make it convenient to answer this question, you can use a distribution diagram in sales channels. Then you will not forget to talk about your main competitors, how sales are carried out in different segments and what intermediaries the company works with. If the company is an intermediary, then it is worth talking about the main suppliers operating in the market.

This scheme can be supplemented with M. Porter’s model of intra-industry competition. In this case, along with suppliers, customers and competitors, the topic of substitutes can be raised, as well as the problem of the emergence of new competitors if the market has low barriers to entry.

You talked about competitors’ products and their comparison with the company’s products earlier, but if you want to touch on some aspects additionally to show your strengths, for example, working with information about competitors, it is advisable to do this at this stage.

Most likely, there will be a question about where you get the necessary information from - this is a good reason to focus on the ability to obtain information when talking about the market. And not only from the Internet, but also when communicating with partners and sales department employees.

Mastery of marketing tools

Actually, we have come to the most important thing. Here you must convince your interlocutor that you know how to benefit the company. Depending on the specific situation at the company you are interviewing for, your different skills may be in demand. What your potential manager will be interested in hearing about during an interview is how you solve practical problems, or at least how you approach solving them. So try to prepare yourself to answer the following questions:

How did you help improve your company's product? Tell us how you work with your clients. What surveys were conducted? What conclusions and recommendations did you give and how did you justify them? This may not only apply to manufacturing companies; trading companies are also optimizing their product range. And customer service plays an important role in the development of the company.

How did you participate in pricing?? Marketers in Russian companies are not often responsible for pricing, but at least you should know how you controlled the price ratio between the prices of your company’s products and the prices of competitors, and what pricing policy the company used. Just like you should be able to explain how the prices for your goods were determined, even if it is a banal “cost + markup” method.

What was your assistance in developing a sales network? In this case, the company is most interested in your experience in assessing the local market and preparing recommendations for partners. If you participated in the opening of branches or stores, be sure to tell us. Also, it is worth especially noting if this work was carried out constantly and you have standard developments.

Concerning promotion block, then companies may have completely different approaches, so rely on your real experience and see the reaction of your interlocutor. The most important point that you should definitely touch on is: assessing the effectiveness of the company's marketing communications. Few people are interested in spending the budget now - tell us how the results of promotion activities were assessed.

What I would like to draw your attention to is that the work of sellers directly relates to marketing communications, remember that “direct sales” is part of the “promotion” block, so do not forget to talk about how you helped your sellers - preparing texts, presentations, etc. .P. directly relates to the tasks of a marketer.

Of course, all of the above is just the outline for your story. Most likely, the conversation at the interview will take place in dialogue, and the suggested tips will only help you highlight your professionalism and show the facets of your experience.

Good luck with your interview!

, ), all types, trainings, role-playing and business games.

When preparing an interview, the first thing to do is to formulate goals, determine the type, type, form, and method of conduct.

The goal is usually simple. It is necessary to determine whether the candidate meets the requirements or not.

But how to conduct an interview, what questions to ask depends on the preferences, experience of the HR manager and the characteristics of the advertised vacancy.

Depending on the specialty, position, requirements for qualifications and practical experience of the candidate, it is possible to conduct in-depth testing, solve problematic problems, cases, and use non-standard methods.

Read more about how a HR officer is interviewed when applying for a job and what questions HR asks an applicant for the position of HR manager.

General issues

Whatever the interview is in its structure, type and form, the main tool of the HR manager is questions.

There are a number of common questions that are asked of any specialist during an interview:

General questions to obtain information about the candidate’s personality: education, work experience, marital status.

Questions forcing self-characterization and frankness: Passions, hobbies, interests? What do you like and dislike about yourself? What irritates you about others? What action in your life are you proud of? What would you not like to remember? Why are you ashamed?

Questions about your previous place of work (study): Why did you decide to change jobs? Why did you quit? Do you maintain relationships with former colleagues?

Questions related to motivation, ambitions, career and personal aspirations, aspirations: ? Plans for self-education? What is your ideal place to work? How do you feel about irregular work hours? What exactly do you expect from the company? What kind of financial reward seems acceptable to you?

Testing of applicants

Several types of testing are used during the interview.

Intelligence tests

Designed to determine the peculiarities of the course of cognitive mental processes: thinking, perception, sensation, imagination, speech, attention, memory, consciousness.

They are selected in accordance with the requirements for the vacancy and represent a series of mathematical, verbal,...

Personality tests

Tests to identify the characteristics of the emotional and volitional sphere are carried out for candidates for positions associated with frequent interpersonal communication.

And also with the need to work with conflicting clients or in extreme situations, with the ability to take responsibility (Schulte Table, “Strategies of Behavior in Conflict Situations” by Thomas-Kilmann).

Professional tests

Tests to identify competencies determine the level of professional training, qualifications, and special skills.

As well as the ability to work with a PC, knowledge of foreign languages ​​(developed by the Education Committee of the Jewish Autonomous Region).

Projective tasks, logical questions and cases

Projective questions

To collect truthful information, the candidate is asked to answer questions, answering which he, without noticing it, reveals his “true face.”

Why do you think the employee was late at work? The manager went on a business trip and forgot to leave the key to the cabinet with important documentation, what will his deputy do?

According to the British Association of HR Managers, 64% of applicants either provide incorrect information about themselves or are silent about facts that, in their opinion, could influence the decision against them.

Logic problems

Candidates for vacancies related to information technology, trade, and management will also have to solve logical problems.

They will allow the interviewer to imagine the candidate’s behavior in non-standard situations and assess his ability to solve problems with several unknowns or variables.

Cases

Represent situational tasks.

The applicant must find a way out of the described situation based on his experience: The client was half an hour late for the scheduled meeting and, upon entering, spilled a glass of coffee on another visitor. Your actions?

When solving cases, the applicant's behavior pattern in stressful and conflict situations and the ability to control oneself are clearly visible.

Features of conducting with applicants for various specialties

In addition to questions and tests common to all applicants, which form the basis of any interview, managers prepare special questions, tasks, tests related directly to the position for which the candidate is applying.

Read more about how to conduct a job interview correctly.

Marketer

How does a marketer interview work? First of all, you need to be ready to answer questions and solve problems related to the general concepts of marketing, product promotion, pricing, and assessing the effectiveness of the company's marketing policy.

The employer will be interested in the ability to collect, process and analyze information, think logically, and make decisions.

What a marketer should know during an interview:

• what definition of marketing is closest to you;
• give a forecast for the promotion of goods in the regional market;
• what is SWOT analysis;
• Give examples of successful use of an umbrella brand.

• Rudolf Amthauer Structure of Intelligence Test;
• test to identify trading understanding.

Jewelry or clothing store worker

Often, applicants for a new job ask the question: how to pass an interview at a clothing store or how to pass an interview at a jewelry store? When applying for a job in a clothing store or jewelry salon for any vacancy - cashier, manager, you need to carefully consider and think about it.

It is worth knowing the world's leading brands and fashion trends.

It is advisable to first familiarize yourself with the assortment, rehearse situations of presentation and selection of goods, and your behavior in the event of unfair claims.

The ability to use the necessary equipment and maintain documentation is a plus.

Questions for a jewelry store salesperson:

• what types of chain weaving exist;
• match this pendant with earrings and a bracelet that match the design and style;
• tell us about the latest fashion trends for youth jewelry.

Tests:

• “TEMP-sales” methodology;
• test of orientation style of professional communication by A. V. Morozov.

Questions for a clothing store salesperson:

• what colors will be trendy this fall or winter;
• determine the size that suits this client;
• what silhouette dress would you recommend for a plus-size customer to choose?
• what is a print?

Tests:

• “Ideal Wardrobe” test by Yulia Dobrovolskaya;

Engineer

The interview for chief engineer is most often carried out according to the following algorithm: after answering general questions, the applicant will be asked to undergo intellectual, professional testing. You will have to demonstrate your ability to work with a PC, answer questions regarding working with equipment, talk about previously completed work, and participation in projects.

Questions for an engineer:

• how quantitative analysis differs from qualitative analysis;
• evaluate your level of proficiency in Excel, World, MagiCAD, AutoCAD and their analogues;
• Describe your most successful project and your most unsuccessful one.

Tests:

• Bennett's test questionnaire (George K. Bennett - Mechanical Comprehension Test);

Labor safety engineer

Applicants need to once again study the job descriptions, refresh their memory of regulations and legislation on occupational safety.

Familiarize yourself with the specifics of the enterprise in advance.

At the interview, they may be asked to take a test or solve problems that reveal the type of behavior in conflict situations, demonstrating the skills of effective interpersonal interaction.

An example of an interview for a labor protection engineer, questions for it:

• name the main legal acts on labor protection;
• what restrictions exist when performing these jobs for women;
• How would you organize the labor protection process at our enterprise?

Car dealership worker

How to pass an interview at a car dealership? When hiring a car dealership, HR managers pay attention to appearance, sales experience, competent speech, politeness, and competence.

Interview at a car dealership, questions:

• what problems did you have at your previous place of work?
• Describe the advantages of this car model.

Read more about how to pass and successfully pass an interview for a sales manager and how to conduct it.

Designer

You must impress the interviewer with your portfolio, ability to work in graphics programs, and creative thinking.

In addition, the employer will most likely ask what the candidate knows about their product, why he loves it, what ways to improve it he sees, and why he wants to work for this company.

Interview for a designer, questions:

• advantages of raster image processing in the Lab color model;
• what graphic editor do you prefer to work in?
• What creative projects do you hope to accomplish while working with us?

Tests:

• visual-figurative IQ test by G. Eysenck;

Estimator

The best way to choose a good estimator is to offer him to perform a specific, real task.

The estimator must have flexible thinking, good memory, attention to detail, be able to work with current and regulatory documentation, and communicate with customers.

Questions for the surveyor during the interview:

• calculate the approximate cost of this work;
• describe the procedure for writing off materials;
• Describe the most difficult tasks you have ever performed.

Tests:

• G. Eysenck's numerical intelligence quotient test;
• methodology for determining stress resistance and motivation (Schulte tables).

Call center operator

An interview in a call center may be slightly different from what you are used to. The requirements put forward may vary greatly in different companies, but there are also general standards: optimal speech rate, pleasant timbre of voice, competent and clear speech, knowledge of speech etiquette, ability to manage one’s emotions, tolerance, flexible thinking.

Questions for a call center operator:

• you call a client, your first phrase;
• what do you like to do most in your free time?
• What attracts you to being an operator?

Tests:

• voice test test;
• diagnostics of psychological qualities of a speaker based on oral speech A. A. Zhuravleva, S. L. Koval.

Logistician

They prefer to see a specialist with specialized education and work experience of at least three years for the position.

Knowledge of a foreign language, various types of transportation, warehouse and purchasing logistics, and the ability to negotiate with drivers and contractors are desirable.

Questions for an interview with a logistician:

• the driver did not show up for work, your actions;
• what documents need to be completed when goods arrive at the warehouse;
• What criteria are used to evaluate cargo flow?

Tests:

• G. Eysenck IQ test;
• test for interpersonal relationships in the BodySays Group team, modified by N.V. Grishina.

Cook

During the interview, they will definitely ask questions about education, specialization, and previous place of work.

They are often asked to demonstrate their ability to use kitchen appliances, prepare or tell the recipe for a specific dish.

Chef interview questions:

• what modern means for caring for kitchen appliances do you know;
• create a diet lunch menu;
• make an approximate calculation of the dish.

Tests:

Test tasks on the profession of the Education Committee of the Jewish Autonomous Region.

Chef

The boss should also prepare for projective questions or cases to identify the ability to get along with management, create an effective team, and accept the mission and traditions of the organization.

Questions to ask a chef during an interview:

• do you have any recommendations;
• what cuisine do you specialize in;
• What priority tasks will you solve if you get this job?

Cashier

The responsibilities of a cashier in a bank, store, or factory differ significantly, but at the interview they must check information about qualifications and work experience.

Interview with a cashier, questions and diagram: motivation and interest in this position, hard work, attentiveness, perseverance, decency, and communication are assessed.

What questions are asked to a cashier during an interview:

• you notice that your colleague is cheating, your actions;
• what security signs are on 100 ruble banknotes;
• what do you know about our organization?

Tests:

• method “Counting according to Kraepelin”;
• Gorbov's test for concentration.

Storekeeper

HP managers are interested in work experience, the ability to work outside of school hours, on a flexible schedule, and the ability to work with specialized computer programs.

Interview questions for a storekeeper:

• How do you feel about deception?
• to theft;
• in what situations it is possible not to repay the debt (loan);
• how you will conduct inventory;
• What will you do if a shortage is detected?

Tests:

Gorbov's technique for selectivity of attention. Test for a responsible attitude to work.

Cafe worker

Many people are surprised that when applying for a job in a cafe, they also have to go through a full interview.

During an interview in a cafe, the applicant for the position will be asked to smile, invite a guest to the cafe, show a table, place an order, and demonstrate behavior in a conflict situation. The interviewer is interested in performance, physical endurance, and politeness.

Questions for a cafe worker:

• what kind of people do you like? Describe your ideal client;
• What do you think service is?
• Why do you think the visitor came to our cafe?

Commodity expert (merchandiser)

A merchandiser's interview is not much different from others, but it also has its own specifics. Employers are definitely interested in his education and work experience in his specialty.

A commodity specialist must be able to collect and analyze information about the availability of goods, build a workflow, and work with suppliers and sellers.

Among the personal qualities that are in demand are discipline, responsibility, and communication skills.

Interview questions for a merchandising position:

• there is not enough product in the store, your actions;
• what is merchandising;
• give recommendations on the design of the sales area.

Tests:

• diagnostic method for assessing self-control in communication by M. Snyder;
• commercial test.

Courier

To some extent, he is the face of the company, so at the interview, first of all, his appearance, demeanor, literacy, and knowledge of etiquette are assessed.

A good knowledge of the city, the ability to build the optimal route, and work experience are welcome.

The courier interview involves the following questions:

• what attracts you to this work;
• build a route from point A to point B;
• what kind of employment do you expect;
• Which schedule is preferable?

Tests:

• method of behavior in stressful situations by S. Norman, modified by T. A. Kryukova;
• speech etiquette and principles of politeness.

Driver

The driver interview should reveal the most important qualities required for the job. He will certainly be asked questions about his driving experience, category, what or who he drove in his previous place, why he decided to change jobs, what schedule he worked on.

The interviewer will definitely try to find out your attitude towards alcohol.

Such qualities as responsibility, discipline, attention, memory are also important for the driver..

Questions for the driver:

• what holidays and how are they celebrated in your family?
• name the technical characteristics of car “X”;
• what are his merits;
• flaws;
• you have urgent cargo, and you witnessed an accident, your actions.

Tests:

• stability of attention according to Riesz;
• social test.

Candidate assessment

An experienced HR manager is able to evaluate an applicant in the first 15 minutes. First, they pay attention to appearance, demeanor, and body language. Motivation, attitude to work, intellectual level and level of aspirations must be taken into account.

Much depends on the assessment of professional knowledge, skills, experience, and specialized education.

The results of the interview are important for both the employer and the applicant for the vacancy. It is important for an HR manager to prepare, correctly ask and analyze questions, select tests, tasks, and cases.

The applicant should prepare for the interview by thinking through the most beneficial course of action for himself, formulating the necessary personal information in a favorable light, and refreshing his memory of the necessary knowledge.

The example, of course, is exaggerated, but the meaning is clear - only the supplicant who knows how to do this and who will be attracted to it will appear. So you - compose your ad - for yourself - indicate a list of what you know and want and your salary. And select appropriate vacancies. The point is that you find an employer who needs just such an employee. As for the lack of experience, there are definitely employers who are ready to accept without experience. It’s important that you compensate for this lack with something, for example, you didn’t work as a marketer, but you know how to convince people around you. Or something else. There is definitely an employer who is ready to hire someone without experience, but someone who is quick to learn, sociable, goal-oriented, etc. Write a list of your qualities that you can offer and you will definitely find a job that suits you.