Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

Back Matter Appendix C: Career

Planning Marketing

© The McGraw−Hill

Companies, 2002

694 Appendix C

are important or interesting. A related approach is to do a search on the Internet

for websites related to your areas of interest. Websites often display ads or links to

firms that are involved in that specific interest area. Further, many companies post

job openings on their own websites or at websites that specialize in promoting job

searches by many companies.

Then do some research on these companies. Find out how they are organized,

their product lines, and their overall strategies. Try to get clear job descriptions

for the kinds of positions you’re seeking. Match these job descriptions against

your understanding of these jobs and your objectives. Jobs with similar titles may

offer very different opportunities. By researching job positions and companies in

depth, you should begin to have a feel for where you would be comfortable as an

employee. This will help you narrow your target market of possible employers to

perhaps five firms. For example, you may decide that your target market for an

entry-level position consists of large corporations with (1) in-depth training pro-

grams, (2) a wide product line, and (3) a wide variety of marketing jobs that will

enable you to get a range of experiences and responsibilities within the same

company.

Just like any strategy planner, you must decide what Product features are neces-

sary to appeal to your target market. Identify which credentials are mandatory and

which are optional. For example, is your present academic program enough, or will

you need more training? Also, identify what technical skills are needed—such as

computer programming or accounting. Further, are there any business experiences

or extracurricular activities that might help make your Product more attractive to

employers? This might involve active participation in college organizations or work

experience, either on the job or in internships.

Once you identify target companies and develop a Product you hope will be

attractive to them, you have to tell these potential customers about your Product.

You can write directly to prospective employers—sending a carefully developed

résumé that reflects your strategy planning. Or you can visit them in person (with

your résumé). Many colleges run well-organized interviewing services. Seek their

advice early in your strategy planning effort.

Planning your Product

Planning your
Promotion

Implementing Your Marketing Plan

When you complete your personal marketing plan, you have to implement it—

starting with working to accomplish your short-run objectives. If, as part of your

plan, you decide that you need specific outside experience, then arrange to get it.

This may mean taking a low-paying job or even volunteering to work in political

organizations or volunteer organizations where you can get that kind of experience.

If you decide that you need skills you can learn in academic courses, plan to take

these courses. Similarly, if you don’t have a good understanding of your opportuni-

ties, then learn as much as you can about possible jobs by talking to professors,

taking advanced courses, and talking to businesspeople. Of course, trends and oppor-

tunities can change—so continue to read business publications, talk with

professionals in your areas of interest, and be sure that the planning you’ve done

still makes sense.

Strategy planning must adapt to the environment. If the environment changes

or your personal objectives change, you have to develop a new plan. This is an

ongoing process—and you may never be completely satisfied with your strategy

planning. But even trying will make you look much more impressive when you begin