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

692 Appendix C

term occupational outlook.The Bureau provides detailed comments about the outlook

for employment and growth in different types of jobs, industries, and regions.

Finally, you need to know how businesses really operate and the kind of training

required for various jobs. We’ve already seen that there are many opportunities in

marketing—but not all jobs are open to everyone, and not all jobs are entry-level

jobs. Positions such as marketing manager, brand manager, and sales manager are

higher rungs on the marketing career ladder. They become available only when you

have a few years of experience and have shown leadership and judgment. Some posi-

tions require more education than others. So take a hard look at your long-run

objectives—and then see what degree you may need for the kinds of opportunities

you might like.

Evaluate business
practices

Once you’ve done a personal analysis and environment analysis—identifying

your personal interests, your strengths and weaknesses, and the opportunities in the

environment—define your short-run and long-run objectives more specifically.

Your long-run objectives should clearly state what you want to do and what you

will do for potential employers. You might be as specific as indicating the exact

career area you want to pursue over the next 5 to 10 years. For example, your long-

run objective might be to apply a set of marketing research and marketing

management tools to the food manufacturing industry—with the objective of

becoming director of marketing research in a small food manufacturing company.

Your long-run objectives should be realistic and attainable. They should be objec-

tives you have thought about and for which you think you have the necessary skills

(or the capabilities to develop those skills) as well as the motivation to reach the

objectives.

Develop Objectives

Develop long-run
objectives

Your long-run objectives should
clearly state what you want to do
and what you will do for potential
employers.