In this unit you will find - d2ct263enury6r.cloudfront.net€¦ · Evaluate your choices. 5. Make your decision. 6. Plan how you will reach your goal. In this section, we will explore

In this unit you will find

• Chapter 37 Identifying Career Opportunities

• Chapter 38 Finding and Applying for a Job

This ad promotes a nonprofit organization that supports education for American Indian youth. How does this ad relate to choosing and pursuing a career path?

A N A LY Z E T H E A D

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STRATEGY PromotionPlacePriceProduct

IMPLEMENTATION OrganizationManagement

Staffing

BUDGET Cost of SalesCost of PromotionIncome and Expenses

CONTROLEvaluationPerformance MeasuresPerformance Analysis

ANALYSISSWOTEconomicSocio-CulturalTechnologicalCompetitive

In this unit

Marketing Core Functions Product/Service Management Selling

Nonprofit and community-action organizations can use the power of marketing to help their causes.

PRINT AD LANGUAGE

Log on to glencoe.com and go to the Marketing Essentials Online Learning Center (OLC). Find the WebQuest for

Unit 12. Begin by finding three Web sites for educational aid.

Marketing Internship Your marketing firm wants to develop a real-life training program for its client who needs to test potential employees’ abilities.As you read, use this checklist to prepare for the unit project:✓ Choose a company that interests you.✓ Find several job-search Web sites that list a position

within that company.✓ Look in your community for companies that offer that job.

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http://www.glencoe.com


C H A P T E R 37

Chapter ObjectivesAfter reading this chapter, you should be able to:

• Assess your goals, values, interests, skills, and aptitudes

• Appraise your personality

• Complete a career assessment

• Locate career research resources

• Develop a plan to reach your career goals

• Explain the importance of marketing careers to the U.S. economy

Market Talk According to the American

Marketing Association, there are more than

750,000 marketing professionals working in

the United States and Canada. A vast array

of opportunities awaits you. You may want

to work with the public, spend your days in a

quiet offi ce with a computer, or be outdoors

coordinating a promotional event for a

customer. Jobs in marketing are found in varied

environments throughout the United States and

around the world.

Quick Think Now is the time to start narrowing

your choices down to fi nd the career that will

satisfy you the most. How will you begin?

Identifying Career Opportunities

784 UNIT 12 — EMPLOYABILITY AND CAREER DEVELOPMENT

EXPLORE THE PHOTO

David Young-Wolf/Photo Edit

Chapter 37 — Identifying Career Opportunities 785

ROLE PLAY Check your understanding of DECA performance indicators with the DECA activity in this chapter’s review. For more information and DECA Prep practice, go to the Marketing Essentials OLC through glencoe.com.

glencoe.com

DECA Events These acronyms represent DECA com-petitive events that involve concepts in this chapter:AAM*ACTADCBLMDMBMDM*

BSM*EMDMFMAL*FMDMFMML

HLMHMDMMMSRFSM RMS*

SEMSMDMQSRM TMDMTSE

Performance Indicators The performance indicators represent key skills and knowledge. Relating them to the concepts explained in this chapter is your key to success in DECA competitive events. Keep this in mind as you read, and write notes when you fi nd mate-rial that helps you master a key skill. In these DECA competitive events, you should follow these perfor-mance indicators:• Make decisions• Set personal goals• Identify sources of career information• Identify tentative occupational interest• Explain employment opportunities in business• Identify skills needed to enhance career progressionThe events with an asterisk also include:• Analyze employer expectations in the business

environment• Explain the need for ongoing education as a worker• Explain possible advancement patterns for jobs• Describe techniques for obtaining work experience

Most events include the following performance indicator:

• Describe/Explain career/employment opportunities in (that respective industry)

Some events include these performance indicators:

HLM/HMDM Describe traits important to the success of employees in the hospitality industry

TMDM Describe traits important to the success of employees in the travel and tourism industry.



What do I do well?

The Self-Assessment Process


Choosing a CareerYour career is the work you will do to earn a living over a

period of years, perhaps a lifetime. A career often includes a series of progressively more responsible jobs in one field or in related fields. Choosing a career requires careful thought and preparation. This six-step process for decision making can help guide you in making important career choices:

THE MAIN IDEAThe first step in finding a suitable career is to know yourself. Assess your attributes and match them to a career that is right for you. Then compare your needs to career opportunities researched.

GRAPHIC ORGANIZERDraw this chart to note key aspects of the six steps in the self-assessment process.

Go to the OLC through glencoe.com for printable graphic organizers, Academic Vocabulary definitions, and more.

READING GUIDE

OBJECT IVES• Assess you goals, values,

interests, skills, and aptitudes

• Appraise your personality

• Complete a career assessment

• Locate career research resources

• Develop a plan to reach your career goals

KEY TERMS• lifestyle

• values

• aptitude

• Occupational Outlook Handbook (OOH)

• career outlook

• O*NET

• internship

• planning goals

• specific goal

• realistic goal

ACADEMIC VOCABULARYYou will find these words in your reading and on your tests. Make sure you know their meanings.• publication • challenging

Predict Are you interested in the careers of your family or neighbors? Why or why not?

SECTION 37.1

BEFORE YOU READ

Define Goals

ACADEMIC STANDARDSSocial StudiesNCSS 4 Individual Development and Identity Exploration, identification, and analysis of how individuals relate to others

ScienceNSES Content Standard E: Understandings about science and technology

Compare Which of the

six self-assessment areas

will have the greatest

effect on your career

choice?



1. Define your lifestyle goals. 2. Conduct a self-assessment. 3. Identify possible career choices and

gather information on each. 4. Evaluate your choices. 5. Make your decision. 6. Plan how you will reach your goal.

In this section, we will explore how to definelifestyle goals, conduct a self-assessment, and identify possible career choices by gathering information.

Define Your Lifestyle GoalsThe first step in choosing a career requires

that you do a bit of reflecting. You need to think about what kind of life you would like to live—your lifestyle. What type of lifestyle do you want? How do you want to spend your time, energy, and money? The answers to these questions will help you set lifestyle goals to make possible the life you want to have in the future.

Your career has a great effect on life-style. Some careers will fit your lifestyle goals better than others. If spending time with your family is important to you, then you probably will not want a career that requires a lot of travel. Similarly, if you cherish week-ends for religious or leisure activities, you probably will not look for a job that requires working weekends. Knowing your lifestyle goals will help you find a career that enhances your lifestyle.

As a student, your life revolves around school, friends, and family. As an adult, your lifestyle will be influenced by:

• where you live (city, suburbs, or rural area) • the type of housing in which you live • the cultural environment in which you

live, including the kinds of shopping and leisure activities you enjoy

• your mode of transportation • your relationships with your family and

friends • the work you do to earn a living

Your career is the key to your lifestyle because it will provide the earnings needed to

support your lifestyle. Before you can deter-mine how compatible a career will be with lifestyle goals, you need to assess what your goals are.

Conduct a Self-AssessmentBe prepared to record your findings in a

notebook. Label the notebook Self-Assessment File. Summarize your various assessments inparagraph form or, where appropriate, by us-ing a rating scale.

Your Values Values are beliefs that guide the way we

live. Just as people have different abilities and personalities, they also have different values. Defining your system of values is essential in choosing a career.

• CITY or COUNTRY? Living in the city can be exciting yet demanding. A rural setting offers a quieter, more relaxed lifestyle.

In which setting would you feel most comfortable, urban or rural?

Richard Lord/PhotoEdit


Identify your values by focusing on the beliefs and actions that are important to you. If you are willing to work very hard to succeed, you value achievement. Another possible value is the opportunity to express yourself.

Your InterestsMost people spend between 30 and 40 years

working, so it makes sense to choose work that interests you. When you can clearly define your interests, you can gain a clearer picture of a career that will be fulfilling to you.

To evaluate your interests, write down the things you like to do. Include leisure activities, school activities, favorite classes, sports, and social activities.

Another way to find out about your inter-ests is to take a career interest survey. Such surveys are similar to tests, but there are no right or wrong answers. You are given a long list of activities, and you decide how much you would like doing each of them. Then you score the survey yourself to learn which careers best match your interests. Your school counselor or marketing teacher can probably arrange for you to take one of these surveys.

Your Skills and AptitudesTo be successful in any career, you will need

specific skills and aptitudes. An aptitude may be an ability or natural

talent, or it may be the potential to learn a cer-tain skill. Pursuing a career without having anaptitude for the required skills may be a struggleinstead of a pleasure, and real success will be hard to achieve. Once you know what skills arerequired to perform a job, you can determine if you have the aptitude to acquire those skills.

You may have already developed skills that will be useful in a career that interests you. Do you find it easy to sell cookies, candy bars, or other items to raise funds for your DECA chapter? Are you good at organizing com-mittees and getting others to do their jobs? Is math easy for you? Have you won any prizes for your creative efforts? List your skills and aptitudes on a separate sheet of paper in your self-assessment file, and update your list as you develop new skills.

Your PersonalityYour personality is the combination of

all of the unique qualities that make you who you are. Understanding your personalitycharacteristics will help you to determine what types of work situations will best suit you. Personality tests, available through your guidance counselor, can help you identify your personality type. Think about how you respond to stress. Do you find it an enjoyable challenge, or do you avoid it? As you perform this exercise, remember that there is no right or wrong kind of personality. There are only different kinds of people.

Your Work Environment Preferences Your work environment refers to where you

work—the place and its working conditions. Working conditions include sights, sounds, and smells.

You do not have to know all your prefer-ences about working conditions now, but you should start thinking about them. For exam-ple, do you prefer to work indoors or outdoors? Sitting down or standing up?

Your Relationship Preferences All jobs require working with informa-

tion and ideas, people, or objects—alone or in some combination. These categories can form the basis for describing different kinds of careers. Since any career you choose will likely involve an overlap of these categories, think about which interests you most. Do you like working with others, or do you prefer to work alone? Are you comfortable handling interper-sonal conflicts at work? The answers to these questions, too, can help you understand your relationship preferences.

Identify Possible Career Choices and Gather Information

To research careers, you will need to gather information from a variety of sources. You will find current information at libraries or on the Internet. You can also learn a great deal through informational interviews, pro-fessional and trade organizations, and actual work experience.

Chapter 37 — Identifying Career Opportunities 789glencoe.com

Libraries A publication you will find in the

library is the Occupational Outlook Hand-book (OOH). The U.S. Department of Labor publishes a revised edition of the OOH every two years and the OOH Quarterly four times each year. The OOH describes what workers do on the job, working conditions, the train-ing and education needed, earnings, and expected job prospects in a wide range of occupations. These publications will give you valuable information on the number and

types of jobs available in any field, known as the career outlook.

Professional and Trade AssociationsProfessional and trade associations serve

individuals and businesses with common interests. These are excellent sources for current information about careers in many professions.

Members are usually people working in or associated with the same industry. Some asso-ciations serve individuals in particular careers,

The Career of Stan Ovshinsky

One secret to a successful career is being open to change and willing to explore new possibilities. Stanley Ovshinsky has done just that. Born over 80 years ago, he has made discoveries and inventions in the world of physics and chemistry since 1960 that have had commercial uses in everything from cell phones to space stations.

Hero of the Planet

Time magazine named Ovshinsky a Hero of the Planet in 1999 for his development of small-scale solar electric systems that allow even remote villages to have electricity.

Ovshinsky’s physics discoveries led to the development of the rechargeable, “green,” NiMH battery. This technology powers not only millions ofcell phones, digital cameras, and other small electronicdevices but also the first consumer electric vehicle, the EV-1. His work on phase-change optical memory has been applied in rewritable DVD and CD products.

In recent years, Ovshinsky, together with Toyota, has built a prototype hydrogen hybrid car that produces no exhaust emissions and goes from 0 to 74 mph in 6 seconds. His goal is to have a commercially viable solid hydrogen system ready to fuel a zero-emission vehicle for the automotive industry by 2010. As he moves towards his 90th birthday, Ovshinsky shows no signs of resting on his laurels.

Ovshinsky started out running a machine shop, and he was always interested in metals and their properties. What interests do you have that could lead to a successful career?

Go to the Marketing Essentials OLC through glencoe.com to find an activity on career development.

Peter Yates/Zuma Press



790 UNIT 12 — EMPLOYABILITY AND CAREER DEVELOPMENT glencoe.com

such as the American Marketing Association or the Direct Marketing Association.

These associations promote pooling of resources, technology cooperation, common standards, and marketing strategies. Informa-tion is disseminated in newsletters, journals, and reports.

The InternetMuch of the information previously avail-

able in print at libraries is now available online.O*NET, the Occupational Information

Network, has replaced the Dictionary of Occu-pational Titles, which was the primary source of occupational information for fifty years. The O*NET database includes information on skills, abilities, knowledge, work activities, and interests associated with occupations. The O*NET site provides information on how to use the O*NET database. The Occupational Outlook Handbook (OOH), described previously in the section on libraries, is also available online. Directions for locating career informa-tion are given on the OOH site.

You can also find a wealth of resources for research from America’s Career InfoNet Web site. The College Board has a section on its Web site devoted to helping you research careers.

Informational InterviewsYou may want to set up an informational

interview with a professional who works in a career that interests you. You can learn about the demands and opportunities of a career by talking with someone who has experience. You also get the opportunity to learn about the day-to-day realities of a job. Those who have met the challenges of a career are usu-ally happy to talk about it.

Ask both your teacher and your counselor forsuggestions about whom you should interview.They may have lists of people in the communitywho enjoy talking with young people about their work. Family members and friends of the family can also sometimes give you leads.

If you do not get some good suggestions from these sources, contact the public affairs

College While You Work

If your career goal is a high-level job in any area of marketing, you will want to continue your edu-cation past high school into college, and probably beyond a bachelor’s degree to an MBA or other graduate degree. What if you have already begun your career path, and do not feel able to take time off for college or an advanced study? An online degree program could be the solution.

There are many fully accredited universities offering degrees in a variety of business areas to students who want to do some or most of their degree work in an online environment. Many online students are already working in fields related to their studies. Bachelor’s, master’s, and doctoral programs are all available online. Studying online means that students download lectures at their own pace and on their own schedules. Students receive and submit assignments and get instructor feedback by e-mail. They have access to online research libraries as well as to other students with whom they can discuss course content. The market for these services might include you.

List three pros and three cons of an online degree program.

Go to the Marketing Essentials OLC through glencoe.com to find an activity about online degrees.




or public relations officer at a professional association. Ask if the organization sponsors career nights or other opportunities where you can speak with people who are currently working in the field.

Before any interview, prepare a list of ques-tions that you want to ask. Here are somesuggestions:

• How do you spend most of your time on the job?

• Which work activities do you like most? • What skills will I need to do this type of

work? • What skills will I need to advance? • What education and training will I need? • Can I complete some of the training after

I begin working? • How much time do you spend working

with ideas and information? With people? With objects?

• Will there be an increase in job opportunities in this field over the next several years? What impact will automation and new technology have on job opportunities in the next few years?

On-the-Job ExperienceMany students work part-time after school,

on weekends, or during the summer months. If you have an idea of a career you might be

interested in pursuing, an entry-level position in that field will offer you great experience.

On-the-job experience offers you many benefits. You can:

• try out some of the work activities in your career field and decide how much you like doing them;

• experience the work environment associated with that career;

• develop work habits that will help you succeed in your career;

• broaden your understanding of the world of work and smooth the transition from school to work;

• make career contacts who can serve as mentors or assist you when you are searching for a job later; and

• build up your résumé, which will grow as you gain more working experience.

You may also look into an internship program at a company or organization that interests you. An internship offers students direct work experience and exposure to vari-ous aspects of a career, either with or without pay.

The value of an internship is in the experi-ence and the contacts that you make. Employ-ers seriously consider internship experience when reviewing candidates for new positions.

• INTERVIEW for SUCCESS An interview with a prospective employer offers you an opportunity to collect information about a job or career.

What other opportunities does the interview offer the interviewer and the interviewee? Do you think an interview is a good resource in gathering information about a career of interest to you? Why or why not?

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Your Values:The value scales I took showed that I like tohelp other people (humanitarianism). I like tobe a leader. Doing creative things is fun, too.

Values:As a teacher I would have a chance to helpothers—that’s what it’s all about. Teacherscertainly have plenty of opportunities to beleaders, too. Teachers also need to be creative!

Your Interests:My hobby interests have always been photog-raphy, reading, and theater. My career interestsurvey showed that I might like a career inleading/influencing, selling, the arts, or maybe a humanitarian career.

Career Duties and Responsibilities:As a teacher, I would present information, anddirect student discussions and activities inclass. I would help each student individually,too. (Maybe I could teach marketing or generalbusiness.) A teacher’s working conditionswould be good in most schools. (Summers off!)

Your Personality:I like people, and I have a good attitude towardlearning. I have an open mind. I’m enthusiastic,too. However, I don’t have the energy and drivethat some people have. I don’t know if I couldwork night after night.

Type of Personality Needed:A teacher must like kids, even when they aren’t very likeable. I would have to prepare mylessons every day — couldn’t just forget aboutthem. Teachers need to be organized, too.

Data-People-Things Preferences:I think I like working with people most of all. Iwouldn’t want to be stuck in an office all daywith only “data” to talk to. I also wouldn’t likeworking only with things. Some data would beall right, though.

Data-People-Things Relationships:Teachers work mostly with people — theirstudents, the principal, parents. They work withdata (information), too, though. I don’t thinkthey work much with things.

Skills and Aptitudes:I may have some natural teaching skills— thekids at the YMCA always come to me for help. I helped several kids in Miss Moore’s class.Business classes are easy for me.

Skills and Aptitudes Needed:Being able to present information so studentscan understand it is a very important skill. Of course, you must know your subject. Anappetite for learning new approaches to

Education/Training Acceptable:I sure never thought I would go to college—I never even liked doing the homework in highschool. However, here I am a senior with no real prospects of a good job. Maybe college is

Education/Training Required:Four years of college (it sounds like forever, but I guess it does go fast) are required beforeyou can begin teaching in most states. Somestates require course work beyond that.

Name _________________________________________ Date ____________________________________

MatchPersonal Information Career Information (1–5, with 5 being

the best match)

September 4, 20--Joan Smith

teaching is important, too.

the answer.


• Is It a Match? A personal career profile helps you compare your self-assessment with a particular career

assessment.

Based on this career profile, how does Joan Smith’s personal information match the information about a teaching

career? Rank each category from 1 to 5, with 5 being the best match.

Go to the Marketing Essentials OLC through glencoe.com to find a project on career assessment.

37.1 Personal Career Profile




It demonstrates high interest and a willingness to put in time to gain valuable experience.

Evaluate Your Choices Once you identify one or even several

interesting careers, it is time to compare and contrast that potential career with your self-assessment. In this way, you can determine if a career that seems of interest is really a good match for you.

Organize your task before you begin for better efficiency. Gather all of your self-assessment notes and research on different careers. It is helpful to begin this matching process on paper. Create a personal career profile, using an evaluation format that allows you to compare your self-assessment

side-by-side with a particular career assess-ment (see Figure 37.1).

On the left side of the profile, write down the information about yourself. Then make several photocopies of this form—one for each career that you researched and that interests you. Using these copies, fill in the career information on the right by referring to your notes. After you complete each pro-file, reread all the information carefully. The following questions will guide you as you evaluate your choices.

• Do the work values in this field match my values?

• Will this career support my lifestyle goals?

Marketing Yourself GloballyHave you ever thought about living in another country? Imagine you spot the information below on a Web site dedicated to working abroad.• The New Zealand government will grant up to 500 young

citizens of the United States of America (USA) work visas for a working holiday annually.

• Visas allow a working holiday of 12 months.To be eligible you must: • be a citizen or resident of the USA • prove that your main reason for coming to New Zealand is to visit • have a valid American passport• hold a return ticket or sufficient funds to purchase such a ticket • have a minimum of NZ$4,200 in available funds to meet your living costs while in

New Zealand• hold medical and comprehensive hospitalization insurance for the length of your stay

How would working in a foreign country help your long-term career plan?

Go to the Marketing Essentials OLC through glencoe.com to find an activity on technology and career planning.




• Do the responsibilities match my skills and aptitudes?

• How suited is the job to my personality? • Does the work environment match my

needs? • Does the career offer the work

relationships I am seeking?

Develop an Action Plan and Reach Your Goal

A plan does not guarantee success, but outlining the steps that you need to follow to reach your ultimate goal will provide a path.

Formulate Planning GoalsThe small steps you take to get from where

you are now to where you want to be are planning goals. They give your life a sense of direction and move you steadily toward your ultimate career goal. Every time you reach a goal, you gain confidence to move on to the next one (see Figure 37.2).

Be SpecificThe best way to make progress toward

your ultimate goal is to make your planning goals specific. A specific goal is stated in exact terms and includes some details. The goal statement “I want to become a success” is not specific. “I want to complete my class in marketing this semester and earn at least a B” is specific. It is the type of planning goal that moves you forward. The more specific you are about your career goals, the more likely you are to formulate a plan to reach those goals.

Be RealisticPlanning goals must also be realistic. A

realistic goal is one that you have a reason-able chance of achieving. Think about all of the different skills and aptitudes that you pos-sess. They will guide you in identifying both your ultimate career goal and your planning goals.

Work BackwardWhen you set your planning goals, begin

with your ultimate career goal. Then decide what objectives you must reach along the way

to achieve your ultimate goal. Work backward, starting with your most distant, long-term goal, and move toward the present to determine the necessary medium- and short-term goals.

For example, suppose your ultimate career goal is to become a chef. A long-term goal may be to study with a world-class chef. To earn the credentials you need to get such an opportunity, you may set a medium-term goal of earning a degree from a culinary institute. Another medium-term goal may be to get a job at a well-respected restaurant in your town or city. To prepare for that opportunity, you may set a short-term goal to work in a local kitchen to gain practical experience. Another short-term goal may be to investigate what type of training you will need. So, you may subscribe to a cooking magazine or keep up-to-date with new cookbooks.

Having a progressive series of goals allows you to test your ultimate career goal and make corrections along the way. While progressing toward your career goal, your experiences may reinforce your career decision or lead to your changing your career goal. You may discover another career that you find more interesting. On the basis of work experience in a kitchen, you may discover that you would rather own a restaurant than be a chef. At any point along the way, you can adjust your path and your ultimate goal.

Professional DevelopmentWhatever your career choice, you will

need a plan of action to reach your goal. Your plan must include the concepts and strategies needed for personal and professional growth.

Choosing education is much like choos-ing a career. Follow the complete decision-making process to select the best program and the best school for you. Your school counselor is a good place to start. Your school and public libraries are likely to have useful information. You can also search the Internet and visit the Web sites of those schools that interest you.

Due to the continuing changes brought about by technology and the competition of a global economy, all professionals must

STEP 2: DEVELOP AN EDUCATION/PROFESSIONAL DEVELOPMENT PL AN

STEP 3: DRAW UP A PL AN OF ACTION

STEP 1: SET CAREER GOALS


• Steps to Take After you have completed a self-evaluation to determine your personal strengths and weaknesses and

researched possible career paths, you should be ready to write a career plan and begin to act on it.

What is your plan?

Choosing how much and what kind of

education or training you need for your career

is one of the most important decisions you will

make. Develop short- and long-term education

and training goals, including internships with

employers in the fields that attract you.

Create your plan, including both the work experience

goals and the educational goals you will need to reach

your ultimate career. Be realistic about the timing of each

step of your plan. Know that you will likely revise it as

time goes on and circumstances change.

You need a road map to get from

where you are to your final destination.

The specific, realistic, short- and

medium-term goals you set are the

mile markers on your map. Achieving

each one takes you that much closer

to your final career goal.

Go to the Marketing Essentials OLC through glencoe.com to find a project on career planning.

37.2 Developing a Career PlanC

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Problem Solving: Compound Interest Compound inter-est is interest paid on the principle and subsequently, on the principle plus the accumulated interest. • To solve this problem, multiply

the initial amount invested by 13.9948204, the value of the com-pound interest over 39 years.

For help, go to the Math Appendix located at the back of this book.


upgrade their existing skills and acquire new ones. It is no surprise, then, that lifelong learn-ing is key to any successful career.

If you are planning for education and train-ing beyond high school, consider the follow-ing questions:

• What is my ultimate career goal? • What course can I take now that will

help me to reach that career goal? • What education and training beyond

high school is required to reach my career goal?

• How much of this education and training must I complete before I enter this career?

• Where can I get this education and training?

• How much will this education and training cost, and how will I get the money?

• How much education and training can I get on the job?

Outlining Your Plan After you have answered these questions,

begin writing your personal plan of action. Write down all of your goals, the date that you plan to begin working toward each one, and the date you expect to reach each goal. Identify the skills you will need to enhance progression in your career. This will help keep you on track toward your ultimate career goal—the one that turns your dream lifestyle into reality.

Check your answers at the Marketing Essentials OLC through glencoe.com.

Key Terms and Concepts 1. What are the first two basic steps in choosing a career? 2. List three considerations that will help you formulate planning goals.3. List six areas to explore when conducting a self-assessment.

Academic SkillsMath

4. Assume that you will work for 40 years before you retire. You invest $5,000 in a retirement fund at the end of your first year. It com-pounds at a 7 percent annual rate of return for the next 39 years. How much will be in the account when you retire? Use the following equation to find the amount that will be in the account: Amount 5 $5000 3 (1.07)39 where (1.07)39 is 13.9948204.

English Language Arts

5. Use your library, school career center, local bookstore, or online book-store to obtain two books on choosing a career. Browse through each book and read the chapters devoted to self-assessment. Then, make a chart comparing the information both books give about the steps to self-assessment.



Questions About a Marketing Career

1.

2. Are there many jobs available?

3.


Is Marketing a Career for You?As you study marketing, you have the opportunity to evalu-

ate marketing as a potential career. Even if you decide that mar-keting is not for you, the skills and knowledge you gain from your study will help you in school and on the job. These skills include writing, researching, communication, and analytical skills, among others.

THE MAIN IDEAWhen considering a marketing career, learn about the requirements, opportunities, rewards, and trends. The more information you have, the easier it will be to make a career decision.

GRAPHIC ORGANIZERDraw this chart to write in the benefits, trends, and job levels of marketing careers.

READING GUIDE

OBJECT IVE• Explain the importance of

marketing careers to the U.S. economy

KEY TERM• occupational area

ACADEMIC VOCABULARYYou will find these words in your reading and on your tests. Make sure you know their meanings.• subordinate

• monitor

Predict What do you already know about careers in marketing?

SECTION 37.2

BEFORE YOU READ

Careers in Marketing

Go to the OLC through glencoe.com for printable graphic organizers, Academic Vocabulary definitions, and more.

ACADEMIC STANDARDSEnglish Language ArtsNCTE 1 Read texts to acquire new information.

English Language ArtsNCTE 3 Apply strategies to interpret texts.

Analyze List three

pros and three cons of

a career in marketing.



An Overview of Marketing Careers

Marketing provides perhaps the great-est diversity of opportunities of any career field—from purchasing merchandise, to sell-ing, to designing ads, to steering the company as president. About 33 million Americans earn a living in marketing. Careers in marketing span an array of activities required to develop, promote, and distribute goods and services to consumers. When considered in this broad sense, marketing activities account for about one in every three American jobs.

Benefits of a Marketing CareerThe most obvious benefit of a career in

marketing is the opportunity to make an above-average income. Even in an entry-level or subordinate job, it is nice to know that potential earnings in marketing are excellent.

There are usually more opportunities to advance in a marketing career than in almost any other area of business. This is because of the high visibility that many marketing posi-tions have.

People who work in marketing frequently present and shape their ideas in meetings with company managers and executives. People who work in sales get constant feedback on their efforts in the form of sales figures that are regularly reviewed by upper-level manage-ment. People who work in advertising may develop ad campaigns that win critical acclaim from professional associations. In terms of a job, this means winning promotions faster in marketing than in many other careers.

A career in marketing can be stressful, how-ever, because there are pressures to succeed, and results of one’s efforts are highly visible.

Employment Trends in MarketingThe Bureau of Labor Statistics (BLS) pro-

jects that employment in marketing and sales will continue at a high level through 2014. The rapid growth of e-commerce provides many opportunities.

Department of Labor projections indicate that managerial jobs in marketing-related fieldswill continue to be plentiful in all industries.

Changes in the marketplace have created the need for more rather than fewer marketing professionals. The rise in the number of sin-gle-person households, changing preferences in recreational activities, and the increase in foreign competition must all be monitoredthrough market research and marketing infor-mation systems. To track these developing trends, companies are expanding their mar-keting programs and staffs.

Marketing Occupational AreasAn occupational area is a category of

jobs that involve similar interests and skills. Focusing on one or two areas makes it much easier to find information about the career area that most interests you. Listed below are the 21 generally accepted areas or career applica-tions within the field of marketing.

• Advertising • Customer Service • E-Commerce • Entrepreneur • Fashion Merchandising • Financial Services • Food Marketing • Hospitality Marketing • Importing/Exporting • International Marketing • Marketing Research • Pharmaceutical/Medical Marketing • Product Management • Professional Sales • Public Relations • Real Estate • Restaurant Management • Retail Management • Sales Management • Service Marketing • Sports Marketing • Travel/Tourism/Hospitality Marketing

Summarize What elements of a marketing career are appealing?

Number and Operations:Comparing Numbers When compar-ing numbers, start with the digits in the greatest place value. If those digits are equal, move to the right and compare the digits. Continue moving to the right until the larger value is determined.

• To solve this problem, multiply the salary of the job you found by 1.12 to determine its value after a 12-percent increase.



Job Levels in MarketingMany jobs exist within each of the occu-

pational areas, or career applications, of mar-keting. Jobs in each marketing area can be categorized according to five skill levels.

• Entry-level jobs usually require no prior experience and involve limited decision-making skills.

• Career-sustaining jobs require a higher level of skill and more decision making than entry-level jobs.

• Marketing specialist employees must show leadership ability and make many decisions on a daily basis. Being a marketing specialist is a long-term career goal for many in marketing.

• Marketing supervisors must have good management skills, the ability to make many decisions on a daily basis, and excellent marketing skills. This is the highest career level to which many people aspire. The prestige and income are generally quite high, and there is less risk involved than at the top management level.

• Managers and CEOs/owners are at the top level. People at this level are capable of running an entire company or a significant part of it. They must be highly skilled in a number of areas. They are responsible for the final success of the enterprise.

Check your answers at the Marketing Essentials OLC through glencoe.com.

Key Terms and Concepts 1. What are three benefits of a career in marketing? 2. There are ten major areas you should consider when investigating

careers. Rank them by importance level, with number 1 being your highest priority and number 10 being your lowest.

3. Name five resources for researching careers.

Academic SkillsMath

4. Use the Occupational Outlook Handbook in the library or online to find the current annual salaries for two marketing jobs of interest to you. What is the difference between these two salaries? Assume that in two years, the salary for each job increases by 12 percent. What will be the new salary for each job?

Social Studies/Government

5. Government agencies and the policies they implement have a strong effect on our market economy. Select one of the following agencies to research: Federal Communications Commission, Federal Reserve Board, Federal Trade Commission, Food and Drug Administration, or Internal Revenue Service. Write a one-page report on the agency and what it does. Explain how the agency impacts the economy.




NICK CORCODILOSPRESIDENT, NORTH BRIDGE GROUP, INC.ASKTHEHEADHUNTER.COM

What do you do at work?

Companies turn to me to fi nd great talent to do jobs that impact the bottom line positively. Finding great people does not involve running ads or searching for résumés on online job boards. A good headhunter serves as a hub of insider information in the

industry he or she services. In other words, my job is to know the best people in the fi eld I service, and to help those people meet one another and stay in touch. In essence, a good headhunter helps useful but sensitive information fl ow among the people who make an industry click.

What skills are most important to you?

Street smarts (the most useful form of intelligence), self-motivation, persistence, and enthusiasm are the keys to success as a headhunter. My most important skill is the ability to see connections where others do not. You cannot learn the business from a book, a course, or a workshop. You must work closely with a good headhunter who can teach you the business, and who you can observe closely at work. I think it is imperative to have a college degree.

What is your key to success?

Doing nice things for others for free. For every placement I make to earna fee, I probably wind up helping 30 people make connections that somehow pay off for them. I have a lot of friends as a result.

Courses marketing, general business, psychology

Degrees BA, MBA

Industry contacts are crucial, so aspiring headhunters often begin their careers at established agencies.

Growth to increase signifi cantly faster than average for the next ten years

Source: Occupational Outlook Handbook

Outgoing personality, strong social and interpersonal skills,ability to make connections and think creatively

Go to the Marketing Essentials OLC through glencoe.com to fi nd a career-related activity.

Why is it sometimes benefi cial to do work at no charge? What are some instances you can think of in which this might be valuable?



www.asktheheadhunter.com


C H A P T E R 37 R E V I E W

SECTION 37.1• Good career choices are based on a comprehensive self-assessment of values, interests,

skills, aptitudes, personality, and lifestyle preferences.

• Career planning includes looking at work values, lifestyle fi t, and the education and

training required. It also includes learning about the duties and skills required, and at

helpful personality traits, work environment, and work relationships.

• Your plan of action to reach your career goal requires setting specifi c and realistic short-

and medium-range planning goals.

SECTION 37.2• Consider the benefi ts, employment trends, occupational areas, and job levels in marketing.

Key Terms• lifestyle (p. 787)• values (p. 787)• aptitude (p. 788)• Occupational Outlook

Handbook (OOH) (p. 789)• career outlook (p. 789)

• O*NET (p. 790)• internship (p. 791)• planning goals (p. 794)• specifi c goal (p. 794)• realistic goal (p. 794)• occupational area (p. 798)

Academic Vocabulary• publication (p. 789)• challenging (p. 790)• subordinate (p. 798)• monitor (p. 798)

2. Defi ne values, lifestyle goals, interests, and

aptitudes. Why is it important to assess

these when choosing a career? (37.1)

3. What are two methods for appraising your

personality? (37.1)

4. What is a work environment? What three

categories are involved in relationship

preferences? (37.1)

5. What areas should be investigated when

completing a career assessment? (37.1)

6. Name two online career research resources.

Name resources available at libraries. (37.2)

7. What purpose does a personal career profi le

serve? (37.2)

8. What are three occupational areas in

marketing? (37.2)

9. Name some of the skills learned while

studying marketing. (37.2)

10. How has e-commerce affected employment in

the fi eld of marketing? (37.2)

11. What is the most obvious benefi t of a career

in marketing? (37.2)

1. On a sheet of paper, use each of these key terms and academic vocabulary words in a written sentence.



12. Workplace Skills Human Relations Use a search engine on

the Internet to do a search on personality

tests. Find a site that will let you take a

personality test for free. Print out the result

of your test. Then write a brief paragraph

explaining how this information might help you

relate to others.

13. Technology ApplicationsResearch Salary Ranges A possible career

choice might be some type of research

in marketing. You have considered your

lifestyle goal and know that you want to have

a comfortable lifestyle. Use the Internet to

fi nd the salary ranges of some specifi c jobs

in marketing research. Name one or more

specifi c jobs that meet your criteria. Then

consider job opportunities in four marketing-

related careers: computer technology, fi nance,

business management, and economics. Go to

the O*NET site to explore the outlook for job

opportunities in these careers.

14. Math Practice Calculating a Wage If the average national

wage for an employee with a high school

diploma is $26,000 while the average wage

for an employee with a four-year degree is

$40,000, how much more does the second

employee earn? (Provide your answer in

dollars and in percentage.)

Problem Solving: Determining

Differences Determining the difference

between two numbers is a matter of

subtracting the smaller amount from the

larger amount.


15. English Language Arts/Writing Personal Goals Skim the chapter and

look at the different ways to defi ne personal

goals. Write a few paragraphs outlining your

personal goals and interests. Talk about the

type of job you would like to have and whether

your interests and skills would help at this

job. If your skills and interests do not fi t with

this job, write about the type of job they do fi t.

16. Assess Your Values

How do you think your values were formed?

What effects do you think your personal

values will have on the career you choose?

17. Prepare for an Interview Select a career that interests you. Prepare a

list of six or more questions that you would

like to ask someone who works in that

fi eld. Also include questions relating to an

employer’s expectations. Locate and arrange

to interview such a person.

Activity Use a word processing program to

write up your questions and the answers that

you received. Share this information with your

classmates.


Role PlayHigh School Marketing StudentSituation Assume the role of a student enrolled in a high school marketing class. Your class is studying careers and career planning. You have a homework assignment to develop a career plan for yourself. You have studied the three steps necessary to prepare your career plan. You have mentioned this assignment to a friend (judge) who is not in your marketing class. Your friend (judge) is interested and asks you for more information.Activity You are to explain the three steps to prepare a career plan to your friend (judge). Offer details of each step in the presentation.Evaluation You will be evaluated on how well you meet the following performance indicators:

• Set personal goals.

• Assess personal interests and skills needed for success in business.

• Identify tentative occupational interest.

• Identify sources of career information.

• Demonstrate orderly and systematic behavior.

For more information and DECA Prep practice, go to the Marketing Essentials

OLC through glencoe.com.

18. Job Search Access a job listing site on the Web and key

in a search for the job of your dreams. Analyze

the results of your search and develop a plan

of action to obtain your favorite job on the list.

Your plan may include participation in student

organizations, such as DECA, for career

preparation.


1. Directions Choose the letter of the best answer. Write the letter for the answer on a separate piece of paper.

How much more is $23,603 than $6,014? A $17,011 B $16,599 C $17,589 D $18,985

2. Directions Choose either True or False as the answer. Write the letter for the answer on a separate piece of paper.

A career outlook is the potential to learn a new skill.

T

F

Even though your fi rst choice is often correct, do not be afraid to change an answer if, after you think about it, it seems wrong to you.

Test-Taking Tip



Documents

In this unit you will find - d2ct263enury6r.cloudfront.net€¦ · Evaluate your choices. 5. Make your decision. 6. Plan how you will reach your goal. In this section, we will explore