Chapter 37 Identifying Career Opportunities. Chapter 38 Finding and Applying for a Job. In this unit you will find

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1 In this unit you will find Chapter 37 Identifying Career Opportunities Chapter 38 Finding and Applying for a Job ANALYZE THE AD 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? 782

2 PRINT AD LANGUAGE Nonprofit and community-action organizations can use the power of marketing to help their causes. 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 ANALYSIS SWOT Economic Socio-Cultural Technological Competitive STRATEGY Promotion Place Price Product IMPLEMENTATION Organization Management Staffing 4 BUDGET Cost of Sales Cost of Promotion Income and Expenses 5 CONTROL Evaluation Performance Measures Performance Analysis In this unit Marketing Core Functions Product/Service Management Selling glencoe.com 783

3 CHAPTER 37 Identifying Career Opportunities Chapter Objectives After 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 EXPLORE THE PHOTO 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 office 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 find the career that will satisfy you the most. How will you begin? 784 UNIT 12 EMPLOYABILITY AND CAREER DEVELOPMENT David Young-Wolf/Photo Edit

4 DECA Events These acronyms represent DECA competitive events that involve concepts in this chapter: AAM* BSM* HLM SEM ACT EMDM HMDM SMDM ADC FMAL* MMS QSRM BLMDM FMDM RFSM TMDM BMDM* FMML RMS* TSE 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 material that helps you master a key skill. In these DECA competitive events, you should follow these performance 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 progression The 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. 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 Chapter 37 Identifying Career Opportunities 785

5 SECTION 37.1 Define Goals READING GUIDE BEFORE YOU READ Predict Are you interested in the careers of your family or neighbors? Why or why not? OBJECTIVES 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 VOCABULARY You will find these words in your reading and on your tests. Make sure you know their meanings. publication challenging THE MAIN IDEA The 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 ORGANIZER Draw this chart to note key aspects of the six steps in the selfassessment process. What do I do well? The Self-Assessment Process Go to the OLC through glencoe.com for printable graphic organizers, Academic Vocabulary definitions, and more. ACADEMIC STANDARDS Social Studies NCSS 4 Individual Development and Identity Exploration, identification, and analysis of how individuals relate to others Science NSES 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? Choosing a Career Your 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: 786 UNIT 12 EMPLOYABILITY AND CAREER DEVELOPMENT

6 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 define lifestyle goals, conduct a self-assessment, and identify possible career choices by gathering information. Define Your Lifestyle Goals The 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 lifestyle. 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 weekends 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 determine how compatible a career will be with lifestyle goals, you need to assess what your goals are. Conduct a Self-Assessment Be prepared to record your findings in a notebook. Label the notebook Self-Assessment File. Summarize your various assessments in paragraph form or, where appropriate, by using 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? Chapter 37 Identifying Career Opportunities 787 Richard Lord/PhotoEdit

7 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 Interests Most 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 interests 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 Aptitudes To 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 certain skill. Pursuing a career without having an aptitude for the required skills may be a struggle instead of a pleasure, and real success will be hard to achieve. Once you know what skills are required 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 committees 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 Personality Your personality is the combination of all of the unique qualities that make you who you are. Understanding your personality characteristics 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 preferences about working conditions now, but you should start thinking about them. For example, do you prefer to work indoors or outdoors? Sitting down or standing up? Your Relationship Preferences All jobs require working with information 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 interpersonal 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, professional and trade organizations, and actual work experience. 788 UNIT 12 EMPLOYABILITY AND CAREER DEVELOPMENT

8 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 of cell phones, digital cameras, and other small electronic devices 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 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. Libraries A publication you will find in the library is the Occupational Outlook Handbook (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 training 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 glencoe.com types of jobs available in any field, known as the career outlook. Professional and Trade Associations Professional 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 associations serve individuals in particular careers, Chapter 37 Identifying Career Opportunities 789 Peter Yates/Zuma Press

9 such as the American Marketing Association or the Direct Marketing Association. These associations promote pooling of resources, technology cooperation, common standards, and marketing strategies. Information is disseminated in newsletters, journals, and reports. The Internet Much of the information previously available in print at libraries is now available online. O*NET, the Occupational Information Network, has replaced the Dictionary of Occupational 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 information 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 Interviews You 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 usually happy to talk about it. Ask both your teacher and your counselor for suggestions about whom you should interview. They may have lists of people in the community who 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 education 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 . 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. 790 UNIT 12 EMPLOYABILITY AND CAREER DEVELOPMENT glencoe.com

10 David Young-Wolff/PhotoEdit 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? 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 questions that you want to ask. Here are some suggestions: 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 Experience Many 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 various aspects of a career, either with or without pay. The value of an internship is in the experience and the contacts that you make. Employers seriously consider internship experience when reviewing candidates for new positions. Chapter 37 Identifying Career Opportunities 791

11 37.1 Personal Career Profile 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. Name Joan Smith Date September 4, 20-- Match Personal Information Career Information (1 5, with 5 being the best match) Your Values: The value scales I took showed that I like to help other people (humanitarianism). I like to be a leader. Doing creative things is fun, too. Values: As a teacher I would have a chance to help others that s what it s all about. Teachers certainly have plenty of opportunities to be leaders, too. Teachers also need to be creative! Your Interests: My hobby interests have always been photography, reading, and theater. My career interest survey showed that I might like a career in leading/influencing, selling, the arts, or maybe a humanitarian career. Your Personality: I like people, and I have a good attitude toward learning. I have an open mind. I m enthusiastic, too. However, I don t have the energy and drive that some people have. I don t know if I could work night after night. Career Duties and Responsibilities: As a teacher, I would present information, and direct student discussions and activities in class. I would help each student individually, too. (Maybe I could teach marketing or general business.) A teacher s working conditions would be good in most schools. (Summers off!) Type of Personality Needed: A teacher must like kids, even when they aren t very likeable. I would have to prepare my lessons every day couldn t just forget about them. Teachers need to be organized, too. Data-People-Things Preferences: I think I like working with people most of all. I wouldn t want to be stuck in an office all day with only data to talk to. I also wouldn t like working only with things. Some data would be all right, though. Data-People-Things Relationships: Teachers work mostly with people their students, the principal, parents. They work with data (information), too, though. I don t think they work much with things. Skills and Aptitudes: I may have some natural teaching skills the kids 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 students can understand it is a very important skill. Of course, you must know your subject. An appetite for learning new approaches to teaching is important, too. Education/Training Acceptable: I sure never thought I would go to college I never even liked doing the homework in high school. However, here I am a senior with no real prospects of a good job. Maybe college is the answer. Education/Training Required: Four years of college (it sounds like forever, but I guess it does go fast) are required before you can begin teaching in most states. Some states require course work beyond that. Go to the Marketing Essentials OLC through glencoe.com to find a project on career assessment. 792 UNIT 12 EMPLOYABILITY AND CAREER DEVELOPMENT glencoe.com

12 Marketing Yourself Globally Have 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. 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 selfassessment. 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 selfassessment 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 assessment (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 profile, 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? glencoe.com Chapter 37 Identifying Career Opportunities 793

13 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 Goals The 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 Specific The 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 Realistic Planning goals must also be realistic. A realistic goal is one that you have a reasonable chance of achieving. Think about all of the different skills and aptitudes that you possess. They will guide you in identifying both your ultimate career goal and your planning goals. Work Backward When 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 Development Whatever 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 choosing a career. Follow the complete decisionmaking 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 794 UNIT 12 EMPLOYABILITY AND CAREER DEVELOPMENT

14 Colin Young-Wolff/PhotoEdit 37.2 Developing a Career Plan 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? STEP 1: SET CAREER GOALS 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. STEP 2: DEVELOP AN EDUCATION/ PROFESSIONAL DEVELOPMENT 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. STEP 3: DRAW UP A PLAN OF ACTION 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. Go to the Marketing Essentials OLC through glencoe.com to find a project on career planning. glencoe.com Chapter 37 Identifying Career Opportunities 795

15 upgrade their existing skills and acquire new ones. It is no surprise, then, that lifelong learning is key to any successful career. If you are planning for education and training beyond high school, consider the following 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. 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 Skills Math 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 compounds 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 $ (1.07)39 where (1.07)39 is Problem Solving: Compound Interest Compound interest 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 , the value of the compound interest over 39 years. English Language Arts 5. Use your library, school career center, local bookstore, or online bookstore 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. For help, go to the Math Appendix located at the back of this book. Check your answers at the Marketing Essentials OLC through glencoe.com. 796 UNIT 12 EMPLOYABILITY AND CAREER DEVELOPMENT glencoe.com

16 SECTION 37.2 Careers in Marketing READING GUIDE BEFORE YOU READ Predict What do you already know about careers in marketing? OBJECTIVE Explain the importance of marketing careers to the U.S. economy KEY TERM occupational area ACADEMIC VOCABULARY You will find these words in your reading and on your tests. Make sure you know their meanings. subordinate monitor THE MAIN IDEA When 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 ORGANIZER Draw this chart to write in the benefits, trends, and job levels of marketing careers. Questions About a Marketing Career Are there many jobs available? 3. Go to the OLC through glencoe.com for printable graphic organizers, Academic Vocabulary definitions, and more. ACADEMIC STANDARDS English Language Arts NCTE 1 Read texts to acquire new information. English Language Arts NCTE 3 Apply strategies to interpret texts. Is Marketing a Career for You? As you study marketing, you have the opportunity to evaluate marketing as a potential career. Even if you decide that marketing 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. Analyze List three pros and three cons of a career in marketing. Chapter 37 Identifying Career Opportunities 797

17 An Overview of Marketing Careers Marketing provides perhaps the greatest diversity of opportunities of any career field from purchasing merchandise, to selling, 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 Career The 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 positions 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 management. 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, however, because there are pressures to succeed, and results of one s efforts are highly visible. Employment Trends in Marketing The Bureau of Labor Statistics (BLS) projects that employment in marketing and sales will continue at a high level through The rapid growth of e-commerce provides many opportunities. Department of Labor projections indicate that managerial jobs in marketing-related fields will 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 single-person households, changing preferences in recreational activities, and the increase in foreign competition must all be monitored through market research and marketing information systems. To track these developing trends, companies are expanding their marketing programs and staffs. Summarize What elements of a marketing career are appealing? Marketing Occupational Areas An 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 applications 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 798 UNIT 12 EMPLOYABILITY AND CAREER DEVELOPMENT

18 Job Levels in Marketing Many jobs exist within each of the occupational areas, or career applications, of marketing. Jobs in each marketing area can be categorized according to five skill levels. Entry-level jobs usually require no prior experience and involve limited decisionmaking 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. 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 Skills Math 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? Number and Operations: Comparing Numbers When comparing 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. 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. For help, go to the Math Appendix located at the back of this book. Check your answers at the Marketing Essentials OLC through glencoe.com. glencoe.com Chapter 37 Identifying Career Opportunities 799

19 NICK CORCODILOS PRESIDENT, NORTH BRIDGE GROUP, INC. ASKTHEHEADHUNTER.COM Outgoing personality, strong social and interpersonal skills, ability to make connections and think creatively What do you do at work? Companies turn to me to find 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 field I service, and to help those people meet one another and stay in touch. In essence, a good headhunter helps useful but sensitive information flow among the people who make an industry click. What skills are most important to you? Street smarts (the most useful form of intelligence), selfmotivation, 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. 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 significantly faster than average for the next ten years Source: Occupational Outlook Handbook What is your key to success? Doing nice things for others for free. For every placement I make to earn a 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. Why is it sometimes beneficial to do work at no charge? What are some instances you can think of in which this might be valuable? Go to the Marketing Essentials OLC through glencoe.com to find a career-related activity. 800 UNIT 12 EMPLOYABILITY AND CAREER DEVELOPMENT glencoe.com

20 CHAPTER 37 REVIEW 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 fit, 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 specific and realistic shortand medium-range planning goals. SECTION 37.2 Consider the benefits, employment trends, occupational areas, and job levels in marketing. 1. On a sheet of paper, use each of these key terms and academic vocabulary words in a written sentence. 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) specific 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 field of marketing? (37.2) 11. What is the most obvious benefi t of a career in marketing? (37.2) Chapter 37 Identifying Career Opportunities 801

21 CHAPTER37 REVIEW 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 Applications Research 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 marketingrelated 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. For help, go to the Math Appendix located at the back of this book. 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. 802 UNIT 12 EMPLOYABILITY AND CAREER DEVELOPMENT

22 CHAPTER37 REVIEW 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, 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 Test-Taking Tip Even though your first choice is often correct, do not be afraid to change an answer if, after you think about it, it seems wrong to you. Role Play High School Marketing Student Situation 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. glencoe.com Chapter 37 Identifying Career Opportunities 803