Marketing Essentials

Chapter 37: Identifying Career Opportunities

Chapter Summaries

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 the values of a line of work, the lifestyle, and the education and training required. It also includes learning about the duties of a job, the skills required, and helpful personality traits. Evaluating possible career choices involves asking yourself questions about how well the benefits and requirements of each career match what you have learned about yourself in your self-assessment.
• Career research resources include the Internet, professional and trade associations, informational interviews, and libraries, which have government publications such as the Occupational Outlook Handbook (OOH).
• Planning goals are steps to get from where one is to where one wants to be. Goals should be specific and realistic. Education should be included in the planning.

Section 37.2

• Careers in marketing provide a great diversity of opportunities. About 33 million Americans work in marketing.
• As you think about whether marketing is the career for you, you should consider the benefits, employment trends, occupational areas, and job levels in marketing.