ONLINE APPENDIX
Your Career in Marketing
OVERVIEW
As a consumer, you already know marketing is a pervasive element in our lives. In one form or another, it
reaches every person. This course informed you about the different types of marketing messages, showed
you how they are created, and helped you understand the impact they have.
As you have seen throughout this course, marketing activities are interwoven in daily business processes,
helping develop useful products consumers need, pricing them for a fair profit, promoting them so
consumers are aware of their availability, and bringing them to market. In addition, marketing also has a
huge impact on society and the economy in general.
LECTURE OUTLINE
Online Appendix: Your Career in Marketing
Key Terms: chronological résumé, functional résumé, combined résumé, open-ended interview
PowerPoint Basic: 1-14
PowerPoint Expanded: 1-30
1. Marketing costs are a big component of a product’s total budget
a. Approximately 50 percent of the total costs of products are marketing
costs. But costs alone do not indicate the value of marketing to the
success of a product
b. Marketing sends important messages to consumers and businesses,
usually expanding overall sales and spreading production costs over
more items sold, reducing the total cost to bring the product to market
2. Marketers contribute to society as well as to individual employers
a. Marketing decisions affect everyone’s welfare
b. Ethics and social responsibility are critical factors in creating long-term
relationships with consumers, business customers, and the community
c. marketers must strive to exceed customer and government
expectations of ethical behavior
d. The “Solving an Ethical Controversy” features included in every
chapter of this book increased your awareness of the importance of
maintaining high ethical standards in every dimension of marketing
e. Opportunities to advance to more responsible decision-making
, positions often come sooner in marketing than in most occupations
f. Although many paths can lead to the top of the corporate ladder,
marketing remains one of the strongest and most popular
3. You may choose a career in marketing
a. Of the many career paths chosen by business graduates, marketing is
the largest employment category in the U.S. labor force, and job growth
in the field is expected to accelerate
b. Marketing plays a significant role in the survival and growth of all
companies—which means that, as a field, it will continue to grow
4. Your quest for a successful, rewarding career
a. Contemporary Marketing discusses the best ways to approach career
decisions and to prepare for an entry-level position—your first
permanent employment after leaving school.
b. The average starting salary for marketing graduates is about $52,000
c. You are not guaranteed anything. But if you are creative, hardworking,
and determined—and if you learn everything you can about business
and marketing before you begin your search—you are likely to land a
good entry-level position at a company that suits you
d. The key to finding the job you want is letting the market know who you
are and what you can do
5. Assessing your skills and interests
a. Before you begin the job search, it’s important to know yourself, your
strengths, and your interests
b. Education improves your prospects of finding and keeping the right job
c. In addition to taking classes, try to gain related experience either
through a job or by participating in campus organizations
d. Internships, summer and part-time jobs, and volunteer activities on
campus and in your community can also give you valuable hands-on
experience
e. Work-related experience, whether paid or volunteer, lets a potential
employer know you are serious about pursuing your career
f. Marketing your skills to a prospective employer is much the same as
marketing a product to a consumer. Increasingly, job seekers are
selling their skills online
i. In addition to giant career sites like Monster.com and
CareerBuilder.com, savvy job seekers also zero in on niche
boards offering more focused listings
ii. You can find sites that focus specifically on sales and those that
emphasize marketing jobs
iii. Most employers include an employment site as part of their
home page
6. Standing out from the crowd of job seekers
a. Because high-quality employees provide companies the edge they need
in competitive markets, employers need to be choosy in deciding which
applicants will make the cut, be interviewed, and possibly be offered a
position
, b. Experience is one factor in a prospective employee’s favor, and some
activities that enhance a candidate’s profile are internships and
volunteering
7. Internships provide valuable work experience
a. Internships are a critical link in bridging the theory–practice
educational gap
b. They help carry students between the academic present and the
professional future
c. Internships are gaining popularity for both employers and students or
recent grads.
d. Interning is now the number one recruiting technique among
employers
e. Some internships include a salary, which depends on the industry and
the level of education reached by the student
f. Other internships are unpaid, but the majority of students who
participate in unpaid internships still believe the experience gained is
much more important than a salary would have been
g. Start your search for an internship at your school’s placement office or
library
8. Learning more about job opportunities
a. Examine a number of factors when assessing each job possibility:
i. Actual job responsibilities
ii. Industry characteristics
iii. Nature of the company
iv. Geographic location
v. Salary and opportunities for advancement
vi. The contribution the job is likely to make to your long-range
career opportunities.
9. Marketing positions
a. Marketing responsibilities vary among organizations and industries
b. The “Career Path” features that follow outline major marketing
positions, providing job descriptions and projected career paths for
each
c. Each position is also cross-referenced to the chapter in this text that
discusses the marketing area in detail
d. Career Path 1: Marketing, Product, and Advertising Managers. Related
chapters: Chapters 1 and 2 (marketing); Chapters 12 and 13 (product);
Chapter 16 (integrated marketing communication, advertising, and
public relations)
e. Career Path 2: Sales Representatives and Sales Managers. Related
chapter: Chapter 17
f. Career Path 3: Advertising Specialists. Related chapter: Chapter 16
g. Career Path 4: Public Relations Managers and Specialists. Related
chapter: Chapter 16
h. Career Path 5: Purchasing Agents and Managers. Related chapter:
, Chapter 7
i. Career Path 6: Retail and Wholesale Buyers and Merchandise
Managers. Related chapter: Chapter 15
j. Career Path 7: Marketing Research Analysts. Related chapter: Chapter
10
k. Career Path 8: Logistics: Materials Receiving, Scheduling, Dispatching,
and Distributing Occupations. Related chapter: Chapter 14
10. Building your résumé
a. Three basic formats are used in preparing a résumé
i. A chronological résumé arranges information in reverse
chronological order, emphasizing job titles and organizations
and describing responsibilities held and duties performed.
Career Readiness This format highlights continuity and career growth
Résumé Miscues ii. A functional résumé accents accomplishments and strengths,
placing less emphasis on job titles and work history, and often
omits job descriptions
iii. Some applicants use a combined résumé format, which
emphasizes skills first, followed by employment history. This
format highlights a candidate’s potential and suits students
who often have little experience directly related to their
desired positions
b. Regardless of which format you choose, all résumés contain certain
information and they all have the same goal: to interest an employer
enough to invite you to apply formally for a job and conduct an
interview
i. A résumé should be concise—no more than a single page
Figure OA.1 ii. Your contact information should appear at the top of the page:
Functional Résumé full name, address, phone number, and e-mail address. Avoid
using a nickname
iii. Include a brief personal summary of two or three statements
that describes you as a job candidate
iv. Your education information generally comes next
v. State your work history, including employment, internships,
and related volunteer work
vi. Provide a statement of your skills, such as leadership,
managing others, computer software knowledge, and the like
vii. At the end of your résumé, add a note that you will furnish
references on request—do not include your references’ names
and contact information on your résumé
11. Cover Letter
a. Your potential employer typically is first introduced to you through a
cover letter
b. A cover letter should attract attention and interest about what is inside
c. Do:
i. Keep your letter to a single page
ii. Customize the letter to the company or person for whom it is
Your Career in Marketing
OVERVIEW
As a consumer, you already know marketing is a pervasive element in our lives. In one form or another, it
reaches every person. This course informed you about the different types of marketing messages, showed
you how they are created, and helped you understand the impact they have.
As you have seen throughout this course, marketing activities are interwoven in daily business processes,
helping develop useful products consumers need, pricing them for a fair profit, promoting them so
consumers are aware of their availability, and bringing them to market. In addition, marketing also has a
huge impact on society and the economy in general.
LECTURE OUTLINE
Online Appendix: Your Career in Marketing
Key Terms: chronological résumé, functional résumé, combined résumé, open-ended interview
PowerPoint Basic: 1-14
PowerPoint Expanded: 1-30
1. Marketing costs are a big component of a product’s total budget
a. Approximately 50 percent of the total costs of products are marketing
costs. But costs alone do not indicate the value of marketing to the
success of a product
b. Marketing sends important messages to consumers and businesses,
usually expanding overall sales and spreading production costs over
more items sold, reducing the total cost to bring the product to market
2. Marketers contribute to society as well as to individual employers
a. Marketing decisions affect everyone’s welfare
b. Ethics and social responsibility are critical factors in creating long-term
relationships with consumers, business customers, and the community
c. marketers must strive to exceed customer and government
expectations of ethical behavior
d. The “Solving an Ethical Controversy” features included in every
chapter of this book increased your awareness of the importance of
maintaining high ethical standards in every dimension of marketing
e. Opportunities to advance to more responsible decision-making
, positions often come sooner in marketing than in most occupations
f. Although many paths can lead to the top of the corporate ladder,
marketing remains one of the strongest and most popular
3. You may choose a career in marketing
a. Of the many career paths chosen by business graduates, marketing is
the largest employment category in the U.S. labor force, and job growth
in the field is expected to accelerate
b. Marketing plays a significant role in the survival and growth of all
companies—which means that, as a field, it will continue to grow
4. Your quest for a successful, rewarding career
a. Contemporary Marketing discusses the best ways to approach career
decisions and to prepare for an entry-level position—your first
permanent employment after leaving school.
b. The average starting salary for marketing graduates is about $52,000
c. You are not guaranteed anything. But if you are creative, hardworking,
and determined—and if you learn everything you can about business
and marketing before you begin your search—you are likely to land a
good entry-level position at a company that suits you
d. The key to finding the job you want is letting the market know who you
are and what you can do
5. Assessing your skills and interests
a. Before you begin the job search, it’s important to know yourself, your
strengths, and your interests
b. Education improves your prospects of finding and keeping the right job
c. In addition to taking classes, try to gain related experience either
through a job or by participating in campus organizations
d. Internships, summer and part-time jobs, and volunteer activities on
campus and in your community can also give you valuable hands-on
experience
e. Work-related experience, whether paid or volunteer, lets a potential
employer know you are serious about pursuing your career
f. Marketing your skills to a prospective employer is much the same as
marketing a product to a consumer. Increasingly, job seekers are
selling their skills online
i. In addition to giant career sites like Monster.com and
CareerBuilder.com, savvy job seekers also zero in on niche
boards offering more focused listings
ii. You can find sites that focus specifically on sales and those that
emphasize marketing jobs
iii. Most employers include an employment site as part of their
home page
6. Standing out from the crowd of job seekers
a. Because high-quality employees provide companies the edge they need
in competitive markets, employers need to be choosy in deciding which
applicants will make the cut, be interviewed, and possibly be offered a
position
, b. Experience is one factor in a prospective employee’s favor, and some
activities that enhance a candidate’s profile are internships and
volunteering
7. Internships provide valuable work experience
a. Internships are a critical link in bridging the theory–practice
educational gap
b. They help carry students between the academic present and the
professional future
c. Internships are gaining popularity for both employers and students or
recent grads.
d. Interning is now the number one recruiting technique among
employers
e. Some internships include a salary, which depends on the industry and
the level of education reached by the student
f. Other internships are unpaid, but the majority of students who
participate in unpaid internships still believe the experience gained is
much more important than a salary would have been
g. Start your search for an internship at your school’s placement office or
library
8. Learning more about job opportunities
a. Examine a number of factors when assessing each job possibility:
i. Actual job responsibilities
ii. Industry characteristics
iii. Nature of the company
iv. Geographic location
v. Salary and opportunities for advancement
vi. The contribution the job is likely to make to your long-range
career opportunities.
9. Marketing positions
a. Marketing responsibilities vary among organizations and industries
b. The “Career Path” features that follow outline major marketing
positions, providing job descriptions and projected career paths for
each
c. Each position is also cross-referenced to the chapter in this text that
discusses the marketing area in detail
d. Career Path 1: Marketing, Product, and Advertising Managers. Related
chapters: Chapters 1 and 2 (marketing); Chapters 12 and 13 (product);
Chapter 16 (integrated marketing communication, advertising, and
public relations)
e. Career Path 2: Sales Representatives and Sales Managers. Related
chapter: Chapter 17
f. Career Path 3: Advertising Specialists. Related chapter: Chapter 16
g. Career Path 4: Public Relations Managers and Specialists. Related
chapter: Chapter 16
h. Career Path 5: Purchasing Agents and Managers. Related chapter:
, Chapter 7
i. Career Path 6: Retail and Wholesale Buyers and Merchandise
Managers. Related chapter: Chapter 15
j. Career Path 7: Marketing Research Analysts. Related chapter: Chapter
10
k. Career Path 8: Logistics: Materials Receiving, Scheduling, Dispatching,
and Distributing Occupations. Related chapter: Chapter 14
10. Building your résumé
a. Three basic formats are used in preparing a résumé
i. A chronological résumé arranges information in reverse
chronological order, emphasizing job titles and organizations
and describing responsibilities held and duties performed.
Career Readiness This format highlights continuity and career growth
Résumé Miscues ii. A functional résumé accents accomplishments and strengths,
placing less emphasis on job titles and work history, and often
omits job descriptions
iii. Some applicants use a combined résumé format, which
emphasizes skills first, followed by employment history. This
format highlights a candidate’s potential and suits students
who often have little experience directly related to their
desired positions
b. Regardless of which format you choose, all résumés contain certain
information and they all have the same goal: to interest an employer
enough to invite you to apply formally for a job and conduct an
interview
i. A résumé should be concise—no more than a single page
Figure OA.1 ii. Your contact information should appear at the top of the page:
Functional Résumé full name, address, phone number, and e-mail address. Avoid
using a nickname
iii. Include a brief personal summary of two or three statements
that describes you as a job candidate
iv. Your education information generally comes next
v. State your work history, including employment, internships,
and related volunteer work
vi. Provide a statement of your skills, such as leadership,
managing others, computer software knowledge, and the like
vii. At the end of your résumé, add a note that you will furnish
references on request—do not include your references’ names
and contact information on your résumé
11. Cover Letter
a. Your potential employer typically is first introduced to you through a
cover letter
b. A cover letter should attract attention and interest about what is inside
c. Do:
i. Keep your letter to a single page
ii. Customize the letter to the company or person for whom it is
