Section 1.2 Careers in Marketing
17
Measurable
For a goal to be measurable, the progress
should be able to be tracked. Many people
say, “My goal is to…” but never figure out
how or when they will reach their goal.
Measuring goals is like keeping track of
mileage on a trip. Following the map helps
to know how much farther a destination is at
any point in time.
Attainable
Is the goal actually attainable? For
example, a student may want to be an elec-
trical engineer. Engineers, however, need
very strong math and science skills. The
goal becomes more attainable with a plan to
obtain the necessary aptitudes and skills.
Realistic
For a goal to be realistic, it must also be prac-
tical. High goals can be achieved if the person is
highly motivated and has a plan to achieve them.
Sometimes several shorter, more realistic goals are
necessary to reach a final goal. For example, your
final goal may be to own a clothing store. Your
first goal might be to become a manager in the
store where you currently work. After learning
how to manage that store, perhaps the next goal
could be to obtain a position in the marketing
department at the store’s corporate headquarters.
Timely
Setting a time for achieving a goal is the
step most often overlooked. A goal needs an
end date for progress to stay on track. For
example, you may have a goal to find a
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you now have an end date. This helps you
remain motivated to reach your goal on time.
Why a Career in Marketing?
The better question might be why not
a career in marketing? There are many
marketing careers that fit different interests,
skills, and abilities. Good at math? Consider
a career as a market researcher. Love art?
Consider a career in advertising or graphic
S
Are my short- and long-term goals specific?
Exactly what do I want to achieve?
M
Are my goals measurable?
How will I know when a goal is achieved?
A
Are my goals attainable?
Am I setting goals that can be achieved?
R
Are my goals realistic?
Have I set goals that are practical?
T
Are my goals timely?
Are the dates for achieving my goals appropriate?
SMART Goals
Figure 1-4 Set SMART career goals.
Goodheart-Willcox Publisher
Marketing Ethics
Business Ethics
Ethics is a set of rules that defines what is wrong and right. Ethics helps people make
good decisions in both their personal and professional lives. Business ethics is a set of
rules that help define appropriate behavior in the business setting. It is important for
marketing professionals to set the example of ethical behavior for the business.