This has been caused by the decline of the independent retail merchant, the expansion of chain stores into practically all lines of merchandise and service, and the growth of the independent department store chain. Students who choose this area as their major interest need to be well prepared for a career in retailing that may lead to an executive position. There is also more opportunity in the field for the man or woman who wishes to go into business for himself or herself than in any other business activity. Franchising is only one of many possibilities. Retailing offers opportunities not only to those students who are interested in buying and selling goods and services to the consumer, but also to those interested in retail advertising and other forms of sales promotion, retail accounting and control, fashion merchandising, consumer credit, human resource management, and the general field of management.
Many graduates pursue selling as a highly rewarding career in itself.
Others begin their careers in sales to obtain a valuable grounding for eventual careers in general management, advertising, public relations, marketing research, purchasing and the like. Many companies place all newly hired personnel in sales, as a means of thoroughly orienting them to the business. The supply of qualified research men and women has always been limited, and is especially so at this time in view of the growing importance of research in industry, government, and education. Marketing research job opportunities are numerous in manufacturing firms, advertising media, advertising agencies, trade associations, some larger retailing firms, interviewing and statistical service firms, insurance companies, banks, public utilities, the federal government, state industrial development commissions, chambers of commerce, and universities. Research staffs are usually small in numbers of personnel.