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Page Title: Market Segments
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CHAPTER 5 MARKETING Marketing  in  the  Navy  recruiting  environment consists  of  identification  and  analysis  processes  to  help us recruit the local population with available resources. The basic idea is to find out where our market is and develop a plan to reach it. This chapter will familiarize you with market segment categories, territory analysis, manning and goaling, station market analysis and review techniques  (SMART)  system,  the  prospect  card  system, and  the  marketing  operations  plan. MARKET  SEGMENTS Our total market for recruiting is called military available. This term applies to all people who are within the recruitable age. The target market population is segmented into a primary and secondary target market. Further market divisions are based on mental groups, educational  background,  prior  service,  and  minorities.  In the following paragraphs, we take a look at the different market  segments  to  familiarize  you  with  the  terminology of marketing. PRIMARY  TARGET  MARKET The primary target market includes males 17 to 21 years of age. They may be in or out of school. If they are in high school, they are considered will-grads. If they are attending a posthigh school institution, they are considered  either  2-year  or  4-year  college  or  trade school market. If they are not in school, they are a part of the work force market. This is considered the primary market because, not only are they at the stage of life that career decisions are natural, they are also at the optimum training age. SECONDARY  TARGET  MARKET The secondary target market consists of the male 22- to  29-year-old  age  group,  which  can  be  high  school diploma  graduates  (HSDG),  high  school  graduates (HSGs – high school equivalency), or nonhigh school graduates  (NHSGs  –  dropouts).  Although  out  of  the school  environment  longer  than  the  primary  market,  the secondary target market is still considered to be within the  preferable  age  range. MENTAL GROUPS AND EDUCATION The Navy requires that the majority of accessions be upper mental group (those who attain a 50 percentile or above  Armed  Forces  Qualifying  Test  [AFQT]  score). Lower  mental  group  enlistments  must  be  HSDGs. Obviously,  we  are  looking  for  the  quality  market. Population  groups  are  divided  into  cells  based  on  their mental  group  and  education.  Figure  5-1  shows  the mental group and education cell designations. “A” Cell “A”  cells  are  the  upper  mental  group  HSDGs.  This is  the  market  on  which  we  must  place  the  most emphasis. Today’s Navy demands personnel who are capable of filling challenging and demanding billets. This  is  also  the  most  competitive  market.  Colleges, civilian  industry,  and  other  services  will  all  vie  for  the “A” cell market interest. “B” Cell “B” cells are upper mental group nonhigh school graduates.  The   Navy  Recruiting  Manual-Enlisted (CRUITMAN-ENL), COMNAVCRUITCOMINST 1130.8,  and  the  annual  goaling  notice  places  restrictions on the recruitment of these individuals. CELL MATRIX HS  DIPLOMA  GRAD NON-HS  DIPLOMA  GRAD Upper  mental  group A B Lower  mental  group C D Figure 5-1.—Mental group and education cell matrix. 5-1

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