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.
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
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 cells are the upper mental group HSDGs. This
is the market on which we must place the most
emphasis. Todays 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 cells are upper mental group nonhigh school
graduates. The Navy Recruiting Manual-Enlisted
1130.8, and the annual goaling notice places restrictions
on the recruitment of these individuals.
HS DIPLOMA GRAD
NON-HS DIPLOMA GRAD
Upper mental group
Lower mental group
Figure 5-1.Mental group and education cell matrix.