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Improving U.S. army recruiting: using modern market segmentation methodology to select high-payoff target segments.

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Resumo:During the last few years, the United States Army has experienced great difficulties in recruiting and retaining sufficient numbers of quality soldiers, In 1999, the U.S. Army suffered its worst recruiting year in 20 years (Harper, 1999). The primary causes of the current recruiting crisis include the very robust U.S. economy, record-low unemployment leveis, and an ever-decreasing propensity for military service. To resolve the current recruiting crisis and remain the high-quality, allvolunteer force that it is today, the Army should abandon its traditional mass marketing methods and focus its limited resources in a more effective and economical manner. Current methods waste precious resources on segments that are extremely unlikely to serve in the Army. The Army cannot compete and win in ali segments; it must choose. It is my recommendation that, based on the analysis presented in this dissertation, that the U.S. Army, by adopting target marketing and a selective specialization marketing strategy, can identify, select, and target high-payoff segments where the Army possesses a competitive advantage. To achieve this goal, the Army must conduct a three-step process: market segmentation, market targeting, and market positioning. The Army must abandon its "shotgun approach" to recruiting American youth by developing customized marketing programs for each of its five recruiting brigades. Through target marketing, the U.S. Army can increase its recruiting effectiveness, reduce its advertising cqsts per recruit, and, ultimately, resolve the current recruiting crisis.
Autores principais:Cockerham II, Kenneth Gray
Assunto:Segmentation Profiling Evaluation Target markets Positioning
Ano:2000
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade de Lisboa
Idioma:português
Origem:Repositório da Universidade de Lisboa

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