Marketing a Navy Recruiting District

Paper Summary:

This paper explains that the mission of recruiting high quality men and women for the Navy's enlisted and officer programs must be achieved with integrity by personnel trained to accomplish its goals. The author describes the U.S. Navy's excellent unique mix of positions and services, which focus on the long-range perspective of the life plan for a specific recruit. The paper evaluates the marketing elements and suggests ways to improve them. Several tables are included with the paper.

Table of Contents:
Name and Address
The Organization's Mission
General Objectives or Goals
The Products (Or Services) That the Organization Markets or Provides
Competitors
Customers
Products (Goods and/or Services)
Product/Market Matrix
Demands of the Market
Support Services
Phased Out Products (Goods and/or Services?
Add Any Products/Services?
Product Mix
How Currently Distributed?
Variations in Distribution/Delivery by Target Market?
Alternative Methods of Distribution for More Service or Less Cost
Service to Customers through these Channels
Promotion and Personal Selling
Sales Force
Organization of the Sales Force by Territory, Market, Product
Morale, Effectiveness, and Ability of the Sales Force
Training
Incentives
The Procedures Used to Evaluate Performance
Advertising
Advertising Objectives
Advertising Messages Effective?
Advertising Themes, Graphics, and Copy Effective?
Advertising Media
Public Relations (which includes Publicity)
Public Relations Program
Sales Promotion
How are Prices Set?
Price Elasticity
Temporary Price Promotions

From the Paper:

"The sales force is actually a group of Navy recruitment officers and enlisted men and women who staff the center mentioned at the beginning of this audit. Their roles vary, with several of them focused on assisting high school graduates with decisions on which area of the Navy to enlist into, and the more senior members of the recruitment staff working with local high schools, universities, and also youth groups, where the recruitment officers give overviews of what life is like in the U.S. Navy."

Sample of Sources Used:

• Friedman (2005) - Thomas R. Friedman, author. The World is Flat. Farrar, Straus, and Giroux. New York, NY. Published 2005
• Guided Selling (2001) - Defining your direction in guided selling AMR Research Report. November 1, 2001. Retrieved from the Internet on June 3rd, 2007 from: http://www.lwcresearch.com/filesfordownloads/DefiningYourDirectioninGuidedSellin.pdf
• Judd (1987). "Differentiate With the 5th P: People," Industrial Marketing Management, Vol. 16 (1987), pp. 241 - 247.Johansson and Nonaka (1987). Johnny K. Johansson and Ikujuro Nonaka. Market Research the Japanese Way. Harvard Business Review. May - June, 1987. Pg. 34 - 45.

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