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1. Explain briefly the main elements in the short case study.

1. Explain briefly the main elements in the short case study.

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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1. Explain briefly the main elements in the short case study.
In June 2019, two-star Major General Laura Yeager became the first woman in American history to assume command of a U.S. Army infantry division, a force of more than 10,000 soldiers. Let's look first a bit more closely at Yeager herself and then at the related question (which already may have just crossed your mind) of whether women should be commanding combat forces. Though Yeager is the daughter of a retired general, she did not enter the military with such a lofty aspiration herself; she said she joined the army to make money for college. "I walked by one of those recruiting posters and said, 'I can do that."" She recalls that her father was more surprised than anyone else at her decision. That decision allowed her to complete her college education at California State University Long Beach and then enter active-duty service in 1986 after her commissioning as a second lieutenant from the university's ROTC program (Reserve Officer Training Corps). She completed military helicopter training in 1989 and then served as a Black Hawk helicopter pilot for aeromedical evacuation. Becoming a mother, however, altered her career trajectory. She left active duty after eight years when her first son was born, but she eventually returned to a military career. She served in a combat aviation unit in Iraq in 2011 and was promoted to brigadier general in 2016. In taking command of the 40th Infantry Division, she now leads a combat unit with a rich history. The division was founded in 1917, and its soldiers have fought in World War I, World War II, and the Korean War. In more recent years, its soldiers have served in Kosovo, Afghanistan, Iraq, and other hot spots around the world. But given her new unit's rich history, you still may be wondering should a woman even serve in a combat unit let alone command it? Page 35 The historic milestone of Yeager becoming the first woman to command an American combat division came nearly a quarter century after a government-financed study determined that "the integration of women into the armed forces did not degrade readiness, cohesion, and morale, despite dire warnings that all three would suffer." And there have been many other milestones between that report and now, including that of three women in 2015 who graduated from U.S. Army Ranger School facing identical standards for evaluation as the men in the school (of 19 who entered the grueling Ranger training). Today, at least a dozen women have graduated from Ranger training. To this day, the integration of women into combat roles continues to be the official policy of the U.S. Department of Defense, but that doesn't mean it is easy. Among other things, the military services face an uphill battle to recruit women who are interested and able to serve in combat roles. And not entirely surprisingly, the various services are approaching the challenge in their own unique ways because of their own unique service identities. The Navy and Air Force, for example, face somewhat different situations than the Army and Marine Corps since their service members (Navy and USAF) tend to be further removed from direct combat. Nonetheless, women pilots now fly fighters in combat operations.
Transcribed Image Text:In June 2019, two-star Major General Laura Yeager became the first woman in American history to assume command of a U.S. Army infantry division, a force of more than 10,000 soldiers. Let's look first a bit more closely at Yeager herself and then at the related question (which already may have just crossed your mind) of whether women should be commanding combat forces. Though Yeager is the daughter of a retired general, she did not enter the military with such a lofty aspiration herself; she said she joined the army to make money for college. "I walked by one of those recruiting posters and said, 'I can do that."" She recalls that her father was more surprised than anyone else at her decision. That decision allowed her to complete her college education at California State University Long Beach and then enter active-duty service in 1986 after her commissioning as a second lieutenant from the university's ROTC program (Reserve Officer Training Corps). She completed military helicopter training in 1989 and then served as a Black Hawk helicopter pilot for aeromedical evacuation. Becoming a mother, however, altered her career trajectory. She left active duty after eight years when her first son was born, but she eventually returned to a military career. She served in a combat aviation unit in Iraq in 2011 and was promoted to brigadier general in 2016. In taking command of the 40th Infantry Division, she now leads a combat unit with a rich history. The division was founded in 1917, and its soldiers have fought in World War I, World War II, and the Korean War. In more recent years, its soldiers have served in Kosovo, Afghanistan, Iraq, and other hot spots around the world. But given her new unit's rich history, you still may be wondering should a woman even serve in a combat unit let alone command it? Page 35 The historic milestone of Yeager becoming the first woman to command an American combat division came nearly a quarter century after a government-financed study determined that "the integration of women into the armed forces did not degrade readiness, cohesion, and morale, despite dire warnings that all three would suffer." And there have been many other milestones between that report and now, including that of three women in 2015 who graduated from U.S. Army Ranger School facing identical standards for evaluation as the men in the school (of 19 who entered the grueling Ranger training). Today, at least a dozen women have graduated from Ranger training. To this day, the integration of women into combat roles continues to be the official policy of the U.S. Department of Defense, but that doesn't mean it is easy. Among other things, the military services face an uphill battle to recruit women who are interested and able to serve in combat roles. And not entirely surprisingly, the various services are approaching the challenge in their own unique ways because of their own unique service identities. The Navy and Air Force, for example, face somewhat different situations than the Army and Marine Corps since their service members (Navy and USAF) tend to be further removed from direct combat. Nonetheless, women pilots now fly fighters in combat operations.
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