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I'm really confused at how your post relates to mine! If you understanding marketing, you understand what I am saying and how recruitment at its basic level works. You still have to have standards (based on grades, activities, etc). Your target market is those that meet or exceed those standards. Now, you have to figure out how to attract those women to come back and learn more abouut your organization when there are hundreds of groups wanting that same person's time. One of those means is by stressing the OPPORTUNITY (not guarantee) of a lifetime of sisterhood and the relationships and bonds that could be there by joining a sorority. If the women like what they see, they will come back and want to learn more - if not, they move on and the group analyzes the process (was it just not a right fit or was it something else).
The only thing that I can think of with your example (which fits about as well with what I have been saying and you not understanding as your example of a cosmetic company) is after you have gotten the women to come back. That's when mutual selection comes into play - is it a good fit on both sides. To get to that point, you first have to get them into the door - see first paragraph (and all my other posts!).
Maybe I don't understanding marketing if you have a major in it and I don't have any book learning in marketing (only real life experience in marketing and programming while working at museums as well as with AOII - but what do I really know about recruitment because I'm an alumna initiate!)
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