PM group 1 report

Question 1

a fundamental part of political life. A large number of political players, including presidents and prime ministers, politicians and parties, as well as government departments and
councils turn to marketing in their pursuit of political goals

Answer 1

Political Marketing

Question 2

raises many ethical questions, but its democratic impact is multifaceted, varied and depends on how political practitioners choose to use the tools
and concepts that marketing offers

Answer 2

Political Marketing

Question 3

is a modern and dynamic field seeking to understand, learn from, comment on and even influence practitioner behavior.

Answer 3

Political Marketing

Question 4

The Basic Components Political marketing is about how political organizations and practitioners including

Answer 4

Candidates
Politicians
Leaders
Parties
Governments and NGOs

Question 5

Political practitioners hold a range of ambitions

Answer 5

Create policy change, including putting issues on the agenda, attracting public support, communicating the vision and passing legislation.

Improve representation of minorities such as disabled persons or an ethnic group.

Change behavior in society such as reducing drunk driving.

Gain support from new segments in the market such as the healthy pensioners.

Create a long-term positive relationship with voters in a district, constituency, electorate or riding

Increase the number and activity levels of volunteers in a campaign, party or movement.

Win control of government or become a coalition partner in government.

Manage expectations of leaders.
Get credit for delivery.

Attract more support or votes

Question 6

According to _____, political parties, like businesses, rely on a variety of stakeholders, including members, volunteers, other politicians, lobbyists, interest groups, donors, the media, professional associations, electoral commissions, and government staff.

Answer 6

Mortimore and Gill (2010)

Question 7

argue that politicians must address the broader needs of society, not just their target market. Effective political engagement requires consulting with
key groups affected by proposed policies and responding to lobbying efforts.

Answer 7

Hughes and Dann (2009)

Question 8

is not just policies but the entire behaviour of a political organisation or practitioner, including political figures and volunteers, not all of which are controllable or tangible

Answer 8

Political Product

Question 9

Political Stakeholders

Answer 9

Voters, Members/Volunteers, Donors, Internal staff, external staff, politicians/candidates/ lobbyists/think tanks, Public/Civil service/ professional groups, media, regulatory bodies, competitors, co-operators, citizen experts

Question 10

Political Market Research Tools

Answer 10

Quantitative and Qualitative Market Research

Pools and Focus Groups

Role Play and Deliberation

Big Data and Market Surveillance

Question 11

THE DIFFERENT STAKEHOLDERS IN POLITICS

Answer 11

Leadership/ Candidate- their powers, image, character, support/ appeal,
relationship with the rest of the party organisation (advisors, cabinet, members,MPs), relationship with the media.

Members of the legislature (senators,MPs)/ candidates for election- their nature, activity, how representative of society they are.

Membership or official supporters- their powers, recruitment, nature
(ideological character, activity, loyalty, behaviour, relationship to the leader)

Staff (researchers, professionals, advisors,etc.)- their role, influence, office
powers, relationship with other parts of the party organisation.

Symbols- name, logo, anthem

Constitution/rules

Activities- meetings, conferences, rallies.

Policies - proposed, current and those implemented in powe

Question 12

helps politicians to understand voters and volunteers at individual level to then connect them into new groups that they can target

Answer 12

Segmentation and Voter Profiling

Question 13

suggests that parties and candidates need to take account of the competition and ensure they occupy a distinct, superior position from which they can attract support

Answer 13

Positioning

Question 14

focusing on using research to create effective communication to sell the product to the voter

Answer 14

Adopting a Sales or Market Orientation Towards Electioneering

Question 15

offers tools for organizing effectively, such as an for internal party marketing and volunteer management

Answer 15

Political Marketing

Question 16

the four areas connects and influences each other

Answer 16

Strategisng, researching, organizing, communicating

Question 17

What are the kinds of activities under the following: Strategisng, researching, organizing, communicating

Answer 17

Strategising:
Strategy- sales or market orientation, positioning, targeting

Branding- brand equity, brand personality, brand perception

Researching:
Focus groups, interviews, role play

Polls, surveys, voter profiling, segmentation

Organising:
Volunteer management, donor management, fundraising

Communicating:
Targeted and research informed communications, government advertising

Public relations, e-marketing, interactive

Question 18

using marketing to create long-term positive relationships between voters and political elites that help sustain politicians in times of crisis or failure and enable them to enact transformational leadership decisions.

Answer 18

Relational Political Marketing

Question 19

“is to build a relationship centered on dialogue which leads to trust and empathy

Answer 19

Jackson (2013, 252)

Question 20

Suggested a movement towards seeing internal stakeholders as integral to successful political marketing and to long-term, mutual and interactive communication, and towards using marketing to help create room for leadership.

Answer 20

Research in the Routledge Handbook of Political Marketing (Lees-Marshment 2012

Question 21

Suggested by Jackson (2013), which is
focused on involving the consumer in an active experience with the brand. Voters are not just spectators but feel part of the event.

Answer 21

Experiential marketing

Question 22

• Politicians use market research to create persuasive communication to sell their product
• Politicians conduct market research to identify voter demands and design a product voters want
• Politicians use a range of marketing tools and concepts to forge long-term relationships with voters
• Politicians work with the public to develop, design and deliver political solutions; voters are part of the process

Answer 22

Sales-Oriented Communicative

Market-Oriented Transactional

Relational

Co-Creation or Experiential

Question 23

Who suggested?

The basic notion that an area such as politics could use marketing

he [marketing] concept of sensitively serving and satisfying human needs . provides a useful concept for all organisations

Answer 23

Kotler and levy

Question 24

However, it should be noted that politics is very different to business for several reasons such as

Answer 24

Politics is not about making money, and it isn’t even just about getting votes.

Politics is about principles, ideals and ideology, and what the world should
be like, not just what works.

The political product has symbolic value, is intangible as well as tangible and is continually evolving.

There is only a limited range of political products available to ‘buy’, and political consumers often support one political product simply to avoid another.

Volunteers make up the producers’ labour force, and the product is difficult to deliver.

Political parties exist to provide representation and to aggregate interests by reconciling a variety of conflicting individual demands.

Politicians are duty bound to show political leadership and judgment rather
than just offer voters what they want

Question 25

a research philosophy that emphasizes using methods that are most effective for the specific research question at hand.

Answer 25

Pragmatism

Question 26

Barriers to researching and teaching Political Marketing

Answer 26

Cross-Disciplinary Challenges

Resistance from Traditional Academics

Institutional Barriers:

Practical vs. Academic Focus

Teaching and Supervision Issues

US and International Trends

Growing Acceptance

Ethical and Democratic Implications