Marketing in any organization or event is very important since it creates awareness and aims at promoting improving a product. Marketing can be defined as a set of processes that are undertaken by a firm in order to create, communicate and add value to the products that the organization deals with (Kotler and Kotler 1999). The aim of marketing is to create awareness and a relationship to the customers in a manner that will be beneficial to the organization and the stakeholders. This study paper aims at looking at commercial marketing and political marketing and analyzing he similarities and differences that exists between the two.
Table of Contents
1. Introduction
2. Theory in marketing
2.1 Commercial Marketing
3. Political marketing
4. Strategy in marketing
5. Differences
6. Implications to the Bahrain political marketplace
7. Conclusion
Objectives and Themes
This paper aims to explore the concepts of commercial and political marketing, analyzing their fundamental similarities and identifying the critical differences between the two disciplines in terms of application, strategy, and environmental constraints.
- Definitions and theoretical frameworks of marketing.
- Strategic versus operational marketing approaches.
- Comparison between commercial products and political communication.
- The impact of political systems and censorship on marketing effectiveness.
- Case study of political marketing constraints in Bahrain.
Excerpt from the Book
Differences
According to Lock and Harris (1996) there are seven key differences that exist between commercial marketing and political marketing, these are:
1. Unlike in each purchasing decision in commercial marketing, all voters decide on their preference the same day. In addition though there are some similarities between opinion polls as well as product shares’ tracking techniques, the opinion pools are founded on real purchasing decisions whereas tracking techniques are founded on hypothetical questions.
2. Voting decision, unlike other purchasing choice, has got no direct or that come with it
3. Voters have to accept the collective choice whether that is their preferred choice or not
4. In an election, the wine rakes all, particularly in countries like Britain that have an electoral system of “first past the post”.
5. Political parties as well as their candidates are complicated intangible goods which voters can not un-pack therefore they are forced to decide based on the whole package.
6. In lot of countries, such as America and the Britain it is very hard to form a new political party and succeed.
7. In many commercial marketing settings, brand leaders seem to remain in front
Summary of Chapters
1. Introduction: Defines marketing as a set of value-creating processes and sets the research goal of comparing commercial and political marketing.
2. Theory in marketing: Establishes the foundations of modern marketing, focusing on the evolution toward personalized orientation and the distinction between strategic and operational levels.
3. Political marketing: Discusses the transition of political campaigning toward professional marketing tools and the shift from propaganda to more complex electoral strategies.
4. Strategy in marketing: Analyzes how marketing strategies are applied within political communication and the ideological complexities inherent in political "products".
5. Differences: Outlines seven distinct disparities between commercial transactions and voting behaviors in an electoral context.
6. Implications to the Bahrain political marketplace: Examines how restrictive political environments and government censorship affect the efficacy and implementation of political marketing.
7. Conclusion: Summarizes that while both fields share methodologies like market research, their differences remain significant, especially in restrictive environments.
Keywords
Marketing, Commercial Marketing, Political Marketing, Strategy, Strategic Marketing, Operational Marketing, Propaganda, Electorate, Public Relations, Political Communication, Campaigning, Bahrain, Censorship, Voter Behavior, Political Parties
Frequently Asked Questions
What is the primary focus of this research paper?
The paper examines the relationship and differences between commercial marketing and political marketing, analyzing how marketing concepts are transferred to the political sphere.
What are the central themes discussed in the work?
The core themes include the definition of marketing strategies, the role of propaganda versus professional communication, and the constraints imposed on marketing by different political systems.
What is the main objective of the study?
The study aims to analyze the similarities and differences between commercial and political marketing, specifically investigating how political environments impact the effectiveness of these marketing strategies.
Which scientific methods are applied in the text?
The text employs a qualitative comparative analysis, drawing upon existing academic literature and theories from experts like Kotler, Maarek, and Wring to evaluate the transferability of marketing concepts.
What content is covered in the main section of the book?
The main section covers the theoretical definitions of both marketing types, detailed comparisons of their structures, and a specific focus on the challenges of political marketing in Bahrain.
Which keywords best characterize the paper?
Key terms include political marketing, commercial marketing, strategic marketing, propaganda, voter behavior, and political censorship.
How does the author define a "product" in political marketing?
The author argues that political products are complex and intangible, comprising the party's ideological agenda, policies, the leader, candidates, and the party members themselves.
What challenges does the government of Bahrain pose for political marketing?
The Bahraini government uses censorship, monitoring of internet use, and control of the media to restrict opposition campaigns, which renders political marketing largely ineffective against the status quo.
Why is the concept of "transferability" considered questionable by Lock and Harris?
Lock and Harris argue that because political marketing is still in a "formation" phase, it requires its own unique predictive and prescriptive models rather than simply importing commercial marketing concepts.
- Quote paper
- Amand James (Author), 2010, Political Marketing, Munich, GRIN Verlag, https://www.grin.com/document/270047
