Edradan, Mharbi G.

1. Define political marketing and explain what it involves in terms of tools and approaches.
According to Jennifer Lees-Marshment Political Marketing is a fundamental part of political
life. It is complex, broad and constantly evolving. It implies the usage of marketing tools such as
market research, as well as techniques and methods in the political process. They try to integrate
their use of marketing instruments to create a strategy that will make them stand out as well as to identify
and understand the public and other markets. In simple words, it is the “marriage” of politics and
marketing. Politicians became more market oriented and began to frame their programs and
policies and their leadership in tune with big data’s from the opinion polls and market surveys.
Thus, marketing helps the political parties to achieve their overall goals ranging from winning
elections to policy change.

2. Discuss what factors make up the political product, considering both theoretical concepts and
empirical examples.
There are different factors a political product have that totally differ from each other and
Political product is constantly evolving and is never complete. These factors may be included in
different political frameworks and may have different regulatory priorities. Factors such as
image or character as well as leadership or the candidate themselves in which they are
advocating to show it to the citizens. These factors are vital point in order to successfully launch
and win over the competing party. The role of the political product or any political party is to
gain office power, symbols which includes their name, logo and anthem, activities and meetings,
conference, rallies as well as policies. Moreover, a wise Buyer constantly monitors the political
dynamics of this extremely complex framework to be able to choose better leaders based on the
outcome of their campaigns.

3. Explore and evaluate the nature and varying importance of different stakeholders a political
party, a candidate or government needs to consider?
Stakeholders are individuals who may be affected by or have an impact on a project.
They could also include people who are passionate about the effort for academic, philosophical,
or political reasons, even if they, their families, friends, and acquaintances. They are affected
positively or negatively, by an effort or the actions of an agency, institution, or organization. The
most important reason for identifying and understanding stakeholders is that it allows you to
recruit them as part of the effort. Stakeholders are very advantage in terms of putting many ideas
on the table which includes varied perspectives from all sectors and elements of the community
affected, It gains buy-in and support for the effort from all stakeholders, It strengthens your
position if there’s opposition, etc. Thus, this means that stakeholders have very big impact in the
candidacy and leadership of the government as well as the political party.
4. What are the difference between business and politics?
Business has certain concepts and techniques specially to strategize in order to make an
idea or a product a success therefore the concept of business should be adapted to reflect political
goals and behavior. While politics is the activities associated with the governance and making
decisions in groups or other forms of power related agenda. Therefore, when combined it results
to a Political Marketing, in which marketing concepts are applied to create a massive impact and
to campaign a successful party and policy change.
Politics is very different to business for several reasons such as:
1. Politics is not about making money, and it isn't even just about getting votes.
2. Politics is about principles, ideals and ideology, and what the world should be
like, not just what works.
3. The political product has symbolic value, is intangible as well as tangible and is
continually evolving.
4. There is only a limited range of political products available to 'buy', and political
consumers Often support one political product simply to avoid another.
5. Volunteers make up the producers' labour force, and the product is difficult to
deliver.
6. Political parties exist to provide representation and to aggregate interests by
reconciling a variety of conflicting individual demands.
7. Politicians are duty bound to show political leadership and judgment rather than
just offer voters what they want.