Mal

si,
Veni
ceT.

CBET-
19-
705P

1.'
Str
ategyi
sthemostimpor
tantpartofpoli
ti
calmarket
ing.Expl
ainandcri
ti
quet
he
val
i
dit
yofthi
sstat
ement
,il
l
ust
rat
ingyouargumentwit
hexampl esandtheor
y.

 A" Strategyist hemosti mpor tantpartofpol iti

calmar keting."Yesi tis,because
accor dingtoLeesMar shment( 2011)st r
ategyi sthemosti mpor tantt hingfor
winni ngandl osingelecti
onsbyanymeasur e.Ast r
ategyi saf uture-orientedplan
ofact i
on.Itdescr i
besl ong-term aimsaswel lasashor t-
termv i
siont hatwill
assistpol it
icsi nachievingi tsgoalswi thi
naspeci fiedt imef rame.Ex ample
Obama' s successf ulwi nt heel ect
ionheuseofar angeofmi cro-targeti
ng
str
at egiesint he2008and2012USpr esidenti
alelections,anappr oacht hathas
comet obeknownast he'ObamaModel .Obama' sinnov ativ
emar ketingst rat
egy
usingofonl ineandsoci almedi at oolsallowedmi l
li
onsofsuppor ter stoeasi l
y
getinv olv
edi nthecampai gn, i
gniti
ngamov ementnev erseenbef orei nAmer i
can
el
ect ions.A pol i
ti
cians whendocampai gnf i
rstthingt heydoi st oest abli
sh
betterapl ansandst r
ategy.Wi t
hacl earst r
ategy,theymaybeabl et owi nthe
el
ect ions.

2.Discussandeval
uatetheeff
ect
ivenessofpar t
yposi t
ioni
ng,uti
l
isingtheor
iesby
Bannon,Col
l
insandBut
ler
,Cwal
i
naandFal kowski
,Bainesetal.
,andHaradaandMor r
is,

 Par ti
esmustknowwher et heystandi nt heir“ mar ket.”Accor dingt oBaineset .al
(2014,173)akeychal l
engef orpar ti
esandpol iti
calor gani sationsisnotonl y
determi ni
nghow t opositi
ont hemsel v
esi nr elati
ont oat arget edgroup,and,i f
necessar y,how t ocount ercompet ingnar rati
v es,butact uall
ydi scerninghow
effectiv
et heyhav ebeeni nconv ey i
ngt hei ntendedmessage.Thi smeanst hatin
partyposi t
ioningapar ti
esorpol iti
calorgani zationt heirintendmessagei tshoul d
bebel i
evable,real i
sti
candcl earwi t
ht heaudi ence.Wheni tcomest ot hef iv
e
pri
nci pl
esf orsuccessf ulposi ti
oning ofBanon( 2004) .Fi r
sti sthecl ari
t yof
posi t
ionmeanst hataspar tofpar ti
esandpol it
icalor gani zat i
ony ouneedt ohav e
acl earunder standingoft asks,responsi bili
tiesandpr ocessesatwor k.Onwhat
voterst hi
nkoft hisifyoudeser vetheposi ti
onr unf or?.Nexti st heconsistencyof
posi t
iony ouneedt obeconsi stentt ot hev oters.Cr edibil
ityofposi ti
oningt he
votersj udgementhasbi gi mpactt o anor ganizat i
ont hatt heymustpr ev ail
.
Compet it
ivenessi sy ourareof feri
ng v al uet haty ourcompet i
torsdoesn' thav e.
Last l
ycommuni cabl emeanst hatify ourar eapar t
iesorpol iti
calorgani zati
on
 youmusteasi
lycommunicatewithyourtar
getaudience.Thi
sf i
vepri
nci
ples
hel
psanpar
ti
esorpol
i
tical
organi
zati
ontohavesuccessf
ulposi
ti
oni
ng.

3.
Towhatextentdidthepart
iesthatwonpoweri
nthel
astel
ect
ionf
oll
ow t
heLees
MarshmentMar
ket-
Ori
entedPart
yModel?

 Thepar t
iest hatwont hepowerf ol
lowedt heLee- MarshamentMar ket-
Or i
ented
partymodel .Obama' s2008and2012campai gns,asnot edabov e,alsopr ovi
de
clearexampl esofmar ketor ient
edst r
ategy,asdi dDav idCamer on'sandJust i
n
Trudeau's2015v i
ctori
esi nt heUKandCanada,Theyf ol
low thesal es-ori
ented
party(SOP)i sal sor el
uctanttochangei t
sproduct ,
butitusesmar ketintell
igence
toi denti
fy per suadablev oters and design mor e effecti
ve communi cati
on
strat
egiest osel lthepar tyandi tsproductstot hem.ASOPdoesnotchangei t
s
behav i
ourt osui twhatpeopl ewant ,butittriest omakepeopl ewantwhati t
offers.Usingmar ketintell
igencet ounderst
andv ot
ers'responset oi t
sbehav i
our,
the partyempl oyst he latestadv ert
isi
ng and communi cati
on t echniques to
persuadev oterst hatitisr i
ght.TheSOP' smai nai mist oper suadeandchange
voters'minds; i
ncont r
ast,theMOPai mst orespondt otheirviews.

4.Discusst
heeffect
ivenessandl
i
mitati
onsoft
hemodelofmarket
-,sal
es-andpr
oduct
ori
entedpar
tiesasameansofexplai
ningmoder
npar
tyorcandi
datebehavi
our.

 Politi
calor ganisationscommuni catewi ththei
rmar ket
,buthow t heydet ermi ne
theirbehav iourorpr oduct.Takingt hemar keti
ngconcept sofpr oduct ,salesand
mar ket-ori
ent ati
on,combi nedwi t
hmar keti
ngt echni ques,thi
sar ticleseekst o
createani ntegratedandcompr ehensiv etheoreticalf r
amewor kofhow pol it
ical
parties behav e when t heyuse pol iti
calmar keting.A Sal es-Ori
ent ated Par t
y
focusesonsel li
ngi tsar gumentt ov oters.Itr
et ainsi t
spredet ermi nedpr oduct
design,butr ecognisest hatv ot
er smaynotwanti t.Usingmar ketintell
igencet o
under stand t heirr esponse t oi ts behav i
our,t he par ty employst he l atest
adver t
isingandcommuni cat
iont echniquest oper suadev oter
st hati ti
sr ight.A
SalesOr i
entedPar tydoesnotchangei tsbehav iourt osuitwhatpeopl ewant ,
but
tri
est omakepeopl ewantwhati tof fers.

5.Di
scusst
heext
entt
owhi
cht
heLeesMar
shmentmodelofmar
ket
-or
ient
edpar
ti
esi
s
fol
lowedindet ail
,compari
ngex amplessuchasUK Labour /Blairi
n1997,Austr
ali
a
Labor/
Rudd i n 2007, US Democr at
s/Obama i n 2008 and 2012, UK
Conservat
ives/
Camer on i
n 2015, Canadian Liber
als/
Trudeau i n 2015 and US
Republi
cans/Trumpin2016,andnoti
ngwherethecasesdonotf ol
lowthemodelaswell
aswheretheydo.

 Ithinktheydi dnotfol l
owat tempt i
ngt ochangeoradj ustt hepr oducti nresponse
tomar ketr esearchatal l.Andal sonotusi ngmar ketr esear cht odesi gnt he
product .Itshowed.somesi gnsoff orgingst rongr elationshipswi thitsvolunteers,
but t his was mi tigated by a t op- down campai gn or gani sati
on and a
correspondi ngf ail
uret oef fecti
v elyadj ustt hepr oducti nr esponset opubl i
c
feedback.Ther esearchershav ei dent i
fiedot herexampl esofpar t
iesfoll
owi nga
salesor ientati
on.Int heirstudyofGer manpar ti
es,forexampl e,Mai eretal.(2010)
foundt hatwhi l
esomepar ti
esi nt hecount rydidusemar ketresear ch,theydoso
primar i
l
yf ort hepur posesofr ef ini
ngt heircommuni cati
onandcampai gning
strategi
es.Si mi l
arl
y,Ki ssandMi hályffy's( 2010)anal y sisofHungar i
anpar tiesin
the2006el ecti
onsf oundt hatmostwer esal esor ientedwi tht hef ocusonusi ng
sophi st
icated communi cation st rategies t hrough an ' expandi ng arsenaland
parapher naliaofcampai gningt echni quesst rat
egi esandt act i
cs,act i
vistsand
manager s,adv i
sorsandcounsel s' (
2010, 155) .