Philippine democracy and politics has long been a troubled environment. With the recent developments regarding the Napoles case, it has only reaffirmed the fact that there are a lot of failures within this system. Aside from this latest scandal, democracy in the nation has been plagued long before the Pork Barrel story. Issues regarding nepotism, lack of transparency, participation of the masses, and so on have been present for the longest time. Being a Management student, I am sometimes disconnected with the occurrences in Philippine democracy. It may be due to the fact that the numerous scandals in our country’s politics have a numbing effect on our perception, or maybe because I’m tired of hearing more bad than good whenever I tune in to what’s happening. I realized that participation in Philippine democracy had nothing to do with your job, social status or even college course. There is something we each can bring to the table in trying to improve our democratic system.
That is where my Management course comes in. I know politics and management may not always come hand in hand, but there are some aspects to management where Philippine democracy can learn from, more specifically a heightened knowledge of marketing acumen. That is why I believe that knowledge of marketing can lead to a more developed Philippine democratic environment. There are many aspects to marketing which can be applicable to democracy. It’s not a field reserved only for consumer products but can be used in a wide variety of areas. In order to really see how marketing acumen can aid in Philippine democracy, it is important to first define what is marketing, then define what democracy is.
II. MARKETING DEFINITION
According to the 1American Marketing Association, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (American Marketing Association website). Here it can be seen that marketing isn’t likened to the typical brand advertising that many people see it as. At the core, marketing is about offering and delivering value to the customer and even society at large. In order for us to see the value of marketing within Philippine democracy, we have to take a look at what exactly is that value marketing tries to offer us in the context of our political system. The American Marketing Association further explains a facet of marketing, Marketing Research. “Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.” (American Marketing Association website). It stresses that information is key in marketing. In order to effectively deliver on what the customer values, information must be provided.
One type of marketing relevant to this topic would be political marketing. This type of marketing is about the directed transfer of ideas and information to the voters (consumers) with the use of effective promotions. 2The parallelism between consumer good marketing and political marketing is found with the effective transfer and transparency of information. That is a key aspect of marketing which 3politics should have, transparency and access to information. Those who want to use political marketing should be able to anticipate the needs of the consumers (or in the case of politics, voters) by innovating in the way that value is delivered and shared.
The principles of political marketing reveal a close correlation with traditional consumer good marketing. Making use of market research, market segmentation, and targeting are concepts used in both political marketing and consumer good marketing. It’s all about finding out what the consumer needs at the moment, how to address those needs, and...
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