vietnam national university, HANOI school of business Nguyen Tran Thi Anh POLITICAL MARKETING-CONTEMPORARY REVIEW SOME RECOMMENDATIONS FOR candidate in THE RUN-UP TO NATIONAL ASSEMBLY ELECTION IN VIETNAM master of business administration thesis Hanoi - 2007 TIEU LUAN MOI download : skknchat@gmail.com vietnam national university, HANOI school of business Nguyen Tran Thi Anh POLITICAL MARKETING-CONTEMPORARY REVIEW SOME RECOMMENDATIONS FOR Candidate in THE RUN-UP TO NATIONAL ASSEMBLY ELECTION IN VIETNAM Major: Business Administration Code: 60 34 05 Master of business administration thesis Supervisor: 1. NGUYEN VIET ANH Hanoi – 2007 TIEU LUAN MOI download : skknchat@gmail.com TABLE OF CONTENT Acknowledgements……………………………………………………………….i Abstract……………………………………………………………………………ii Tóm tắt……………………………………………………………………………iv Table of contents………………………………………………………………….vii List of tables……………………………………………………………………….x List of abbreviations………………………………………………………………xi INTRODUCTION ____________________________________________________ 1 1. NESCESSITY OF THE THESIS _________________________________ 1 2. STRUCTURE OF THESIS ______________________________________ 3 CHAPTER 1: POLITICAL MARKETING LITERATURE REVIEW ____ 4 1.
Institutions in charge of elections ____________________________ 6 1. Mainstream marketing and political marketing __________________ 9 1. A new role for political markeitng: the permanent campaign ______ 11 1.2 POLITICAL MARKETING THEORY BY BRUCE l.2 The political marketing process _____________________________ 12 1.3 MARKETING STRATEGY BY DAVID M.4 THE MARKETING PROCESS BY DONIMIC WRING ____________ 25 vi TIEU LUAN MOI download : skknchat@gmail.5 POLITICAL MARKETING BY PHILIP KOTLER ____________________31 CHAPTER 2: NATIONAL ASSEMBLY ELECTION IN VIETNAM ____ 35 2.1 POLITICAL SYSTEM OF VIETNAM __________________________ 35 2.1 Overview of political system _______________________________ 35 2.1 The Communist Party of Vietnam __________________________ 35 2.2 The State Socialist of Republic of Vietnam __________________ 39 2.3 Socio-political and mass organization _______________________ 44 2.4 People in the political system _____________________________ 46 2.2 Vietnamese National Assembly _____________________________ 47 2.2 Function of the National Assembly _________________________ 48 2.3 Duties and Compentence _________________________________ 52 2.5 Session of the National Assembly __________________________ 57 2.6 Legal framework of the National Assembly __________________ 57 2.2 NATIONAL ASSEMBLY’ ELECTORAL PROCESS ______________ 59 2.1 The principle in election activities ___________________________ 59 2.2 Legal framework of the National Assembly election _____________ 60 2.3 The process of the National Assembly election ________________ 59 2.1 The process of the National Assembly election _______________ 60 2.2 Institutions in charge of the Election and their key roles ________ 61 2.3 Candidates selection process: Main steps ____________________ 62 2.4 Candidates selection process: Phases _______________________ 63 2.6 Electoral units and polliing stations ________________________ 66 2.7 Electoral campaign _____________________________________ 67 vii TIEU LUAN MOI download : skknchat@gmail. RECOMMENDATIONS FOR CANDIDATES IN THE RUN-UP TO THE UPCOMING NATIONAL ASSEMBLY ELECTION __________ 69 3.1 A GLANCE ON NATIONAL ASSEMBLY ELECTION IN VIETNAM 69 3.
Anticipating voter needs __________________________________ 69 3. Marketing research in politics ______________________________ 71 3. The voter behavior _______________________________________ 75 3. Market segmentation and target group _______________________ 77 3.2 FINDINGS AND RECOMMENDATIONS FOR CANDIDATES IN THE RUN-UP TO THE UPCOMING NATIONAL ASSEMBLY ELECTION __ 79 3.
Anticipating voter needs __________________________________ 79 3. Marketing research in politics ______________________________ 80 3. The voter behavior _______________________________________ 81 3. Market segmentation and target group _______________________ 83 3.
Marketing strategy _______________________________________ 84 CONCLUSION _____________________________________________________ 89 REFERENCES _____________________________________________________ 90 viii TIEU LUAN MOI download : skknchat@gmail.com LIST OF FIGURES Figure 1: Stimuli Influencing Voter’s Perceptions. 19 Figure 2: Formulating Political Marketing Strategy. 21 Figure 3: The Political Marketing Process. 27 Figure 4: Business and Political Marketing compared.
32 Figure 5: Fours Markets faced by Candidates. 33 Figure 6: A comprehensive Political Marketing Map. 34 Figure 7: The organization of National Assembly of the Socialist Republic of Vietnam. 56 Figure 8: Process of National Assembly’ Election.
60 Figure 9: Institutions in charge of the Elections and their key roles. 61 Figure 10: Candidate’s selection process: Main steps. 62 Figure 11: Candidate’s selection process: Phases. 63 Figure 12: Electoral Bodies.
64 Figure 13: Electoral units and polling stations. 66 Figure 14: Electoral Campaign. 67 ix TIEU LUAN MOI download : skknchat@gmail.com LIST OF ABBREVIATIONS CPV Communist Party of Vietnam NA National Assembly VFF Vietnam Fatherland Front PCs People’s Council UNDP United Nations Development Programme x TIEU LUAN MOI download : skknchat@gmail. Nescessity of the thesis: Since the reform process (called the Doi Moi) in Vietnam commenced in 1986, reform initiatives have been introduced in all areas of social life.
In politics, some significant changes have occurred. The political system has continued to open up both internally and in term of foreign relations. In this respect, the establishment of the 1992 Constitution represented a milestone by giving the National Assembly formal powers in governing the country. The National Assembly has strengthened its capacity to perform its duties in recent years.
The Assembly activities have become more open to the public through its information channels. The focus on the importance of parliamentary supervision has increased and the law making process is guided by more intensive debates. The international donor community has been invited to contribute in parliamentary development. ―Strengthening Capacity of National Assembly and People‘s Councils in state budget examination, decision and oversight Project‖, ―Strengthening Capacity of People‘s Elected Bodies Project‖, ―Strengthening the Capacity of the Office of the Vietnam National Assembly Project‖ have been implemented by supported of UNDP, Swiss Agency for Development and Cooperation, the UK Department for International Development and Canadian International Development Agency,.
The co- operation is to enhance the democratic processes and to strengthen the constitutional role and functions of the National Assembly.vietnam 1 TIEU LUAN MOI download : skknchat@gmail.vietnam In election, there also have some identified changing. Some electoral campaign was launched, in someway, in the run-up to the May 2007 National Assembly. In electoral system, more interested group was recognized officially in consultative conferences. And more self-nominated was attempted.
Competition among candidates, especially in self-nominated group, have been appeared and increased slowly. Candidates who want to win must be prepared carefully both resources and long-term visions with clear and smart strategies in election. A wide-range of information is published in mass media, including internet, by government and other institutions. An official election website www.vn was launched in supplementary information on election legislation and on the candidates.
These changing, both in political and electoral context, are significant signal of applying in all aspects of political marketing in electoral activities. Research objectives The aims of this research are to systemize theories related to political marketing and to build marketing strategy for politicians in Vietnam. To reach the objectives, following questions need to be answered: Question 1: What do other people talk about political marketing? Question 2: What is the marketing strategy for politicians, in terms of? Identify voter needs Conduct market research (LUAN.vietnam 2 TIEU LUAN MOI download : skknchat@gmail.vietnam The voter behavior Segment the market and identify target group Determine positioning of candidate. Manage the candidate image And build marketing strategy 3.
Research methodology The researcher chooses a desktop study as main research method. Observation was used to supplement the desktop study. Collecting data were conducted over a six-month period during the run-up to XII legislature. Most of information is comes from formal and reliable sources.
The principal source used for this research is the national press and official website of government. The researcher scrutinized ten national newspapers, with more than 400 articles, 80 websites of central government, local government, socio-political and mass organizations. The article covers the period from December, 2006 to July, 2007 (from when the election date was announced to when the results were released). They included a mixture of news reporting, editorials and the provision of educational material.
Data analysis was completed in three stages. First, the articles were transcribed into specific subjects. Second, data obtained were categorized in accordance with each research questions. Third, the result was evaluated and analyzed to design suitable marketing strategy for candidates.vietnam 3 TIEU LUAN MOI download : skknchat@gmail.
Structure of thesis: The content of thesis will be presented in following chapter: Chapter 1: Political Marketing literature Review. Chapter 2: National Assembly‘ Election in Vietnam Chapter 3: Recommendations for candidate in the run-up to the National Assembly Election.vietnam 4 TIEU LUAN MOI download : skknchat@gmail.vietnam Chapter 1: Political Marketing Literature Review 1. Definition: Political Marketing as an academic discipline is relatively new, arising as a result of the need by politicians to market themselves to their publics. The rise of the political consultant has been attributed, in part, to the decline of the political party bosses, the need for funding to be gained through large numbers of voter contributions and the changing nature of communication technology throughout the last few decades of this century.
For years, politicians have relied on basic marketing skills - campaign buttons, posters, political rallies and campaign speeches to familiarize voters with a name, a party, and a platform. The same principles that operate in the commercial marketplace hold true in the political marketplace: successful companies have a market orientation and are constantly engaged in creating value for their customers. In other words, marketers must anticipate their customers' needs, and then constantly develop innovative products and services to keep their customers satisfied. Politicians have a similar orientation and are constantly trying to create value for their constituents by improving the quality of life, and creating the most benefit at the smallest cost.vietnam 5 TIEU LUAN MOI download : skknchat@gmail.vietnam Political marketing, which is effectively the application of commercial marketing to the political process has been defined in numerous ways by a range of authors over the past two decades beginning from 1985.
In Maarek‘s view, political marketing has become an integral and vital component of political communication. In his words: ―Political communication…encompasses the entire marketing process, from preliminary market study to testing and targeting‖. It should be noted that Maarek admits that the main areas of application of political marketing are image-making campaigns and election campaigns. Lock and Harris point out that ―political marketing is concerned with communicating with party members, media and prospective sources of funding as well as the electorate‖.
As they point of view ―the study of the processes of exchanges between political entities and their environment and among themselves with particular reference to the position of those entities and their communications‖. And ―the practice of political marketing is concerned with strategies for positioning and communications, and the methods through which these strategies may be realized, including the search for information into attitudes, awareness and response of the target audience.‖ Dominic Wring defines political marketing as ―the party or candidate‘s use of opinion research and environmental analysis to produce and promote a competitive offering which will help realize organizational aims and satisfy groups of electors in exchange for their votes‖. O‘ Cass argues that the use of marketing ―offers political parties the ability to address diverse voter concerns and needs through marketing analyses, planning, implementation and control of political and electoral (LUAN.vietnam 6 TIEU LUAN MOI download : skknchat@gmail. Taking this one step forward he argues that ―the central purpose of political marketing is to enable political parties and voters to make the most appropriate and satisfactory decisions‖.
O‘ Cass uses an exchange model to define political marketing. According to him, when voters cast their votes, a transaction takes place. In return for their votes, the party/candidate offers better government and policies after election. This way, O‘ Cass argues, marketing can be applied to political processes as it is specifically interested in how these transactions are created, stimulated and valued.
Scammell notes that, due to the rapid expansion and the diversity of this field of science, there is still no consensus on the definition of political marketing. In her view, political marketing shares with history the desire to explain political leaders‘ behavior, shares with political science the desire to understand the political processes and shares with political communication an interest in the art of persuasion. Kotler defined ―Political marketing shares much in common with marketing in the business world….