December 30, 2014
SCOPE OF POLITICAL SERVICES MARKETING FOR PEACEFUL BANGLADESH
i
SCOPE OF POLITICAL SERVICES MARKETING FOR PEACEFUL BANGLADESH
SUBMITTED TO SECRETARY
SOCIAL SCIENCE RESEARCH COUNCIL (SSRC) PLANNING DIVISION
MINISTRY OF PLANNING, GOVERNMENT OF BANGLADESH
BLOCK # 18, ROOM # 26 SHEREBANGLA NAGAR, DHAKA – 1207
30 DECEMBER, 2014
SUBMITTED BY- DR. UTTAM KUMAR DATTA
SENIOR MANAGEMENT COUNSELOR (MARKETING) &
HEAD OF RESEARCH AND PUBLICATION
BANGLADESH INSTITUTE OF MANAGEMENT 4, SOBHANBAG, DHAKA-1207
MINISTRY OF INDUSTRY, GOVERNMENT OF BANGLADESH
ii
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Date : 13/10/2014
Secretary Social Science Research Council Planning Division Ministry of Planning Block # 18, Room # 26 Sherebangla Nagar, Dhaka - 1207
Subject: Letter of Transmittal
Sir,
I am very glad to submit this research report on the “Scope of Political Services Marketing for
Peaceful Bangladesh.” This report will help to use marketing concept in politics for creating a
peaceful competitive political environment in Bangladesh as well as the world.
So I therefore, hope and pray that you would be kind enough to accept my final research
report within the decided duration and oblige thereby.
Sincerely
Dr. Uttam Kumar Datta Senior Management Counsellor (Marketing)
& Head of Research and Publication Bangladesh Institute of Management 4, Sobhanbag, Dhaka-1207 Cell: 01715782054
iii
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
DECLARATION
I do hereby declare that this research work entitled “Scope of Political Services Marketing for
Peaceful Bangladesh” is my original work. This work has not been done and submitted
anywhere.
Research Fellow- Dr. Uttam Kumar Datta Senior Management Counsellor (Marketing) & Head of Research and Publication Bangladesh Institute of Management 4, Sobhanbag, Dhaka-1207 Cell: 01715782054
Supervised by-
Mahbub-Ul Alam (Political Science) Senior Management Counselor Bangladesh Institute of Management 4, Sobhanbag, Dhaka-1207
iv
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
ACKNOWLEDGEMENT
I take this opportunity to express my profound gratitude and deep regards to my Director
General, Khandakar Rakibur Rahaman, Bangladesh Institute of Management, (BIM) who has
given permission to conduct this research. Then I am grateful to my supervisor Mr. Mahabub-
ul Alam (Social Science), Senior Management Counselor, Bangladesh Institute of
Management, who guide for his exemplary guidance, monitoring and constant encouragement
throughout the course of this research project. The blessing, help and guidance given by him
time to time shall carry me the research work successfully.
I also take this opportunity to express a deep sense of gratitude to the ten Professors in the
department of Marketing, University of Dhaka for their expert opinions and cordial support,
valuable information and guidance, which helped me in completing this research through
various stages. I also grateful to the ten Professors, Department of Political Science,
University of Dhaka and two Professors, Department of Economics, University of Dhaka and
Jahangirnagar University for their valuable opinions in use of non-profit marketing concept in
politics. I am obliged to Professor Dr. Abu Sayeed, Former Information Minister, a Leader of
Bangladesh Awami League, Hasanul Haq Inu MP, H E Minster, Ministry of Information,
President and Leader of the Jatio Samajtantric Dal, , Mr, Dilip Barua, Secretary General,
Bangladeser Shamybadi Dal (M-L), former Minister, Ministry of Industry, Kazi Firoz Rashid,
Former Minister & MP, Advocate, Bangladesh Supreme Court, Presidium Member, Jatio
Party, Mr. Fakhrul Islam Alamgir, Secretary General, Bangladesh Nationalist Party, Mr, Shah
Alam, Secretary General (in-charge), Bangladesher Communist Party, Mr. Sujit Roy Nundi,
Member, Central Executive Committee, Bangladesh Awami League for the valuable opinions
provided by them in their respective fields. I am grateful for their cooperation during the
period of my collecting data.
I am grateful to the all students of the University of Dhaka, Jagannath University, Daffodil
University, World University, ASA University of Bangladesh, and People’s University of
Bangladesh, Bangladesh Institute of Management (BIM). I am grateful to the Secretary,
Ministry of Planning, Research Director, Research officer and all the staff of Social Science
Research Council, Planning Division, and the government of Bangladesh who have sponsored
the fund for this research and necessary supports?
Lastly, I thank almighty, my parents, brother and friends for their constant encouragement
without which this research would not be possible.
v
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
EXECUTIVE SUMMARY
The attempt of this research is to adapt the political services marketing concept as a new
social science to the democratic competition in politics for creating a peaceful political
competitive environment as it is found in an industrial competition of Bangladesh as well as
the world. On the basis of literature review and experiments on some national political
leaders, opinions on marketing experts, experiment on some political scientists and
economists, government officers at local government and one thousand graduate voters of
Bangladesh, it is observed that all registered political organizations are trying to arrive on the
government platform for power by using a political product (basic principles + past
performance + election manifest), Logo, Brand name to create exchanges with the voter-
market through a political process which is comparable with the non-profit marketing
activities of social science. But they do not know how marketing polices and strategies can
help them as a new technique to attract the voter-market for power instead of the force
creating and older-aged traditional political practice to keep the country in peace for
sustainable socio-economic development. Some experts said in their opinions that the concept
is theoretically very good and new area of social science, but it is not applicable in an
underdeveloped country. But analyzing the definitions of product, service, market, marketing
and scope of political science, it is proved that there is a very close relationship between the
non-profit marketing activities and political activities in democracy including all form of
governments in a State. The main components of a State are the Legislature, Sovereignty,
territory and population. In marketing literature, territory is a market place and the population
is the multi-market of products and services. Legislature is a laws and policies maker under
which all public and private organizations of the State shall be operated in their offerings for
the happiness of the population and Sovereignty ensure the human rights and controlling the
interferences of other States to serve the population. Here is a huge scope of practicing
political services marketing concept as a new social science for peaceful democracy. This
concept can be the alternative way of democratic politics for a peaceful country. In this
connection, all political leaders and organizations should adapt the new concept for creating a
peaceful democracy in political science as the new subject of social science. They should
promote political product or services for attracting voter-market by using electronic and print
media like marketing competition in a territory leaving the violence, force creating and
economy damaging activities for a peaceful State like Bangladesh. I hereby request all
political organizations and their leaders to apply political services marketing concept in their
politics as a new social science to build a peaceful and prosperous country of the world.
Dr. Uttam Kumar Datta
Senior Management Counsellor
Head of Research & Publication
Bangladesh Institute of Management
vi
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
TABLE OF CONTENTS
Chapter Description Page No.
CHAPTER-1 : INTRODUCTION 1
1.1 Introduction 2 1.2 Research Problem 9 1.3 The Main Objective 10 1.4 Specific Objectives 10 1.5 Importance of the Study 10 1.6 Methodology of the Study 11 1.7 Rational and Justification of the Research 14 1.8 Possible use of Research Findings 14 1.9 Conceptual Frame of the Research 15 1.10 Hypothesis of the Research 17 1.11
1.12 Questionnaire of the Research Assumption
18 32
1.13 1.14
Limitation of the Study Reference
32 33
CHAPTER-2 : BACKGROUND AND RELATED DEFINITIONS OF THE CONCEPT
34
2.1 Literature Review 35 2.2
2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 2.13 2.14 2.15
Relation between Political Science and Marketing State, civil Society, Market and Marketing Forms of Government Democratic Competition and Marketing Philosophy The Nature of Politics and Marketing Scope Qualities of a Good Political Culture and Marketing Culture, Political Culture and Marketing Bangladeshi Political Culture and Marketing Political Communication and Marketing Communication Related Marketing terms of Political Services Marketing
Historical Background of the major Political Organization as the Political Services Marketing
Political Market Positioning Strategy of Bangladesh Awami Leagure. Political Market Positioning Strategy of Bangladesh Nationalist Party Political Market Positioning Strategy of Jatio Party in Bangladesh
50 54 55 57 62 68 72 75 78 80 107
110
111
111
2.16
2.17 2.18 2.19 2.20 2.21 2.22
Political Market Positioning Strategy of Jamat-e Islam Bangladesh Political Market positioning Strategy of Jatio Samajtantrik Dal List of all Registered Political Organizations in Bangladesh with their Brand name and Logo Voter-Market Share of Major Political Organizations Conclusion U.K. Datta Model of Political Services Marketing System Reference
112
112
112
117 120 123
124
vii
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
CHAPTER-3 : PRESENT GOVERNMENT STRUCTURE OF POLITICAL SERVICES MARKETING
132
3.1 Preface 133 3.2 Political Products or Political Services 134 3.3
3.4
Present Government Structure of Political Services Marketing National E-Services System (NESS) in a Nutshell
138
154
3.5 Committed Services Package/Products of Major Political Organizations
162
3.6 Services and Activities of Prime Minister 210
3.7 Re-organizing Winning Political Organization or Alliance into Govt. 211 3.8 Geographic Segmentation of Political Services Marketing 212
3.9 3.10 3.11 3.12 3.13
Different Political Services Providing Ministries and their Services Role of Upazila Parishad in Delivering Political Services Role of Union Parishad in Delivering Political Services Conclusion Reference
215 244 245 246 247
CHAPTGER-4 : EXPERT OPINIONS OF MARKETING, POLITICAL SCIENCE, GOVERNMENT AND POLITICS AND ECONOMICS
248
4.1 Preface 249
4.2 Opinions of 10 Marketing Experts from University of Dhaka
250
4.3 Opinions of 10 Experts in Political Science, University of Dhaka and Government and Politics, J. U. Dhaka.
300
4.4 Opinions of 02 Economic Experts from University of Dhaka 335
4.5 Opinions of 01 Economic Experts from Jahangirnagar University
342
4.6 4.7
Opinion of an Ex. Election Commissioner Conclusion
345 350
4.8 Reference 351 CHAPGER-5 : RESULTS/OPINIONS OF SAMPLE RESPONDENTS 353
5.1 Preface 354
5.2 Opinions of Ten National Political Leaders from Five Major Political Organizations
355
5.3 Attitudes and Perceptions of 100 Political Leaders and Government officers
372
5.4 Opinions of 1000 Graduate Voters, MBA Students in Major Marketing
391
5.5 Summery Conclusion on Hypothesis 412
5.6 5.7 5.8 5.9 5.10
U.K Datta Model of Political Services Marketing for Peaceful Bangladesh A Model of Market-share of Political Competitors Political Services Distributing Channel Conclusion Reference
413 414 414 415 417
CHAPTER-6 : SUMMERY CONCLUSION AND RECOMMENDATIONS
418
6.1 Summery Conclusion 419
6.2 Recommendation and Tentative Suggestions 421
6.3 REFERENCE 429
viii
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
LIST OF ABBREVIATION
PS = Political Services
R & D = Revenue and Donation
BIM = Bangladesh Institute of Management
NESS = National & E- Service System
UZP = Upazila Parishad
DE = District Commissioner
UNO = Upazila Nirbahi Officer
NPF = National Portal Framework
DESC = District & E- Service Centre
SMS = Short Massage Systems
SPS = Service Process Simplification
HDI = Human Development Index
PARC = Public Administration Reform Commission
BAL = Bangladesh Awami League
BNP = Bangladesh National Party
RMA = Ready Made Garment
IT = Information Technology
ICT = Information & Communication Technology
NGO = Non-Government Organization
SAARC= South Asian Association for Regional Cooperation
OIC = Organization for Islamic Countries
GDP = Gross Domestic Product
JP = Jatio Party
MDG = Millennium Development Goals
WTO = World Trade Organization
BOI = Board of Investment
ix
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
PMO = Prime Minister Officer
NSI = National Security Intelligence
MOST = Management of Social Transformations
PRSP = Poverty Reduction Strategy
MOA = Ministry of Agriculture
BCS = Bangladesh Civil Service
RHD = Roads and Highways Department
BIISS = Bangladesh Institute of International and Strategic Studies
LGED = Local Government & Engineering Department
LGD = Local Government Department
NILG = National Institute of Local Government
WASA = Water Supply & Sewerage Authorities
ICIMD = International Centre for Integrated Mountain Development
PID = Press International Department
BTV = Bangladesh Television
DMC = Department of Mass Communication
DFP = Department of Film & Publications
BFA = Bangladesh Film Archive
NIMC = National Institute of Mass Communication
BSS = Bangladesh Sangbad Sangstha
BFDC = Bangladesh Film Development Corporation
UNEP = United Nations Environment Program
MOEF = Ministry of Environment & Forest
x
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
LIST OF TABLES
Table No.
Description Page No.
1. Level of Education of the Sample Respondents 373 2. Experience of the Sample Respondents 373 3. Upazila / District 374 4. Profession of the Sample Respondents 375 5. Perception on Marketing of the Politicians and Government Services
Holders 376
6. Perception on Services Marketing of the Politicians and Government Services Holders
376
7. Perception on Political Services Marketing of the Political Leaders and Services Holders
377
8. Perception on Social Marketing of the Sample Respondents 378 9. Perception on Voter-market of the Sample Respondents 379 10. Attitudes on the Main Objective is to win Political Power for serving the
Nation of all Political Organizations of the Sample Respondents 379
11. Evaluating Criterion for choosing the best Political Organization of a voter
380
12. Factors affecting for choosing a Candidate for Vote 381 13. Perception on Exchange between the Ruling Political Organization and
the Voters 381
14. Attitudes on Exchanging Services as Political Services 382 15. Perception on the MPs and Upazila Chairmans as the Marketer in
delivering Services from a Upazila as a Non-profit Organization 383
16. Perception on the basis of Political Competition on what the Political Organization has done and what are the future Commitments as a political product
383
17. Perception on the best way to win the Voters' mandates or Voter-market 384 18. The main Objective of Marketing activities of a ruling Political party or
alliance to the voter-market 385
19. Attitude on the Winning Political Organizations as a Non-profit Services Providing Organization
386
20. Attitude on Voter-market Oriented Marketing Strategies instead of Traditional Political Culture
387
21. Perception on the Main Objective of the Traditional Political Practice 388 22. Opinions on Establishing Political Services Marketing Ministry to best
Satisfy the Voter-market 389
23. Perception on a Training Program on Political Services Marketing to build a Peaceful Political Competition
389
24. Perception on Possibilities to ensure a Peaceful Bangladesh through Identifying and Solving Social Problems as Applying Marketing Concept
390
25. Levels of Education 391 26. Professions of the Sample Respondents 392 27. Experience as a Voter 392 28. Name of the Constituencies of the Sample Respondents 394
xi
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Table No.
Description Page No.
29. Marketing Definition of the Sample Respondent 395 30. Ultimate Mission of all Political Organizations is to win Power for
Creating Fundamental Problem Solving Services to Benefit the Nation by using government structure
396
30.1. Opinions of Sample Respondents on the Political Services Marketing Concept
397
31. The Reason of Collecting Revenue of a Ruling Political Organization by using Government Agencies for Budget
397
32. Believability that Every MP is Just Like a Political Services Marketer 398 33. The Comparability of Present and Potential Voters with Political Market 399 34. Opinions on the Peaceful Manner to Win the Voter Market 400 35. Marketing Communication Techniques might be the best alternatives of
Traditional Political Movements to attract the Voter Market 401
36. Opportunity to Set up Television Channels and FM Radio at the Election Commission and Parliament to facilitate the all Political Organizations in their Marketing Communication to the Nation
402
37. Thinking of the Sample Respondent that Ministry to Directorate --Zella -- Upazilla-- Union Parishad
402
38. The easy Way to Control Misguided Massage of Political Campaign without any evidence for the Nation
403
39. Possibilities of applying Political Services Marketing Practices in Politics to make a Peaceful Bangladesh.
404
40. Opinions on Political Services Marketing given by all Ministries under a Cabinet like Corporate Marketing Strategy
405
41. Evaluation on failing Ruling Political Organization to achieve the goal of the Election Menifest
406
42. Opinions on Competitive Advantages based Political Competition instead of Traditional Political Culture (hartal, violance, blocking roads and high ways, rail, firing vehicles)
407
43. Opinions on Hartal as a helpful Tool to Attract Voter-market for Election 407 44. Factors affecting Votes to Select a Candidate in General Election 408 45. Opinions on Setting up a Political Services Ministry to Efficiently Serve
the Nation 409
46. Believability on Effectiveness of Traditional Political Programs to Win Voter Market
410
47. Opinions on Arranging a Training Program about the given Marketing Concept for all Political Leaders of all Political Organizations in Bangladesh
411
xii
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
LIST OF FIGURES
Figure
No.
Description Page
No.
1 Levels of Market Definitions 82
2
3
4
The Control Process
U.K. Datta Model of Political Services Marketing System of a State
Political Product Mix
104
123
136
5 In the synonym of Political product, three levels of a product 137
6 Geographic Voter-market Segmentation of the Total Voter
Market/political Market (300 Segments)
160
7 UZP Planning and Management Structure 161
8 Major activities of LGED 228
9 Datta U.K. Model of Political Services Marketing for Peaceful
Bangladesh
413
10 Market-share of Political Competitors of Bangladesh (hypothetical) 414
11 Political Services Distribution Channel 414
1
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
CHAPTER-1: INTRODUCTION
1.1 Introduction
1.2 Research Problem
1.3 The Main Objective
1.4 Specific Objectives
1.5 Importance of the Study
1.6 Methodology of the Study
1.7 Rational and Justification of the Research
1.8 Possible use of Research Findings
1.9 Conceptual Frame of the Research
1.10 Hypothesis of the Research
1.11 Questionnaire of the Research
1.12 Assumptions
1.13 Limitation of the Study
December 30, 2014
SCOPE OF POLITICAL SERVICES MARKETING FOR PEACEFUL BANGLADESH
2
1.1 INTRODUCTION
The theories, nature and scope of all disciplines are modifying over the series of time. All
problem solving products are modifying as the new solutions of the present problems. But the
traditional force creating political culture in Bangladesh as well as the world is not changing
since the British regime. The present political movements like hortal, blocking rail, and roads,
killing of the oppositions, firing vehicles, bomb blasting, even petrol bomb for firing people
(for whom the democracy) and other violence should be changed in considering the opinions
of the population in a peaceful democracy. It is very urgent in Bangladesh as well as in the
world politics for a peaceful world. Using political services marketing concept in politics
can be added as a new feature of democracy for peaceful world. Political service marketing
is a non-profit marketing concept of social science in the context of politics. In the view
point of marketing literature, the activities and competition among the political organizations
in a democratic country are more or less the same as it is found in profit and non-profit
marketing organizations. So, all marketing techniques can be used in politics for creating a
peaceful competitive environment like a peaceful industry competition. To identify the
scope of using marketing concept in politics, first of all, it needs to analyze the definitions of
product, market, service and marketing to prove the hypothesis in identifying how the scope
of using marketing concept is closely connected with political activities in a political
competition of a democratic country. Marketing activities are concentrated on a product and
its market. A product is a bundle of benefits for a specific target group of people. Every
product is a problem solving package. It may be tangible or intangible. In this connection,
election manifest of a political organization is a product. According to the article
“broadening the Marketing Concept” by Philip Kotler and Sidney, J. Levy (1969) 10 entities
are being marketing. They are goods, services, person, organization, information, idea,
experience, property, place and event. All the entities have specific emotional and functional
benefits. Therefore all these are products and an organization is marketing itself.
Market is a group of people who share a similar need or want that can be satisfied through
exchange relationship. Exchange is the core concept in marketing-Alen Andreason (1982).
There are many definitions of marketing; some are analyzed here in light of political science.
Relationship marketing – establishing, developing, and maintaining successful relational
exchanges –constitutes a major shift in marketing theory and practice –Robert, M. Morgan
& Shelby, D. Bunt. According to this definition government is an organization backed by a
ruling political organization is building and maintaining relationship with the voter- market
by providing certain level of services for the next election. Political Science is the study of
December 30, 2014
SCOPE OF POLITICAL SERVICES MARKETING FOR PEACEFUL BANGLADESH
3
the relationship between government and civil society: The state is comprised of two
entities: government and civil society. Both entities influence governance in different ways. -
Miller, D. In this definition, there are two parties; one is government and another is civil
society. Who is the government in a State? In fact, government in turn a ruling political
organization who is trying to identify the fundamental needs and wants for providing services
under the policies of the constitution in building and maintaining relationship with the voter-
market (civil society) to win the next election. Government always backed by a political
organization or alliance offers public services through a political process for building and
maintaining relationship with the voters (present and potential ID holders of a country). This
public service may be called political services to apply differentiate marketing strategy for
ensuring competitive value to the voters in winning maximum voters’ share for power
because, public service is not identifiable as the specific organizational service which would
be included in the political product for the next election competition to attract the voter-
market. Here is an exchange between all registered political organizations including a ruling
political organization (Government) and the voters in a democratic country. Any type of
exchange is called marketing. Therefore, here is a hidden marketing process in political
science. Exchange is two types at individual and organizational level in the world; voluntary
and compulsory exchanges. For example laws are offering to a target group of people for a
common behavior in terms of compulsory exchanges because the concern group of people is
bound to exchange the benefits of the laws in the civil society of a State. In the view point of
marketing each law is a product because it has some benefits to solve a problem of a group of
people (market). Actually the ultimate benefit of a law is peace keeping in a group of people.
In fact, campaigning an experimental message highlighting the benefits of a law can help in
voluntary exchanges of laws for peace keeping in a group of people because, sometimes
people violate the compulsory exchanges of laws. Justice is needed in this context for
ensuring the compulsory exchanges of laws. All Courts for groups of people who are in
quarrel or conflicts. Hence, justice is also a product, because, justice reduce conflict having a
benefit. And the conflicting group of people of a State is the market. The activities of justice
are marketing. The time cost, monetary cost, energy cost and psychic cost are the price of
justice. Therefore, Justice Division is also marketing justice for keeping the society in peace.
On the other hand, all political organizations including the ruling political organization or the
executive body (government) of a State is identifying needs and wants to offer a political
product (basic principles + past performance + election manifest) for arriving on the
government platform to serve the population (monopoly market for a certain period of
4
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
time) for compulsory and voluntary exchanges for the next election in the democratic
process. The winning political organization is getting the chance to serve the population of a
State for the certain period of time under the constitution in a democratic competition.
“Marketing is the planning and executing of the conception, pricing, promotion and
distribution of ideas, goods and services that create exchanges to satisfy the individual and
organizational goals.”---American Marketing Association. In this definition, it is observed
that planning and executing a new conception into an existing political product ( basic
principles + past performance + election manifest) or potential product in setting fee, price,
communication and delivery system creates exchanges of voters’ mandates in achieving the
ultimate goal for winning power for serve the nation. Therefore here is a scope of marketing.
In Bangladesh, Bangladesh Awami League added a new feature which was “Digital
Bangladesh”(Election Manifest 2008) in its political product as a new concept; it has been
created a large number of exchanges of voters’ mandates, consequently, this organization won
the power to serve the political services.
“Marketing is the analysis planning implementation and control of carefully formulated
programs designed to bring about voluntary exchanges of values with target markets for the
purpose in achieving organizational objectives”- Philip Kotler. According to this definition,
all political organizations and political institutions are undertaking plans, projects and
marketing programs for providing services in a certain period of time to best satisfy the voter-
market to win the next election for power. But the nature of marketing competition is
different in the field of politics. The political competitors of this voter-market try to win
power for a certain period of time to serve in a monopoly market. “A service is any act or
performance that one party can offer to another that is essentially intangible and does not
result in the ownership of anything. Its production may or may not be tied to a physical
product.”-Lovelock. According to this definition, the ruling political organization is offering
numerous services by using the government structure to the national market. In an exchange,
two parties and an offer are essential. Here ruling political organization is a party and the
voter-market is the other party. In the given definition, transportation services are tied with
the condition of roads and high-ways, rail, weather, rivers and availability of vehicles, air-
buses, ships etc. Therefore, government or ruling political organizations are providing
services to the domestic market. “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”.-AMA. In this definition, a set of
5
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
political, economical and social institutions or organizations is collectively performing
marketing activities through a political process to serve the numerous political services to the
voter-market (population in a State).
A product is anything that can be offered to a market for attention, acquisition, use or
consumption that might satisfy a need or want, thus, a product may be service, organizations,
person, property, place, event, experience, goods, idea, information- Philip Kotler(1969)
According this definition, a political organization is trying to grow the attention and
acquisition of voters’ mandates by using the organizational basic principles + past
performance + election manifest which can be called political product because organization
itself is a product or offer. Hence, there are some direct and indirect benefits of
organizational basic principles, past performance (a bridge or a new road, university, provides
benefits for a long time) and the potential benefits of election manifest.
Political Science as a study of Conflict Resolution: This view is suggested by Miller in his
`Nature of Politics‟. The purpose of a political activity is either to bring about a change or
resist a change. In this definition of Miller, it is observed that the main cause of conflict is
problem. In marketing, a product is a problem solving package. Therefore, carefully
formulated programs, new ideas and conceptions can solve all problems. Marketing research
always find out the cause of the problem for new offering and adding new feature of existing
product. Hence, changing a law based on research findings can solve a problem. For example,
protecting the Bengali language by imposing a new law or changing an existing law. All
products of the world are basically launched for solving numerous problems for a peaceful
and changed society according to the social marketing philosophy. In this connection,
marketing can ensure a peaceful society, country as well as the world. On the other hand,
strategic marketing is always scanning the environmental changes to best fit the
organizational offerings with the changes to face the threats and use the opportunities.
Bangladesh Awami League has used the technological environmental change-caused
opportunity by addition the Digital Bangladesh in improving the organizational political
product. On the other hand, planning and executing of an effective marketing
communication by using electronic and print media under the State policy can resist a
change like protecting the Bengali language in official work instead of English.
In relation of the above mentioned definitions and its analysis is found that any type of
organizations in the world have specific offerings targeting a group of people, similarly, all
political organizations have political products or offerings (basic principles + past
performance + future commitments) to the target voters’ group for attracting the major
6
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
voters’ share to win the power for providing services to the nation than those of competition
by using the government structure. There are political products, voter-market,
differentiating strategies in building organizational brand image by using Logo, Brand
name and marketing programs in political war-game as it is observed in the marketing
competition in any industry. In this context, here is a scope of study on how marketing
strategies and polices might be used in a peaceful democratic political competition.
Government of a country backed by a ruling political organization is marketing verities of
service to satisfy the voter-market by setting a number of ministries and government agencies.
But, while providing these services, a political party or party alliance faces a stiff competition
through the election process which is a part of politics. This competition should be peaceful in
manner as it is found in marketing competition among different industries of a country. In this
regard, political services marketing means the efforts of a political organization to win
the voter-market by using a political product (basic principles + past performance +
election manifest) and form the government to provide services for the total voter-
market directly or indirectly having superior values through the political process of a
country in a certain period of time for building and maintaining relationship with them
for the next election. –(Datta, U.K 2014). So the political competition to serve the nation
should be similar to the competition prevailing between large number of profitable and non-
profitable organizations. In Bangladesh, all political organizations are non-profit
organizations Alan R. Andreasen and Philip Kotler (2003). If they adopt the marketing
policies and strategies instead of their traditional political culture it will be easier to build a
peaceful political competitive environment. The activities of a political organization and a
non-profit organization are more or less the same. Both organizations are selecting, targeting,
creating, delivering and communicating services. The main difference is the election
process through the election commission. The registration process of political organizations
under election commission is comparable with company registration under company registrar
and stock exchange commission. These government agencies are capable of controlling the
peaceful competition among the profitable and non-profitable organizations. Since, their
competitions are based on competitive advantages or superior values, these types of
organizations are strictly controlled by the responsible government agencies. In this
connection, the competitions among all political organizations should be based on competitive
advantages or superior values instead of narrow goals requiring fundamentalism, hortal,
picketing, firing, show of muscle power, killing of the oppositions like any other anti-social
activities. These activities are interrupting the economic growth rate and peace of
7
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Bangladesh. At present, the political competition is for the two major ideologies, one is non-
communal Bangladesh and another is communal Bangladesh. This competition has turned
into civil war that lacks political services marketing knowledge. In this regard it can be said
that, only an effective dramatic advertising through the electronic media and personal
communication which showcases the benefits of non-communal Bangladesh and the benefits
of the communal Bangladesh are enough to change the behavior of the voter in favor of a
secular political organization for vote. Both organizations may communicate with voters in
freely. This impersonal and personal communications to influence the behavioral change may
keep the society in peace. But, misguiding messages should be strongly controlled by the
election commission while campaigning of an organization is underway. In fact, lack of
marketing knowledge is causing both political parties to establish their ideologies by force
which is causing anti-peace Bangladesh.
Actually marketing practice is directly involved in problem solution. Problem free society can
build peaceful Bangladesh. In this way, marketing practice can eliminate poverty, facilitate
high growth rate of education and GDP which would be made a poverty free peaceful
Bangladesh. The ultimate mission of each political party is to serve the nation of a country in
a competitive political environment. Many political parties having specific missions may exist
in a democratic country. But from the view point of social marketing concept identified by the
world famous marketing expert Prof. Philip Kotler, (1975) these missions should be focused
on social benefits and humanity that might be regulated by the election commission of the
respective country through hard and fast rule of the registration. The commission will have
to determine the essential requirements of each political party to be registered which will
cover the common social and humanity issues, individual voter can consider the optional
leaders and organizations that will make sure of the superior value or services in respective
constituencies. All the registered parties will take part in election using their market
positioning strategies based on political vision; mission and promised services for the nation
which will better serve the nation than those of others’ through political competition in a
country. The majority of a nation should select that political party for vote who has been able
to provide better political services for the nation in which the political organization was
committed at last ruling period than the other competitive political organizations. The ruling
period would be fixed by the people of a country through their representatives elected by
votes. According to political science, this period is the legal right of an elected party to serve
the people of a country. If the ruling party or parties’ alliance fail to serve the nation as they
promised before the election, the dissatisfied people will not give their consent for the next
8
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
term. In this view point of marketing, competitive advantages are the main tools to win the
voter market through election. The opposite parties should criticize indirectly only the
unfulfilled activities which were promised in the language of marketing communication. They
should communicate with the nation properly and honestly with exact evidences through print
and electronic media to cultivate favorable relationship for the next election in a peaceful
manner. If the opposition could convince the people of a country it would be the plus point for
them in the election to win the political market (people who are enjoying govt. services).
Through maintaining this marketing competitive strategy and communication campaign like
marketing of different types of product and service marketing organizations in Bangladesh,
political parties can keep the country peaceful and ensure a good political culture for a good
nation and increasing economic growth.
Organizations in an industry are competing with each other to win the same market through
creating, delivering and communicating superior value of services or products and
continuously trying to build a relationship in a peaceful manner. In this regard, marketing
knowledge and its practices can help the political leaders of all political organizations to make
a peaceful Bangladesh. This scope should be studied in the background of the present political
situation of Bangladesh which may at the same time contribute to make the world peaceful
too. From the marketing views and observations, political market is the set of present and
potential voters who have the needs for political services that can be satisfied directly or
indirectly through political services or products delivered by a ruling political party or
parties’ alliances. Ruling party or parties’ alliance normally targets various segments based
on some social important variables and identifies the people’s needs and wants to create and
provide essential services to best satisfy the target markets. But in Bangladesh, the practical
scenario is different. Lacking the marketing knowledge, major parties are trying to win the
defined voter-market by using some socially unlawful forces. The enforcement of some
unethical practices like frequent hortal with picketing that hinders the normal movement of
the people throughout the country, firing vehicles, fighting with the law-order enforcement
agencies, petrol bombing, misguiding the people through false dialogues by the political
services marketer to win the political voter-market causes the social conflicts and socio-
economic drawbacks. These also hamper the long-term organizational image which is
comparable with brand image used by larger commercial business organizations. Actually all
the political parties are involved in political services marketing. They are performing all
services marketing activities. But they do not perceive these activities as marketing.
9
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
There are three pillars of a State; Legislature, Executive and Justice. Legislature is making
laws and policies in the parliament for the people in keeping peace in society, Executive and
justice are implementing the laws and policies in a country by setting a number of political,
economical and social organizations in delivering numerous services under the constitution by
allowing the registered political organizations through a political process for winning power
to serve the voter-market. For example, the constitutional policy is to ensure the fundamental
rights (food, health, residence, cloths and security) of the people of a country. Under this
policy a ruling political organization is providing fundamental rights related services by
using the government structure of a democratic country. These services can be called Political
Services as the services generated through a political process. No organization is getting this
chance to serve the nation without facing the political process. Therefore, all services are
generated under the constitution by the marketing activities of all political, economical and
social organizations for the population of a State. These services can be called as political
services.
The summary of the above background of the study is needed to find out the scope of political
services marketing to prevent the political conflicts and make a peaceful competitive
environment as different services providing organizations do in Bangladesh. Political
services’ marketing is a whole new concept in the world which is related with the field of
marketing for non-profit organizations, political marketing and social marketing. Many
studies have been conducted on non-profit marketing strategies, political marketing and social
marketing. But no study has been conducted on Political Services Marketing in the world.
The effort of this research is to identify the scope of non-profit marketing practice which
might be called political services in politics through literature review and conducting one-
shot post-test experiments on national political leaders of major political organizations;
experts in marketing; political science; government and politics; and economics, elected
political leaders; and government officers at local government and the graduate voters in
major marketing of Bangladesh.
1.2 RESEARCH PROBLEM
The reason behind of this research is to present the effectiveness of marketing practices in
political competition for peaceful political movement to add a new concept in political
science. Actually, now-a-day, all political organizations are performing more or less all
marketing activities, but they have no formal knowledge in marketing. Every political
organization has a political product (the organizational basic principles + Past
performance records + Election Manifest or future commitments) as a ruling political
10
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
organization targeting the voter-market. The organizational demand depends on this political
product to the voters in a country. On the other hand, all political organizations are
competing to obtain power for creating, delivering and communication services against
revenue and donation by using government structure. It is observed that lack of marketing
knowledge; the political competitors are striving to obtained power by using some unfair
means which is creating conflicts and interrupting the national economy of a country. But in
an industry or similar non-profit organizations is competing and winning maximum market-
share in a peaceful competitive environment by using marketing techniques. Similarly, it is
possible to apply marketing concept in politics for creating a peaceful political competitive
environment. This problem is occurring lack of marketing knowledge in politics. To rectify
this problem such research is very urgent.
1.3 THE MAIN OBJECTIVE
The main objective of this study is to identify the scope of introducing a new social science
named “Political Services Marketing” in democratic peaceful competition of politics in
Bangladesh as well as the world.
1.4 SPECIFIC OBJECTIVES
1. To identify the historical background of the different political organizations and their
present positioning of political services marketing concept in Bangladesh.
2. To examine the attitudes and perceptions about the new “political services marketing”
concept of major political organizations in Bangladesh for creating a new social
science in world democracy for peace.
3. To evaluate the present services distributing structure of all government agencies for
political services marketing in Bangladesh.
4. To examine the attitude of voters on the new political services marketing concept.
5. To collect marketing, political and economic expert opinions for identifying the scope
of applying political services marketing concept in politics.
6. To introduce a new social science named “Political Services Marketing” in building
peaceful democracy in Bangladesh as well as the world democracy.
1.5 IMPORTANCE OF RESEARCH
1. To reform the older-aged politics in building a peaceful world introducing a new
social science named “Political Services Marketing”.
2. To shape the political organizations into an institutional approach in the world.
11
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3. To ensure the best use of govt. revenue and foreign donations at different levels of
project and program by using political services marketing.
4. To make realize the political leaders about the unnecessary and ineffective
proceedings on the streets to prevent political violence, hortals, picketing and
misguiding attitudes.
5. To disseminate the new knowledge to educate the voter market for changing desired
behavior to build a better and peaceful Bangladesh as well as the world.
6. To face the social challenges by applying political services marketing knowledge.
7. To arrange training course on political Services marketing for the political leaders and
the government officers highlight the benefits of this new concept.
8. To write a text book on “Political Services Marketing” based on the research findings
for all political leaders and students of political science to encourage for political
services marketing practices.
1.6 METHODOLOGY OF THE STUDY: Coverage
i. Universe of study; Political Leaders and Government Officers, Graduate Voters
in Marketing and Professors in Marketing, Economics, Political Science and
Politics and Government, Ex. Election commissioner of Bangladesh.
ii. Sampling frame; The four samples have been selected from four populations. One
sample of graduate student voters who are studying in major marketing, MBA at
different public and private universities of Bangladesh and Post-Graduate Diploma in
marketing management of Bangladesh Institute of Management in Dhaka city has
been selected as the representation of graduates in the new marketing concepts. Ten
professors in Marketing of Dhaka University, ten professors in political science and
government and politics of Dhaka and Jahangirnagar Universities and three professors
in economics of Dhaka University for personal interviews have been selected as the
representatives of marketing, political science, government and politics and economics
experts and another sample has been included from political leaders and government
officers who are involved in creating and delivering services at local government
under fourteen ministries as the representative of government services providers.
Besides this ten national political leaders from major political organizations of
Bangladesh have been selected for ten experiments.
iii. Sampling procedure: A sample of ten national political leaders from five major
political organizations have been selected by using non-random technique from five
12
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
political parties for personal interviews. Besides, one thousand graduate students
has been selected using non-random method who is studying MBA in major marketing
from few public and private Universities. In addition, one hundred political leaders
and government officers from fifteen upazilas of Bangladesh who were having
training at National Institute of Local Government and Bangladesh Institute of
Management under Upazila Governance Project has also been selected by using non-
random technique. Ten Professors from the Department of Marketing and ten
Professors from the Department of Political Science have been selected by using non-
random techniques. Two Professors in economic experts have been selected from
Dhaka and Jahangirnagar Universities. One Ex Election Commissioner has also been
selected by using non-randam technique.
iv. Sample size; The sample size selected 10 (ten) national political leaders and 100 (one
hundred) respondents who are serving political services at different parts of
Bangladesh as political leaders and government services holders. Another 1000 (one
thousand) sample selected from the graduate voters in marketing as the
representatives of educated voter market for collecting attitudes and perceptions on the
new marketing concept from the view point of marketing. In order to collect the
expert’s opinions, a sample of 22 (twenty two) Professors have been selected from
the department of marketing and the department of political science. Three professors
are also approached from the department of economics, of the University of Dhaka
and Jahngirnagar University for collecting data. Out of twenty three professors, ten
professors are selected from the department of marketing and ten professors selected
from the department of political science. One Ex. Election Commissioner has also
been selected by using non-randam technique.
v. Research design: Th research design was both exploratory and descriptive in nature
because there were some affects of extraneous variables on experiments. One group
one shot post-test has been conducted by using multi-media presentation of different
aspects of new concept of political services marketing and measures the attitudes and
perceptions on a structure questionnaire. Fifty seated twenty laboratories, a set of
multi-media projector, have been used to conduct the experiment. Personal interviews
have been conducted by using an open-ended questionnaire from the professors to
collect expert opinions.
vi. Research approach: A theoretical frame and hypothesis have been developed on the
basis of related literature review. Both qualitative and quantitative data have been
collected to prove the hypothesis. Qualitative data collected by conducting personal
13
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
interviews by using open-ended questionnaire. Quantitative data collected through
conducting one group one shot post-test experiment by using a structure questionnaire
on major marketing terns and conditions from the sample of educated voters who were
studying MBA in major marketing at some public and private universities in Dhaka
City. The result of this research has been analyzed by using two models, thoritical
explaination and statistical tools because the exploratory nature of experimental data.
Data Collection Methods:
i. Three kinds of data has been collected; identification data, socio-economic data
and questions on various sub-themes.
ii. Twenty questions have been asked from each sample for quantitative data.
iii. Different scaling techniques, multiple choice and diconomus questions has been
used to evaluate the perceptions and attitudes of each sample.
iv. Twenty three personal interviews have been conducted at the department of
marketing, economics and the department of political science at Dhaka and
Jahangirnagar Universities.
v. The time was minimum one hour for each personal interview from the sample of
professors, and for the experiment on elected political leaders and government
officers, the time took one and half an hour. The time of the experiment on the
graduate students took also one and half an hour.
vi. The non-randomly chosen one group sample from the graduate students who were
studying in major marketing of MBA at different public and private universities
has been divided into 20 (twenty) groups for better communication. After the
treatment of the research concept, the experiment has been conducted to measure
their attitudes and perceptions through a structured questionnaire. Ten personal
interviews have been conducted at the department of marketing, University of
Dhaka, another ten personal interviews have been conducted at the political
science and government and politics form Dhaka and Jahangirnagar University,
three interviews also have been conducted at the economics department from
Dhaka and Jahangirnagar University to collect data about the perceptions and
attitudes. One special interview has been conducted with the Ex Election
Commissioner, Election Commission of Bangladesh.
Data Processing: Different statistical tools have been used to analyze the data like
frequency distribution, percentage, qumulative percentage, table, etc. On the other
14
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
hand, the data collecting form the focus group interview has been presented with
analytically within the theoretical frame of social and non-profit marketing and a
model of political services marketing.
Scope of Assignment: In the context of the above background and objectives the
research has been included the following chapters :
1. First, the introductory chapter.
2. Second Chapter contents the background and related definitions of Non-profit
Marketing and Political Science
3. Third Chapter contents the present government structure and their activities for
creating political services.
4. Fourth Chapter contents the qualitative data about the perceptions and attitudes
of the marketing, political science and economic experts in the department of
marketing, political science, economics, government and politics, Dhaka and
Jahangirnagar University, opinions of an ex election commissioner.
5. Fifth Chapter contents the opinions of 10 National political leaders from five
major political organizations of Bangladesh, quantitive data of the sample
respondents of elected 100 political leaders & government officers and
quantitive data of another sample of 1000 graduate voters in major
marketing of Bangladesh.
6. Sixth Chapter contents the tentative suggestions and conclusion of the
research.
1.7 RATIONALE AND JUSTIFICATION OF THE RESEARCH
The unrest political movement and unstable government are interrupting the national
economic growth. Lack of formal knowledge about marketing for non-profit organizations,
political leaders and individual voters are creating political violence to win the voter market.
This research would be able to find out the right ways to create a peaceful competitive
political environment.
1.8 POSSIBLE USES OF RESEARCH FINDINGS
The research findings can be used to write a text book on “Political Services Marketing for
Political leaders which will ensure the effective and efficient use of govt. revenue to solve the
various socio-economic problems through new marketing practices. The new knowledge will
change the traditional political practices toward the peaceful competitive political
practices like the different level of marketing organizations. The communication techniques
15
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
of marketing can be used to educate the present and potential voters through providing
accurate information about the activities performed by different political parties.
The ruling political organization and the government officers will be able to best serve the
nation through creating competitive advantages without any interrupting offensive movement
or anti-social activities created by the opposite competitors.
1.9 CONCEPTUAL FRAME OF THE RESEARCH
Marketing is the process of planning and executing programs designed to influence the
behavior of target audiences by creating and maintaining beneficial exchanges for the
purposes of satisfying individual and organizational objectives. -- By Alan R. Andreasen
and Philip Kotler. pp 37-38)
Political market or Voter-market is the set of present and potential voters who have the
needs for political services that can be satisfied through political services and products
delivered by a ruling political party or parties’ alliances.
Political services marketing means the efforts of a political organization to win the voter
market by using political product (basic principles + past performance + election
manifest) in arriving the government platform to provide services for the voter-market
directly or indirectly delivering superior values through the political process of a
country in a certain period of time for building and maintaining relationship with them
for the next election in a democratic competition of the registered political competitors.
Political Product is a bundle of some functional and emotional benefits of basic principles,
past performance and future commitments or election manifest which can be offered by one
party to another party for attraction, acquisition, consumption of using and disposing to satisfy
the political market or voter-market.
Political Science is the study of the relationship between government and civil society:
The state is comprised of two entities: government and civil society. Both entities influence
governance in different ways.
Political Services marketing is the political and societal process of planning and
executing carefully formulated programs designed to bring about voluntary exchanges
to satisfy the voter market through creating, delivering, pricing (monitory cost + time
cost + energy cost + psychic cost) and communicating superior services of value which
directly or indirectly benefits the voter-market of a country in a certain period of time in
16
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
building and maintaining relationship with them to win the next election with the
political competitors. – Datta, U.K. (2014)
Marketing is passed through three stages:
A product mindset stage, a product mindset toward marketing holds that success will come to
those organizations that bring to market goods and services they are convinced will be good
for the public.
The Sales Mindset, A sales mindset toward marketing holds that success will come to those
organizations that best persuade customers to accept their offerings rather than competitors’
or rather than no offering at all.
A customer mindset toward marketing holds that success will come to that organization that
best determines the perceptions, needs, and wants of target markets and continually satisfies
them through the design, communication, pricing, and delivery of appropriate and
competitively viable offerings. ( Strategic Marketing for Nonprofit Organizations, 6h Ed. --
By Alan R. Andreasen and Philip Kotler. pp 37-44
The last decade of the twentieth century saw four important developments in the field. First,
there was a significant acceleration in the growth of social marketing. Once a tiny subset of
the field of nonprofit marketing that focused on the applications of private sector marketing to
improve social welfare, social marketing has grown dramatically in the last 20 years. Major
international and domestic behavior change programs now routinely have social marketing
components. Strategic Marketing for Nonprofit Organizations, 6th Ed.-By Alan R.
Andreasen and Philip Kotler. pp 8-9). All organizations represent an efficient way to
collectively solve problems facing individuals and society. They are classified according to
whether they are privately or publicly owned, and whether they are operated for profit or
some other objectives. These distinctions give rise to the four types of organizations shown
below: Four types of organization:
Private Public II
Profit Private Corporations Partnerships
Sole-proprietorships
State-owned airlines
State-owned telephone co.
III IV
Non-profit Private museums
Private Charities
Private Universities
Private Associations
Private Hospitals
All Government agencies
Public school
Public hospitals
Source: (1942) Marketing for Nonprofit Organization.–by Philip Kotler, 2nd Ed. Pp12-14
17
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
1.10 HYPOTHESES OF THE RESEARCH
The hypothesis of this research was that all political leaders and political organizations are
performing marketing activities. But for lack of services marketing knowledge in politics,
they are not being able to perform their works in peacefully and perfectly in a peaceful
competitive political environment. Through conducting experiments on the political leaders
and higher educated voters of the first class citizens’ attitudes and perceptions by exposure of
political services marketing treatments, their attitudes and perceptions will be changed toward
the new way of politics instead of traditional force creating political culture. This research
will encourage the political organizations and the leaders for services marketing practice in
politics which will create the scope of political services marketing in politics to make peaceful
Bangladesh.
18
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
1.11 Questionnaires of the Research
Questionnaire
Questionnaire for Post Test experiment for Graduate Voters and who are doing MBA in
major Marketing.
Title: Scope of Political Services Marketing for Peaceful Bangladesh
“Please note that the information collected through this questionnaire is confidential
and will be used in research purpose only.”
Profile of Voter Respondent
1. Cell No :
(Please tick mark ):
2. levels of education: SSC HSC Degree Masters
Above
(Please tick mark ):
3. Profession: Agriculture Business Services Holder Others/Students
(Please tick mark ):
4. Experience as a voter: 0-5 years 6-10 years 11-15 years 16-20 years 20-
above
5. Name of District :
The purpose of this research is to create a peaceful competitive political environment by
practicing Political Services Marketing Concept in Bangladesh as a non-profitable marketing
effort.
19
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Section: B
[Circle or tick the right answer from the given multiple answers)
1. How would you define marketing in your own words?
A. means of selling something
B. buying something from a market
C. communication with the buyers
D. creating, pricing, delivering and communication of problem solutions
2. Do you believe that the ultimate mission of all political parties is marketing different
type of problem solving services to benefit the nation like other non-profit marketing
organizations?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing?
A. Yes B. No
3. The ruling political organization collecting revenue from the nation because of
A. Forming national capital for investment of a country
B. Equal distribution of resources
C. the cost of political services marketing for the nation
D. bearing the salaries of the government employees
4. Do you believe that every MP is just like a political services marketer of the central
political organization in his constituency?
A. Yes B. No
5. Do you agree that the present and potential voters of a constituency are comparable
with the political market where the ruling political organizations are serving?
Strongly Agree Agree Neither agree
nor Disagree
Disagree Strongly
Disagree
6. Which one is the peaceful manner to win the voter market?
A. providing superior services than the oppositions
20
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
B. Communicating the provided superior services by using electronic and print
media like business organization’s commercials
C. By using black money among the voters
D. Showing threats, hortal and muscle power.
7. Do you agree that the marketing communicating techniques might be the best
alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions,
showdown like other traditional views?
Strongly Agree Agree Neither agree
nor Disagree
Disagree Strongly
Disagree
8. Do you think that Election Commission and Parliament should have television
Channels and FM radio to educate the voters and facilitate in marketing
communication for all Political organizations?
Strongly Agree Agree Neither agree
nor Disagree
Disagree Strongly
Disagree
9. Do you think that from ministry to Directorate -- Zella parishad -- upazella parishad to
union parishad is a distributing channel of political services marketing?
A. Yea B. No
10. What is the easy way to control misguided massage of political campaign without any
evidence for the nation?
A. special controlling Act of political services marketing should be introduced
B. All voter influencing massages should be censored before campaign.
C. Boycotting the organization for votes by the voters
D. Set up a special censor board at the media center of election commission.
21
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
11. Do you agree that all political organizations should political services marketing
practice to make a peaceful Bangladesh?
Strongly Agree Agree Neither agree
nor Disagree
Disagree Strongly
Disagree
12. Do you think that all ministries are marketing political services in multi-segment
markets as a strategic marketing unit under a corporate marketing strategy?
A. Yes B. No
13. If the ruling political organization failed to achieve the goal over the ruling period
what will you do then?
A. Withdrawal my vote for another organization
B. I will keep myself loyal with the organization
C. I will vote for the organization’s mission or ideology only
D. Allow one more chance to serve the voter market.
14. Do you think that the marketing competition should be on the basis of competitive
advantages instead of hortal, violence, terrorism, killing of the oppositions, misguiding
the voter by using false news, firing, and making obstacle on rail, roads and high
ways?
A. Yes B. No
15. Do you agree that hortal is a helpful tool to attract voter market for election?
Strongly Agree Agree Neither agree
nor Disagree
Disagree Strongly
Disagree
16. Which factors you consider at the time of your selecting a candidate for vote at your
constituency?
A. Personality of the candidates
B. Political organizational image of the candidate
C. The best powerful man of other options
D. Superior services provider of the political organizations at your constituency
22
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
17. Do you think that government should establish a Political Services Ministry to
efficiently serve the nation and ensuring best satisfaction of the voter market of
Bangladesh?
A. Yes B. No
18. Do you believe that traditional political programs and movements help the political
organizations to win the voter market? Check your opinion on the following scale.
Poor 1 2 3 4 5 6 7 8 9 10 strongly
believe
19. Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by
conducting a training program for all the political leaders at different levels of the all
political organizations?
Definitely
possible
Probably
possible
Not Sure Probably not
possible
Definitely not
possible
20. What are your suggestions to create a peaceful political competitive environment in
Bangladesh?
23
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Questionnaire for the Experts Opinions
Expert opinion on “Scope of Political Services Marketing for Peaceful Bangladesh”
Question: Would you believe that the ultimate mission of all political parties is marketing
different type of problem solving services to benefit the nation as a non-profit marketing
organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing?
How would you define the given term?
Answer:
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer:
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer:
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer:
Question: How would you think that every political organization should communicate the
earlier provided political services as a ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer:
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions,
24
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
showdown like other traditional views to influence the voter market for achieving
power?
Answer:
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer:
Question: How would you think that from ministry to Directorate -- Zella parishad --
upazella parishad to union parishad is a distributing channel of political services marketing?
Answer:
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer:
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer:
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer:
Question: How would you think that the marketing competition should be on the basis of
competitive advantages instead of hortal, violence, terrorism, killing of the oppositions,
misguiding the voter by using false news, firing, and making obstacle on rail, roads and high
ways?
Answer:
25
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer:
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer:
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer:
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of the all political
organizations?
Answer:
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer:
26
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
1. Cell No :
2. levels of education: SSC HSC Degree Master Degree Above
3. Profession: Politics Government Service Holder Others
4. Political/Service experience: 0-5 years 6-10 years 11-15 years 16-20 years 20-above
5. Name of Upazila/ District :
Social Science Research Council
Planning Division Ministry of Planning
Questionnaire
Questionnaire for One group Pretest and Post Test experiment for Leaders and Government Officers
Title: Scope of Political Services Marketing for Peaceful Bangladesh
“Please note that the information collected through this questionnaire is confidential and will be used in research purpose only.”
Profile of the Political Leaders and Services holders
The purpose of this research is to create a peaceful competitive political environment by practicing Political Services Marketing concept in Bangladesh as a non-profitable marketing effort.
27
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Section: B
[Circle the right answer from the given multiple answers]
1. How would you define marketing in your own words?
A. means of selling something
B. Purchasing or buying something from a market
C. Communication with the buyers
D. Creating, pricing, delivering and communication of problem solution.
2. What do you mean by services marketing?
A. Repairing of physical durable products
B. Any benefits for the society
C. Any intangible benefits or activities that can be satisfied through exchange
relationship at a profit or non-profit.
D. Doing something for the humanity and social welfare.
3. How would you define political services marketing as a political leader?
A. Winning election and forming government for serving the nation.
B. After forming government to serve the nation.
C. In a competitive environment, winning power for creating, delivering and
communicating services by analyzing the environment to identify the
fundamental problems for a certain time.
D. Winning state power by force to serve the nation.
4. Which one is the social marketing activity?
A. Influencing social behaviors not to benefit the marketer but to benefit the target
audience or general society
B. Earning profit through social welfare
C. A social process of creating, delivering and communicating of values
D. Non-profit business
28
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
5. How would you define voter- market?
A. A place where products are available
B. A place where a leader buys and sells voters.
C. A set of present and potential voters or beneficiaries who expect a certain level
of services.
D. In a period of time how the voters are selling at a cost.
6. Do you agree that the main objective of all political parties to win the voter market and
form the government to provide services by using the government structure for a certain
period of time?
Strongly Agree Agree Neither agree
nor Disagree
Disagree Strongly
Disagree
7. In your view point of long political experiences, what is the evaluating criterion for
choosing the best political organization of a voter?
A. The party who seems to be the best functional and emotional services provider
in a competitive atmosphere
B. The party who has a great historical background
C. The party who has best mussel and financial power
D. The leftist parties
8. In your own consideration, what is the most important factor to consider a candidate for
vote in your locality?
A. Top terrorist
B. Honest and pious man
C. Rich man of the locality
D. Best problem solving services provider.
29
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
9. Do you believe that the ruling political party or alliance is exchanging services to the
present
and potential voters of a country?
A. Yes
B. No
10. Do you agree that the ruling political party or alliance is charging taxes, duties, tariffs,
selling revenue stamps as the price indirectly against the providing services for the nation
that might be called political services?
Strongly Agree Agree Neither agree
nor Disagree
Disagree Strongly
Disagree
11. Do you think that an MP and Upazila Chairman, are playing a role as a representative of
a political organization for creating, delivering and communicating services which can
solve the fundamental problems of the voters in your locality by using government
agencies as a non-profit marketer?
A. Yes
B. No
12. Do you think that political competition should be based on what the political
organization has done and what is the believable commitment?
A. Yes
B. No
13. The best way to win the voter mandates or market by using;
A. Different type of political movements like hortal, picketing, terrorist activities,
blocking capital streets, rail etc.
B. Publicity and public relationship
C. Dramatic advertising about the given services and future commitments in
electronic, print media and personal communication like different commercial
organizations.
D. Show down and other traditional political activists
E. (B and C)
30
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
14. What is the main objective of marketing activities of a ruling political party or alliance
to the voter-market?
A. To ensure economic development
B. To control the law and order situation
C. Identifying the socio-economic problems and solve those through creating
services for multi-offerings
D. To solve the fundamental needs of the society?
15. Do you agree that every winning political party is performing as non-profit services
marketing activities like other services marketing organizations?
Strongly Agree Agree Neither agree
nor Disagree
Disagree Strongly
Disagree
16. Do you agree that all political parties should be voter-oriented marketing strategy like
non-profit and business organizations instead of traditional political practices to make a
peaceful competitive political environment of Bangladesh?
Strongly Agree Agree Neither agree
nor Disagree
Disagree Strongly
Disagree
17. What is the main objective of the traditional political practice like hartal, violence,
terrorism, show down forcing step-down, firing vehicles, blocking rail, roads and high
way etc.?
A. Attracting voters showing force
B. Making obstacle on the developing activities of the present ruling party
C. Protesting the anti-national interest activities of the ruling organization.
D. Forcing for step-down of the present ruling party.
E. ( A to D )
18. Do you agree that Government should establish a separate Ministry for Political Services
Marketing to best satisfy the voter market by collecting information, analyzing, planning
and controlling for carefully designed services than those of competition?
31
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
A. Yes B. No
19. Do you think that a training program on political services marketing concept for the
leaders and government services holders might be helpful to ensure best satisfaction of
the voters?
A. Yes B. No
20. The main function of marketing is to identifying and solving problems through creating
solutions. In this way, is it possible to ensure problem free Bangladesh for a peaceful
Bangladesh?
A. Yes B. No
32
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
1.12 ASSUMPTIONS
If other things remain static, the developed model on the basis of research findings on
political services marketing for peaceful Bangladesh would be able for creating a peaceful
political environment where all political organizations would be able to win the maximum
voter-market share for serving the nation by using government structure. The assumptions are
given below;
All political institutions of a democratic country will remain impartial.
The army of a country will never take over the power.
Election commission should be neutral and impartial.
All electronic and print media of public and private sectors will be impartial.
The voter-influencing political products must be censored by the strong and neutral.
Commission before starting the campaign through any media.
All political organizations and their activists and leaders should know about the non-
profit marketing concept of political services marketing.
All services would be provided under the constitution of a democratic country.
1.13 LIMITATIONS OF THE STUDY
Limitations are the important factor for any research because; the degree of validity and
reliability depends on limitations of the study. During the study following limitations are
being faced.
Time constraint: Only one year was not enough to cover up the project efficiently.
The secondary data from different ministries were not available. In this context, the
desired data have been collected from the websites of concerned ministries.
Reaching the political leaders was too difficult to collect data.
Some reluctant were found to cover up the opinions from the sample respondents
Five leaders of the political organizations have given their opinions as the unstructured
and open-ended information.
Budget was not enough to collect data from a large sample.
One expert in government and politics has given her opinions as the unstructured and
open-ended information
33
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
1.14 REFERENCE
Alan R. Andreasen (2012) Rethinking the Relationship between Social/Nonprofit Marketing
and Commercial Marketing. Journal of Public Policy & Marketing: Spring 2012, Vol.
31, No. 1, pp. 36-41.
Datta. U. K (2012) Political Services Marketing for Peaceful Bangladesh. The Dhaka
University Journal of Marketing, Vol no. 15, 2012. Nov. 2014 pp 287-304
D. Miller, Market, State and ... for this view. 5 See HP Young, 'Condorcet's theory
of voting', American Political Science Review, 82 (1988), 1231–44. 6 ...
Hunt, S. D., & Morgan, R. M. (1994). Relationship marketing in the era of network competition. Marketing Management, 3(1), 19-28.
Lovelock and Weinberg, (1978) “Public and Nonprofit Marketing Comes of Age,” American
Marketing Association, Chicago: pp. 416-20.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. the journal of marketing, 20-38.
Miller, D. (1992). Deliberative democracy and social choice. Political studies, 40(s1), 54-67.
Philip Kotler, “The Major Tasks of Marketing Management,” Journal of Marketing, October
1973, pp. 74-80.
Philip Kotler, (2012), “Be part of a global movement to change the world” World Marketing
Summit 1-3 March, 2012, Bangabandhu International Conference Centre, Dhaka.
pp 6-7.
Philip Kotler and Sidney J. Levy, (1969) “Broadening the Concept of Marketing” Journal of
Marketing. January 1969. Pp. 10-12.
Philip Kotler, (1982), “Marketing for Non-profit Organizations” 2nd edition, Prentice hall,
Inc, Englewood cliffs, New Jersey, 07632
Philip Kotler and Eduardo L. Roberto, (1989) “Social Marketing: Strategies for Changing
Public Behavior” (New York: The Free Press, 1989).
Philip Kotler, Somkid Jatusripitak, and Suvit Maesincee, (1997) “The Marketing of Nations:
A Strategic Approach to building National Wealth” (New York: The Free Press. 1997).
Philiop Kotler, (2004) Principles of Marketing 10th Edition Prentice hall, Inc, Englewood
cliffs, New Jersey, 07632.
34
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
CHAPTER-2: HISTORICAL BACKGRAWND AND RELATED
DEFINITIONS
2.1 Literature Review
2.2 Relationship between Political Science and Marketing
2.3 State, Civil Society, Market and Marketing
2.4 Forms of Government
2.5 Democratic Competition and Marketing Philosophy
2.6 The nature of Politics and Marketing Scope
2.7 Qualities of a Good Political Leader and Person Marketing
2.8 Culture, Political Culture and Marketing
2.9 Bangladeshi Political culture and Marketing
2.10 Political Communication and Marketing Communication
2.11 Related Marketing Terms of Political Services Marketing
2.12 Historical Background of the Major Political Organizations as the
Political services Marketers
2.13 Political Services Market Positioning Strategy of (BAL)
2.14 Political Services Market Positioning Strategy of (BNP)
2.15 Political Services Market Positioning Strategy of Jatiyo Party
(JP)
2.16 Political Services Market Positioning Strategy of Jamat-e Islam
Bangladesh
2.17 Political Market Positioning Strategy of Jatiya Samajtantrik Dal
2.18 Registered Political Organizations with Brand Name and Logo
2.19 Voter-market Share of Major Political Organizations in 2008
2.20 Conclusion
2.21 U.K Datta Model of Political Services Marketing System
2.22 Reference
35
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2.1 LITERATURE REVIEW
Political organizations are actually non-profit marketing organizations. Services are the main
offerings of a non-profit organization. A large number of related studies have been conducted
in touch of political services marketing. In this literature review, some studies have been
analyzed here. The idea of applying marketing to nonprofit organizations had its “birth” in a
series of articles by Philip Kotler and Sidney J. Levy, 1969 “Broadening the Concept of
Marketing” Journal of Marketing, proposed that marketing's methods can and should be
“broadened” to more than just commercial enterprises, but to schools, hospitals, museums,
churches, universities, police departments, charities, libraries, labor unions, and even the
defense department. Forty years later, this vision has been realized. All these organizations
are marketing services. In this article, the authors said that every organization actively works
to build a strong favorable image in the minds of the publics. The republican political party
(USA) has invested considerable thought and resources in trying to develop a modern look.
Hence, Kotler and Sidney have included political organizations in their broadening the
concept of Marketing. But they did not consider specifically that a ruling political party or
alliance is providing services by using all government agencies.
(Kotler and Gerald Zaltman, Social Marketing: An Approach to planned Social
Change,” Journal of Marketing, July 1971) The authors of this article show how social causes
can be advanced more successfully through applying principles of marketing analysis,
planning and control to problems of social changes like brotherhood, safe driving, and family
planning. The authors didn’t mention here marketing communication mix as a whole a social
process which brings about the social change and how the communication can educate the
publics to change their anti-social behavior. In this context, the ruling political party can
change the voter behavior. Advertising can change the beliefs and attitude of the voters
which is a part of political services marketing.
“Be part of a global movement to change the world through marketing” World
Marketing Summit, 01-03 March, (2012), Dhaka proposed by the world famous marketing
expert Prof. Philip Kotlar and the Government of Bangladesh at Bangabandhu International
Conference Centre. The objective of this summit was to achieve ways of developing
marketing practices that are in tune with global changes whereby an organization grows
while helping society as a whole. This summit disseminated a new message that marketing
can solve all problems in the world. Because, every products or services are problem solving
36
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
packages. Hence, the ruling political party or alliance is always trying to solve the major
problems in a country to keep a peaceful society.
Haripada Bhattacharjee & Ashraful Islam Chowdhury (1988). One of the important facts
in political idea marketing process is the constant evaluation of success or failure of the
party ideology, programs and decisions those that are diffused among the great mass. This
enables the party policy planners in assessing the peoples’ attitudes and reaction to those ideas
and programs and thereby can take necessary actions accordingly. Different media are used in
communicating the ideologies and programs of the political parties to the public. A single
political party uses more than one medium in their communication process. Some of those
media are most effective, some are effective; some are less effective while others are not
effective of all in communicating party ideologies and programs. The researchers did not
suggest that how the combination of effective marketing communicating tools might be the
substitute of hortal, picketing, killing the oppositions, road-rail blocked, misguiding
messages, muscle power and other anti-peace activities.
Avraham Shama (1975), The author of the article “An Analysis of Political Marketing”
Political marketing is the process by which political candidates and ideas are directed at the
voters in order to satisfy their political needs and thus gain their support for the candidate and
ideas in question. The author of this article has highlighted on the political candidate and the
organizational ideas. But now a days, political organizations are identifying the voters’ needs
and wants on priority basis and satisfying of these needs and wants by creating, delivering,
pricing (monetary cost + time cost + energy cost + psychic cost) and communicating the
superior values than those of the competition. From this view point, a ruling political
organization is marketing services through a political process. Avraham Shama stated in his
article, “Applications of marketing concepts in political candidate marketing” Sellers,
products, consumers, market segmentation, product image, brand loyalty, product
development, product concept, product positioning, market research, and concept testing are
basic marketing concepts which are applicable to political marketing. An examination of the
applicability of these concepts to candidate marketing, and a detailed examination of
consumer and voter behavior suggest the inclusion of political marketing within the
boundaries of marketing theory.
Angus Laing (2003) The concept of marketing has conventionally been viewed by public
services professionals as inappropriate to organizations concerned with the delivery of public
good services. However, the adoption of private sector based approaches to the organization
37
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
of public services in many post-modern western economics has forced a fundamental
reconsideration of the potential contribution of marketing to the delivery of public services.
The author of this article denoted the political services as the public services. In fact, without
facing a political process no political organization can produce public services. All the
employees under public services commission in Bangladesh are involved to formulate
marketing programs backed by a ruling political party to serve the nation. Hence, every
ministry is a strategic services marketing unit under the ruling political party or alliance. In
this context, all ministries and their government agencies are directly or indirectly providing
different type of services to the Bangladeshi voter markets through the political process.
Pollit (1993), Kearsey and Varey (1998) The efforts of successive governments in the
United Kingdom, both conservative and labor, to introduce private sector derived
management practices and culture into key areas of public sector services provision has been
central to the renewed public sector interest in marketing has been seen as providing some of
the critical tools required by managers and professionals operation in such new environments.
This statement is showing the close relationship between the activities of public services
provider in turn political services provider and private services providers.
Laing and Hogg, (2002) At the core of this evolving new management ethos in the public
sector is a change in the relationship between services providers and users. From being a
relationship couched in terms of citizenship with myriad mutual commitments and obligations
on the part of citizen, it is increasingly expressed in consumerist terms with emphasis placed
on the primacy of the rights of services users, both individually and collectively. The author
cited about a new culture in public services that is the relationship between the services
providers and users. This statement is very close to the marketing management. The main
function of marketing management is building relationship and maintaining relationship for
getting services users and keeping services users and growing services users. From the view
point of marketing, the synonym of the ‘services provider’ is a marketer and the ‘users’ is a
market.
Walsh (1994) Politics is irredeemably a moral undertaking and what is effecting comes
second to what is right or good for the social community. The author said here the politics is
a moral undertaking of the nation and doing the right things for the social communities. The
synonym of this statement, ‘marketing is the societal process by which individuals and groups
obtain what they needs and wants through free exchanging of values with each other’. Here
38
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
the ruling political party or alliance is involved in a social group to do the right things for the
voter- market.
Lovelock and Weinberg, (1990) said the justification for tax based services reflects a belief
that the external economic or social profit resulting from providing a public services exceeds
its associated financial cost. Here the author stated the justification of public services against
the tax collected for the public of a country. In this connection, the ruling party of alliance in a
country is exchanging services to the publics or voter- market directly or indirectly through a
political process against a cost which is called revenue because, exchange is the core concept
of marketing.
Philip B. Niffenegger, (1988) Political campaigns are a form of bloodless but serious
marketing warfare, and the various state and national races offer a unique opportunity to study
the effectiveness of the using candidates marketing strategies and tactics, trail-and error
adjustments to marketing strategy are made at an accelerated pace in political campaigns. The
results can be seen in days or weeks, rather than the month or years of most industry programs
toward the end of a major campaign, polls are taken weekly or even continuously. In these
statements, the author states the political campaigns are bloodless but serious warfare. In fact
the political campaigns are very often bloody and anti-peace in Bangladesh,.
Alan R. Andreasen and Philip Kotler (2003). Marketing is a pervasive societal activity that
goes considerably beyond the selling of toothpaste, soap, and steel, Political contests remind
us that candidates are marketed as well as soap; student recruitment in colleges reminds us
that higher education is marketed; and fundraising reminds us that “causes” are
marketed…..[Yet no] attempt is made to examine whether the principles of “good marketing
in traditional product areas are transferable to the marketing of services, persons, and ideas.
The author of the text “Marketing for Non-profit Organizations” said that political contests
are one kind of marketing, from these view points, all political organizations are offering
ideas, persons and the ruling political organization is offering services, ideas and persons.
According to these articles and the discussion, the non-profit marketing concept may be
transferable to the politics. Political service marketing is a new concept which is very close to
Services Marketing, Marketing for Non-profit Organizations and Social Marketing. This
concept can be a new social science.
Lovelock Wirtz, (2004), “A service is an act or performance offered by one party to another.
The process although may be tied to a physical product, the performance is transitory, often
intangible in nature, and does not normally result in ownership of any of the factors of
39
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
production.” In this definition, it is observed that the synonym term of the government formed
by one political party or party alliance might one party who is a marketer and the voter market
or people of a country in generally the another party. Here, ruling party or alliance is
performing many activities to create and serve different services to the voter-market which is
called as the people of a country.
E. Glick, (1967) Glick said the personal handshake, the local fund-raising dinner, the
neighborhood tea, the rally, the precinct captain, and the car pool to the polls are still very
much with us......the new campaign has provided a carefully coordinated strategic framework
within which the traditional activities are carried out in keeping with a Master Plan, It centers
on a shift from the candidate-controlled, loosely knit, often haphazard “play-it-by-ear”
approach to that of a precise, centralized “team” strategy for winning or keeping political
office. Its hallmarks include the formal strategic blueprint, the coordinated use of specialized
propaganda skills, and a more subtle approach to opinion measurement and manipulation.
And, though there is a world of difference between selling a candidate and merchandising
soap or razor blades, some of the attributes of commercial advertising have been grafted onto
the political process. Glick has emphasized on new method of selling a political candidate
instead of traditional way of political campaign. A political candidate is just like a product.
This is why, a political candidate should focus on the attributes of a candidate in his
campaign to win or retain the political position.
Nimmo, (1970) said that, in screening potential candidates the mercenaries have given a new
definition to the notion of “availability”; the marketable candidate is selected on the basis of
his brand name, his capacity to trigger an emotional response from the electorate, his
skill in using mass media, and his ability to “project.” Analysis of social problems and issues
yields to parroting of themes: televised debates between contenders produce meaningless
confrontations rather than rational discussion. Negotiations with party politicians assume the
form of “out-of-town tryouts”; primary elections are approached as “presale” campaigns; and
general elections emerge as the” Giant Sweepstakes.” In the end one candidate owes his
election not to party but to his personal organization of paid and voluntary workers; once
elected he responds not to party programs, but to the interests also represented by the
professionals. Nimmo observed political marketing form the moral view point. He did not
mention here the marketing style, policies and strategies are varied at different types of
product of services. Marketing always problem centered. It fails to recognize that the
40
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
marketing problem exists no matter what means or style of marketing is used. Marketing
process may be very; but the marketing problem is always present.
McGinnies.J, (1986) The author of the book “The selling of the President 1968” revealed to
the world many of the marketing methods being used in electoral politics in the television age.
He makes clear in his second chapter that views the use of television advertising as a different
technique for an old process. He also saw the trend developing and wrote about how
advertising methods were applied to the campaign of Richard M. Nixon. The aim of this paper
is to look at the relationship between the mass media, specifically television, and presidential
elections. This paper will focus on the function of television in presidential elections through
three main areas: exit polls, presidential debates, and spots. The focus is on television for
three reasons. First, television reaches more voters than any other medium. Second, television
attracts the greatest part of presidential campaign, budgets. Third, television provides the
candidates a good opportunity to contact the people directly. A second main theme of this
paper is the role of television in presidential elections in terms of representative democracy in
the United States.
Philip Kotler, (1975) “Marketing is the analysis, planning, implementation, and control of
carefully formulated programs designed to bring about voluntary exchanges of values with
target markets for the purpose of achieving organizational objectives.” It relies heavily on
designing the organization’s offering in terms of the target markets’ needs and desires, and on
using effective pricing, communication, and distribution to inform, motivate, and services the
markets. According to this definition, a political ruling party or alliance is formulating various
programs designed to bring about voluntary exchanges of values (functional + emotional
benefits) with the voter market for mandates in a competitive political environment. Every
political party has a specific vision, mission and objectives like a marketing organization. The
ruling political party or alliance is targeting various groups of people creating verities services
for them at a cost. The political party or alliance is collecting revenue from the voter-market
and foreign aids together in exchange of varieties services.
Alan R. Andreasen Philip Kotler, (2003) Social marketing seeks to influence social
behaviors not to benefit the marketer but to benefit the target audience and the general
society. In connection to this definition, political parties can seek to influence voters’
behavior in favor of the organizational ideology, organizational mission for their votes
through effective communication (Advertising in print and electronic media, Walling,
Billboard, and Banner, Personal communication like salesmanship, Internet, mobile, Public
41
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
relationship and publicity). At present, in Bangladesh since 1975, Bengali culture has been
faster changed into communal culture. It is a great and exemplary success of Jamat-e Islami
Bangladesh due to their formally and informally practices of social marketing. Especially, the
campaigning at door to door for collecting supporters and activists programs. In the marketing
text, this initiative is a salesmanship. The salesmanship is a marketing communicating
technique for convincing the potential voter-market to change their support in favor of a
political organization highlighting the benefits for the changing behavior. Here is a scope of
using marketing technique in convincing the target voters’ mandate or voting behavior for all
political organizations of Bangladesh. It is peaceful manner of winning voter-market to
obtain the power for serving the national monopoly voter-market.
Kotler (2012) The World Marketing Summit (WMS) aims at “Creating a better world
through Marketing” by leveraging marketing knowledge to trigger behavioral change in
human society. Professor Kotler proposed the application of marketing principles backed by
a business model to ensure poverty alleviation while meeting MGDs. He states that since
marketing has already been successful in the case of social products, its role in creating a
better world will be of no small measure by engendering sustained behavioral change in
critical areas. In this context, better world depends on better people in turn voter-market or
political market. It needs behavioral changes, social marketing can change the attitude, belief
even culture too. All political, social, economical organizations are basically involved in
solving problems in multi-markets of the world by offering numerous tangible and intangible
products or services. Because, all products are problem solving packages. Therefore, here is a
scope of using non-profit marketing techniques.
Kotler & G. Z (1971) Social causes can be advanced more successfully through applying
principles of marketing analysis, planning and control to problems of social changes like
brotherhood, safe driving and family planning. The social marketing approach applies generic
marketing and marketing research strategies to the promotion of social programs or products
(e.g programs or products that benefit society). Social Marketing is a new social science in
the world. The aim of this text is to bring about the social changes by applying marketing
analysis, planning and controlling of marketing programs. A large number of social
organizations in the world especially NGOs are trying to bring about the social change like
birth control, educated nation, pious nation, secularist nation, digital Bangladesh etc.
therefore, in a large number of social organizations involving to bring about behavioral
change under the government have the scope of practicing social marketing.
42
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Maibach, E. (1993) The academic discipline of marketing faces concerns of relevance, which
scholars ignore at their peril. These concerns evolve from three sources; (1) theoretical
disregard of the majority of people in favor of a narrow, affluent socioeconomic subset; (2)
languages of research and practice that dehumanize people with whom marketers engage and
exchange; and (3) paradigmatic constructs that eliminate systemic realities and challenges
from consideration. Actually in the marketing observation, individuals and organizations of a
country or world are more or less performing marketing activities innocently. But they did not
agree the marketing concept due to its business flavor which would not be recognized in the
society. But disseminating the non-profit service oriented philosophy highlighting its
benefits in the field of socio-economic development through electronic and print media can
rapidly help to break the traditional habit of negative attitude toward marketing.
Ronald Paul Hill & Kelly D. Martin (2014) Business polices in developing countries
should aim to empower subsistence entrepreneurs and consumers, embrace emergent
solutions, help build bridges between informal and formal economics, and adapt a bottom-up
orientation to policy development (Madhubalan Viswanathan, S.S 2012). In this article, the
authors indirectly said that business polices should be developed encouraging the
entrepreneurs in achieving the goal of a State. Because, poverty alleviation, increasing growth
rate of GDP, certain level of socio-economic development, revenue collections depends on
the business polices of a State.
Gene R. Laczniak. Patrick E. Murphy (2012) Stakeholder marketing is slowly coalescing
with the broader thinking that has occurred in the stakeholder management and ethics
literature streams during the past quarter century. The government or a political organization
or alliance is making policies in the parliament under the constitution and providing services
under this policy to the national market or voter-market. Therefore, the objective of business
policies and State polices are more or less the same in creating and delivering product or
services to the voter-market. So that policy development under the constitution is comparable
with the marketing policy of an organization. Each organization develops a policy to serve
the target group under that policy.
Alan R. Andresen (2012) Non-profit and social marketing represent the most complex and
difficult contests in which marketing activities are carried out and that the appropriate
classification of commercial applications is only one simplified variety of this complexity,
principally the sales of products and services. In this article, the author has stated that
marketing, non-profit marketing and social marketing are most complex in using context. In
43
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
fact, marketing principles and strategies are the same. But marketing for non-profit
organizations is for ensuring the benefits of the target market and it offers services in major
part only. But in both cases, there is a product or offering, market, marketing functions. It is
a most important barrier for getting acceptance in the level of non-profit organization
due to negative perceptions of the target group and general publics.
Vladas Griske Vicius (2012) Marketers, policy makers, and social entrepreneurs can harness
evolved human tendencies to lessen or even eradicate environmental and social problems.
From an evolutionary perspective, optimally effective influence strategies must work with
humans’ evolved tendencies, rather than ignoring them or working against them. The writer of
this article argued that policy makers and all organization should work in solving numerous
social problems. In a Stage, government is making polices to regulate the activities for the
greater interest of the people in turn national market. Therefore, all organizations in a
state should consider the national policy in developing the concerned organizational policy to
serve the voter-market. The inter-dependable marketing polices would be able in solving
national problems and problem free nation would be a peaceful Bangladesh. Because any
offerings at organizational or individual levels are just like the problem solving packages in
marketing literature according the “broadening the marketing concept”- by Philip Kotler and
Levey (1969).
Brett R. Smith, Maria L (2012) Social entrepreneurship covers a broad domain, including
social enterprise, defined as the use of for-profit strategies by nonprofit organizations. Driven
by multiple factors, nonprofit organizations have increasingly turned to social enterprise in the
hopes of funding their social missions. In this literature, non-profit organizations are solving
numerous problems in the world by establishing social entrepreneurship. In this connection,
there are many State-owned profit making organizations under the government policy to
increase development fund in building capacity to best satisfy the people of a State. In the
view point of marketing, each State is performing duel marketing activities; one is serving the
nation under non-profit marketing, another is profit making marketing in raising fund for the
financing in national budget through converting profit into revenue.
Randle D. Raggio, Judith Anne Garretson False (2011) In the wake of major disaster, it is
not only appropriate but also beneficial for governments to spend public funds to support
official gratitude campaigns in response to outside assistance. These assertions are based on
results of multiple studies on gratitude from both psychology and marketing that show that
expressions of gratitude can offer both economic and social marketing benefits. In this article,
44
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
it is found that the government of a State is campaigning in response to outside assistance for
collecting fund in disaster management. In this context, government is trying to grow
attention offering the helpless situation for getting fund. Here is a voluntary exchange
between two parties. So this effort is also non-profit marketing. Therefore, here is another
scope of using marketing concept.
Juile L. Ozanne, Canan Corus, Bige Satcioghe (2009) Urgent social problems increasingly
arise at the intersection of the interests of business leader’s policy makers, and consumers.
The deliberative democracy offers a fruitful approach for understanding marketing’s impact
on society by revealing the complex and often conflicting network of interests among
stakeholders. In this article, business leaders and consumers are facing increasingly arise
social problems in making their business policies and operating business. In this context
democracy can offer a new approach of politics which will ensure the social problem free
society for smoothly run the business for the greater interest in building development fund for
the national budget. Hence, the proposed model of political services marketing can facilitate
the businessman for creating a peaceful business environment. Because, marketing concept
does not allow any social conflict in the similar organizations. Therefore, political
organization can practice marketing for peaceful environment.
Katherine E. johan A. Queleh (2008) The benefits of marketing delivers to consumer are
similar to the conditions required for representative democracy. This perspective
encompasses a broader range of benefits them is usually considered in the marketing literature
and could provide a possible template for evaluating marketing actions. In this article, the
author said that representative democracy is comparable with marketing philosophy in
marketing literature. Therefore, all political organizations can evaluate and consider
marketing actions in politics for sustainable democracy.
Kool V K & Keyes C. L (1990) People have a variety of reasons for not aggressing. Some
people oppose aggression because it invites retaliation, punishment and social disapproval,
whereas others do so on moral, ethical and ideological grounds. According to this article,
some people are aggressive violating the law and order whereas others are moral. In this
connection, the legislature of a Stage can campaign the benefits of laws in society by using
marketing techniques to bring about the behavioral changes into moral society for a peaceful
country. Here law is a product which has some benefits and the group of people who are
assigned for abide by the law is a market. Therefore, here is a scope of using marketing
policies and strategies in politics of a State.
45
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Mayton d M, Diessner R & Granby C D (1996) The nonviolent predispositions are
positively related to the value types of universalism, benevolence, and conformity. In this
article, the author said that the predispositions at nonviolent attitude of a State positively
connected and influenced by the values of other States of the world. In this context, the
practice of the proposed political services marketing model in politics can build a peaceful
Bangladesh. This value of political services marketing can affect the other States of the
world in building their domestic peace.
Mayton 11. & Daniel. M (2001) Active nonviolence serves as both a means to achieve
cultures of peace and represents the end goal of global cultures of peace. The author said in
this article that developing a nonviolence culture in a country represents the global culture of
peace. Conflict generates violence, and problem creates conflicts and violence. In this context,
marketing of new ideas, concepts, and effective marketing programs can solve any problem.
The proposed new concept may help in creating a peaceful competitive democratic political
environment. For an example, there is a conflict between Israel and Philistines. Sheria has
offered a proposal for these two countries in highlighting the benefits of this proposal for
behavioral change. The countries accept the proposal and there is a peace now. In this
example, Sheria is a marketer, the proposal is a product and the two countries is the market. In
fact, here is a social marketing effort in peace keeping because; here is an exchange of the
benefits of the proposal between two parties. Therefore, here is a scope of practicing political
services marketing for a peaceful Bangladesh as well as the world.
Sen. P. (2007) The evolution of Asoka’s big idea, its role as a driver of social change, and the
various collaborations and institutions it has helped build and is still in the process of building
to promote social entrepreneurship. In this article, the author said that according to the
Asoka’s idea, all kinds of organizational and institutional collaborations can solve many
problems by offering numerous products and services. This idea is promoting social
entrepreneurship for offering problem solving products for the problem free society in
building a peaceful world gradually.
Deutsch, Morton (1993) China’s rapidly proliferating global interests and evolving political
environment have begun to change the international and domestic context for its foreign
policy making. The author of this article said that China is evaluating and considering the
global interests for making a foreign policy. Hence, China is a marketer as she is offering a
foreign policy to benefit the foreigners. In this context, the benefit of the foreign policy is a
46
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
product and the market is the target foreigners of the world. So it is a part of political
services marketing. Therefore, here is a scope of practicing marketing in political science.
Christic, Daniel J. Tint Barbara. S. (2008) Outlines a program of what schools can do to
encourage the values, attitudes, and knowledge that foster constructive rather than destructive
relations, which prepare children to live in a peaceful world. In this article, the author said that
ensuring a peaceful world for the children, it is imperative to encourage them for changing
their values, attitudes and knowledge. It is an effort of behavioral change. In this context,
here is the scope of applying social marketing for bring about the behavioral change by
exchanging the benefits of the changing values, attitudes and knowledge. Effective
marketing communication is the most important tool to bring about behavioral changes to
make Bangladesh peaceful.
Psychic Info Database Record (c) (2012) APA, all rights reserved) Peace psychology is a
crucial field for grappling with humanity’s most pressing problems in the coming decades.
The author of this article said that peace psychological is evolving gradually for psychological
change toward peace in the world. In this connection, psychology is playing a significant role
in lay-outing a copy, developing communication message, selecting model, illustrating the
copy of marketing communication of the world. These techniques can change the beliefs,
attitudes, perceptions, values toward a peaceful world. In this relation, here is the important
aspect of marketing to convert the voters by using psychological techniques in favor of a
political organization and winning power in a peaceful process as it is found in the industrial
competition. No rival attack the opposition directly in industry competition. The major tools
of marketing for winning power is; functional and emotional benefit, easy and timely
delivery, selection cost (any sacrifice) and proper communication. Therefore, here is a scope
of practicing marketing in politics.
Tomas M. Frank (1970). Twenty five years ago, the allied nations gathered at San Francisco
in the warning glow of victory and signed a solemn treaty giving effect to their determination
“to save succeeding generations from the scourge of war” and to ensure by the acceptance of
principles and the institution of methods, that armed force shall not be used, save in the
common interest. In this article the author said that each institution or organization has a
principle or philosophy which might be used to change the behavior of the concern group in
building peaceful society. Therefore here is a scope of practicing social marketing for making
such a society where armed force will not be required. If there is no war among the nations of
the world, it does not need expensive armed force as an unproductive unit in a country.
47
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Krugman. H.E (1966) The process of attitude change underlying man communication impact
are of two kinds: with low involvement to persuasive stimuli one might look for gradual shifts
in perceptual structure, aided by repetition activated by behavioral choice situations, and
followed at some time by attitude change, while with high involvement one could look instead
for the classic and familiar conflict of ideas at the level of conscious opinion and attitude that
precedes changes in behavior. In this article, the author said that the main problem of peaceful
world is the unexpected beliefs, attitudes and perceptions and values. The effective
communicational can impact in behavioral changes for peace. In this context, effective
marketing communication in electronic and print media can bring about changing attitudes,
beliefs and values of the people.
Howard (2002) The media can be an instrument of conflict resolution, when the information
it presents is reliable, respects human rights, and represents diverse views. It’s the kind of
media that enables a society to make well-informed choices, which is the precursor of
democratic governance, it is a media that reduces conflict and fosters human security. It is
intended for donors, agencies and non-governmental organizations media practitioners,
governments and others, and conflict managers of peacekeepers. In this article, it is observed
that the media is an important instrument of conflict resolution. The television and FM radio
channels can change the people’s beliefs, culture. For an example, Hindi channels, English
channels are changing the life style, consumption pattern, language, values and overall culture
too by presenting drama, move, news, foreign culture and numerous advertising sponsored by
the social and economical organizations. In this context, all political organizations and the
ruling political organization can use media to change their beliefs, attitudes and
perceptions, and values for convincing the voters for winning power to serve the nation. So,
here is the scope of practicing marketing in politics.
Pairs. R (2004) To face with the task of post conflict peace building, the world’s leading
international organizations seemed almost predisposed to adopt strategies promoting liberal
market democracy as a remedy for conflict. Many of these organizations had, in fact,
become active and vocal proponents of liberal democracy market-oriented economics, or
both, at the end of the cold war. In this article, it is found that marketing concept is using in
post conflict peace building. In this connection, market democracy denotes the marketing
philosophy in building a peaceful country.
Datta U. K, (2014) Political services marketing is the political and societal process of
planning and executing of carefully formulated programs designed to satisfy the voter market
48
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
through creating, delivering, pricing (monitory cost + time cost + psychic cost + energy cost).
and communicating superior services which directly or indirectly benefits the nation of a
country for the next election.” Political Services marketing always benefits the voter-
market not to benefits the political marketers. Therefore, in marketing literature, every
product or service is a problem solving package. Hence, problem free society depends on
marketing activities.
Gilboa. E (2009) Evolutions in communication technologies have significantly altered the
conduct of conflict, warfare and conflict resolution. Evolutions in communication
technologies have changed the meaning of power in international political process and the
strategies. The author of this article shows that developing communication technologies in
the new economy has changed the meaning of power. Communication is a major part of
marketing in convincing the target groups highlighting the benefits of the all offerings at all
organizational level. Satellite television, FM radio, mobile, e-mail, Internet, digital print
of banner, festoon are the major technologies of marketing communication. In this
connection, State can practice marketing at all government agencies in providing proposed
political services to the domestic and international market for convincing the voters as well
as the international agencies affecting the political status of a country.
Bratic. V. (2006) Most practitioners assume that media must have the power to influence the
development of peace in conflict. Environment practitioners and authors assume that if media
can motivate people to engage in conflict, they must also have the power to exert influence in
the opposite direction. In the field of peace studies, poverty is considered a form of structural
violence relating to ideas of systematic inequity, discrimination and social justice. Poverty is
related to the concept of peace as a form of systematic discrimination exercised through
power imbalances in society. In this article it is found that media can motivate the people in
conflict, similarly they also can influence the behavior for peace building in the opposite
direction. In this context, State can use social marketing concept for behavioral changes of
the people or State’s market. This effort can reduce the pressure of justice and number of
violating laws toward a peaceful State. On the other hand, poverty is an important factor of
conflict. State can develop entrepreneurship at local government in raising fund for
generating employment in alleviating poverty by using non-profit marketing techniques. The
revenue earning from this entrepreneurship can raise the fund for allocating interest free loan
or micro credit for self-employment because, the success rate is very low of present micro-
credit system due to the higher rate of compound interest. In this context, State can introduce
49
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
non-profit marketing concept at local government for socio-economic development. It may be
a new model of economics in building national economy. This marketing initiative can
ensure a poverty free society and poverty free society is a peaceful Bangladesh.
Spicker (2007) Various definitions of poverty are classified into three broad categories
according to material need, economic position, and social relationship. The author said in this
article that the people face problems due to three reasons; demanding material products,
achieving economic status in society, and relationship with the society. The Marketing
concept identifies these needs and offering products or services to solve these problems in
building peaceful society. In this context, the problem free society is depending on the rate of
identifying problems and creating something tangible or intangible to solve them.
Bratic (2008) A campaign that mimics commercial public relations, arriving at his conclusion
through the example of the British government’s War Propaganda Bureau’s successful use of
mass media, alongside lecture tours and rallies to support armed conflict during World War 1.
In this article the author explains how British government used mass media, public relations
by imitating commercial public relations. It is an example of using marketing concept at
British government.
Andaleeb S S (2012) In particular, given the present state of the world today, mired in
economic stagnation, joblessness, government debt burdens, income disparities, health
burdens, environmental degradation and a plethora of attendant woes, new ideas must emerge
to address the travails of the times. Marketing is well-positioned to make these contributions.
In fact, marketing has been evolving since its early days, changing with and changing the
world around it: from the functionalist paradigm to the marketing management paradigm,
thereafter setting into the exchange paradigm and the network paradigm. Marketing has even
embraced the idea of social marketing. Kotler (2012) “The theme of World Marketing
Summit is clearly stated how marketing can create a better world through marketing. Its
objective is to bring together global leaders of marketing and branding to discuss how
marketing philosophies, ethos and insight can work to find innovative solutions to some of the
challenges of the world” In this international summit, Kotler emphasized on creating new
ideas for solving problems in the world by using marketing philosophy.
Finer, S.E.(2002). In internal structure of a country, the army is not simply a collection of
men; it is an organism to which union, collaboration and solidarity are indispensable. Fidelity
in the army is necessary to make sure that at all times all organs will carry out their duty. Now
in an advanced society, i.e. just where the military’s technical inability to rule is at its greatest,
50
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
its moral inadequacy hampers it still further, by denying it the civilian collaboration it must
secure. For the second and cardinal weakness of the military as a political force is its lack of
title to govern. In fact, Arm force is an organization of a state for security service of a nation.
In democracy, there is no legal right to obtain political power without any emergency to
protect the State. This organization is also providing services to the nation under the executive
wing of a country.
2.2 Relationship between Political Services Marketing and Political Science
Sedgwick (1785) Political Science is deeply related to all other social sciences, because
knowledge that is gained about any phase of human behavior and attitudes about the
institutions that men build, or the ideas to which they respond in the mass, cannot fail to be of
use in similar fields of inquiry. In this context, like other disciplines, Political Services
marketing as a Non-profit marketing is a new social science because, most of the political
organizations and institutions offer tangible and intangible services for socio-economic
benefits of the world not for the benefit of a marketer. To examine a relationship between
political science and political services marketing concept as a part of non-profit marketing,
it is imperative to analyze the definitions and scopes of political science and the political
services marketing concept individually.
Nature and Scope of Political Science and Non-profit Marketing
Aristotle (b. 384 – d. 322 BCE) Aristotle tells us a simple truth when he says, “He who is
unable to live in society or who has no need because he is sufficient for himself, must be
either beast or god.” It means that man is a social animal, he is born in society and he lives in
society. In this context, people have needs in society and the group of people is called
market. In the early stage of human civilization, people collect and create what they need
individually. Afterward, they find that an individual is not being able to collect and create
what they needs. At this stage, exchange system has been introduced to solve this problem in
the society. Actually, this is the starting point of marketing because the core concept of
marketing is exchange. In the literature of non-profit marketing, this exchange may or may
not be involved with money. Exchange for non-profit marketing might be taken place against
time cost, energy cost and psychic cost. Hence, “marketing is a societal process by which
individuals and groups obtain what they needs and wants for creating, delivering and freely
exchange of goods or services of value with others” – Philip Kotler. It is found in this
definition of marketing, people born in society, they have numerous needs and demands. Like
food, cloths, security, education, sound health including a large number of other intangible
51
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
functional and emotional needs to match their lives with the others in society. The individuals
and groups are creating numerous goods and services to satisfy their needs and wants in the
society and they are exchanging them with each others. Thus people are satisfying their needs
in this societal process. This process is marketing. This is obviously for two reasons. Man is a
very gregarious animal. He is easily affected by sympathy and the desire for sympathy. He
prefers company to solitude. He admires and imitates others, and he likes to be admired and
limited. These social impulses asides, necessity also compel man to live a social life. No man
is self sufficient, and nature has not created one, His needs are many and purposes numerous.
For satisfaction of his diverse needs and the fulfillment of his various purposes, he must
associated with his fellows and seek their co-operation. In this context, marketing is always
involved in meeting satisfaction of social needs.
A.C Kapur (1996) In social life man is selfish and quarrelsome too. This aspect of man and
the instinct of living together and cooperating with one another require adjustment of behavior
according to some accepted rules. The first and the most important rule of social conduct is
realization of this fact is a way of regulating human conduct. But all conduct in society must
conform to certain set rules of common behavior. The rules governing a society may be few
or many. They can range from a few primitive traditions, handed down orally, from one
generation to another or to the whole complex set of constitutional and governmental
regulations which we associate with the modern State. In this aspect of social science, society
needs certain set of rules for common behavior. In the non-profit marketing language, social
marketing seeks always behavioral changes for the greater interest of the society. There are
two views can be effective for bring about behavioral changes; firstly, imposing law and order
by the State and secondly, campaigning the benefits of the behavioral changes as an intangible
product (a product is a bundle of benefits) for voluntarily exchange of the benefits like birth
control having two children, stop smoking, respecting the female rights, secular Bangladesh,
educated society, healthy society, etc. under social marketing. On the other hand, a rule is
introducing for the certain level of common behavior targeting a group of people to solve a
particular problem having some benefits for them by the State. In the non-profit political
services marketing view, such law is a product because it has some benefits, the targeting
group of people is the market because they need a law to solve the specific problem for their
common benefits in society. Circulating the law for building awareness and behavioral change
is called marketing communication. In this concept, political services marketing are two
types one is freely exchange another is compulsory exchange under a constitution.
52
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Political Science as a study of Conflict Resolution: -This view was suggested by Miller in his
`Nature of Politics‟. The purpose of a political activity is either to bring about a change or
resist a change. In this definition of Miller, it is observed that the main cause of conflict is
problem. In marketing, a product is a problem solving package. Therefore, carefully
formulated programs, new ideas and conception can solve any problem. Marketing research
always find out the cause of the problem for new offerings and adding new feature of existing
product. Hence, changing a law based on research findings can solve a problem. All products
of the world are basically launched for solving numerous problems for a peaceful society in
social marketing philosophy. In this connection, marketing can ensure a peaceful society,
country as well as the world. On the other hand, strategic marketing is always scanning the
environmental changes to best fit the organization with the changes to face the threats and
use the opportunities. Bangladesh Awami League has used the technological environmental
change-caused opportunity by addition the Digital Bangladesh in the organizational political
product.
In relation of the above mentioned definitions and its analysis found that any type of
organizations in the world have specific offerings targeting a specific group of people,
similarly, all political organizations have political products or offerings (basic principles +
past performance + future commitments) to the target voters’ group for attracting the major
voters’ share to win the power for providing services to the nation than those of competition
by using the government structure. There are political products, voter-market,
differentiating strategies in building organizational brand image by using Logo, Brand
name and marketing programs in political war-game as it is observed in the marketing
competition in any industry. In this context, here is a scope of study on how marketing
strategies and polices might be used in political competition in a peaceful manner.
An organized society requires the presence of some individuals to enforce rules of universal
application for uniform behavior and ensure their observance. The society, this organized is
called the state, rules which determine social conduct are the laws and see that they are
equally observed by all constitute its government. The subject that deals with man in relation
to the State and its government is called Political Science. In this definition, it is observed
that an organized society is required which is called State. It means State is one kind of
organization. In the marketing view, every organization in a society is marketing itself.
According to the article by Philip Kotler, “Broadening the Marketing Concept” there are 10
entities are being marketing; goods, services, ideas, information, property, event, experience,
53
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
person, place and organization. In this view, there are so many organizations in our society in
a country as well as the world. They have specific offerings to the specific target group. Each
organization is finding needs and wants of the target group or market and undertaking
programs for offering some specific benefits for them against a price (fees, time, energy,
money or psychic cost) Hence, the definition of non-profit marketing is “Marketing is the
analysis planning implementation and control of carefully formulated programs designed
to bring about voluntary exchanges of values with target markets for the purpose of
achieving organizational objectives” –Philip Kotler
There is no general agreement on the nature and scope of political science, “the master
science” as Aristotle described it, since there is no generally accepted definition of the
discipline, and its organizing concept the State. The purpose of political science is to throw
light on political ideas and political action so that the government of man may be improved –
Robson. The scope of political science embraces the study of both the State and government
all though maintains that the state in reality means the government. - Harold Laski.
Government is the helmsman of the ship of the State. There can be no State without
government. The State is a people organized for law within a definite territory. This entity,
the sovereign political entity of life, orders and compels obedience by punishing those who
violate its commands. The modern government has emerged as an active and positive agent in
the direction of affairs of all communities. In the older democracies, and still more in the
newer developing stats as well as in the communist countries, government is looked on as a
major, or even the dominant organizing power in society.
A description of the State must, therefore, include the study of the structure and functions of
government, its forms and institutions, modes of representative, interaction of political
parties, interest groups, mass media of communication, relationships involving rule, authority
and power and most important of all, the problems connected with the emergence of a big and
active government both in the national and international fields. The need for government
arises because there had been and there is need for the State. The need for the state is deeply
embedded in the compelling necessities of human life and the advantages accruing from
dwelling together on a defined territory and sharing the benefits of political life. Aristotle
Said, “Originating in the bare needs of the life of man and continuing in existence for the sake
of good life.”
54
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
In this section, it is observed that a State is continuously identifying bare needs of the man for
ensuring their good life or standard of living by setting a number of political institutions.
Therefore here is a scope of political services marketing for peaceful Bangladesh. Because,
every organization has a specific target group of people or market and offering or product to
satisfy the market’s needs (population of a State).
2.3 STATE, CIVIL SOCIETY, MARKET AND MARKETING
Aristotle (b. 384 – d. 322 BCE) State is a union of families and villages having for its end a
perfect and self sufficing life, by which we mean a happy and honorable life. According to
some scholars, this definition is so comprehensive that it can hardly be improved upon. This
definition communicates the primary objectives of the state however we must study some
more definitions of the State. Holland, State is a politically organized people of a definite
territory. Prof Woodrow Wilson, `State is a People organized for law within a definite
territory.‟Though these two definitions are short, they are inadequate also. Hence we must
look at some more definitions Dr. J.W.Garner, `As a concept of Political Science, the State
is a community of persons more or less numerous, permanently occupying a definite portion
of territory, independent or nearly so, of external control and possessing an organized
government to which the great body of inhabitants render habitual obedience.”Prof. Harold
Laski, ‘The State is a territorial society divided into government and subjects claiming within
its allotted physical area, a supremacy over all other institutions. If we analyze the two
definitions, we can identify four elements which are essential to make a State. These are (i)
Population (ii) territory (iii) government (iv) Sovereignty.
The proposed Political Services Marketing philosophy in relation with the State concept,
that a State is a territory where people are living under a constitution. Here, territory is a
market place, and the population is a domestic market because they have numerous needs
and wants and the constitution is the policies, rules and regulations by which all
individuals and groups or organizations are offering numerous products or services (any
offering of benefits/value) for ensuring standard of life or happiness of the population.
Marketing system as a societal process is working in a territory to identify the needs and
wants of the population for offering products (any benefits/value of tangible or intangible
some things) under the rules and regulations of the State to ensure a peaceful nation.
In a State, there are numerous individuals and groups or organizations are the actors of
marketing activities in community or society. All organizations are creating and offerings
55
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
products (any benefit or value) in groups in community or society. Primarily, all
organizations are two kinds; government organizations and non-government organizations.
Secondly, governmental organizations are two kinds; political organizations and commercial
organizations. On the other hand, private organizations are two kinds; commercial or
economical organizations and non-commercial organizations.
The political organizations includes registered political parties under election commission,
all political institutions and government agencies ( all ministries, divisions, departments,
directorates, zila parishad, upazila parishad, union parishad, pauroshova, city corporation) for
creating and delivering political services to the civil society. (Present and potential voters or
voter-market) Basically, the government of a State is creating, communicating and delivering
all products and services to the civil society directly or indirectly by encouraging private
sectors, NGOs and government organizations under the policies and strategies of the
constitution. On the other hand government is a fixed and constitutional structure for
creating and delivering services to the population of a State.
A political organization or alliance is coming on the government platform for a certain
period of time by facing the election commission for creating, communicating and delivering
services for the population of the State. In this view, government in turn is a ruling political
organization. Because, the government is not being responsible for failure or success for the
ruling period of time in implementing the election manifest or committed level and quality of
services. Practically, the ruling political organization is claiming the given governmental
services in a particular ruling period and they are including the pest performance in their
political product for the next election to attract the voter-market. In this sense, these services
may be called the political services.
2.4 FORMS OF GOVERNMENT
A.C Kapur (1996) All States are alike in their nature and all combine the same essential
elements – population, territory, organization and unity or sovereignty. Difference in
population and territory do not make any difference in their status of State hood. In this
section of political science, population is the main actor of marketing because; all types or
markets and its segments are hidden here. The territory of a country is a domestic market
place or national market for all political organizations and institutions.
A distinction is sometimes made between a city-state, nation-states, and a world empire, but
this distinction has no practical value in political science, for the classification of States on the
56
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
basis of territory and population is a mare historical description, and a fallacy coming down
from Aristotle’s time when no distinction was made between the state and government.
Aristotle’s classification, the traditional classification of government follow the course set
by Aristotle, however, was not original, He borrowed from Plato as Plato had borrowed from
Socrates, Aristotle based his classification on two principles;
1. The number of persons who exercise supreme power that is the location of sovereignty
within the State. In the synonym of marketing (Marketing Authority of Services) and
2. The ends they seek to serve. In the synonym of marketing (Quantity of Services).
In this aspect of political science, Aristotle said, what would be the size of person and type of
organization in a State to determine the service level for the population of the State. In the
marketing literature, these principles are comparable with the types of marketing
organization and determining the target markets and respective number of political
services to serve the nation.
Governments can be classified into several types. Some of the more common types of
governments are:
Democracy: The word "democracy" literally means "rule by the people." In a democracy, the
people govern. Democracy is very close to marketing philosophy. In this philosophy,
marketer should be market-oriented (group of people). It means, the decisions would be made
on the basis of the target group of people’s opinions. Therefore, here is a scope of practicing
marketing philosophy in democracy.
Republic: A literal democracy is impossible in a political system containing more than a few
people. All "democracies" are really republics. In a republic, the people elect representatives
to make and enforce laws. Election means selection of representative from a group of people
considering their opinions. Here are two parties one is a candidate another is a group of
people. In the marketing literature, a candidate is a product who has demand in a group of
people in terms of his or her benefits and commitments or the concern organizational value
(basic principles, past performance and election manifest) to deliver some services for the
group. So here is one kind of exchange. Therefore, here is a scope of political services
marketing in politics.
Monarchy: A monarchy consists of rule by a king or queen. Sometimes a king is called an
"emperor," especially if there is a large empire, such as China before 1911. There are no large
monarchies today. The United Kingdom, which has a queen, is really a republic because the
57
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
queen has virtually no political power. In this context, a king or queen is a marketer. S/he can
collect revenue to deliver a certain level of political services to the population of a State.
Aristocracy: An aristocracy is rule by the aristocrats. Aristocrats are typically wealthy,
educated people. Many monarchies have really been ruled by aristocrats. Today, typically, the
term "aristocracy" is used negatively to accuse a republic of being dominated by rich people,
such as saying, "The United States has become an aristocracy." This type of authority is also a
marketer to the population of a territory or State to deliver the services against the revenue or
donation.
Dictatorship: A dictatorship consists of rule by one person or a group of people. Very few
dictators admit they are dictators; they almost always claim to be leaders of democracies. The
dictator may be one person, such as Castro in Cuba or Hitler in Germany, or a group of
people, such as the Communist Party in China. In this context a marketer may be one person
or a group of people to serve the population of a State. Here, marketing is a societal process
by which individuals and groups obtain what they need and want by creating, communication
and freely exchanging of product or services of values with them. Therefore, here is a scope
of using marketing philosophy in politics.
Democratic Republic: Usually, a "democratic republic" is not democratic and is not a
republic. A government that officially calls itself a "democratic republic" is usually a
dictatorship. Communist dictatorships have been especially prone to use this term. For
example, the official name of North Vietnam was "The Democratic Republic of Vietnam."
China uses a variant, "The People's Republic of China." The democratic republic is also an
authority of a country. This authority is similarly a marketer as a whole to serve the
population (multi-markets). Therefore any type of government is marketing products or
services to the population of a State because, the government or a ruling political organization
is collecting revenue and donations from the population to provide certain level of services to
satisfy them directly or indirectly.
2.5 DEMOCRATIC COMPETITI ON and Marketing Philosophy
Plato (Republic, Book viii) Democracy where freedom is the supreme good but freedom is
also slavery. In democracy, the lower class grows bigger and bigger. The poor become the
winners. Diversity is supreme. People are free to do what they want and live how they want.
People can even break the law if they so chose. This appears to be very similar to anarchy. In
this definition, it is observed that people or market decides what they need and want to set the
58
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
standard of living by giving their opinions. In the synonym of marketing philosophy, all
decisions are made by the marketer in considering the target group of people’s opinions. Here
is a democratic right to give their opinions for getting their expected products or services.
Abraham Lincoln (1809-1865) defined democracy as: «Government of the people, by the
people, for the people» Democracy is by far the most challenging form of government -
both for politicians and for the people. The term democracy comes from the Greek language
and means "rule by the (simple) people". The so-called "democracies" in classical antiquity
(Athens and Rome) represent precursors of modern democracies. Like modern democracy,
they were created as a reaction to a concentration and abuse of power by the rulers. Yet the
theory of modern democracy was not formulated until the Age of Enlightment (17th/18th
centuries), when philosophers defined the essential elements of democracy: separation of
powers, basic civil rights / human rights, religious liberty and separation of church and state.
Democracy - Key Elements In order to deserve the label modern democracy, a country needs
to fulfill some basic requirements - and they need not only be written down in it's constitution
but must be kept up in everyday life by politicians and authorities:
Guarantee of basic Human Rights to every individual person vis-à-vis the state and
its authorities as well as vis-à-vis any social groups (especially religious institutions)
and vis-à-vis other persons. In the synonym of marketing, a government is authorized
to ensure the fundamental rights under the constitution by offering education, health,
food, residence, cloth related services for the population of a State. This population
containing multi-groups are called the total market for offering governmental and
private services. On the other hand, the government also tries to control all private and
public offerings for ensuring the consumer rights in a State.
Separation of Powers between the institutions of the state:
Government [Executive Power], In the synonym of marketing, the executive body is
implementing the election manifest (bundle of benefits or political product) by using
all private and public organizations in considering the needs and wants of the people
directly of indirectly.
Parliament [Legislative Power], In the view point of marketing, parliament is the top
decision maker of the State’s people or voter-market and law maker in keeping peace
in society. Each law has been introduced to a target group of people; it has a benefit
for the target group or market. Therefore, every law is a product and it has a market.
59
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
New law is introducing by considering the opinions of the target groups. This effort is
a marketing philosophy.
Courts of Law [Judicative Power] In the view point of marketing, court is ensuring
the compulsory exchange of laws to control the behavioral change of the target group.
Social marketing always seeks to influence behavioral changes for peace keeping in
society. Exchange is the core concept of marketing. In practically, exchange two
types; one is voluntary exchange and another is compulsory exchange. In fact, here is
a voluntary attitude of exchanging law to bring about the behavioral change because
anybody can violate the law voluntarily. In this context, every law is a product and it
has a target group of people or market. If a consumer accepts a law, he would be
benefited. If a consumer does not accept law he would be punished by the Courts of
Law. Similarly, if you consume a mobile phone, you would be able to talk at any
distance, if you do not use it, may be lost something.
Freedom of opinion, speech, press and mass media. In the synonym of marketing,
marketers collects the opinions of specific group of people or market to best fit their
products with the market’s expectations, and consumers have right to express their
opinions in mass media and press in this regrd.
Religious liberty, in the synonym of marketing, religious values are also marketing
for behavioral changes to keep the society in peace. There are alternative religions,
anybody can choose the option or consider the cultural heredity for accepting religion.
Therefore, religions are also marketing for behavioral changes.
General and equal right to vote (one person, one vote), in the synonym of
marketing, all consumers should be treated equally. They have right to have their
products at the right time, right place and at a right cost. They have equal right to vote
on any logo or political product (basic principles, past performance and election
manifest).
Good Governance (focus on public interest and absence of corruption), in the view
point of marketing, good governance depends on how a government is identifying the
fundamental needs and wants of the population or voter-market for offering numerous
services to best satisfy the multi-market of the territory in a State.
Joseph Schumpeter (1956) assertion that the “democratic method is that institutional
arrangement for arriving at political decisions in which individuals acquire the power to
60
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
decide by means of a competitive struggle for the people's vote” still stands as a concise
statement of the elitist view.
Schattschneider (1960) Democracy is a competitive political system in which competing
leaders and organizations define the alternatives of public policy in such a way that the public
can participate in the decision-making process. In the synonym of marketing, there may have
many competitors to win power. Every political competitor has different public policy to
attract the voter-market to win the maximum voter-market to get the chance to serve the
population in a certain period of time. The voters can participate in decision-making by
sending their elected representatives. Therefore, in democracy, there is a competition among
the political organizations having specific political product to obtain maximum seats for using
government structure to serve the monopoly market for the certain period of time.
Powell (1982) The competitive electoral context, with several political parties organizing the
alternatives that face the voters, is the identifying property of the contemporary democratic
process. Democratic systems are characterized by competitive elections in which most
citizens are eligible to participate." In the view point of marketing, all registered political
organizations offers alternative potential political products for attracting the voter-market. The
voter-market is eligible to freely choose the option.
Vanhannen (1997) Democracy is a political system in which different groups are legally
entitled to compete for power and in which institutional power holders are elected by the
people and are responsible to the people." In the marketing literature, democracy is
comparable with marketing competition. Because, there are some players having political
product in a legal frame of the election commission and constitution to win the maximum
voter-market share for power. Therefore, here is a scope of using marketing concept in
democracy.
Weale (1999) "In a democracy important public decisions on questions of law and policy
depend, directly or indirectly, upon public opinions formally expressed by citizens of the
community, the vast bulk of whom have equal political rights." In the synonym of marketing,
formal public opinions means the opinions of the voter-market. Marketing polices and
strategies depend on the market opinions (elected representatives by the voters).
Marketing Philosophy There are five kinds of marketing philosophy in marketing literature.
They are; production philosophy, product philosophy, sales philosophy, marketing philosophy
and social marketing philosophy. Production philosophy; A production philosophy holds
that the major task of an organization is to pursue efficiency in production and distribution. In
61
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
this democratic philosophy, a ruling political organization can offer the political product
without considering the public opinions. It is an older aged philosophy of marketing. In fact,
the election manifest as a part of political product is offering without considering the opinions
of voter-market. The voter-market is bound to choose an option for vote. So the election
manifest would not be equal as their expectation. Product philosophy; A product philosophy
holds that the major task of an organization is to put out products which it thinks would be
good for the public. In this democratic philosophy, all competitive political organizations try
to offer good political product. They thinks that voter-market always choose the good political
product. Sales philosophy; A sales philosophy holds that the main task of the organization is
to stimulate the interest in potential consumers in the organizations’ existing products and
services. In this philosophy, political competitors think that the voter-market will consider the
political product in a persuasive marketing communications. Marketing philosophy; A
marketing philosophy holds that the main task of the organization is to determine the needs
and wants of target markets and to satisfy them through the design, communication, pricing,
and delivery of appropriate and competitively viable products and services. In this democratic
philosophy, all political organizations should offer their political products considering the
opinions of the voter-market as the product be competitively viable than those of competition
through conducting a marketing research for identifying the needs and wants of the voters.
Social Marketing philosophy; A societal marketing philosophy holds that the main task of
the organization is to determine the needs, wants, and interests of target markets and to adapt
the organization for delivering satisfactions that preserve or enhance the consumer’s and
society’s well-being. In this philosophy, all political organizations should compete on how it
would be possible to superior their political product in considering the needs and wants of the
voter-market to best satisfy them by ensuring the society’s well-being. This philosophy would
be the best democratic philosophy in building peaceful competitive political environment for
continuous socio-economic development.
In the analysis of the above mentioned definitions of the democracy and five marketing
philosophy, it is observed that people of a State is the decision maker that what they want and
need to improve their standard of living in society. In the synonym of marketing philosophy,
market is the decision maker; there is a proverb in marketing that “you are the boss” which
means, consumer will decide what they need, when they need, where they need, why they
need. Here, the ruling political organization (executive body of the State) or the government is
62
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
a marketer and the people of the state are the total market. There are a large number of market
segments in this market.
In marketing philosophy, marketer made decisions on what will be the potential product, how
the product will be delivered to the target group of people or market, how the marketer will
communicate the benefits of the product to attract them and what will be the costs (terms and
conditions, fee, time cost, energy cost, psychic cost). In this regard marketer should collect
information from the target group of people by conducting marketing research to know their
preference, test, consumption pattern, purchasing power, consuming habits, media habits,
cultural involvement to match the offering products as they want from the marketer. Thus the
successful marketer always makes decisions in considering the consumer’s opinions to best
satisfy them. In conclusion, the registered political organizations are offering their political
products (basic principles, past performance and election manifest) and communicating in
considering the economical, socio-cultural, natural, demographical and legal issues of a
country to attract voter-market for wining a monopoly market to delivering the committed
services targeting multi-segment market by using the government structure under the
constitutional polices for a specific period of time than those of political rivals. This effort is
very close to marketing game in an industry or NGOs and other non-profit organizational
competition. Therefore, here is a scope of using political services marketing philosophy to
reform the democratic philosophy. This concept can add a new feature in the democracy.
2.6 THE NATURE OF POLITICS AND MARKETING SCOPE
Hague, Harrop and Breslin (1994). Politics is important. Even if we did not know this as a
matter of institution we would be left in no doubt after a day spent looking at television news
programs and reading most newspapers. Life and death issues such as war and peace are
shaped by political ideologies and decisions. The state is ever present in our everyday lives.
Law and order, economic transactions, the values of a society and the myriad ways in which
people of different nations interact with one another all involve political influences. Contested
ideas of what are right and wrong and cultural identifications which give shape to peoples’
nations of who they are reflect political allegiances. For all this, it is sometimes difficult to be
entirely clear about what constitutes the politics. In the synonym of marketing, the article
published in Harvard business review, “everything is marketing, marketing is everything”
in this marketing philosophy, everyday and every time, people are under a simple marketing
system. At home people are being aware and evaluating their expected products or services in
front of the satellite television, hearing FM radio, reading newspaper. They are consuming
63
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
products and sharing ideas with the family, maintaining relationship among the family
member on the basis of give and take type exchange. When they go out from the residence, he
may use personal vehicles or hiring transportation, at office everybody is selling himself or
herself at a price by delivering professional services. This earning is spending for consuming
different products or services. Even a man is giving one taka to a beggar also a marketing
system. A beggar is a marketer here, he or she is communicating with a man showing the
benefit (product) to attract his or her customer of giving one taka (price) and the man is
getting satisfaction. Here is an exchange, so it is also a marketing system. Besides this a man
is giving a medical advice to another man, it is a one kind of benefit sharing or exchange, so it
is marketing too. Consumers of different categories are exchanging their needed services from
the different public and private organizations. Therefore, man is always under a marketing
system. In a State, the people who are involved in economic activities, all are marketing some
things. On the other hand a State is marketing numerous products or services to the population
in its territory. In this marketing system, A State is a marketer, population is the domestic
market, the activities are performed by a State is called marketing as a whole. So, here is a
scope of practicing marketing in a State.
Politics can thus be claimed to be inextricably linked to the phenomena of conflict and
cooperation, since on the one hand, the existence of rival opinions, different wants, competing
needs and opposing interests guarantee disagreement about the rules under which people live.
Politics is derived from the Greek words 'Polis' which means community and 'Poli' meaning
many. Politics can be defined as the laws, methods and practices of group which makes
decisions (i.e. a government over a community). In this philosophy of politics, government as
an executive body of a State is making laws and policies and creating, communicating and
delivering numerous services under the constitution targeting multi-groups of people to keep
the society for peace. Hence, all government institutions and organizations are performing
more or less all marketing activities without having formal knowledge in marketing.
Catholic Encyclopedia, (1911) The past two thousand years have confirmed the philosopher
Aristotle’s famous assertion that 'Man is a political animal'. According to Aristotle, an
important constituent of happiness is friendship, the bond between the individual and the
social aggregation, between man and the State. Man is essentially, or by nature, a social
animal, that is to say, he cannot attain complete happiness except in social and political
dependence on his fellow man. This is the starting point of political science and political
philosophy. That the State is not absolute, as Plato taught, that there is no ideal State, but that
64
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
our knowledge of political organization is to be acquired by studying and comparing different
constitutions of States, that the best form of government is that which best suits the character
of the people. These are some of the most characteristic of Aristotle's political doctrine. In
this political philosophy, the happiness, friendship, bond between the individual and the
society depends on some direct and indirect exchanges of economical, social and political
organizations among the individuals and society. The government or a ruling political
organization is building and maintaining relationship with the total voter-market of a State
providing numerous services and laws by using all government organizations or agents to
happy the people of a State.
(Plato, Republic) History has also confirmed that political systems have a tendency towards
dictatorship and self interest, and these human instincts must be temper with the truth, as Plato
wrote; The society we have described can never grow into a reality or see the light of day, and
there will be no end to the troubles of states, or indeed, my dear Glaucon, of humanity itself,
till philosophers are kings in this world, or till those we now call kings and rulers really and
truly become philosophers, and political power and philosophy thus come into the same
hands, while the many natures now content to follow either to the exclusion of the other are
forcibly debarred from doing so. This is what I have hesitated to say so long, knowing what a
paradox it would sound; for it is not easy to see that there is no other road to happiness, either
for society or the individual. In this philosophy, political systems have self-interest and these
are human nature. In marketing system marketer always for self interest, even in non-profit
marketing system. Behavioral changes can help the people or society to be honest for peaceful
community to benefit the society but against this marketer may have any self-interest like
social status, satisfaction, profit etc.
Miller, D (1987) Politics implies power. Dahl, in Modern Political Analysis, states that: "a
political system as any persistent pattern of human relationships that involves, to a
significant extent, control, influence, power or authority." Certain members of a society must
have the authority over other member's in order to enforce civil discussion in the first place. It
seems to follow that for certain individuals to exert more power than others they must have
the support of a large proportion over those which they have authority. Going back to the
premise that man is at heart a selfish creature, it must be true that even those in power are
immune to the effects of pursuing their own goals to a certain extent. Politics could therefore
be defined as a power struggle between those in influential positions. Power can only be
obtained by obtaining the support from as many groups and individuals as possible. The
65
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Blackwell Encyclopedia of Political Thought (Oxford: Basil Blackwell) (p.390) 8: Dahl, R
(1984). In this view, politics involves power, the people of a State is the source of power and
to obtain this power a relationship should be build with the people. In the view point of
marketing, the relationship depends on the ratio between give and take. Here some
members of the society need authority over the civil society building relationship. But how is
it? The members of the society have to offer some committed benefits to the civil society to
build relationship against to give support for power. Therefore, here is a scope of marketing.
The most visible and widely accepted example of politics is the workings of the
governmental institutions. However, although at first glance one may not be aware of it,
politics in its various forms is present wherever and whenever humans form a community.
Referring back to the views of Aristotle, politics is an intrinsic feature of mankind. In this
context, politics the workings of the governmental institutions, In the view points of
marketing, what the governmental institutions are doing? They have a specific target group of
people and specific offer; it may be tangible of intangible some things. These institutions are
of course for the mankind.
Political Institutions: Study of Political Science includes the study of various constitutions,
various systems of government their merits, demerits etc. Whether it is parliamentary;
presidential; dictatorial, democratic; coalition form of government. In the synonym of
marketing, constitution is some laws and polices under which all kinds of private and public
organizations shall be controlled their marketing activities. It is a legal aspect of marketing in
a State. The parliament is the top decision maker and policy maker of a State. Executive body
of the State bound to operate the public services generating activities or services marketing
under the form or government. It may be parliamentary or presidential, democratic or
coalition form of government.
Political Parties and Pressure Groups: It studies the various systems of political parties,
their role and importance. Pressure groups and interest groups are becoming more important.
Political science studies their role, methods etc. in a given political system. In the literature of
marketing, many competitors may have a voter-market as it is found in democracy. Actually,
the present voters and potential voters should be considered as a political market because
politics depends on this community. The power winning possibilities of all political
organizations depends on their supports. And their supports depend on their level of
satisfaction on the potential political product. On the other hand successful marketer always
considers the pressure groups as a part of the micro marketing environmental actors.
66
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Therefore, the political organizations and the pressure groups and interest groups are the
major actors of the marketing system.
This makes the study of Political -Science more realistic. Opposition political parties, pressure
groups Non-Governmental organizations (NGOS) do not directly from the government. They
indirectly influence governmental policies and decisions. Hence the study of governance (act
of governing) is incomplete if it is limited to the study of government.
International Relations: It includes the study of international organization, and polices.
States do not live in isolation. Domestic Policy and foreign Policy are interrelated. Hence the
study of international relations becomes significant more in the times of globalization. In the
marketing literature, there are some international organizations by which the government of
a State is affecting in making rules, polices and strategies for providing services to the target
people or market. All the international organizations can be called marketers and the States
who are under these organizations can be called their market. These organizations are
undertaking carefully formulated programs and implementing those programs by the market
(covering states). For example, all agencies of United Nations (UN), World Bank, World
Health Organizations, World Food and Agricultural Organizations etc.
Political Science is the study of the relationship between government and civil society.
The government and civil society is an important determinant of governance in the state.
Political Science Studies this relationship in order to better understand the nature of the state
and the efficacy of governance. State is comprised of two entities: government and civil
society. Both entities influence governance in different ways. Civil society includes citizens,
Non-governmental Organizations (NGOS), pressure groups, opposition Political parties. Civil
society influence governance indirectly, by influencing the government and convincing it to
adopt certain policies. Whereas the government possess the power and authority to influence
governance directly.
In the given definition, it is observed that the main function of political science is building
relationship between the government (ruling political organization or alliance) and the civil
society, In the synonym of marketing, marketing management is the art and science of
choosing a target market (group of people or voters) and building a relationship with them by
creating, offering, communicating, pricing (fee, terms and conditions, time cost, energy cost,
psychic cost) and delivering superior services of value (political product) for getting,
keeping and growing the customer supporters for winning power for the next election.
Therefore, it is proved that the main function of a ruling political organization is maintaining
67
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
relationship with the voter-market as it is observed in marketing practice. Actually the
government means a ruling political organization who is winning a monopoly voter-market
for collecting revenue and providing services for building a relationship with them in a
competitive marketing system for the next election.
Political Science is normative as well as empirical.
Normative approach of Political Science studies norms, ideals, morals, principles, philosophy
of Political Science e g. What should be the nature of the state etc. In this approach, State
made laws, policies and strategies in considering the norms, ideals, morals of the civil society
to serve them by using all kinds of private and public organizational offerings. In the
synonym of marketing, all private and government organizations give weight on creating
and delivering numerous services to influence the voter-market for the next election in
considering the social norms, ideas, morals and the philosophy of democracy.
Empirical approach of political Science observes and analyses political activities and
institutions as they are in a scientific way. In empirical approach, government follows the
scientific policies, strategies and laws to serve the civil society or voter-market. In the
synonym of marketing, government collects information by conducting research to identify
the actual fundamental needs and wants to ensure the best satisfaction in building relationship
for the next election in democracy.
Study of Political system and its environments: Varied political systems exist and function
in different environment. Political science studies them with reference to the response given
and feedback secured. The policies of one system have an impact on the other systems. Also
political decisions are not made in vacuums. These are influenced by economic structure,
social institutions and the whole environment in which the state functions. In the
synonym of marketing, there are two types of marketing environment; micro and macro. The
micro environment consists of organization, market, intermediaries, suppliers, publics,
competition and the macro environment consists of demographical, economical,
technological, natural, cultural and legal. A successful marketer always considers the
environmental changes in designing the product, setting price, distributing channel and
communication techniques. In fact, the political organizations are not so aware in adapting the
political product and its related activities. But in 2008 election, Bangladesh Awami League
has adapted its political product by incorporating the Digital Bangladesh which is an
adaption with the technological change of the marketing environment. In this connection,
political organizations should adapt their political product (basic principles + past
68
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
performance + election manifest) with the environmental changes. Marketing environment is
always changing and these changes offers opportunities and threats for the organization. The
political competitor should use opportunities and face the threat on the basis of strength and
weakness in developing their political strategies. The traditional political product including
ideological difference is the main cause of conflict. The political competition should be taken
place only on the basis of superior services in building socio-economic development. The
election commission can control this aspect incorporating a new law for registration. The
traditionalism and fundamentalism of democracy should not be viable more. Because, a
secular voter cannot consider a communal political product and a socialist cannot consider the
capitalist political product. The general voters should not be marked in supporting a political
organization as a member of special vote-bank. This is another cause of violence in
Bangladesh. It is an important point of political conflict and post election violence in
society. In this regard, a political reformation of democracy is essential in building a peaceful
Bangladesh as well as the world.
2.7 QUALITIES OF A GOOD LEADER (Person Marketing)
Definition of a Leader
Blondel (1987).The Concise Oxford English Dictionary defines a ‘leader’ as ‘the person who
leads or commands a group, organization, or country’. ‘To lead’ means to ‘cause (a person or
animal) to go with one by drawing them along; show (someone) the way to a destination by
preceding or accompanying them’. In other words, goal setting and motivation both figure
prominently as essential attributes of the notion of leadership. Other languages differ
considerably with the meanings of equivalent translatable terms, but have also adopted the
English ‘leader’ and ‘leadership’ in the last century.
Political leadership is a concept central to understanding political processes and outcomes, yet
its definition is elusive. Many disciplines have contributed to the study of leadership,
including political theory, history, psychology and management studies. Political Leadership
reviews the contributions of these disciplines along with a discussion of the work of classic
authors such as
Niccolo Machiavelli, Max Weber and Robert Michels. Political leadership’ overlaps
significantly with the higher levels of military, legal, organizational, and religious and
ideological leadership, and is a special part of ‘social leadership’ in general, as we contended
69
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
above. The latter includes parental, business, educational, scientific and technological,
athletic, medical, cultural, artistic, religious, and other forms of leadership. Some scholars
focus on social leadership as a whole, and deal with political leadership as a part among parts
(such as grint 2000; grint 2005). Social leadership and political leadership manifest
themselves in formal positions and behaviorally. Scholars who stress that political leadership
is a special part of social leadership also affirm that leadership is ‘related to power: a leader
(in the behavioral sense) is a person who is able to modify the course of events’ (Blondel
1987; Wildavsky 2006).
The concept of leader traits and attributes is indeed an old one, predating the scientific study
of leadership and reaching back into antiquity, across several early civilizations (Bass, 1990;
Zaccaro, in press). For example, in Chinese literature from the 6th century B.C., Laotzu
described the qualities of effective leaders (Hieder, 1985). The wise leader, according to
Laotzu, was to be selfless, hardworking, honest, able to time the appropriateness of actions,
fair in handling conflict, and able to “empower” others (to use a more current vernacular).
Early and medieval mythology (e.g., Homer’s Iliad and Odyssey; Alfred, Lord Tennyson’s
Idylls of the King) focused on the attributes of heroes, whereas biblical writing emphasized
wisdom and service to others as leadership qualities. Plato’s Republic (1960) emphasized
that in the ideal nation-state, effective leaders used reasoning capacities and wisdom to lead
others. He offered a lifelong “assessment plan” to help select such leaders (the first leader
selection program?). His student Aristotle argued in Politics (1900) that leaders were to help
others seek virtue; they would do so by themselves being virtuous. He offered a plan for
educating future governors (the first leader development program?). Niccolò Machiavelli, in
The Prince 1513/1954), defined power and the ability of leaders to understand social
situations and to manipulate them in the practice of leadership as key leader attributes.
Contrary to Aristotle, Machiavelli suggested slyness as a leader attribute, prescribing that
leaders use less than virtuous means of gaining power and social legitimacy if more virtuous
means were inadequate. Bass (1990) noted in his review that notions about leader qualities
could be found in early Egyptian, Babylonian, Asian, and Icelandic sagas. Wondering about
and identifying the qualities of the effective leader, the great hero, or the wise monarch, then,
preoccupied the earliest thinkers and storytellers
The following excerpts suggest a significant role to be attributed to individual differences
between leaders and non-leaders. Evidence from 15 or more studies indicates that the average
70
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
person who occupies a position of leadership exceeds the average member of his group in the
following respects: (1) intelligence, (2) scholarship, (3) dependability in exercising
responsibility, (4) activity and social participation, and (5) socioeconomic status. Evidence
from 10 or more studies indicates that] the average person who occupies a position of
leadership exceeds the average member of his group in the following respects: (i) sociability,
(ii) initiative, (iii) persistence, (iv) knowing how to get things done, (v) self-confidence, (vi)
alertness to, and insight into, situations, (vii) cooperativeness, (viii) popularity, (ix)
adaptability, and (x) verbal facility. (Stogdill, 1948)
A number of relationships between an individual’s personality and his leadership status in
groups appear to be well established. The positive relationships of intelligence, adjustment,
and extroversion to leadership are highly significant. In addition, dominance, masculinity, and
interpersonal sensitivity are found to be positively related to leadership, while conservatism is
found to be negatively related to leadership. (Mann, 1959)
This summary of leader attributes indicates a burgeoning number of studies published over
the last 10–14 years that support the importance of leader attributes for a variety of leadership
outcomes. Table 5.1 summarizes the leader attributes, by categories that have received
substantial empirical support in the period since the publication of Bass’s (1990) Handbook of
Leadership. Key Leader Attributes 1990–2003, 1. Cognitive capacities (General intelligence,
Creative thinking capacities) 2. Personality, (Extroversion, Conscientiousness, Emotional
stability, Openness, Agreeableness) 3. Motives and needs, Need for power, Need for
achievement, Motivation to lead, 4. Social capacities, (Self-monitoring, Social intelligence,
Emotional, intelligence) 5. Problem-solving skills, (Problem construction, Solution
generation, Metacognition, 6. Tacit knowledge
Leadership processes, in turn, reflect the combined influence of social appraisal, problem-
solving skills, and expertise. Successful problem solving requires an accurate appraisal of
social system requirements and dynamics (Zaccaro, Gilbert, et al.,1991). In turn, social
appraisal depends heavily on social expertise that can be applied to interpret social events
(Cantor & Kihlstrom, 1987; Zaccaro, Gilbert, et al.,1991). Likewise, problem construction
(a key problem-solving skill) requires appropriate knowledge stores that can be used to
interpret events in a problem space (Mumford, Zaccaro, et al., 2000). The development of
successful solutions contributes to subsequent growth in leader expertise. Thus, at the level of
71
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
proximal leader attributes, each set of attributes depends on, and contributes to, each other set
in its effect on leadership. Understanding leader traits and attributes will require a deeper
conceptualization of how such traits, both distal and proximal, operate jointly to influence
different leadership outcomes.
In the conclusion of the above discussion on political leadership in light of marketing
philosophy, it is observed that all Good Political Leaders (marketer/person marketing)
work on the present and potential voters or total voter-market. By providing long term sound
vision to the politics of the nation, they win the faith of the people (voter-market) and hence
able to carve out a team of followers who are ready to sacrifice their self interest (price in
achieving goal) in the interest of nation & its people (satisfaction of the voter-
market).Good political leadership includes having a vision for the future that builds on the
success of the past while protecting the common wealth, defending the culture and positive
history of the nation (basic principles of political product) and promoting a positive image
internationally (marketing communication for branding). Having the wisdom (human
rights) to stay out of the way of the free exchange of goods and services by the people,
ensuring that government does not increase the cost of things (controlling the price level) by
involving itself where it shouldn't, and removing red tape to make it easier and cheaper for us
to go about our daily business.
In the synonym of marketing on the basis of above theoretical analysis, it is found that the top
leader of a political organization should have a vision, mission and goals and accepted
qualities to the community or voter-market. It is also observed that the political leaders from
the top level to bottom level are marketing themselves. In marketing literature, it is called
person marketing (article on broadening the marketing concept by Kolter). Every political
leader is marketing his/her benefits (product) to a target group of people (voter-market). In
a peaceful democracy, the quality of a person or a leader should be accepted by the people or
voter-market. In this regard, the qualities must be determined by the voter-market.
According to the social marketing philosophy, the traits and attributes of a political leader
should be determined from the view point of voter-market’s expectation as the qualities are
being accepted in the community (voter-market). In the experiment on 1000 graduate students
said that political leader should be well educated in related disciplines, patriotic, honest,
social, helpful, goal-oriented, and dynamic, neutral and humanitarian. The people will
follow and give necessary support in achieving goal of a leader, if they found the following
traits and attributes of a political leader for considering the best option. Therefore, every
72
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
marketer should offer him/herself contenting the expected benefits of the voter-market to sell
as a political candidate for winning the power to serve the local people (market). A political
candidate is a product, his or her target voters is a market. After winning the election, his
given services are his product and the sum of values that are being paid for having the
services is the price. In this context, every leader is a marketer and in fact s/he is marketing
political services to the voter-market. in a democratic process, basically, some political
elected leaders of a political organization or strategic alliance is arriving on the government
platform to serve the voter-market and at the ended period they are going back in their
political organization. These elected leaders are making laws, policies and strategies under
which they are providing services to the voter-market directly and indirectly using the private
and public organizations in a State. In fact, political leaders are creating, communicating
and delivering services by using government fixed structure as a political machine. So that
this services can be called political services to differentiate the services from the competitors
in building the brand image of a political organization by using brand name and logo. In fact,
every political organization uses a registered brand name and logo to differentiate the
organizational political services. Here is a vocabulary that Awami government, BNP
government, Jatiyo-party government etc. the given arguments and logics are enough to call
the traditional public services as the political services.
2.8 CULTURE, POLITICAL CULTURE AND MARKETING
Margaret Branson (2009) Culture refers to those shared beliefs that people learn from
society. While all human beings hold beliefs, they do not all hold the same beliefs. Members
of the same culture acquire a common belief system. Those shared beliefs also set norms—
expectations of how people are expected to behave. Culture affects the way people think,
including the way they process and order information. Culture shapes who we are, how we
see the world, and what values we place on what we see. Culture is also an important source
of identity. Identity is the way people define themselves and are defined by others. Everybody
in Bangladesh feel proud to give his identity as a Bangladeshi. In marketing literature,
Bangladesh is a brand name of a State in the World. The people of Bangladesh individually
and in groups are trying to obtain a certain level of reputation for building a positive brand
image in the international market. This is an effort of brand building apart from marketing
activities. Bangladesh is campaigning that, here is a good place for foreign investment. It is
called place (territory of a State) marketing. The Studies have confirmed the powerful
73
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
influence of culture on people’s thoughts and behaviors. Consider, for example, the
interaction between culture and the world’s increasingly global economy. Many companies
have offices in more than one nation. These companies therefore have a strong motivation to
better understand cultural differences among their employees. IBM is one such company. For
more than 40 years, a team of scientists at IBM studied the complex relationships between
culture and organization. The team concluded that culture profoundly affects people’s
beliefs, perceptions and attitudes.
Political culture consists of people’s shared, learned beliefs about their political system and
their role within that system. Political culture influences the way people see their political
world. Political culture also influences what people value most in their political world. Each
political organization has a political product (basic principles + past performance +
election manifest). The political competitors are offering their political products containing
the elements of political culture. Therefore political services marketing concept considers the
political culture of a nation. There are the major elements of political culture as follows;
1. a sense of national identity; in the synonym of marketing, Bangladesh has an international
market for export marketing or international or global marketing. The State is trying to build
brand image by offering products or services in foreign market performing all marketing
activities saying “made in Bangladesh. On the other hand, Bangladesh is competing globally
in terms of certain level of growth rate and socio-economic development by using her land,
labor, capital and organization. These are called marketing activities. It is an adaptation of
political culture for national identity.
2. Attitudes toward one’s self as a participant in political life; in the synonym of
marketing, everybody in Bangladesh is a participant in political life. The voting right for
choosing a political product of individual voter is indirect participation in law and policy
making under which numerous services would be delivered to the target group of people
(multi-segment markets of the State’s population). In turn, it is the market-oriented
strategy in decision-making.
3. attitudes toward one’s fellow citizens; in marketing literature, it is a part of consumer
behavior. The State considers all citizens equally and the population in a State lives in society.
In synonym of marketing, the individuals and groups are offerings many things for each
other in a social process to meet their all kinds of needs and wants. Marketing hereby is a
societal system.
74
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
4. attitudes and expectations regarding governmental output and performance, In
synonym of marketing, the population or community of a State have numerous fundamental
needs and wants. They expect a certain level of government services or products (election
manifest or political product). In this regard a ruling political organization or alliance is
performing all marketing activities to provide a certain level of output to satisfy the
expectations of the population (voter-market)
5. attitudes toward and knowledge about the political process of decision making; the
people or voter-market want to know about the political products and the offering rival
political organizations to choose the right political product in democracy. They want to
know about what decisions are made, what is going to be happened in future etc.
Margaret Branson, Stephen Schechter, and Thomas Vontz (2009) Political culture
consists of people’s shared, learned beliefs about their political system and their role within
that system. Political culture influences the way people see their political world and what they
expect from it. Political culture also shapes people’s roles and behavior within their political
world. All democracies are strongly influenced by their particular political culture. For
example, the Bangladesh Awami League (AL) holds the secularist religious culture in
considering and evaluating all religions equally in the political product (basic principles +
past performance + election manifest). But Bangladesh Nationalist Party (BNP) holds the
Islamic religious culture to hold the loyal voter-market or vote-bank in the political product.
In marketing literature, it is the positioning strategy to the voter-market for loyal supporters.
A hotel may not allow beef in considering the Hindu community (market). Culture of a
territory determines the needs and wants of products and services. Successful marketer always
evaluate the cultural values in designing the products or services, communication message,
media habits, pricing and delivering to best fit the offerings with the culture of the
society. In fact, marketing can play a significant role to change the secondary culture for
creating demand of a product or services. For example, family planning products were the
anti-Islamic culture. But SMC (Social Marketing Company) and government have been
launched the product in creating the cultural behavior change campaigning the slogan
“chelle hoke meye hoke duti santani jatheshta”. Similarly, a political organization or ruling
political organization can change the communal culture into non-communal culture by
campaigning the benefits of the non-communal Bangladesh in the world using an attractive
dramatic advertisement in electronic media. This behavioral changing effort is called social
75
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
marketing. The ruling political organization or government can influence the tax payer to
expand the market of tax-payers in Bangladesh.
Political System
Giddens (1993) An expression sometimes used as a synonym for country, but which
technically refers to the relationships, process and institutions which make up a distinct
political universe, thus the French political system consists of inputs from society to the
formal institutions of government, in the form of public opinion, pressure group activity and
so on, while the institutions of government process these inputs to produce ‘outputs, in the
form of laws, polices and even norms and values. In the simple marketing system, all
individuals, groups (marketer) in private and public organizations (all government agencies)
are offerings and exchanging numerous products and services to obtain their needs and
wants in a population of a democratic State under a social system (marketing system)
because, marketing is a societal system in a community of a State.
2.9 BANGLADESHI POLITICAL CULTURE
(BBC News, 2010). Bangladesh’s first government took oath of office in Meherpur, kushtia
on April 10, 1971 after the 1972 constitution as state policy the Awami League’s (AL) four
basic principles of nationalism, secularism, socialism and democracy. Sheikh Mujibur
Rahman, (1972-75) came to administrative center with immense personal popularity but had
difficulty transforming this popular support into the political strength needed to function as
head of government. The new constitution, which came into force in 16 December, 1972,
created a strong executive prime minister, a largely ceremonial presidency, an independent
judiciary, and a unicameral legislature. Political culture in Bangladesh is different from other
places of the world. The loser in the election always thinks he or she should have won. Here
the leaders of the opposition parties do not congratulate the leader of the winning party. To go
one step more, they feel they should not attend the parliament. Instead of voicing grievances
in the parliament or criticizing any wrong action or policy of the government in the
parliament, they resort to street demonstration and try to bring down the government through
violent protest rather than democratic process. Violence result into lot of destructions. The
roads and highway, rail of transport system gets paralyzed. Industries stop their production
activities. The wheel of nations’ economic activities comes to a grinding halt. The other
aspect of political culture in Bangladesh is power achieving. The political leaders are very
fond of power, one in power; they develop a taste for power that they would not like to give
up. They want to remain in power by hook or crooks. They know it well that once out of
76
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
power, they will have to answer for their misdeeds, and corruption. Safety is guaranteed so
long in power, so is the love for power. On the other hand, social and family ties are
prominent where this type of political culture is found in Bangladesh. It means that some
families run the government and others have little to say about it. This reflects an older
attitude that embraces a hierarchical society as part of the natural order of things.
In analyzing the Bangladeshi political culture, it is found that the major political power are
concentrated into two families; one is the father of the nation Bangabandhu Sheik Mujibur
Rahman’s family and another is the Shahid President Ziaur Rahman’ family. This is an
important aspect of marketing which is similar to brand image of two persons. In the
marketing literature, political leaders are marketing themselves. These two families have been
able to build their name by executing some marketing activities (past performance of a
political product). Their family members are getting brand leverage in the voter-market,
because the voter-market has a certain level of brand loyalty over their past performance
which is a part of political product. Culture is persistence but it has a positive and negative
trend for the long-run. In fact, marketing techniques or policies and strategies can change the
culture gradually. In an industry competition, the executives know how the marketing
policies and strategies can change the culture to create new demand like tea marketing,
family planning product marketing and increasing the existing demand of political product
like three pieces instead of Shari. Bangladesh Awami League has used marketing technique in
the 2008 election adding new feature (Digital Bangladesh) to increase the demand of the
political organization and its political product to change the traditional communication system
which is an older age culture. Using mineral water in Bangladesh is a new culture to change
the habit of drinking polluted water. In the present political culture, it is observed that the
political organizations are more or less after force creating activities to win the power because
they do not the ultimate benefits of practicing marketing in politics. But, marketing
competition in an industry, there is no conflict. Here is a scope of using marketing concept
highlighting the benefits of the political services marketing techniques to win power
remaining the socio-economic stability in a peaceful environment.
Chowdhury, (1972).The culture basis of Bangladesh has been formed by several religious
traditions. Thus the political ideologies in Bangladesh have mainly assumed populist forms.
The Muslim League become a main political party headed by charismatic leaders like M.A
Jinnah and A.K Fazlul Haque, Awami League formerly Awami Muslim League was
established on June 23 in 1949, In 1955 the word Muslim was dropped from the
77
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
nomenclature. The BNP was formed on September 1, in 1978. Jatio Party and Jamat-E Islam
are the political parties. Both the parties have become quite old and matured, but the two
parties have not been seen making any effort to practice democracy. The religious cultural
values are making conflict in competitive political democratic environment. In the democratic
State, the voter-market has equal right under the State’s policy. In fact, political product
should be reconsidered by all competitors as the individual voter can choose any option on the
basis of the best potential and believable services. But at present a Hindu cannot consider the
other political product except Awami Leage. It is not indicate the equal right of a voter in
democracy.
Rahman, (2010) In Bangladeshi political culture, democracy has remained in the paper, while
a few have been enjoying an economic boom, most of the citizens still live far below the
poverty line, economic injustice coupled with lawlessness and corruption have put the country
on the brink of a total chaos. The fate of Bangladesh depends on two political parties, the
Awami league and the BNP. Before the general election they present various agenda related
to people’s welfare, but after election they forget everything and seek only self-interest. They
consider everything politically. People of running political party always get privilege. In
addition, central party office of the opposition BNP was raided by police. A major problem of
politics is that the government leaders do not mean what they say. We know that every action
has a reaction. Son bad political culture may bring adverse consequences.
It is 42 years since Bangladesh become independent; we could not go where we wanted to go.
The all achievements are being diminished due to hostile, negative and damaging political
cultures, the country has to come out from this culture if the country to start nation building
politics.
In this context, the traditional political culture should be changed but the author did not give
suggestion on how the cultural change is improved. The new political services marketing
concept would be able to establish in replace of traditional political culture. In marketing
every product are modifying day to day in the new version adapting with the environmental
changes. But traditional political activities are around before 200 years older aged. All things
are changing over this time without any change of political product and pattern of
democracy. Marketing system uses innovations of product, price, communication and
distribution as the best tool for over-taking the competitive political organization. New ideas
and concepts in marketing can change the so called Bangladeshi political culture. In this
regards, economically damaging Bangladeshi political culture should be turned into political
78
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
services marketing for peaceful Bangladesh. For example, Jamat-e Islami Bangladesh is
using marketing (salesmanship or personal communication with the voter-market) techniques
in politics to change the Bengali culture into Islami culture. Bangladesh Awami League can
take this initiative to convert them into secular culture campaigning the benefits of secularist
Bangladesh and Bengali culture.
2.10 POLITICAL COMMUNICATIONS
In democracy, political communication is an emerging field in communication studies. This
type of communication was first named in the early 1950s when it was stated, "Political
communication is one of three intervening processes by which political influences are
mobilized and transmitted between formal government institutions,” on the one hand, and
citizen voting behavior, on the other hand."
Nimmo, D.D. and K.R. (1981) In a democratic country, political communication
encompasses the study of government, political systems and processes, philosophy,
psychology, biology, data-gathering and analysis, verbal and nonverbal human
communication and the mass media. Its practice is an international enterprise that affects
public policy, social programming, teaching, research, and publication. Actually political
communication should be called marketing communication. Because, behind this
communication, government or ruling political organizations and opposite political rivals are
trying to attract voter-market for winning the power in arriving the government platform or
holding the government platform for creating, delivering and communicating political
services for the next election. Goldstein & Freedman, (2002). The political communication
falls under the discipline of the Social Sciences. To build a peaceful Bangladesh, first of all it
needs the behavioral change of the population or community (voter-market) in terms of
controlling law and order situation, patriotism, secularism, basic principles. Social marketing
always seeks to influence behavioral change. Effective communication can convert the
communal culture into non-communal culture, Anti-patriotic into patriotic. Therefore here is a
huge scope of practicing marketing concept in politics through marketing communication
tools and techniques. Burden, (2002); Gordon, Shafie, & Crigler, (2003). In modern
democracy, scientists have become increasingly interested in political advertising and in
political debates. Scholars want to know whether advertising messages deal with the main
issues that the candidates stress and whether it is clear from news stories what precisely the
candidates are proposing or opposing. Scholars also want to know how the candidates define
themselves and define their opponents in terms of personal and professional qualifications.
79
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Every political candidate is marketing himself as a person. According to the article,
“Broadening the marketing concept” person is also marketing. In this context, a political
candidate can communicate with his or her voter-market about his personality and the
organizational image and commitment to persuade the voter-market to win the voter-market
for power.
(Graber, 2001; Iyengar & Simon, 2000; Lupia & McCubbins, 1998, 2000; Popkin &
Dimock, 1999). The different methodologies yield disparate results because qualitative
research probes what people know and allows respondents to frame information in their own
way and to discuss the areas of political knowledge with which they are familiar. By contrast,
surveys ask for knowledge about topics chosen and framed by researchers, topics that often
cover areas of little interest to respondents. Questions usually focus on knowledge of readily
measurable details, such as the names and offices of political leaders, the ups and downs of
current unemployment or violent crime rates, or such procedural facts as the percentage of
votes needed to overturn a presidential veto or end a filibuster
(Chong, 2000; Hutchings, 2003; McGuire, 1999). In fact, citizens’ appetite for important
political information is hardly voracious. Theorists expect news media to cover the political
issues that they deem important and to provide a wealth of factual data and contextual
information to a presumably news-hungry public. They fail to consider, though, that most
U.S. media are commercial enterprises that must be concerned with attracting the kinds of
clienteles and advertisers that allow them to make substantial profits. Journalists cover the
news with these considerations in mind, focusing on dramatic events and people (Shaefer,
2001). They have never been motivated or even able to gather all potentially newsworthy
information (Graber, 2003; Esser & Pfetsch, (2004): Hallin & Mancini, 2004; Hills,
(2002); McPhail, (2002); Lowenhaupt-Tsing, 2005; Sobel & Shirayev, (2003). Political
communication is not only interdisciplinary, requiring knowledge of sister disciplines; it also
requires studying global cultural differences because political communication varies
substantially from culture to culture. In this literature review it is found that before developing
any message, and selecting any media, the researcher should consider the culture of the target
audience for ensuring the best effect. This effort should consider the knowledge about
marketing communication, sociology, business communication, marketing research and other
related disciplines. Practically, in traditional political communications are going on without
knowing any marketing knowledge. Therefore, these communications are not being so
80
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
effective. Here is field of practicing marketing for better communication to build awareness
and convince the voter-market to win the power.
Rahn & Rudolph, (2001). Political communication in political socialization has been largely
neglected, even though the role of the press as a tool for shared political socialization has
become increasingly difficult in an era when the U.S. population represents a much broader
array of ethnic and religious traditions and spans a much wider range of socio-economic and
educational experiences. The many new media that have emerged in recent decades, thanks to
advancing technologies. Recently, it is observed that some democratic countries are using
political communication to attract voter-market for the next election. But in the view point of
marketing, these communications are not being effective. Because, there is no integration
between the political product and the communication message. Therefore, here is a scope of
practicing marketing in politics specially, in Bangladesh.
In this section, it is observed that all political organizations are involved with political
communication without any formal knowledge. Because, they do not know that they are
performing all marketing activities. In this context, if all political leaders be aware about
formal marketing in designing their political product, communicating messages, suitable
media, model, distribution of services and communication the political services, they will
use the benefits of political services marketing in a new style of democracy in the world.
Marketing communication can change the beliefs, attitudes, perceptions, and human
behaviors of the voter-market. The success of a political organization depends on four major
marketing activities; they are first, developing, designing and redesigning of a political
product, secondly, how the voter-market will receive the service or product in a competitive
political environment to satisfy their needs and wants. Thirdly, using marketing
communication; advertisement, personal presentation, publicity and public relation, sales
promotion for collecting members of political organizations, use of Internet for
communication message about the benefits of the political product in electronic and print
media. Fourthly, delivering the committed services under the declared election manifest at
the right time at the right place at the right price (fee, charges, time cost, energy cost, and
psychic cost).
2.11 Related marketing terms of political services marketing concept
Market and different level of markets
81
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
In general sense, market is a place where buyer and seller met for exchange or transaction.
But from the view point of marketing text, market is a group of people who have similar need
or want to solve a problem. The world wide famous marketing expert Professor Philip
Kotler has given some definitions at different context of marketing. He defined at one
context; “A market is the set of actual and potential buyers of a product or services. These
buyers share a particular need or want that can be satisfied through exchange relationships.
The Size of a market depends on:
1. The number of people who exhibit the need,
2. Who have resources to engage in exchange,
3. Who are willing to exchange these resources for what they want.
The synonym of the given definition in the new concept of political services marketing, all the
people of a country is the total voter market. Hence, the set of present and potential voters
who want political services through a political process of a country. The present voter market
consists of present voter and the potential voter market consists of the people who are under
age of eighteen years old. The different section or segment of voters share similar need that
can be satisfied through exchange relationship.
Then the size of political voter market depends on;
1. The number of people (present and potential voters) who exhibit the need of
political services (food security, education, health, residence, etc)
2. Who have necessary time, money, energy and psychic costs to engage in exchange?
3. Who are willing to give their mandate to the political organizations for political
services?
Source; Philip Kotler (2004) Principles of Marketing, 10th Edition page no.5-15
Levels of the market in light of political services marketing:
The following figure brings the preceding concepts together with some hypothetical numbers.
The bar on the left of the figure illustrates the ratio of the potential market all interested
persons – to the total population, here 10 percent. The bar on the right illustrates several back
downs of the potential market. The available market – those who have interest, income and
access – is 40 percent of the potential market. The qualified available market – those who can
meet the legal requirements is 20 percent of the potential market (or 50% percent of the
available market). The organization is concentrating its efforts on 10 percent of the potential
market (or 50% of the qualified available market). Finally, the organization and its
82
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
competitors have already penetrated 5 percent of the potential market (or 50% of the served
market).
Figure No.1: Levels of Market Definitions
Total 100% Potential 100%
Potential Voter Market
Voters
40%
(a) Total Potential Voter Market (b) Potential Voter Market
Source; Philip Kotler (2004) Principles of Marketing, 10th Edition page no.15-20
Defining the Different Levels of Markets in Light of Political Market
Marketers often told about different levels of market. The definitions of different levels of
market are given below:
1) Potential market: Potential market is the set of consumers who profess a sufficient level
of interest in a market offer. In the synonym of political services marketing concept,
potential market is the set of voters who profess a sufficient level of interest on a political
organization for their expected political services.
2) Market: A market is the set of all actual and potential buyers of a market offer. In the
synonym, a political market is the set of all actual and potential voters of a political
organization.
3) Available Market: Available market of a product is the set of consumers who have
interest, income and access to a particular offer. In the synonym of political services
marketing, available market of a product is the set of voters who have interest, necessary
Available Market
Qualified Available
Market20%
Served Market 10%10%
Penetrated Market 5%Potential
Market
83
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
time, money, energy and psychic costs to engage in exchange with a political
organizational offer.
4) Qualified available market: Qualified available market is the set of consumers who have
interest income, access, and qualifications for the particular market offer. In the synonym
of political services marketing concept, qualified available market is the set of voters who
have interest, necessary time, money, energy and psychic costs and required qualifications
to engage in exchange of a political organizational offer.
5) Target or served Market: The target market (also called the served market) is the part of
the qualified available market the company decides to peruse. In the synonym term of
political services marketing concept, the target market is the part of the qualified available
market the political organization decides to peruse.
6) Penetrated Market: The penetrated market is the set of consumers who are buying the
company’s product or services. In the context of political services marketing concept, the
penetrated market is the set of voters who have already been received their expected
political services or whose problems are already been solved and those who are listed for
getting political services.
These market definitions are a useful tool for political services market planning. If the ruling
political organization is not satisfied with its current voter market, it can take a number of
actions. It can try to attract a larger percentage of voters from its target market. It can lower
the qualifications of potential voters. It can expand its available market by opening
distribution elsewhere or lowering its price or other costs; or it can reposition itself in the
minds of its voters.
Market Demand: Market demand for a product is the total volume that would be bought by a
defined customer group in a defined geographical area in a defined time period in a defined
marketing environment under a defined marketing program. Market demand is not a fixed
number, but rather a function of the stated conditions.
Political Market Demand: In the synonym term of political services marketing concept,
political market demand for a political organization is the total number of the voters those
who are voluntarily ready to give their votes and receive political services in a defined
geographical area in a defined time period in a defined marketing environment under a
defined political program. Political Market is not a fixed number, but rather a function of the
stated conditions.
84
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Marketing in Light of Political Services Marketing
Marketing is the planning and executing of the conception, pricing, promotion and
distribution of ideas, goods and services that create exchanges to satisfy the individual and
organizational goals.-American Marketing Association.
In the synonym term of political services marketing concept, a ruling political party or allies
is undertaking various plans and executing conceptions, promotion and delivering of ideas,
goods and services for the voter market or political market. For example, present ruling
political allies (2009-2014) backed by Bangladesh Awami League has formed an innovative
cell at Prime Minister Office for creating and improving political services for the nation.
This alliance is communicating by using marketing communication tools to attract voters
showing their delivered services for the next election competitions.
Scope of Marketing
Marketing is typically seen as the task of creating, promoting, and delivering goods and
services to consumers and businesses; In fact, marketing people are involved in marketing 10
types of entities: goods, services, experiences, events, persons, places, properties,
organizations, information, and ideas.
Marketing is typically seen as the task of creating, promoting, and delivering goods and
services to consumers and businesses; In fact, marketing people are involved in marketing 10
types of entities: Goods, services, experiences, events, persons, places, properties,
organizations, information, and ideas. – Philip Kotler. In this connection, a political
organization is giving relief materials among the victim people. Here, relief materials are
goods and victim people are the market of a political leader. The ruling party is providing
numerous services in the voter markets, celebrating different events like birth and death days
of famous leaders and persons, national days, celebrating days of United Nations, etc. All
these are events marketing. Every political leader is a person and he or she is marketing
themselves in their constituencies. The government of Bangladesh is campaigning that
Bangladesh is a good place for foreign investment. Here, foreign investors are the market and
Bangladesh is marketing places. Ruling political party is developing export processing zone
for the investor market for place marketing. Every political organization is trying to build or
re-build their organizational image by applying marketing activities. So that, political
organization is marketing itself. The ruling political organization in a country is creating new
ideas and collecting information to best satisfy the voter market. The government can sell and
buy the information and ideas to the foreign countries. Therefore, information and ideas are
also marketing.
85
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
In the synonym of the new concept of political services marketing, a ruling political party or
alliance is serving rice for the poorest people under VGF card holders, hiring working persons
from the poorest people against foods under the project “Food for Work”. All government
agencies backed by a political party or alliance are serving numerous services in a large
number of market segments these segments might be called as political markets. The
government of Bangladesh is trying to attract foreign investors saying that Bangladesh is a
good place for investment. Hence, the ruling political party is marketing places. On the other
hand, every political organization is marketing and communicating itself to build the
organizational image showing their previous activities to attract voter market to win the
political market (present and potential voters). The labor and social welfare ministry is
marketing persons to the middle-east countries. Political parties are offering different events
holding and building political image to the voter- market. It is observed that all most all the
preceding entities are marketing by a ruling political organization. In this context, here is
greater scope of political services marketing.
Marketing and Societal Process
“Marketing is a societal process by which individuals and groups obtain what they need and
want through creating, offerings, and freely exchanging products and services of value with
others.” - Philip Kotlar. Therefore, in the society, production units are two kinds. They are
individual production units and group production units. In a country economy, all individuals
and groups are producing numerous offerings and exchanging among themselves to meet their
needs and wants. A man cannot produce what he needs; anyhow he or she depends on others.
Thus marketing is a societal process. A ruling political organization is identifying social needs
and meeting these needs for ensuring a poverty free, problem free society by using marketing
segmentations and respected ministries and the connected government agencies. So, political
organizations can solve many social problems to build a peaceful society through marketing
practice.
Non-Profit Marketing in Light of Political Services Marketing
“Marketing is the analysis, planning, implementation, and control of carefully formulated
programs designed to bring about voluntary exchanges of values with target markets for the
purpose of achieving organizational objectives.” It relies heavily on designing the
organization’s offering in terms of the target markets’ needs and desires, and on using
effective pricing, communication, and distribution to inform, motivate, and services the
markets.- Philip Kotler. He said that before any offering, marketer should conduct a
86
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
marketing research to identify what they need and want, how the offer would reach at the
doorsteps of a voter, how the offer would be communicated, what would be the price
(monetary cost + time cost + energy cost + psychic cost), After conducting marketing
research, data should be analyzed for carefully designed to bring about voluntary exchanges
of votes for the next election process. It is observed that every ministry is working in specific
segment of multi-segments of the voter market, so they are selecting the target market and
formulating various programs to satisfy the voter market for their mandates or votes. Hence,
the main objective of a political organization of alliance is the highest mandates over the
competitive political organizations. Political organizations are always giving more emphasis
on the voters’ benefits not to benefit the political marketer. Therefore, the main objective of
all political organizations is to win the voter market to serve the nation as a whole. But they
have no formal marketing knowledge.
Social Marketing In Light of Political Services Marketing
Social marketing seeks to influence social behaviors not to benefit the marketer but to benefit
the target audience and the general society.- Alan R. Anreasen and Philip Kotler
One of the most dramatic developments of nonprofit marketing in the twenty first century’s
the widening acceptance of social marketing among governmental agencies and nonprofit
organizations both in the US and around the world as an approach to changing important
problematic social behaviors. By analyzing the definition of social marketing, it is found that
social marketing involves for changing the social behavior. In this context, a political party
can influence to change the voter behavior in favor of the organizational vision, mission and
ideologies through effective marketing communication techniques. The profitable and non-
profitable marketing organizations of a country are continuously trying to change their
consumer’s behavior in favor of the organizations.
The Domain of Social Marketing
Given these defining characteristics, it is clear that the outer bounds of social marketing’s
legitimate domain are potentially extremely broad. For example,
The US government’s attempts to get Israel and Palestine to sign a peace treaty.
Induce someone to stop smoking.
Three major dimensions determine the difficulty of successfully changing social behavior
i) Low involvement or high involvement
87
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
ii) One-time or continuing
iii) By individuals or groups
These dimensions are indicated in the following table:
Low involvement High involvement
One Time Behavior
Individual
Group
Donating money to a charity
Registering to vote
Donating blood
Voting for a change in a state
constitution
Voting out restrictive
membership rules in a club
Continuing Behavior
Individual
Group
Not smoking in elevators Stopping smoking or drug
intake
Practicing family planning
Driving 55 mph
Driving on the right side of
the road
Supporting the concept of an
all-volunteer army
Social Behavior Change Programs
One Time Behavior Changes
One-time behavior changes require that the target market comprehend something and
take a specific action based on this comprehension.
Action involves a cost to the actors.
Even if their attitude toward the action is favorable, their carrying it out may be
impeded by such factors as distance, time, expense, or plain inertia.
The marketer task to arrange factors that make it easy for target persons to carry out
the one-time action, that is, increase self-efficacy.
Continuing Behavior Change (Low Involvement)
Understanding the target audience behavior
Mass communication can be counterproductive by using negative and positive
appeals.
88
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Communicate the effects of changing behavior.
Continuing Behavior Change (High Involvement)
It requires a major change in perceptions and values.
Communicating the benefits of those who are initially doing “ the right behavior”
The audience must move to the point where they see the benefits exceeding the costs.
Basic Concepts
Developing specific programs and strategies based on customer oriented philosophy. A
social marketer brings to bear central concepts and processes outlined as the following.
1) Exchange is accorded a central role
2) There is a willingness to change the offer
3) There is a focus on coordinated programs
4) Market research is given a central role
5) There is a predilection for segmentation
6) There is a bottom line orientation
7) There is a commitment to planning
8) Three is willingness to take “Reasoned Risks
Differences in Social Marketing
Social marketers have the following responsibilities
1) They face intense public scrutiny
2) They must meet excessive expectations conservation
3) They are often asked to influence nonexistent demand
4) They are often asked to influence negative demand
5) They often target no literate audience
6) They must understand highly sensitive issues
7) The behavior to be influenced often have invisible benefits
8) The behavior to be influenced often have benefits only to third parties
9) The behavior often involve self rewards
10) The behaviors often involve intangibles that are difficult to portray
11) Long-term changes are central
12) There are fewer opportunities to modify offerings
13) There are severely limited budgets
14) Social marketers often need to work with those with a suspicion of marketing.
89
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Relationships to Other Disciplines
1) Social anthropology
In social marketing where one often seeks to change very fundamental values, beliefs, and
patterns of family and social interaction. The concepts and tools of social anthropology are
particularly valuable in achieving this more profound level of understanding. The insights of
the trained social anthropologist can also help social marketers in the design of effective
programs in other ways by:
Helping identify likely “early adopters” of specific new behaviors.
Learning how the behavior change can best be constructed to maximize
adoption (as when oral dehydration programs in The Gambia were designed
around the use of readily available soft drink bottles and bottle caps)
Showing what words, phrases, and images are appropriate to describe the
behavior change so that its benefits are clearly understood and the change
advocated is as non-threatening as possible.
Helping to select and train change agents who can be most empathetic and
effective in a given “foreign culture.
2) Education and mass communication
The following tasks can be seen as overcoming four problems:
1. The new behavior must be seen as socially desirable; this is the value change
problem.
2. The new behavior must be seen as personally desirable: this is the motivation
problem.
3. The behavior must be understood; this is the education problem
4. The new behavior must be practiced; this is the behavior modification problem.
Mass communication and education can also be helpful in the motivation phase if marketers
choose to focus on a persuasion strategy of behavior change. For example, Mothers
Understand the role vitamins play in their children’s diet or how immunization
helps prevent disease (an education problem)
Agree that the new behavior is something that is good to do (a motivation
problem).
90
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Know where to go and what to do to actually begin the new practice(another
education problem)
If the persuasive approach is adopted, mass communication and education concepts can help
to:
Develop memorable themes for promotion campaigns.
Choose spokespeople for mass education and advertising campaigns.
Discover and employ the best channels of communication to reach the target
audience.
Develop curricular materials, including effective audiovisual aids, for classroom
and lecture presentations.
Develop instructive and motivation presentations for face-to-face “sales”
presentations.
3) Behavioral analysis
This approach is based on the assumption that people act in certain ways because they
learn to appreciate the rewards such actions produce. To secure behavior change from this
perspective, then, requires that the social marketer understand the behavior-reward
systems to be modified and then restructure these systems to bring about the desired new
behaviors.
4) Marketing’s coordinating role.
Social marketers’ commitment to market research ensures that there is continual, careful
monitoring of each program element. Particular attention is paid to making program
adjustments, both major and minor, in the relative emphasis on persuasion versus behavior
modification strategies as the campaign progresses.
Voter Marketing in Light of Political Services Marketing
Nonprofit organizations often need to obtain the votes of some group to support something
they believe in or want. The target voter group might be legislators, citizens, government
bureaucrats, or boards of directors. All of these examples involve an organization that is
trying to win the votes of some group in favor of some preposition. We can distinguish
between seeking the votes through a selling approach versus a marketing approach. Consider
the public school district that needs more tax money from the citizens to run the schools. A
selling approach would involve the school board deciding, without any research, how much
91
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
campaign money to spend and the arguments to present to the citizens for voting in favor of
the referendum. The school board would broadcast these arguments to all citizens. In contrast,
a marketing approach would involve the school board researching citizen concerns and their
attitudes toward the public school system. The interests and attitudes of different groups
would be observed, and the board would decide which groups needed to be reached most and
what arguments needed to be stressed with each group. The school board might even test and
fine-tune its ease with different groups before opening the campaign.
Services Marketing in Light of Political Services Marketing
Services is any activity or benefit that one party can offer to another that is essentially
intangible and does not result in the ownership of anything. Its production may or may not be
tied to a physical product.- Alan R. Andreasen & Phlip Kotler. A ruling political
organization is creating numerous services for the voter markets which directly or indirectly
benefit the nation. For an example, building roads and high ways, bridge, airports, flyovers,
metro-rail, etc, are providing transporting services for the nation. Ministry of Commerce and
Ministry of Industry are facilitating the business men in the country. Ministry of Education is
facilitating the educational institutes of Bangladesh. Ministry of Health is providing health
services for the nation. Thus all ministries are directly or indirectly providing a large number
of services. There are some distinctive characteristics of services. This is why, the tasks of
services marketing is different than goods marketing. The characteristics are:
A service is typically:
Intangible
Inseparable from its producer
Variable in its characteristics
Perishable
Dependent on the involvement of the customer in its production
Marketing Tasks under the circumstances,
Making the intangible tangible:
1. The quality of the brochures used to describe the offerings
2. The character of the external architecture and interiors of the marketer’s building can all
affect the way the customer expects the services to be delivered.
92
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3. Services marketers can also make their offerings tangible by leaving behind concrete
signs of their efforts.
4. Many customer-oriented services marketers follow up a services encounter with a
handwritten note or a telephone call to check on customer satisfaction and to
demonstrate continuing interest in the customer.
Making a virtue of inseparability
1. Internal marketing. The entire organization must come to realize that
every encounter with a customer.
2. Creating customer-oriented organization in its services delivery.
3. Introducing a customer-friendly system as a work environment that
reinforces the idea of putting the customer first.
Managing the variability
1. The major step is to develop good personnel selection and a training
program.
2. Second step is to routinize or even automate many parts of the services.
3. Third step for controlling variability is to develop adequate customer
satisfaction monitoring systems.
4. The mail tools are suggestions and complaint systems, customer
surveys, and comparison-shopping.
Managing perish ability: Services managers must try to bring supply and
demand into balance. There are several strategies for managing demand and
supply.
On the demand side the strategies include the following:
1. Differential pricing can be used to shift some demand from peak to off peak periods
2. Non peak demand can be developed through marketing campaigns
3. Complementary services can be developed during peak time to provide diversions or
alternatives to waiting customers.
4. Reservations systems are away to pre-sale services know how much services is needed
and reduce consumer waiting.
On the supply side these strategies may be used:
1. Part time employees can be used to serve peak demand. Colleges add part time
teachers when enrollment goes up.
93
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2. Peak time efficiency routines can be introduced. Some academic computer centers
do not permit large data sets to be loaded during peak periods.
3. Consumer participation in the tasks can be increased. New patients may be asked
to fill out their own medical histories before seeing a physician during busy
periods.
4. Shared services can be developed several hospitals can agree to shift patients
among themselves, depending on load.
5. Expandable facilities can be planned. A nursing home can make arrangements
with a nearby motel for extra beds during periods of excess demand.
Helping Consumers Consume
There are several approaches services marketing may adopt for this problem:
Services marketers primarily focus on either changing the marketer or changing the
customer.
1. The most manageable approach is for the marketer to adapt his or her own services
as much as possible to the individual customer’s ability to consume and appreciate
it.
2. The alternative route is to try to teach the consumer to be a better consumer.
3. Nonprofits should routinely ask themselves this: what are potential customers
being led to expect from this organization? And can the organization deliver?
Second goal should be to take every opportunity to make consumers more
discriminating.
1. If the organization is proud of its offer mix and if it has effectively differentiated
itself from its competitors, it should have little to fear from teaching consumers to
be more discerning. The organization could routinely hand out guides to evaluate
competitors.
Third approach is to remember that customer contact should be a continuing activity.
1. The marketer should will to take short-term losses and make extra personalized
“customer-training” efforts to building enduring relationship.
Source: Philip Kotler, (1982) Marketing for non-profit organizations, 2nd Edition printings
hall, INC, Englwood Cliffs, New Gersey, 07632. Page no.475-483
94
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Political Marketing in Light of Political Services Marketing
Political marketing is the process by which political candidates and ideas are directed at the
voters in order to satisfy their political needs and thus gain their support for the candidate and
ideas in question. - Avraham Shama “An Analysis of Political Marketing”
Political candidate marketing has become a major industry and area of specialization. Every
few years the public is treated to an endless number of campaigns attempting to put various
candidates for local, state, and national parliament in the best light. In recent elections, the
various candidates for all offices managed to spend nearly a billion dollars in the short space
of their campaigns. the money was spent on idea advertising, direct mail and telephone, and in
other ways. – Philip Kotler, Marketing for Nonprofit organizations, 2nd Edition, Prentice-
Hall, Inc. Englewood Cliffs, New Jersey 07632, p-461
Interest in the marketing aspects of elections has been stimulated to a large extent by the
spectacular growth in political advertising. There has also been a substantial growth of
scientific opinion polling (marketing research), computer analysis of voting patterns (sales
analysis) and professional campaign management firms (marketing organizations). The
subtleties of the marketing approach go beyond the rising expenditure levels and the use of
certain information and planning approaches. They are delineated in a series of popular books,
such as White’s The Making of the President 1960 and McGinness’ The Selling of the
President 1968. In a quieter way, several scholarly works have also noted the marketing
character of political elections.-p 461
Political Services Marketing
In light of political services marketing concept, Political Services marketing is the political
and societal process of planning and executing carefully formulated programs designed
to satisfy the voter-market through creating, delivering, pricing (monitory cost + time
cost + energy cost + psychic cost) and communicating superior services of value which
directly or indirectly benefits the nation of a country in a certain period of time in
building and maintaining relationship with them to win the next election. – Dr. Uttam
Kumar Datta – Dhaka University Journal of Marketing, issue Vol. No. 15, June 2013
In a democratic country, all political organizations are basically competing with each other to
serve the voter market. It is possible when a political organization or alliance can win the
95
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
voter market through a political process in a country. At present, the ruling political party,
Bangladesh Awami League is creating and delivering various services in the voter market to
win the next election than those of competitors, BNP is communicating with the voter market
by using electronic and print media and undertaking a services package which will be
declared in the upcoming election as a marketing strategy to win the voter market. When this
main opposition will get the chance to serve the nation then this organization will also serve
the nation similarly to win the voter market for the next election. Thus all political parties are
performing marketing activities. This observed activities and aims of the two major political
parties in Bangladesh shows that all political organizations since heavily are involved in
political services marketing.
Product in the Context of Political Services Marketing
The Product: A product is anything that can be offered to a market to satisfy a want or
need. Products that are marketed include physical goods, services, experiences, events,
persons, places, properties, organizations, information, and ideas. In fact, every product
is just like a problem solving packet. A voter is facing different types of problem over his or
her life time. He wants to solve his/he problems. There are many problems in Bangladesh;
hence the ruling political organizations are directly or indirectly identifying and solving the
problems by creating, delivering and communicating products or services on priority basis.
Thus marketing activities are always trying to solve the problems in Bangladesh within
limited resources. Consequently, problem free country is a peaceful country.
Price in the Context of Political Services Marketing
The amount of money charged for a product or services, or the sum of the values that
consumers exchange for the benefits of having or using the product or services. A political
organization is collecting fund to bear marketing cost from the members’ subscriptions and
donors. On the other hand ruling political organizations are collecting revenue from the voter
market and developing fund from the foreign donation against the political services for the
voter market as a whole. In fact, nothing is free in the world. An example, a voter is getting
free health services from a government hospital at a cost. Because, he/she is collecting a ticket
from the counter at a monetary cost, waiting time for the medical services at a time cost,
losing energy for the services at a energy cost and psychological pain at a psychic cost. In this
way, a voter is obtaining all political services at a cost. Therefore, a political service is one
96
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
kind of exchange in which financial cost may or may not be involved. In fact, exchange is the
core concept underplaying marketing. Where there is an exchange, there is marketing.
Marketing Promotion or Communication in Light of Political Services Marketing
Promotion has been defined as the coordination of all seller-initiated efforts to set up channels
of information and persuasion to sell goods and services on promote an idea. Marketers use
six major tools for marketing promotion with the target market. They are advertising,
salesmanship, sales promotion, publicity, public relation and direct marketing. In the synonym
of this definition, political promotion is the all communicating tools like advertising in print
and electronic media, talk-show in television, walling, billboard, festoon, placard, news
covering by all Media, SMS messages etc. efforts to set up channels of information about
political ideologies and developing activities and persuasion to vote for political
organizational candidates of upcoming election. Now a day, political organizations are using
more or less all marketing communicating tools to communicate with their voter market.
Advertising in Political Services Marketing
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor. Every political organization is developing and maintaining
fund for bearing the communicating costs. In this connection, all political organizations can
advertise to attract the voter market. Recently in Bangladesh, it is observed that Bangladesh
Awami League is advertising to attract voter market for vote in print and electronic Media.
Advertising might be the helpful tool to change the voters’ behavior in favor of the concerned
political organization.
Market Segmentation in Context of Political Services Marketing
A market segment consists of a group of customers who share a similar set of wants.
Levels of market segmentation
Segment marketing
Niche marketing
Local marketing
Individual customer marketing
There is no single way to segment a market .A marketer has to try different segmentation
variables, alone and in combination, to find the best way to view the market structure. There
97
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
are four major segment variables. They are demographic, geographic, economic and
psychographic segment. In the synonym of the political field, all ministries are segmenting
their voter market and targeting voter market to design the programs to serve related political
services in their target markets. On the other hand, some ministry is serving products and
services in the multi segment of voter market.
Target Market in the Politics
A target market consists of a set of buyers. Who share common needs on characteristics that
the company decides to serve. In the synonym of target market, the ruling political
organizations are segmenting a large voter market then selecting the segments priority basis,
because resources are limited in Bangladesh. The ruling political alliance backed by
Bangladesh Awami League has selected the target group of people who are poorest in
Bangladesh for food for work. Education ministry has selected the target group who are
studying from class one to class ten for free distribution of books.
Market Positioning of Political Services Marketing
The way the product is defined by consumers on important attributes – the place the product
occupies in consumers minds relative to competing products. In the synonym of market
positioning in political services marketing concept, every political party has a positioning
strategy. The positioning strategy is playing an important role for keeping loyal voters of a
political organization. The “non-communal” positioning strategy of Bangladesh Awami
League is holding the loyal voters who believe non-communal ideology. The positioning
strategy of Bangladesh Nationalist Party (BNP) is “Believe in Almighty Allah.” This
positioning strategy is retaining the voters who are communal in Bangladesh. The positioning
strategy of Jatiya-Samajtantric Dal is “Socialism.” The voters who are communists they are
retaining under this political organization. The positioning strategy of Jamat-e-Islam
Bangladesh is “establishing Islam.” This positioning strategy is retaining voters who believe
this ideology. Thus all political organizations are following positioning strategies of
marketing concept.
Consumer Behavior in the Context of Voter Market Behavior
Consumer behavior may be defined as the decision process and physical activity individuals
engage in when evaluating, acquiring, using, or disposing of goods and services. -Dela Bitta.
98
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
In the synonym in political services marketing is voter behavior. How a voter engage in when
evaluating, voting, getting services and leaving of the political organization and candidate for
vote. Voter behavior is changeable by effective communication techniques. For an example,
effective communicating of the benefits of non-communal ideologies, communal voters might
be changed into non-communal voters.
Marketing Management in Political Services Marketing
We define marketing management as the art and science of choosing target markets and
building profitable relationships with them. This involves getting, keeping and growing
customers through creating, delivering and communicating superior customer value. Thus
marketing management involves managing demand, which in turn involve managing
customer relationships. -Kotler. In the synonym of the political services marketing concept,
political services marketing is the art and science of choosing target voter markets and
building relationships with them. This involves getting, keeping and growing voters through
creating, delivering and communicating superior value for voters than those of political
competitors. Thus political services marketing involve managing demand of a political
organization, which in turn involve managing voter for mandates.
The organization has a desired level of demand for its products. Similarly, a political
organization has a desired level of demand for its offerings. At any point in time, there may
be:
1) Negative demand: A market is in a state of negative demand if a major part of the market
dislikes the product and may even pay a price to avoid it- vaccinations, dental work,
vasectomies, and life insurance offers.
The marketing task is to analyze why the market dislikes the product and whether a marketing
program consisting of product redesign, lower prices. And more positive promotion can
change beliefs and attitudes.
In the synonym of political services marketing, a voter market segment of a political
organization is in a state of negative demand if a major part of the market dislikes the political
organization or its candidate. The marketing task is to analyze why the market dislikes the
political organization or organizational candidate and whether a marketing program consisting
of political organization redesign, lower prices (monetary cost + time cost + energy cost +
psychic cost) and more positive promotion can change beliefs and attitudes of the voters.
99
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2) No demand: Target consumers may be unaware of or uninterested in the product.
Farmers may not be interested in a new farming method, and college students may not be
interested in foreign- language courses.
The marketing task is to find ways to connect the benefits of the product with the person’s
natural needs and interests. In the synonym of political services marketing concept,
In the synonym of political services marketing, target voter market may be unaware or
uninterested in the political organization or candidate’s services. The marketing task is to find
ways to connect the benefits of the political services of the organization with the voters’
natural needs and interests.
3) Latent dement: Many consumers may share a strong need that cannot be satisfied by any
existing product. There is a strong latent demand for harmless cigarettes, more fuel-
efficient cars.
The marketing task is to measure the size of the potential market and develop goods and
services to satisfy the demand.
In the synonym of political services marketing concept, many voters may share a strong need
that cannot be satisfied by any existing political services. The people of a constituency may
demand to convert a college into university or instead of belly bridge my demand a four lane
bridge. The marketing task is to measure the size of the potential voter market and develop
new offerings to satisfy the demand of the voters.
4) Declining demand: Every organization, sooner or later, faces declining demand for one
or more of its products. Churches have seen membership decline; private colleges have
seen applications fall. The marketer must analyze the causes of the decline and determine
whether demand can be re-stimulated by new target markets, by changing product
features, or by more effective communication. The marketing task is to reverse declining
demand through creative remarketing.
In the synonym of political services marketing, every organization, sooner or later, faces
declining voter support for one or more of its political ideology and activities. The political
services marketer must analyze the causes of the decline and determine whether demand can
be re-stimulated by new target voters, by changing organizational ideologies and political
services or by more effective communication. The marketing task is to reverse declining
demand through creative remarketing.
100
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
5) Irregular demand: Many organizations face demand that varies on a seasonal, daily, or
even hourly basis, causing problems of idle or overworked capacity. Museums are under
visited on weekdays and overcrowded on weekends.
The marketing task, called synchromarketing, is to find ways to alter the partner of demand
through flexible pricing, promotion, and other incentives.
In the synonym of political services marketing concept, many government agencies of
political organization faces demand that varies on seasonal, daily or even hourly basis,
causing problems of idle or overworked capacity. The marketing task, called
synchromarketing, is to find ways to alter the pattern of demand through flexible pricing,
promotion, and other incentives.
6) Full demand: Organizations face full demand when they are pleased with their volume of
business.
The marketing task is to maintain the current level of demand in the face of changing
consumer preferences and increasing competition. The organization must maintain or improve
its quality and continually measure consumer satisfaction.
In the synonym of political services marketing, political organizations face full demand when
the voters are pleased with their volume of mandates or any offer from a ministry. The
marketing task is to maintain the current level of demand in the face of changing voter
preferences and increasing competition. The political organization must maintain or improve
its quality and continually measure voter satisfaction.
7) Overfull demand: Some organizations face a demand level that is higher than they can or
want to handle.
The marketing task, called demarcating, requires finding ways to reduce demand temporarily
or permanently. General demarcating seeks to discourage overall demand and takes such steps
as raising prices and reducing promotion and services. Selective demarcating consists of
trying to reduce demand from those parts of the market that are less profitable or less in need
of the product.
In the synonym of political services marketing, a ruling political organization faces a demand
level that is higher than they can or want to handle. The marketing task, called demarcating,
requires finding ways to reduce demand temporarily or permanently. General demarcating
seeks to discourage overall demand and takes such steps as raising prices and reducing
promotion and services.
101
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
8) Unwholesome demand: unwholesome products will attract organized efforts to
discourage their consumption. Unsealing campaigns have been conducted against
cigarettes, alcohol, hard drugs, and handguns
The marketing task is to get people who like something to give it up, using such tools as fear
messages, price hikes, and reduced availability.
In the synonym of political services marketing concept, unwholesome product or services will
attract organized efforts to discourage their demand. The marketing task is to get people who
like something to give it up, using such tools as fear messages, price hikes, and reduced
availability.
Marketing Channels
Marketing channels or distribution channels are sets of interdependent organizations involved
in the process of making a product or services available for use or consumption. Supply
chains Producing a product or services and making it available to buyers requires building
relationships not just with customers, but also with key suppliers and resellers in the
company’s supply chain. This supply chain consists of upstream and downstream partners,
including suppliers, intermediaries, and even intermediary’s customers.
In the synonym of political services marketing concept, every ministry of Bangladesh is
providing political services by using government agencies. A ruling political party is creating
all political services through their ministries. A ministry then transfers all political services to
the concerned directorate; directorate then transfers the services to Zilla parishad, then zella
parishad transfer services to upazilla parishad and upazilla parishad transfers the services to
the union parishad; then union parishad transfers the services to the voter market. This is the
main channel of political services marketing of Bangladesh. In spite of this, sometimes
ruling political party use some related independent organizations of the concerned ministry
for delivering political services to the nation.
Marketing Focuses on Exchange
The AMA definition recognizes that exchange is a central concept in marketing. For
exchange to occur there must be two or more parties with something of value to one another,
a desire and ability to give up that something to the other party, and a way to communicate
with each other. Advertising and promotion play an important role in the exchange process by
informing consumers of an organization’s product or services and convincing them of its
102
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
ability to satisfy their needs or wants.–George E. Belch & Michael A. Belch, pp-7,
Chapter-1, Advertising and Promotion.
In the synonym of political services marketing, a ruling political organization is exchanging a
large number of political services for the sake of national voter market. As a whole, voter
market is paying tax against their expected political services to solve their problems or needs.
Every ministry is creating, delivering and communicating political services by using the
marketing channel (Ministry – Directorate – Zilla parishad – Upazilla parishad – Union
parishad-Ward members). Every governmental agency is exchanging services directly or
indirectly with the nation.
New offerings in Light of Political Services Marketing
Companies that fail to develop new products are putting themselves at great risk. Their
existing products are vulnerable to changing customer needs and tastes, new technologies,
shortened product life cycles, and increased domestic and foreign competition. New
technologies are especially threatening. Most established companies focus on incremental
innovation. Newer companies create disruptive technologies that are cheaper and more likely
to alter the competitive space. –Kotler, Marketing Management, Eleventh Edition, pp-349
In the synonym of political services marketing concept, all ministries more or less are
modifying their existing services and creating new offerings to solve the new problems of the
voter market. The present ruling political alliance backed by Bangladesh Awami League
(2009-2014) has created digital Bangladesh, appointed “Ththya Apa” at each upzilla to
provide information among the female voters as new offerings.
Marketing Research in Light of Political Services Marketing
Marketing research is the function that links the consumer, customer, and public to the
marketer through information- information used to identify and refine marketing opportunities
and problems; generate, refine, and evaluate marketing actions; monitor marketing
performance; and improve understanding of marketing as a process. In the synonym of the
political services marketing, political marketing research is the function that links the voter -
market of public to the political services marketers through information- information used to
identify and refine political services marketing opportunities and problems; generate, refine,
and evaluate political services marketing actions; monitor marketing performance; and
improve understanding of political services marketing as a political and social process.
103
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Strategic Marketing in Light of Political Services Marketing
Market oriented strategic planning is the managerial process of developing and maintaining a
viable fit between the organization’s objectives, skills, and resources and its changing market
opportunities. The aim of strategic planning is to shape the company’s businesses and
products so that they yield target profits and growth.- Kotler. Pp-89, Chapter-4, Marketing
Management, Eleventh Edition, In the synonym of political services marketing concept, voter
market oriented strategic planning is the managerial process of developing and maintaining a
viable fit between the political organization’s objectives, skills, and resources and its
changing market opportunities. The aim of strategic political services marketing is to shape
the political organizational services providing activities so that it yield target votes and the
socio-economic growth.
Branding in Light of Political Services Marketing
According to the American Marketing Association (AMA), a brand is a “name, term, sign,
symbol or design or a combination to them, intended to identify the goods and services of one
seller or group of sellers and to differentiate them from those of competition”. A brand in
terms at having actually created a certain amount of awareness, reputation, prominence and so
on in the market place, in some sense a distinction can thus be made between the competitive
organizations. In the synonym of political services marketing, a brand is a name, term, sign,
symbol or combination to them, intended to identify the political services of one political
organization and to differentiate its offerings from those of competition. A brand in terms at
having actually created a certain amount of awareness, reputation, prominence and so on in
the market place, in some sense a distinction can thus be made between the competitive
political organizations. In Bangladesh, every political organization has a logo, name and
certain level of awareness and reputation for their previous activates. Bangladesh Aami Leage
is a brand name, the Logo of this political organization is the “Nauka” and similarly,
Bangladesh Nationalist Party is a brand name, the Logo of this organization is “Dhaner
Shish.” All these political organizations are striving to build certain amount of awareness and
reputation.
Marketing Evaluation, Monitoring and Control
To ensure that strategic marketing achieves its goals in a timely and efficient manner; the non-
profit manager must develop and put in place effective control systems for strategic plans and
104
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
specific campaigns and, where necessary, prepare to take corrective action. There are two
types of control that management needs: Strategic control and Program control. Strategic
control focuses on larger issues and requires tracking changes in the broad environment,
competitors’ actions and plans, perceptions of the organization held by the general public,
organization strengths and weaknesses, and broad trends in organization performance. This
information then becomes input into subsequent rounds of the organization’s strategic
marketing planning process (OMPP).
In the synonym of political services marketing, strategic control of a political organization
focuses on larger issues and requires tracking changes in the broad environment, competitors’
actions and plans, perceptions of the political organization held by the general public,
organization strengths and weaknesses, and broad trends in organization performance. This
information then should become input into subsequent rounds of the political organization’s
strategic marketing planning process. But lacks of formal knowledge in marketing, political
organizations are not involved in strategic political services marketing planning process.
Program control requires the development of systems for more or less continual monitoring
of program performance for purposes of day-to-day fine-tuning of the strategic plan to correct
for undesirable performance. In the synonym of political services marketing, political
organizations are designing programs to change the voting behavior of the voter market
without formal knowledge in marketing. They don’t monitor of program performance or
effectiveness of their political programs. Marketing monitoring and control systems are an
intrinsic part of the campaign planning and implementation process since they permit crucial
and timely adjustments.
Figure-2: The Control Process:
Source: Strategic Marketing for Non-profit Organizations, Sixth Edition, Alan R.
Andreasen & Philip Kotler, Prentice Hall of India, New Delhi-110001, 2003
Corrective
Action
What should we
do about it?
Goal Setting
What do we want
to achieve?
Performance
Measurement
Performance
Diagnosis
105
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
As indicated in the following figure, in the controlling process,
Administration sets a goal
And puts in place a device or system for detecting deviations from the goal
And ascertaining causes of the deviations.
Making the necessary corrections
Types of Monitoring Tools
A monitoring system is driven by an approach called management by objectives. Top
management starts the process by developing aggregate goals for each program for the
planning period,
For example-
Number of people reached,
Messages delivered
Trial behaviors taken
Relationships created and so on.
These goals can then be assigned to individual managers or supervisors. Then management
can check on the progress of their programs in reaching their goals.
While the monitoring system must emphasize behavioral outcomes and the steps necessary to
achieve them, it is also critical to track marketing costs. It is important that marketing
management be able to answer the following questions.
1. Are we over- or under-spending the budget allocated?
2. Are all of the program elements cost effective?
3. Is the budget adequate to the task?
4. Is the budget appropriately allocated – are we getting equivalent performance from a
dollar spent in each program component?
5. How are our marketing staff members using the money entrusted to them – are some
more wasteful than others?
Tracking Target Audience Behavior
The single most important kind of measure for any nonprofit should be a measure of behavior.
The ultimate objective of any marketing effort is influencing behavior. In other cases,
marketers might look at such behaviors as
1. Membership applications,
106
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2. Votes
3. Volunteering
4. Donations
5. Attendance
6. Trash recycled or
7. Letters written to legislators.
In social marketing cases, they might look at
the number of people in the target audience stopping smoking or immunizing
their children,
the number of child abuse cases reported, or the number of missing children
found.
Measuring Change
Monitoring involves the measurement of change. To measure change, one must have the right
instruments. Marketers who wish to monitor the performance of a target market over time can
choose among four basic types of change measures.
1. Retrospectively, by asking a single sample of target audience members what they are
doing now and what they did at some past point in time.
2. Cross-sectional by comparing behaviors of a single sample of target audience
members presumed to be earlier or later in a process.
3. Cross-sectional over time, by asking about behaviors of different samples at two
points in time.
4. Longitudinally over time, by taking behavioral measures of the same panel of target
audience members at different points over time.
Tracking Target Audience Satisfaction
Satisfaction is the state felt by a person who has experienced a performance (or outcome)
that has fulfilled his or her expectations.
A person will experience one of three states of satisfaction.
If the results exceed the person’s expectations, the person is highly satisfied-even
delighted.
If the results match the expectations, the person is satisfied,
If the results fall short of the expectations, the person is dissatisfied.
107
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Organizations use various methods to infer how much target audience member satisfaction
they are creating.
Complaint and Suggestion Systems
Target Audience Satisfaction Surveys
2.12 HISTORICAL BACKGROUND ( Major Political Organization as the
Political Services Marketer)
Historical Background of Bangladesh Awami League as a Political Services Marketer
The origin of what today is known as the Bangladesh Awami League can be traced back to
1949 when it was founded in Dhaka, the former capital of the Pakistani province of East
Bengal, in 1949 by Bengali nationalists Maulana Abdul Hamid Khan Bhashani, Shamsul
Huq, and later Huseyn Shaheed Suharawardy who went on to become Prime Minister of
Pakistan. The Awami League was established as the Bengali alternative to the domination of
the Muslim League in Pakistan and over centralization of the government. The party quickly
gained massive popular support in East Bengal later named East Pakistan, and eventually led
the forces of Bengali nationalism in the struggle against West Pakistan's military and political
establishment. The party under the leadership of Sheikh Mujibur Rahman, the founding father
of Bangladesh, would lead the struggle for independence, first through massive populist and
civil disobedience movements, such as the Six Point Movement and 1971 Non-Cooperation
Movement, and then during the Bangladesh Liberation War. After the emergence of
independent Bangladesh, the Awami League would win the first general elections in 1973 but
was overthrown in 1975 after the assassination of Sheikh Mujibur Rahman. The party was
forced by subsequent military regimes into political wilderness and many of its senior leaders
and activists were executed and jailed. After the restoration of democracy in 1990, the Awami
League emerged as one of the principal players of Bangladeshi politics.
Amongst the leaders of the Awami League, five have become the President of Bangladesh,
four have become the Prime Minister of Bangladesh and one became the Prime Minister of
Pakistan. Since the independence of Bangladesh, the party has been under the control of the
family of Sheikh Mujibur Rahman. In 1981 Sheikh Hasina returned after the largest party
faction, the "Bangladesh Awami League", elected her its president, and she proceeded to take
over the party leadership and unite the factions. As she was under age at the time she could
not take part in the 1981 presidential elections that followed the assassination of then
108
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
President Ziaur Rahman. Throughout the following nine years of military rule by General
Hossain Mohammad Ershad the AL participated in some polls but boycotted most as they
don't believe democracy. The Awami League emerged as the largest opposition party in
parliament in the elections in 1991, in which Begum Khaleda Zia became the first female
prime minister.
Historical Background of Bangladesh Nationalist Party as Political Services Marketer.
The Bangladesh Nationalist Party commonly referred to as the BNP, is the mainstream center-
right political party in Bangladesh. It is currently the largest opposition party in the Jatiyo
Sangshad, the Parliament of Bangladesh founded by Major General Ziaur Rahman, the
Seventh President of Bangladesh, the party has evolved into one of the most powerful
political entities in South Asia. The BNP was established by President Zia to provide a
political platform for him after his assumption of power during Bangladesh"s volatile period
of martial law from 1975 till 1979. The BNP also accommodated not just his supporters, but
also those traditionally opposed to its principal rival, the Awami League. Ideologically, the
party has professed Bangladeshi nationalism, described as the Islamic consciousness of the
people of Muslim majority Bangladesh, in order to counter the secular Awami League. The
BNP has been opposed to communism and socialism since its inception and advocates
vigorous free market policies.
The Bangladesh Nationalist Party has held power in Bangladesh for five separate terms.
Amongst its leaders, four have become President of Bangladesh and two have become Prime
Minister of Bangladesh. Within the party, power has remained exclusively in the hands of the
Zia family, with Begum Khaleda Zia leading the party since the assassination of Ziaur
Rahman, her husband and the party’s founder.
Historical Background of Bangladesh Jatiya Party as Political Services Marketing Organization:
The Jatiya Party (Ershad) (National Party (Ershad)) is a political party in Bangladesh
established by President Hussain Mohammad Ershad on 1st January 1986. The Army Chief
Lieutenant General Hussain Muhammad Ershad had usurped the state power by a coup de'tat
on 24th March 1982, and ruled the country as chief martial law administrator till December
1983. Political parties and activity had been prohibited during the state of emergency, when
Justice A. F. M. Ahsanuddin Chowdhury was appointed President of Bangladesh. Ershad
109
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
wanted more civilian influnence and decided to develop a political party to represent his
government. The Janadal was organized under the leadership of Ahsanuddin Chowdhury, and
Ershad declared a 19-point programme on 17 March 1983. President Ahsanuddin Chowdhury
declared the establishment of Janadal at an assembly of political activists held on 27
November 1983. The formation of executive committee of the new party was delayed due to
the adverse political situation in the country. Later, the central executive committee was
formed with Justice Chowdhury as convenor and MA Matin as general secretary. Consequent
upon Ershad's assumption of the presidency, Justice Chowdhury relinquished his position in
Janadal. Subsequently Mizaur Rahman Chowdhury and Riazuddin Ahmed (Bhola Miah) were
nominated as acting chairman and general secretary, respectively, of Janadal. In the second
stage of party development, a new political forum, Jatiya Front, was formed at the initiative of
General Ershad. A group of leaders from BNP under Shah Aziz, factions of Janadal and
Muslim League, the Ganatantri Dal, United Peoples Party, Barrister Moudud Ahmed, and
Anwar Hossain Manju joined the Front. The steering committee of the Jatiya Front consisted
of 13 members. On 1 October 1985, the ban on political activities was partially lifted, and
within less than six months the Jatiya Front was declared dissolved. A new political party
styled as Jatiya Party was formally launched on 1st January 1986 with Hussain Muhammad
Ershad as its chairman.
Historical Background of Jamat-E Islam as a Political Services Marketing Organization
The Jamaat-e-Islami was founded in pre-partition India by Syed Ab'ul Ala Maududi at Islamia
Park, Lahore on 26 August 1941 as a movement to promote Socio-Political Islam. Jamaat
opposed the creation of a Pakistan as a separate state for the Muslims of India. Jamaat-e-
Islami did not support the Muslim League, then the largest Muslim party, in the election of
1946. After independence and partition, Maududi moved to Pakistan from India. The current
party in Bangladesh developed from the East Pakistan wing of the formerly national party.
Jamaat is the largest Islamist political party in Bangladesh. On 1 August 2013 the Bangladesh
Supreme Court declared the registration of the Jamaat-e-Islami illegal ruling that the party is
unfit to contest national polls. The Jamaat stood against the independence of Bangladesh and
opposed the break-up of Pakistan. It collaborated with the Pakistani Army in its operations
against Bengali nationalists, intellectuals and minority Hindus. Many of its leaders and
activists participated in paramilitary forces that were implicated in war crimes, such as mass
murder, especially of Hindus, rape and forced conversions of Hindus to Islam. Jamaat-e-
110
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Islami members led the formation of the Shanti Committee, and the Razakar and Al-Badr
paramilitary forces. Upon the independence of Bangladesh in 1971, the new government
banned Jamaat from political participation and its leaders went into exile in Pakistan.
Following the assassination of the first president and the military coup that brought Maj. Gen.
Ziaur Rahman to power in Bangladesh in 1975, the ban on the Jamaat was lifted. Its leaders
were allowed to return. The Jamaat agenda is the creation of an "Islamic state" with the
Shariat legal system, closer relations with Pakistan and Saudi Arabia, and outlawing "un-
Islamic" practices and laws. The Jamaat has been accused for periodic attacks on Hindus and
Buddhists and the Ahmadiyya Muslims. In the 1980s, the Jamaat joined the multi-party
alliance for the restoration of democracy. It later allied with Ziaur Rahman's Bangladesh
Nationalist Party. Jamaat leaders became ministers in the two BNP-led regimes of Prime
Minister Begum Khaleda Zia. Its popularity has decreased and in 2008, it won only five of
300 seats in Parliament.
Historical background of Jatio Smajtantrik Dal as a Political Services Marketing Organization
The party founded in 1972 through the merger of socialist political activists and military
officers. It was founded under the leadership of Major (Retired) Abdul Jalil, a freedom fighter
from Barisal District, and was also joined by pro-Awami League top ranking student leaders
like ASM Abdur Rab & Shahjahan Siraj. Led by Colonel Abu Taher, the front was firmly
opposed to the regime of Brigadier Khaled Mosharraf and overthrew it in a military coup on
November 7, 1975, which is celebrated in Bangladesh as the National Revolution and
Solidarity Day.
2.13 Political Market Positioning Strategy of Bangladesh Awami League
The Bangladesh Awami League styles itself as the leader of the "pro-liberation" forces in
Bangladesh, promoting secular and social democratic sections of the political establishment in
the country. The party constitution states, and in two cases defines the reason for, four
fundamental principles in guiding its philosophy and policies.
They include:
1. Democracy 2. Socialism 3. Secularism 4.Nationalism
111
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2.14 Political Market Positioning Strategy of Bangladesh Nationalist Party Ideologically, the party has professed Bangladeshi nationalism, described as the Islamic
consciousness of the people of Muslim majority Bangladesh, in order to counter the secular
Awami League. BNP promotes a very center-right policy combining elements of
conservatism, corporatism, nationalism, militarism, anti-anarchism and anti-communism. It is
more popular among the country’s business class, military, and conservatives. The party
believes that Islam is an integral part of the socio-cultural life of Bangladesh, and favors
Islamic principles as well as cultural views. Principles:
The main principles of BNP are:
1. Believe in Almighty Allah
2. Nationalism
3. Democracy
4. Socialism (Meaning to economics and social justice)
2.15 Political Market Positioning Strategy of Jatiya Party in Bangladesh.
In 1982, Jatiya Party founder and leader Hossain Mohammad Ershad, also a military dictator
seized power in an army coup, suspended all political parties and discarded the Constitution.
He is still the head of the party, which is considered to be the one of the major political parties
besides AL and BNP. Jatiya Party believes in the welfare of the citizens. Their main priorities
include achieve a peaceful and modern nation free of nepotism, corruption, misrule and
violence. They are committed to enforcing law and order which is essential for any nation.
The party symbol is plough.
Jatiya Party is a moderate centre-right party. Ideologically it is close to BNP. Ershad had a
golden opportunity to stand in-between the stands of AL and BNP by striking a formula to set
and place both Bangabandhu Sheikh Mujibur Rahman and Freedom fighter Ziaur Rahman
giving due weights to the history and war of independence leading to war of liberation.
The basic principles of the party are:
1. Freedom and Savagism
2. Implementation of Islam and respecting of other religions
3. Bangladeshi Nationalism
4. Democracy
5. Progressive economy and society
112
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2.16 Political Market Positioning Strategy of Jamat-e-Islami Bangladesh
Jamaat-e Islami is not a conventional religious, political, social or cultural party only. Jamaat
performs as a spiritual party as spiritual life is important in Islam. Jamaat performs in political
arena because Islamic law can’t be implemented without political force. Jamaat concentrates
upon social services and social reform as strong emphasis has been given on social services
and social reform in Islam. In this sense, Jamaat- e- Islami is a complete Islamic movement.
Fundamental (aqida) belief of Jamaat
1. Allah is only Rob, lawgiver and commander of mankind
2. Only Quran and sunnah are complete code of life for human being
3. Only Muhammad (SAW) is the ideal leader to be followed in all spheres of life
4. The movement of establishing Islam is the only objective of life of a mumin
5. Satisfaction of Allah and salvation in eternal life (Akhirat) are the demand of life of a
mumin (believer)
2.17 Political Market Positioning Strategy of Jatiya Samajtantrik Dal
The basic principles of the political organization are;
1. Socialism
2. Left-wing
2.18 List of All Registered Political Organizations in Bangladesh with brand name and
Logos
SL Name of Political Organization
Date of Registration
Logo Central Office
1 Liberal Democratic Party (LDP)
20-10-2008
29/B East Pnathapath, Tejgoan M/A, Dhaka-1207
2 Jatio Party (JP)
20-10-2008
H # 3/6 B # A, Lalmatia, Mohmmodpur, Dhaka-1207
3 Bangladesher Samybadi Dal (ML)
03-11-2008
27/11/1 Topkhana Road, Dhaka-
1000২৭/১১/১
4 Krishak Sramik League
03-11-2008
80, Motijill C/A Jiban Bima Vahan (Grond Floor) Dhaka
113
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
5 Bangladesh Communist Party
03-11-2008
Mukti Vaban, 2, Comred Moni sing Road, Purana Paltor, Dhaka-1000
6 Bangladesh Awami League
03-11-2008
23, Bangabandhu Avenue, Ramna, Dhaka-1000, R # 3/A, H # 51, Dhanmondi, Dhaka
7 Bangladesh Nationalist Party (BNP)
03-11-2008
28/1 Nayapaltan, VIP Road, Dhaka-
1000২৮/১,
8 Ganatantri Party
03-11-2008
79, Kakrail, Mayakanon, 3rd Floor,
Dhaka-1000৭৯,
9 Bangladesh National Awami Party
03-11-2008
20-21 Dhanmondi Hokars Market, 2nd floor, Dhaka-1205
10 Bangladesher Workers Party
03-11-2008
31/F Tofkhana Road, Dhaka-1000
11 Bikalpa Dhara Bangladesh
03-11-2008
H # 19, R #12 B # K, Baridhara, Dhaka-1212
12 Jatio Party
03-11-2008
27/8/A Tofkhna Road, Dhaka-1000
13 Jatio Samajtantrik Dal (JSD)
03-11-2008
35-36, Bangabandhu Avenue,Dhaka-1000
14 Bangladesh Jamat-e Islami
04-11-2008
505 Aliphant Road, Bara Magbazar, Dhaka-1217
15 Jatio Samajtantrik Dal (JSD)
09-11-2008
65, Bangabandhu Avenue, 4th floor, Dhaka-1000
16 Zakher Party 09-11-2008
H # 19, R # 3, B # I
Bannani Gulshan, Dhaka-1213
17 Bangladesh Samajtantrik Dal
09-11-2008
23/2 Tafkhana Road, 2nd floor, Shabag, Dhaka-1000
114
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
18 Bangladesh Jatio Party (BJP)
09-11-2008
50, DIT Extention Road, Esternview, 5 floor, Nayapaltan, Dhaka-1000
19 Bangladesh Tarikat Fedaration
09-11-2008
1/4, Block # Ka, Section-1, Dhaka-1216
20 Bangladesh Kelaphat Andolan
13-11-2008
314/2 J N Shaha Road
Killerbag, Lalbag, Dhaka-1211
21 Bangladesh Muslim League
13-11-2008
116/2, Nayapaltan, 5th floor, Dhaka-1000
22 National People’s Party
13-11-2008
106, Kakrail, Dhaka-1000
23 Jamal Ulamaye Islam Bangladesh
13-11-2008
116/2 Nayapaltan, Dhaka-1000
24 Ganofrom
13-11-2008
Eden Complex, 2/1-A, Arambag (167 Motijill Inner Cercular Road) Dhaka-1000
25 Gonofront
13-11-2008
Samia Manjil, Flat-C, Indira Road, Shere Bangla Nagar, Dhaka-1215
26 Pragatishil Ganatantrik Dal
13-11-2008
8/4 A, Topkhana Road, Segun Bagicha, Dhaka-1000
27 Bangladesh National Awami Party Bangladesh
13-11-2008
85, Nayapaltan, Masjid Road,
28 Bangladesh Jatio Party
16-11-2008
116, Santinagar, Dhaka
29 Oikhyabadha Nagarik Andolon
16-11-2008
H # 50, R # 3, B # B, Section 12, Mirpur, Pallabi, Dhaka
30 Islamic Front Bangladesh
16-11-2008
60 A, Purana Palton, Dhaka-1000
115
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
31 Bangladesh Kallan Party
17-11-2008
H # 325, 5th floor, lane # 22, New DHOS, Mohakhali, Dhaka-1207
32 Islami Oikya Jot
17-11-2008
57, Kazi, Riajuddin Road, Lalbag, Dhaka-1211
33 Bangladeh Khelafat Majlish
20-11-2008
59/3/3, Purana Paltan, Dhaka-1000
34 Islami Andolon Bangladesh
20-11-2008
55, B Purana Paltan, Dhaka-1000
35 Bangladesh Islami Front
20-11-2008
205/5, Fakirarpul, Dhaka-1000
36 Jatio Ganatantri Party
20-11-2008
Road # 1, H # 2 Asadgate Road, Mohammadpur, Dhaka-1207
37 Bangladesh Biplabi Warkers Party
20-11-2008
27/8 A, Topkhana Road, Segunbagicha, Dhaka-1000
38 Khalafath Majlish
22-11-2008
16, Bijoynagar, Dhaka-1000
39 Bangladesh Muslim League(BML)
02-06-2013
H # 110, R # 27, B # A, Dhaka-1213
40 Bangladesh Sangskritic Mukti Jot
08-10-2013
128/3, Tejturi Bazar, Kawran Bazar, Dhaka-1215
41 Bangladesh Nationalist Front
18-11-2013
27/11/2 Topkhana, Segunbagicha,
Source: http://www.ecs.gov.bd/English/RegisteredPoliticalPartyEng.php [21-02-2014]
In the synonym of political services marking concept, all the above mentioned political
organizations are involved in political services marketing. They have specific Logo to
differential their distinctive positioning strategy in the voter market as well as non-profitable
or profitable marketing organizations. In the marketing language, all political organizations
are using Logo for building their branding image. The registration of the political
116
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
organizations under Election Commission of Bangladesh is in the synonym of profitable or
non-profitable organizational registration. It is observed that all these political organizations
are performing all marketing activities like offering services package before election,
communicating the positioning strategy to attract and win the voter market for serving the
nation.
117
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2.19 VOTER-MARKET SHARE of Major Political Organizations
Bangladesh Awami League won the general elections for the first time since 1973 by forming
a coalition government, since they fell 5 seats short of a majority.
Results
Party Votes % Seats
Bangladesh Awami League 15,882,792 37.4 146
Bangladesh Nationalist Party 14,255,986 33.6 116
Jatiya Party 6,954,981 16.4 32
Jamaat-e-Islami Bangladesh 3,653,013 8.6 3
Islami Oikkya Jote 461,517 1.1 1
Jatiya Samajtantrik Dal (Rab) 97,916 0.2 1
74 other parties 662,451 1.6 0
Independents 449,618 1.1 1
Invalid/blank votes 462,302 - -
Total 42,880,576 100 300
Source: http://en.wikipedia.org/wiki/Bangladeshi_general_election,_June_1996 access
on [21-02-201
118
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Voter Market Share of Political Competitors in Bangladesh 1996
Voter Market Share of Political Organizations in Bangladesh in Eighth General Election,
2001BNP won two-third majority in the parliament and won the elections.
Summary of the 1 October 2001 Bangladesh Jatiyo Sangshad election results
Parties Votes % Seats
Bangladesh Nationalist Party (Bangladesh Jatiyatabadi Dal) 23,074,714 41.40 193
Bangladesh Awami League. 22,310,276 40.02 62
Jatiya Party (Ershad) Includes candidates of the Islamic National Unity Front
(Islami Jatiya Oikya Front)
4,023,962 7.22 14
Jamaat-e-Islami Bangladesh 2,385,361 4.28 17
Jatiya Party (Naziur) 521,472 0.94 4
Islami Oikya Jote 312,868 0.56 2
Krishak Shramik Janata League 261,344 0.47 2
Jatiya Party (Manju) 243,617 0.44 1
Non-partisan and others 2,262,045 4.06 6
Vacant - 2
Total (turnout 74.9 %) 55,728,162 100.0 300
Rejected votes 441,871
Total votes 56,169,233
Registered voters 74,951,319
Source: Bangladesh Election Commission through Adam Carr and Daily Star
119
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Voter Market Share of Political Organizations of Bangladesh in 9th General Election, 2008
Summary of the 9th Bangladeshi Jatiyo Sangshad election
Alliance Party Votes % Seats
Grand Alliance Bangladesh Awami League 33,887,451 49.0% 230
Jatiya Party 4,867,377 7.0% 27
Jatiyo Samajtantrik Dal 429,773 0.6% 3
Workers Party of Bangladesh 214,440 0.3% 2
Liberal Democratic Party 161,372 0.2% 1
Four Party Alliance Bangladesh Nationalist Party 22,963,836 33.2% 30
Jamaat-e-Islami Bangladesh 3,186,384 4.6% 2
Bangladesh Jatiya Party-BJP 95,158 0.1% 1
Islami Oikya Jote - - -
Independents and others 3,366,858 4.9% 4
Total 69,172,649 99.99% 300
Source: Electoral Commission of Bangladesh seat-wise tally Election commission homepage
Figure-3 : Voter-market Share of Political parties of Bangladesh in 9th General Election.
120
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2.20 CONCLUSION
It is envisaged from the literature reviews that many researchers worked on political services
marketing concept e.g studies on Marketing of Political Ideologies of different Political
Parties in Bangladesh, Services Marketing, Non-profit marketing, Voter marketing, Political
Marketing, The Selling of the American President 1968, Broadening the Marketing Concept,
Public Services Marketing etc. In political literature review, it is observed that the ultimate
mission of a political organization is winning power to serve the nation for building a
certain level of socio-economic development. In this connection, every non-profit
organization has a mission. There are many political institutions functioning in political
science. These organizations have specific offerings to the respective target groups in a
democratic country. The legislature body is involved in laws and polices making by which the
government serves the population (voter-market) of a State. Every law is one kind of
intangible product because it has a benefit for a target group of people (market). Justice
body is involved for peace-keeping in society. This institute has an offer or product that is
judgment. The groups of people who want judgments are called market. On the other hand,
the Arm Force of a country is another service providing institution as the security body of a
State under government. In the view point of marketing, political weakness of the Arm Force
is illegal practice in democracy. Therefore, all the political institutions are performing non-
profit marketing activities without knowing formal knowledge in marketing. Political
philosophy and non-profit marketing philosophy are more or less the same. One of the
most important political objectives is identifying the fundamental needs and wants of the
nation and undertaking numerous service generating projects to satisfy the target groups
through a political process. Analyzing the related definition of marketing, politics and
political science, form of government and qualities of the leadership, it is also observed that
most of the political and marketing terms are closely connected. For example, every
political organization has a registration, brand name, logo, offerings/products, target voter-
market, service or product delivery, communication with the target market, charging price
(monetary cost + time cost + energy cost + psychic cost of public services), offering value
(functional + emotional value), segmentation of voter-market, positioning strategy for loyal
voters, communication through electronic and print media, salesmanship (personal
communication between political candidate and voters) competitive strategies etc. In
marketing, marketer considers the culture in designing the offerings or products. In politics,
a political organization also considers the culture of a country in designing the political
121
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
offerings (political ideology or basic principles + past performance + election manifest). The
overall literature review and analyzing the political and marketing terms concluded that most
of the marketing activities are performing without any formal marketing knowledge by
political competitors in a democratic country. In an industry, the competitors are wining
major market share to be a market leader for successful marketing by using marketing
techniques in a peaceful environment controlled by regulatory bodies under the constitution.
Therefore all political competitors can use marketing techniques to win the maximum voter-
market share by offering their respective political offerings under the strong controlling of
election commission and other political institutions in a peaceful competitive environment. In
this connection, many articles have been written on political product, political marketing,
marketing in public policies, voter marketing, selling of American president, social marketing,
marketing of social organizations etc. But it is found that no research has been conducted on
Political Services Marketing. In the one section of the literature reviews, Abraham Shama
has stated in the definition of Political Marketing that a political candidate is marketing
himself. The author of this article has highlighted on the political candidate and the
organizational ideologies only. But now a days, political organizations are identifying the
voters’ needs and wants on priority basis and satisfying of these needs and wants for offering
election manifest or bundle of services for creating, delivering, pricing (monetary cost + time
cost + energy cost + psychic cost) and communicating the superior values than those of the
political competitors in a country after winning the maximum voters. From this view point, a
ruling political organization is marketing services through a political process in a
competitive environment of democracy. In the proposed new concept, this competition
should be based on competitive advantages as the declared services package before election
not based on traditional ways.
The literature review also found that the television and other marketing communicating tools
can play an important role instead of traditional practices like hortal, showdown, blocking
roads, rail, firing vehicles, bomb blasting, killing of the oppositions etc for creating a peaceful
political competitive environment in Bangladesh.
The discussion about the above mentioned six definitions in the introduction and the literature
review indicates a new definition of Political Services Marketing. “Political Services
marketing is the political and societal process of planning and executing of carefully
formulated programs designed to satisfy the voter market through creating, delivering,
pricing (monitory cost + time cost + energy cost + psychic cost) and communicating
superior services which directly or indirectly benefits the nation of a country for
122
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
winning a monopoly serve market in a certain period of time in building and
maintaining relationship with them for the next election.”-Datta,U.K (2014) Political
services marketing always benefit the voter market not to benefits the political marketers.
Therefore, in marketing literature, every product or services is a problem solving package.
Hence, problem free society depends on marketing activities. In this context, all most all the
reviewed studies and text books, no studies has not stated that a political organization is
basically trying to win the voter market to serve the nation through a political process of a
democratic country. Even, the researchers have not yet attempted any worthy study in the
world that how marketing practice could be the substitute of the traditional political practices
for peaceful Bangladesh. Therefore, here is a scope of research on Political Services
Marketing for Peaceful Bangladesh.
123
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2.21 U.K Datta Model of Political Services Marketing System of a State
Figure No. 3
State
Territory/Market
Place
Government of the
State
Legislature (Service Policies
and Law Makers) Executive Body of the
Government
Justice (Implementation
of Policies and Laws)
All Kinds of Private
Organizations
All Kinds of Public
Organizations (Political,
Economical and Social)
Election
Commission
Social
Organizations
Economical
Organizations
Political
Organizations
Population of a State (Multi-Markets)
Voter-Market/Political Market (ID holders)
124
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2.22 REFERENCE
Andreasen, A. R., & Kotler, P. (2003). Strategic marketing for nonprofit organizations (pp.
44-53). Upper Saddle River, NJ: Prentice Hall.
Althaus, S. L., & Tewksbury, D. (2002). Agenda setting and the “new” news: Patterns of
issue importance among readers of the paper and online versions of the New York
Times. Communication Research, 29, 180–207
Alan A. Roberts. (1961) “Applying the Strategy of Market Segmentation,” Business
Horizons, pp Almond, Gabriel A., Verba, Sidney, (1965). The Civic Culture
Ahmed, Emajuddin, (1989). Society and Politics in Bangladesh
Annas, J. (1981). An introduction to Plato's Republic.
Aristotle, R. M. (1941). The basic works of Aristotle (pp. 395-466). New York: Random
House. 65-72
Bratić, V. (2006). Media effects during violent conflict: Evaluating media contributions to
peace building. conflict & communication online, 5(1), 1-11.
Blondel, J. (1987). Political leadership. Towards a general analysis, London.
Bartels, L. M. (1993). Messages received: The political impact of media exposure. American
Political Science Review, 87, 267–285.
Baum M. A. (2002). Sex, lies and war: How soft news brings foreign policy to the inattentive
public. American Political Science Review, 96, 91–109.
Baum, M. A. (2003). Soft news goes to war: Public opinion and American foreign policy in
the new media age. Princeton, NJ: Princeton University Press.
Beck, P. A., Dalton, R. J., Greene, S., & Huckfeldt, R. (2002). The social calculus of voting:
Interpersonal, media, and organizational influences on presidential choices. American
Political Science Review, 96, 57–73
Bosso, C. J. (1989). Setting the agenda: Mass media and the discovery of famine in Ethiopia.
In M. Margolis & G. Mauser (Eds.), Manipulating public opinion (pp. 153–174).
Monterey, CA: Brooks Cole
Burden, B. C. (2002). When bad press is good news: The surprising benefits of negative
campaign coverage. Harvard International Journal of Press/Politics, 7(3), 76–89.
Butsch, R. (2003). Popular communication audiences: A historical research agenda. Popular
Communication, 1, 15–21.
Bass, B. M. (1996). Theory of transformational leadership redux. The Leadership Quarterly,
6(4), 463-478.
125
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Branson, M. S. (2001). Civic education: An antidote for political apathy. Retrieved from: bpb.
de on.
Bangladesh hangs killers of independence leader Mujib – BBC “BBC News. 27 January 2010.
"Background Note: Bangladesh". 2008. Bureau of South and Central Asian Affairs
(March 2008). Accessed June 11, 2008.
Bernare J. Lachner, (1977). Marketing-An Emerging Management Challenge,” Health Care
Management Review, Fall 1977, p 27.
Christopher H. Lovelock and Charles B. Winberg, (1977) Cases in Public and Nonprofit
Marketing (Palo Alto, Calif: Scientific Press) pp. 19-30
Chong, D. (2000). Rational lives: Norms and values in politics and society. Chicago:
University of Chicago Press.
Christie, D. J., Tint, B. S., Wagner, R. V., & Winter, D. D. (2008). Peace psychology for a
peaceful world. American Psychologist, 63(6), 540.
Cambridge UK: Cambridge University Press. Entman, R. M., & Rojecki, A. (2000). The
black image in the white mind: Media and race in America. Chicago: University of
Chicago Press
Communication & Mass Media: Handbook of Political Communication Nimmo, D.D. and
K.R. Sanders, Beverly Hills: Sage, 1981, ISBN: 0803917147
Cantor, N., & Kihlstrom, J. F. (1987). Personality and social intelligence. Pearson College
Division.
Choudhury, G. W. (1972). Bangladesh: Why it happened. International Affairs (Royal
Institute of International Affairs 1944-), 242-249.
Delli Carpini, M. X., & Keeter, S. (1996). What Americans know about politics and why it
matters. New Haven, CT: Yale University Press.
Dirck, B. R. (2001). Lincoln & Davis: Imagining America, 1809-1865. University Press of
Kansas.
Dahlgren, P. (2001). The public sphere and the net: Structure, space and communication. In
W. L. Bennett & R. M. Entman (Eds.), Mediated politics: Communication in the future
of democracy (pp.33–55). Cambridge, UK: Cambridge University Press
Dahl, Robert, 1996. The Future of Democratic Theory. Moazzem Hossain, 2013.
International Publications Limited from Tropicana Tower (4th floor), 45, Topkhana
Road, GPO Box : 2526 Dhaka- 1000
126
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Daniel J. Sweeney (1972) “Marketing: Management Technology or social Process?” Journal
of Marketing, pp. 3-10
David L. Sills, (1957) The volunteers – Means and Ends in a National Organization (Glenceo,
III.: Free Press)
Datta. U. K (2012) Political Services Marketing for Peaceful Bangladesh. The Dhaka
University Journal of Marketing, Vol no. 15, 2012. Nov. 2014 pp 287-304
Schattschneider, E. E. (1942). Party government... Transaction Publishers.
Esser, F., & Pfetsch, B. (Eds.). (2004). Comparing political communication: Theories, cases,
and challenges. Cambridge, UK: Cambridge University Press.
Entman, R. M. (2004). Projections of power: Framing news, public opinion, and U.S. foreign
policy. Chicago: University of Chicago Press.
Entman, R. M., & Herbst, S. (2001). Reframing public opinion as we have known it. In W. L.
Bennett & R. M. Entman (Eds.), Mediated politics: Communication in the future of
democracy (pp. 203–225).
Franck, T. M. (1970). Who killed Article 2 (4)? or: changing norms governing the use of
force by states. American Journal of International Law, 809-837.
Finer, S.E. (2002). The Man on horseback; The role of the military in politics. Transaction
Publishers.
Golan, G., & Wanta, W. (2001). Second-level agenda-setting in the New Hampshire primary:
A comparison of coverage in three newspapers and public perceptions of candidates.
Journalism & Mass Communication Quarterly, 78, 247–259.
Gilboa, E. (2009). Media and conflict resolution: a framework for analysis. Marq. L. Rev., 93,
87.
Goldstein, K., & Freedman, P. (2002). Lessons learned: Campaign advertising in the 2000
election. Political Communication, 19, 5–28
Graber, D. A. (2001). Processing politics: Learning from television in the Internet age.
Chicago: University of Chicago Press.
Graber, D. A. (2003). The power of communication: Managing information in public
organizations. Washington, DC: CQ Press
G. W. (April 1972). "Bangladesh: Why It Happened". International Affairs (Royal Institute of
International Affairs)
127
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Gross, K., & Aday, S. (2003). The scary world in your living room and neighborhood: Using
local broadcast news, neighborhood crime rates, and personal experience to test agenda
setting and cultivation. Journal of Communication, 53, 411–426
Garnett, J. L., & Kouzmin, A. (Eds.). (1997). Handbook of administrative communication.
New York: Marcel Dekker.
Grint, K. (2011). A history of leadership. The Sage handbook of leadership, 3-14.
Glick, E. B. (1967). Peaceful conflict: the non-military use of the military. Stackpole Books.
Giddens, A. (1993). New rules of sociological method: A positive critique of interpretative
sociologies. Stanford University Press.
Haripada Bhattacharjee and Ashraful Islam Chowdhury,(1988),“Marketing of Political
Ideologies of Different Political Parties in Bangladesh.”1988 pp1-2, Bureau of
Economic Research, University of Dhaka, Bangladesh.
Howard, R. (2002). An operational framework for media and peacebuilding. Institute for
Media, Policy and Civil Society.
Hogg, G., Laing, A., & Winkelman, D. (2003). The professional service encounter in the age
of the Internet: an exploratory study. Journal of Services Marketing, 17(5), 476-494.
H Giddens (1993) New rules of Sociological Methods 2nd edn. Cambridge: Polity.
Hussey, W. (2004, April). Donkeys and elephants, but no circus: The 2003 California recall.
Paper presented at the annual conference of the Midwest Political Science
Association, Chicago.
Herbermann, C. G. (Ed.). (1922). The Catholic Encyclopedia: Supplement. I. Encyclopedia
Press, Incorporated.
Ozanne, J. L., Corus, C., & Saatcioglu, B. (2009). The philosophy and methods of
deliberative democracy: Implications for public policy and marketing. Journal of
Public Policy & Marketing, 28(1), 29-40.
John B. Stewart ( 1959). “Functional Features in Product Strategy, Harvard Business Review,
March-April 1959
John W. Huppertz, Sidney J. Arenson, and Richard H. Evans, (1978) “An application of
Equity Theory to Buyer-Seller Exchange Situations, “Journal of Marketing Research.
Pp 250-60
Lupia, A., & McCubbins, M. D. (1998). The democratic dilemma: Can citizens learn what
they need to know? New York: Cambridge University Press
128
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Laczniak, G. R., & Murphy, P. E. (2012). Stakeholder theory and marketing: Moving from a
firm-centric to a societal perspective. Journal of Public Policy & Marketing, 31(2),
284-292.
James E. Stafford, (1968). “Marketing Information Systems: An Introductory Overview,” p.
7
James F. engel, Roger D. Blackwell, and David T. Kollat.( 1978). Consumer Behaior, 3rd ed.
(New York: Holt, Rinehart & Winston, pp 127-28
Krugman, H. E. (1966). The measurement of advertising involvement. Public Opinion
Quarterly, 30(4), 583-596.
Kapur, A.C. (1996) Principles of Political Science, S. Chand & Company, New Delhi-
110055, pp 1
Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social change.
The Journal of Marketing, 3-12.
Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social change.
The Journal of Marketing, 3-12.
Kool, V. K., & Keyes, C. L. (1990). Explorations in the nonviolent personality. In
Perspectives on nonviolence (pp. 17-38). Springer New York.
Lovelock and Weinberg (1978) “Public and Nonprofit Marketing Comes of Age,” pp. 416-20
Laotzu (1986) The way of life according to Laotzu: an American version. Penguin, 1986.
Lincoln, A., & Basler, R. P. (1955). The collected works (Vol. 3). Rutgers University Press.
Lovelock, C. H., Wirtz, J., & Chew, P. (2009). Essentials of services marketing.
Laing, A. (2003). Marketing in the public sector: Towards a typology of public services.
Laski, H. J. (2008). The state in theory and practice. Transaction publishers.
McCombs, M. E., Shaw, D. L., & Weaver, D. (Eds.). (1997). Communication and democracy.
Mahwah, NJ: Erlbaum Marketing Theory, 3(4), 427-445.
Margaret, B. Stephen Schechter, and Thomas Vontz (2009) Adapted from Exploring Political
Ideas by (Wash-ington, DC: CQ Press, 2009; forthcoming).
Maibach, E. W., & Parrott, R. L. (Eds.). (1995). Designing health messages: Approaches from
communication theory and public health practice. Sage Publications.
Mayton, D. M., Diessner, R., & Granby, C. D. (1996). Nonviolence and human values:
Empirical support for theoretical relations. Peace and Conflict: Journal of Peace
Psychology, 2(3), 245-253.
129
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Mayton, I. I., & Daniel, M. (2001). Nonviolence within cultures of peace: A means and an
ends. Peace and Conflict: Journal of Peace Psychology, 7(2), 143.
McGinnies (1986), the author of the book “The selling of the President 1968”
Masciulli, J., Molchanov, M. A., & Knight, W. A. (2009). Political leadership in
context. The Ashgate Research Companion to Political Leadership, 3-27.
Mann, R. D. (1959). A review of the relationships between personality and performance in
small groups. Psychological Bulletin, 56(4), 241.
Niffenegger, P. B. (1988). Strategies for success from the political marketers. Journal of
Services Marketing, 2(3), 15-21.
Nimmo, D. (1970). The Political Persuaders; The Techniques of Modern Election Campaigns.
Olbrook, T. M. (2002). Presidential campaigns and the knowledge gap. Political
Communication, 19,437–454
Paul E. Green, Yoram Wind, and Arun K. Jain. (1972). “Bendfit Bundle Analysis” Journal of
Advertising Research. Pp 31-36.
Philip Kotler and Sindney J. Levy (1969) “Broadening the Concept of Marketing,” Journal of
Marketing,” pp10-15
Philip Kotler, (2012), “Be part of a global movement to change the world” World Marketing
Summit 1-3 March, 2012, Bangabandhu International Conference Centre, Dhaka.
pp 6-7.
Paris, R. (2006). Bringing the Leviathan Back In: Classical Versus Contemporary Studies of
the Liberal Peace1. International Studies Review, 8(3), 425-440.
Peter F. Drucker (1973). Management : Tasks, Responsibilities, Practices (new York: Harper
&Row)pp.64-65
Powell, G. Bingham. 1982. Contemporary Democracies. Cambridge: Harvard University
Press.
Plato. (1945). The republic of Plato (Vol. 30, pp. 175-203). New York: Oxford University
Press.
Ronald Paul Hill and Kelly D. Martin. (2013) Broadening the Paradigm of Marketing as
Exchange: A Public Policy and Marketing Perspective. Journal of Public Policy &
Marketing
Raggio, R. D., & Folse, J. A. G. (2011). Expressions of gratitude in disaster management: an
economic, social marketing, and public policy perspective on post-Katrina campaigns.
Journal of Public Policy & Marketing, 30(2), 168-174.
130
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
33:1, 17-33. Online publication date: 1-Mar-2014. Abstract | Full Text | PDF (234 KB).
Christian ...
Rice, R., & Atkin, C. K. (Eds.). (2001). Public communication campaigns (3rd ed.). Thousand
Oaks, CA: Sag
Rahman, S, 2010; Institutionalization of Democracy in the Political Parties in Bangladesh
Does culture matter?, Department of General and Continuing Education. North South
University, Bangladesh
Robert Dahl (1991), Modern Political Analysis 5th edition (Englewood Cliffs NJ: Prentice-
Hall, 1991): 4 Choudhury, Yale University
Rahman Md. Saidur, (2010). Institutionalization of Democracy in the Political Parties in
Bangladesh Does culture matter? North South University, Bangladesh. www.
Wikipedia.com. 2013.
Rahman, A. (2012). Television and Public Sphere in Bangladesh: An Uneasy Relationship.
Media Asia, 39(2).
Robson, P. (1998). The economics of international integration. Psychology Press.
Robert D. Buzzell ( 1966) “Competitive Behavior and the Product Life Cycle,” in Johan S.
Wright and Jac L. Goldstucker. Ed. New Iddeas for Successful Marketing, pp.45-68
here p. 51.
Ralph E. Anderson,. (1973) “consumer Dissatisfaction: The Effect of Discomfirmed
Expectancy on Perceived Product Performance, “Journal of Marketing Research,
(1973) pp. 38-44.
Shama, A. (1976). The marketing of political candidates. Journal of the Academy of
Marketing Science, 4(4), 764-777.
Scheufele, D. (2002). Examining differential gains from mass media and their implications for
participatory behavior. Communication Research, 29, 46–65
Saad Andaleeb, S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: an
examination of the transaction-specific model. Journal of Services Marketing, 20(1), 3-
11.
Smith, B. R., Cronley, M. L., & Barr, T. F. (2012). Funding implications of social enterprise:
The role of mission consistency, entrepreneurial competence, and attitude toward
social enterprise on donor behavior. Journal of Public Policy & Marketing, 31(1),
142-157.
131
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Schattschneider, E.E. 1960. The Semi sovereign People New York: Holt, Rinehart and Winston.
Stogdill, R. M. (1948). Personal factors associated with leadership: A survey of the literature.
The Journal of psychology, 25(1), 35-71.
Sen, P. (2007). Ashoka's big idea: Transforming the world through social entrepreneurship.
Futures, 39(5), 534-553.
Stogdill, R. M. (1948). Personal factors associated with leadership: A survey of the literature.
The Journal of psychology, 25(1), 35-71.
Schumpeter and Schumpeter, (1912); Joseph A. Schumpeter; The Theory of Economic
Development. ...
Sedgwick Adam, Roberts, M. B. (2009). (1785–1873): geologist and evangelical. Geological
Society, London, Special Publications, 310(1), 155-170.
Theodore Levitt. (1969) The Marketing Mode (New York: McGraw-Hill) p.2
Vanhannen, Tatu. 1997. Prospects of Democracy: A Study of 172 Countries. New York:
Routledge.
Griskevicius, V., Cantú, S. M., & Vugt, M. V. (2012). The evolutionary bases for sustainable
behavior: Implications for marketing, policy, and social entrepreneurship. Journal of
Public Policy & Marketing, 31(1), 115-128.
William F. Massy. (1971). Multivariate Analysis in Marketing: Theory and Applications. Pp.
5-35.
Wilson, W. (1897). Leaderless government. The Virginia Law Register, 3(5), 337-354.
Wendell R. Smith,(1956). “ Product differentiation and Market Segmentation as Alternative
Marketing Strategies,” Journal of Marketing, pp 3-8.
Weale, Albert. 1999. Democracy. New York: St. Martin's Press.
Walsh, K. (1994). Marketing and public sector management. European Journal of Marketing,
28(3), 63-71.
Yammarino, F. J., & Bass, B. M. (1990). Transformational leadership and multiple levels of
analysis. Human relations, 43(10), 975-995.
Zaccaro, S. J., Foti, R. J., & Kenny, D. A. (1991). Self-monitoring and trait-based variance in
leadership: An investigation of leader flexibility across multiple group situations.
Journal of Applied Psychology, 76(2), 308.
Zaccaro, S. J., Gilbert, J. A., Thor, K. K., & Mumford, M. D. (1992). Leadership and social
intelligence: Linking social perspectiveness and behavioral flexibility to leader effectiveness.
The Leadership Quarterly, 2(4), 317-342.
132
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
CHAPTER 3: PRESENT GOVERNMENT STRUCTUTE
OF POLITICAL SERVICES MARKETING
3.1 Preface
3.2 Political Products or Political Services
3.3 Present Government Structure of Political Services Marketing
3.4 National Services System (NESS)
3.5 Committed Services Package/Products of Major Political
Organizations
3.6 Activities of Prime Minister
3.7 Re-organizing Winning Political Organization or Alliance into
Govt.
3.8 Geographic Segmentation of Political Services Marketing
3.9 Different Political Services Providing Ministries and their
Services
3.10 Role of Upazilla Parishad in Delivering Political Services
3.11 Role of Union Parishad in Delivering Political Services
3.12 Conclusion
3.13 Reference
133
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.1 PREFACE
This section is to describe the present government structure for delivering the proposed
political services marketing system in the democratic Bangladesh. A political organization or
strategic alliance wins the power to arrive on the government platform for serving the voter-
market or nation as a whole. The ruling political organization or alliance by using
government structure identifying the fundamental needs and wants creates different type of
services and delivering these services in multi voter-markets of the country people. There are
46 ministries and departments, 345 directorates and others, 07 Divisions, 64 Districts and 488
Upazilla and 4550 Unions in the government of Bangladesh.
[http://www.bangladesh.gov.bd/?q=bn, 03-09-2014] Every ministry is providing services
directly or through departments, directorates, divisions, upazillas, and union-parishads in
specific segments of political or voter- market of the nation. For an example, education
ministry is providing education related services. In this regard, the concern ministry is
identifying education related problems and undertaking programs to solve these problems to
benefit the student groups. This group is a demographic market segment in which majority are
potential voters’ market of the country in the marketing concept. Similarly, the Ministry of
Liberation War Affairs is providing different type of services for the welfare of the freedom
fighters and their generations. Hence, the freedom fighters and their generations is another
market segment. Thus the other ministries are serving specific present and potential voters of
the country.
Basically, the government is an organization of a State. It has a countrywide fixed structure to
deliver the services among the voter-market. The winning political organization or alliance
uses the structure by reorganizing a cabinet headed by the Prime Minister. There are 49
ministers and state ministers in this organization who are the member of ruling political
organization or strategic alliance. Every ministry is an independent service producing
strategic unit (SSU) under the Prime Minister’s cabinet. This cabinet is comparable with a
corporate body of all ministries. Strategic decisions are made by this corporate body. Before
election, a political organization or alliance declares a certain level of services package or
election manifest. The ruling political organization or alliance then tries to provide these
services under the cabinet division by using concern ministries and their agencies. Every
ministry has a minister who is a representative of the ruling political organization or alliance
and s/he is responsible for the success and failure of the ministry. The winning political
organization or alliance forms government and allots budget among the ministries for creating
134
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
and delivering political services to the voter market/political market. Sometimes it is observed
that no coordination between the annul plans and the allotted budget lack of formal
knowledge in marketing. Formal marketing knowledge can help the concern ministries in
making effective plans to serve the nation. Some ministries are generating political services
directly under the declared election manifest or services packages and 14 ministries are
serving the nation by using upzilla parishad which is under Local Government Division. The
manual of Upazila Parishad, 2013, LGED Bangladesh. All upzilla Parishads in Bangladesh
are the most important government agencies to create and deliver political services to the rural
voter-market. The upazilla Parishad is independently collecting land development tax, selling
revenue stamps and registration fees for Upazilla Revenue fund. Each Upazila is getting 2%
revenue of land registration fee and each Union Parishad is also getting 1% of registration fee
for local socio-economic development. ADP is another sourse of development fund for an
Upazila Parishad. This fund is using to make political services plans on annually or long-term
basis (five years plan). In spite of these funds there are some departmental funds from other
related ministries to serve the local voter-market. The local MP plays an advisory role to
finalize the services plan in each Upazilla Parishad. (The manual of Upazila Parishad, 2013,
LGED Bangladesh). The following section has analyzed the relationship between the
proposed political services marketing concept and related terms of marketing. This section
also analyzes the present government structure for creating and delivering political services to
the voter-market.
3.2 POLITICAL PRODUCTS OR POLITICAL SERVICES
Political Product Decision
The most basic marketing decision of all political organizations make is what products (goods
and services) to offer to the target voter-market. Most organizations offer a product mix.
The product mix is periodically modified by product additions and eliminations. Each new
product services involves risk which could be reduced by better marketing research, product
development, and communication also involves risk in that its product life could conceivably
have been extended through better marketing strategy.
All political organizations face a large number of decisions in the product area. The major
questions are as following.
1. How can the political organization assess and improve its overall product mix.
(Election manifest Decision)
135
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2. How can the political organization assess and improve individual products in its mix
(Product Items Decisions)
3. How can the political organization improve its handling of its products over their life
cycles (Product life cycle decision)
Definition of a Product: A product is anything that can be offered to a market to satisfy a
need. It includes physical objects, services, persons, places, organizations, and ideas. Other
names for a product would be the offer, value package, or benefit bundle- Philip Kotler.
In the synonym of political product, a political product is anything that can be offered to a
voter market to satisfy fundamental needs. The other names would be political services,
election manifest, value package, or benefit bundle. In developing a product to offer to a
market, the product planner has to distinguish three levels of the concept of a product: the
core, tangible, and augmented levels.
Political Product mix is the set of all product lines and items (election manifest) that a
particular political organization makes available to consumers or voters.
Product line is a group of products within a product mix that are closely related, either
because they function in a similar manner, are made available to the same consumers, or are
marketed through the same types of outlets.
Product Item is a distinct unit within a product line that is distinguishable by size,
appearance, price, or some other attribute.
Source; Marketing for non-profit organizations, 2nd edition, (1982) page no.288-293
136
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
An election manifest or in synonym services package or political product can describe an
organization’s product mix in terms of its length width and depth. These concepts are
illustrated in the following assumed figure:
Figure no – 4 : Political Product Mix
Length of Political Product Mix
Pol
itic
al P
rod
uct
Wid
th (
pro
du
ct l
ine
wit
h)
Education-1 Food-2 Medical services-3 Residence-4 Socialwalefare-
5
Mass Education-
1
Food for
poorest-1
Eye hospital-1 Tin distribution-1 Widow
allowances-1
Primary
Education-2
Rationing-2 Hart Institute and
Hospital-2
Government plot-
2
Honorariums for
the Freedom
fithers-2
Secondary-3 Open market-3 Kidney Institute
and Hospital-3
Residence at high
platform-3
Allowances for
Senior Citizen-3
Higher
secondary-4
Chest Hospital-4 Residential
project-4
Allowances for
Disable people-3
Degree and
Masters-5
General Hospital-5 Bank for
unemployment-4
Madrasha-6 Upazila Health
Complex-6
Technical -7 Community
Medical Centre-7
Mix Items + 7 + 3 +7 +4 +5
Source; Marketing for non-profit organizations, 2nd edition, (1982) page no.288-293
137
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Figure-5 : In the synonym of Political product, three levels of a product
Core Product: At the most fundamental level stands the core product, which answers the
questions: What is the consumer really seeking: What need is the product really satisfying? In
the synonym of political product, the core product of Bangladesh Awami-League is the four
principles; Secularism, Socialism, Democracy, Bengali Nationalism, as like as the core
product of Bangladesh Nationalist Party is the four principles; Believe in Almighty,
Nationalism, Socialism (economic and social justice), Democracy.
Tangible Product: The core product is always made available to the buyer in some tangible
form. The brand name, logo of a ruling political organization implemented values of the
election manifests, quality and style of given services.
Augmented Product: The marketer can offer to the target market additional services and
benefits that go beyond the tangible product. The ruling political organization may offer extra
services over its declared election manifest.
Brand
Name
and Log
Installation facilities
Core Product
Warranted
Services
Down
payment
Servicing
Augmented Product
Quality
Tangible
Features
Basic Principles & Ideology Style of
Services
Election
Manifest
138
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.3 Present Government Structure of Political Services Marketing
List of Ministries & Division
1 Ministry of Social Welfare, Directorates and Others (4)
2 Ministry of Agriculture, Directorates and Others (17)
3 Ministry of Health & Family Welfare, Directorates and Others (9)
4 Ministry of Women and Children Affairs, Directorates and Others (3)
5 Ministry of Textiles & Jute, Directorates and Others (7)
6 Bridge Division, Directorates and Others (1)
7 Bank and Financial Institutions, Division Directorates and Others (8)
8 Ministry of Information, Directorates and Others (13)
9 Ministry of Finance
10 Internal Resources Division, Directorates and Others (4)
11 Ministry of Foreign Affairs, Directorates and Others (31)
12 Ministry of Commerce Directorates and Others (12)
13 Ministry of Communication Directorates and Others (1)
14 Ministry of cultural Affairs Directorates and Others (7)
15 Ministry of Deference Directorates and Others (9)
16 Ministry of Disaster Management and Relief Directorates and Others (4)
17 Ministry of Education Directorates and Others (18)
18 Ministry of Environment and Forest Directorates and Others (5)
19 Ministry of Expatriates’ Welfare and Overseas Employment, Directorates and
Others (2)
20 Ministry of Fisheries And Livestock Directorates and Others (2)
21 Ministry of Food Directorates and Others (2)
22 Ministry of Home Affairs Directorates and Others (10)
23 Ministry of Industries Directorates and Others (12)
24 Ministry of Labor and Employment Directorates and Others (4)
25 Ministry of Liberation War Affairs Directorates and Others (3)
26 Planning Division, Directorates and Others (2)
139
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
27 Ministry of Posts, Telecommunications and Information Technology Directorates and
Others (1)
28 Power Division Directorates and Others (11)
29 Ministry of Religious Affairs Directorates and Others (5)
30 Ministry of Public Administration, Directorates and Others (8)
31 Ministry of Primary and Mass Education, Directorates and Others (3)
32 Ministry of Railways, Directorates and Others (1)
33 Ministry of Shipping, Directorates and Others (8)
34 Ministry of Science and Technology, Directorates and Others (6)
35 Ministry of Water Resources, Directorates and Others (8)
36 Ministry of Youth and Sports, Directorates and Others (4)
37 Prime Minister’s Office, Directorates and Others (9)
38 Information and Communication Technology Division, Directorates and Others (4)
39 Cabinet Division
40 Armed Forces Division, Directorates and Others (3)
41 Posts and Telecommunications Division, Directorates and Others (5)
42 Bangladesh Parliament
43 Finance Division. Directorates and Others (7)
44 Economic Relations Division
45 Ministry of Law, Justice and Parliamentary Affairs
46 Legislative and Parliamentary Affairs Division
47 Law and Justice Division, Directorates and Others (5)
48 Implementation, Monitoring and Evaluation Division, Directorates and Others (2)
49 Nobel
50 Roads Division, Directorates and Others (3)
51 Local Government Division, Directorates and Others (7)
52 Statistics and Informatics Division, Directorates and Others (1)
53 Rural Development and Co-operatives Division, Directorates and Others (6)
54 Ministry of Housing and Public Works. Directorates and Others (9)
55 Ministry Of Land, Directorates and Others (3)
140
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
56 The President's Office
57 Ministry of Chittagong Hill Tracts Affairs, Directorates and Others (6)
58 Ministry of Civil Aviation and Tourism. Directorates and Others (3)
59 Power, Energy and Mineral Resources Ministry, Directorates and Others (1)
60 Ministry of Planning, Directorates and Others (1)
61 Ministry of Local Government, Rural Development and Cooperatives
Source: Bangladesh Portal, People’s Republic of Bangladesh
List of Directorates and Others
1. Land Record and Survey Department
2. Governance Innovation Unit
3. Bangladesh Islamic Foundation
4. Department of Narcotics Control
5. Directorate of Primary Education
6. Custom House Dhaka
7. Bangladesh Betar
8. Bangladesh Telecommunication Regulatory Commission
9. Telephone Shilpo Sangshta
10. Bangladesh Telecommunications Company Limited(BTCL)
11. Bangladesh Submarine Cable Company Limited (BSCCL)
12. Teletalk Bangladesh
13. Bangladesh Press Council
14. National Security Intelligence
15. National Institute of Mass Communication
16. Special Security Force
17. Press Information Department(PID)
18. Bangladesh Economic Zones Authority
19. Directorate of Mass Communication
20. Bangladesh Export Processing Zone Authority
21. Bangladesh Film Development Corporation (BFDC)
141
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
22. Bangladesh Film archive
23. Privatization Commission, Bangladesh
24. Bangladesh Sangbad Sangshta
25. Public Private Partnership Office
26. Bangladesh Hajj Office
27. NGO Affairs Bureau
28. Ashrayan-2 Project
29. BIAM Foundation
30. Bangladesh Civil Services Administration Academy
31. Department of Printing and Publications
32. Bangladesh Public Administration Training Centre (BPATC)
33. Bangladesh Institute of Bank Management
34. The Security Printing Corporation (Bangladesh) Ltd.
35. Bangladesh House Building Finance Corporation
36. Investment Corporation of Bangladesh
37. Palli Karma-Sahayak Foundation
38. Chittagong Stock Exchange Ltd.
39. Dhaka Stock Exchange
40. Bangladesh Securities and Exchange Commission
41. Office of the Controller General of Accounts
42. Financial Management Reform Programme
43. Bangladesh Comptroller and Auditor General
44. National Board of Revenue (NBR)
45. Directorate Of National Savings
46. Custom House Chittagong
47. Supreme Court of Bangladesh
48. Bangladesh Judicial Services Commission
49. Bangladesh Agricultural Research Council (BARC)
50. Small & Medium Enterprise Foundation (SMEF)
51. Integrated Agricultural Productivity Project (IAPP)
142
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
52. National e-Government Procurement
53. Bangladesh Accreditation Board (BAB)
54. Bangladesh Agricultural Development Corporation (BADC)
55. Planning Commission
56. Department of Agricultural Extension
57. Office of the Chief Inspector of Boiler
58. Bangladesh Rice Research Institute (BRRI)
59. Bangladesh Agricultural Research Institute (BARI)
60. Department of Patents, Designs and Trademarks (DPDT)
61. Central Procurement Technical Unit
62. Bangladesh Chemical Industries Corporation (BCIC)
63. Bangladesh Steel & Engineering Corporation (BSEC)
64. Bangladesh Jute Research Institute (BJRI)
65. Bangladesh Small and Cottage Industries Corporation (BSCIC)
66. Bangladesh Institute of Nuclear Agriculture (BINA)
67. Bangladesh Institute of Management (BIM)
68. Bangladesh Sugarcane Research Institute (BSRI)
69. Bangladesh Forest Department
70. Bangladesh Standards and Testing Institution (BSTI)
71. Barind Multipurpose Development Authority (BMDA)
72. Bangladesh Industrial and Technical Assistance Center (BITAC)
73. National Productivity Organization (NPO)
74. Bangladesh Ordnance Factories
75. Cotton Development Board (CDB)
76. Bangladesh Meteorological Department
77. Seed Certification Agency (SCA)
78. Controller General Defense Finance
79. Soil Resource Development Institute (SRDI)
80. Bureau of Non-Formal Education (BNFE)
81. Directorate General of Defense Purchase
143
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
82. Department of Agricultural Marketing (DAM)
83. Bangladesh Army
84. Bangladesh Air Force
85. Bangladesh Space Research and Remote Sensing Organization
86. Military Institute of Science & Technology
87. Agriculture Information Services (AIS)
88. Survey Of Bangladesh
89. Defense Services Command and Staff College
90. National Defense College
91. Bangladesh Institute of Research and Training on Applied Nutrition (BIRTAN)
92. National Academy for Primary Education
93. Saarc Agriculture Information Center (SAC)
94. Directorate General of Food
95. Center for Environmental and Geographic Information Services
96. Department of Labor
97. Child Labor Unit
98. Bangladesh Haor & Wetland Development Board
99. River Research Institute (RRI)
100. Disaster Management Department(DMD)
101. Institute of Water Modeling (IWM)
102. Water Resources Planning Organization (WARPO)
103. Bangladesh Silk Foundation (BSF)
104. Bangladesh Water Development Board
105. Disaster Management Bureau(DMB)
106. Bangladesh Jute Mills Corporation (BJMC)
107. Joint River Commission, Bangladesh
108. Department of Textiles
109. Department of Relief & Rehabilitation (DRR)
110. Flood Forecasting and Warning Center
111. Bangladesh Handloom Board (BHB)
144
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
112. Bangladesh Textiles Mills corporation
113. Bangladesh Sericulture Research and Training Institute (BSRT)
114. Bangladesh Sericulture Development Board (BSDB)
115. Department of Jute (DOJ)
116. Bangladesh Deputy High Commission, Karachi, Pakistan
117. Bangladesh High Commission, Kenya
118. Ashugonj Power Station Company Ltd.
119. Bangladesh Power Development Board
120. Dhaka Electric Supply Authority
121. Bangladesh Embassy, Jordan
122. Bangladesh Madrasha Teachers' Training Institute (BMTTI)
123. National Academy for Computer Training and Research (NACTAR)
124. Dhaka Power Distribution Company
125. Higher Education Quality Enhancement Project (HEQEP)
126. Bangladesh Deputy High Commission in Kolkata, India
127. Dhaka Power Distribution Company Limited
128. Intermediate & Secondary Education Boards, Bangladesh
129. Bangladesh Technical Education Board (BTEB)
130. Bangladesh Embassy, France
131. Electricity Generation Company Limited.
132. West Zone Power Distribution Company Ltd.
133. Power Cell
134. Power Grid Company of Bangladesh
135. Bangladesh Embassy, Kingdom of Bahrain
136. Rural Electrification Board
137. Bangladesh High Commission Canberra, Australia
138. Rural Power Company Limited
139. Bangladesh High Commission, Bandar Seri Begawan, Brunei Darussalam
140. Bangladesh Embassy, Brussels, Belgium
141. National Academy for Planning and Development (NAPD)
145
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
142. Bangladesh High Commission, Ottawa, Canada
143. Titas Gas Transmission and Distribution Company
144. Bangladesh Embassy, Berlin, Germany
145. Rupantarita Prakritik Gas Company Ltd.
146. Bangladesh Oil, Gas and Mineral Corporation
147. Bangladesh High Commission, New Delhi, India
148. Bangladesh Energy Regulatory Commission
149. National Consumer Rights Protection Directorate
150. Directorate of Secondary and Higher Education (DSHE)
151. Directorate of Technical Education
152. National Curriculum and Textbook Board (NCTB)
153. Bangladesh Madrasah Education Board
154. University Grants Commission (UGC)
155. Bangladesh Bureau of Educational Information & Statistics (BANBEIS)
156. Bangladesh Tariff Commission
157. Directorate of Inspection and Audit (DIA)
158. Education Engineering Department (EED)
159. Non-government Teachers Registration and Certification Authority
(NTRCA)
160. Office of the Chief Controller of Imports & Exports
161. Jiban Bima Corporation
162. Bangladesh Embassy, Rome, Italy
163. Institute of Chartered Accountants of Bangladesh
164. Bangladesh Embassy, Tokyo, Japan
165. Bangladesh High Commission, Kuala Lumpur, Malaysia
166. Sadharan Bima Corporation
167. Bangladesh Embassy, Moscow, Russian Federation
168. Office of the Registrar of Joint Stock Companies and Farm
169. Bangladesh Embassy, The Hague, The Netherlands
170. Institute of Cost and Management Accountants
146
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
171. Bangladesh High Commission, Islamabad, Pakistan
172. Trading Corporation of Bangladesh (TCB)
173. Bangladesh Export Promotion Bureau
174. Civil Aviation Authority of Bangladesh
175. Bangladesh Parjatan Corporation
176. Bangladesh Air
177. Public Housing Directorate
178. Public Works Department
179. Bangladesh Tea Board
180. Department of Livestock Services (DLS)
181. Bangabandhu Sheikh Mujibur Rahman Novo Theatre
182. Bangladesh Council of Science and Industrial Research (BCSIR)
183. Bangladesh Krira Shikkha Protisthan (BKSP)
184. Department of Youth Development
185. National Institute of bayotekanolaji
186. Bangladesh Railway
187. Bangladesh Atomic Energy Commission
188. Bangladesh Embassy, Riyadh, Saudi Arabia
189. Bangladesh National Scientific and Technical Documentation Centre
190. Roads and Highways Department
191. Bangladesh Road Transport Corporation
192. National Museum Of Science and Technology
193. Bangladesh Road Transport Authority
194. Dhaka Transport Co-ordination Authority
195. Bangladesh Computer Council (BCC)
196. Bangladesh Bridge Authority
197. Consulate General of Bangladesh, Jeddah, Saudi Arabia
198. Controller of Certifying Authorities (CCA)
199. Bangladesh High Commission, Singapore
200. Bangladesh Hi-Tech Park
147
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
201. Dhaka North City Corporation
202. Bangladesh Embassy, Stockholm, Sweden
203. Sheikh Zayed bin Sultan Al-nahiyana Trust
204. Bangladesh High Commission, London, UK
205. Bangladesh Embassy, Washington DC, U.S.A
206. Dhaka South City Corporation
207. Chittagong City Corporation
208. Bangladesh Permanent Mission to the UN, New York, U.S.A
209. National Foundation for Development of the Disabled Persons
210. Bangladesh Consulate General, New York, U.S.A
211. Bangladesh Consulate General, Los Angels, U.S.A
212. Narayanganj City Corporation
213. Department of Social Services
214. Bangladesh Embassy, China
215. Khulna City Corporation
216. Sylhet City Corporation
217. Bangladesh National Social Welfare Council
218. Bangladesh Overseas Employment and Services Limited. (BOESL)
219. Bureau of Manpower, Employment and Training
220. Bangladesh Marine Academy
221. Election Commission
222. Dhaka Water Supply and Sewerage Authority (WASA)
223. Bangladesh Bureau of Statistics
224. Nazrul Institute
225. Bangladesh Shilpakala Academy
226. Bangla Academy
227. Bangladesh National Museum
228. Department of Public Libraries
229. Copyright Office Bangladesh
230. Directorate of Archives and Libraries
148
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
231. Ektee Bari Ektee Khamar
232. Department of Prisons
233. Bangladesh Rural Development Board
234. Department of Cooperatives
235. Bangladesh Rural Development Board - BRDB
236. Dhaka Metropolitan Police
237. Department of Immigration and Passports
238. Border Guard Bangladesh
239. Directorate General of Drug Administration (DGDA)
240. Bangladesh Ansar and VDP
241. Directorate General of Family Planning
242. Bangladesh Coast Guard
243. Directorate General of Health Services (DGHS)
244. Rapid Action Battalion
245. International Centre for Diarrhoeal Disease Research, Bangladesh
(ICDDRB)
246. National Electro Medical Equipment Maintenance Workshop & Training
Center
247. National Institute of Population Research and Training
248. Bangladesh Television
249. Bangladesh Film Sensor Board
250. Department of Women Affairs
251. Local Government Engineering Department
252. Police Headquarters, Bangladesh Police
253. Information & Communications Technology Directorate
254. Bangladesh Navy
255. Bangladesh Bureau of Educational Information and Statistics (BANBEIS)
256. Directorate of Government Transport
257. Bangladesh Inland Water Transport Authority
258. Bangladesh Inland Water Transport Corporation
149
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
259. Bangladesh Shipping Corporation
260. Department of Shipping
261. Bangladesh Karmachari Kallyan Board (BKKB)
262. Chittagong Port Authority
263. Mongla Port Authority
264. Rural Development Academy (RDA)
265. Bangladesh Bank
266. Microcredit Regulatory Authority (MRA)
267. Insurance Development & Regulatory Authority Bangladesh
268. Bangladesh Public Services Commission
269. Department of Public Health Engineering
270. Department of Architecture
271. National Housing Authority (NHA)
272. Department of Urban Development (UDD)
273. Rajdhani Unnayan Kartipakkha (RAJUK)
274. Chittagong Unnayan Authority (CDA)
275. Rajshahi Unnayan Authority (RDA)
276. Khulna Unnayan Authority (KDA)
277. Housing & Building Research Institute (HBRI)
278. Pay and services commission 2013
279. Land Appeal Board
280. Directorate of Forest
281. Department of Environment
282. Directorate of government Transport
283. Department Of Disaster Management
284. Bangladesh Freedom Fighter Welfare Trust
285. Cyclone Preparedness Programme (CPP)
286. Board of Investment
287. Chittagong Regional Council
288. Chittagong Development Board
150
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
289. Civil Affairs Office
290. Rangamati Hill District Council
291. Bandarban Hill District Council
292. Khagrachari Hill District Council
293. Bangladesh Foreign Trade Institute
294. Bangladesh National Commission of UNESCO
295. International Mother Language Institute
296. Geological Survey of Bangladesh
297. Bangladesh Petroliam Institute
298. Bangladesh Energy Regulatory Commission (BERC)
299. Bangladesh Hydrocarbon Unit
300. Energy and Mineral Resources Division
301. Bureau of Mineral Development (BMD)
302. Bangladesh Forest Research Institute (BFRI)
303. Bangladesh Forest Industries Development Corporation. (BFIDC)
304. Bangladesh National Herbarium (BNH)
305. The Department of Fisheries (DOF)
306. Bangladesh Fisheries Research Institute (BFRI)
307. Bangladesh Livestock Research Institute (BLRI)
308. Bangladesh Fisheries Development Corporation (BFDC)
309. Marine Fisheries Academy (MFA)
310. Bangladesh Institute of International and Strategic Studies (BIISS)
311. the American Institute of Bangladesh Studies (AIBS)
312. Bangladesh Institute of Law and International Affairs (BILIA)
313. Health Engineering Department (HED)
314. Health Economics Unit
315. Directorate of Nursing Services
316. Bangladesh Services and Civil Defense
317. Bangladesh Sugar & Food Industries Corporation
318. Department of Films & Publications
151
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
319. Press Institute of Bangladesh
320. Chief Inspector of Factory and Establishment
321. Minimum Wages Board
322. Directorate of Registration
323. National Legal Aid Services Organization
324. Office of the Attorney General
325. Land Reform Board
326. National Institute of Local Government
327. Dhaka WASA
328. Chittagong WASA
329. Khulna WASA
330. Rajshahi WASA
331. Palli Daridro Bimochon Foundation ( PDBF )
332. Bangladesh Post Office
333. Waqf Administration
334. The Christian Religious Welfare Trust (CRWT)
335. Hindu Welfare Trust
336. National Maritime Institute
337. National Women Organization
338. Bangladesh Shishu Academy
339. Directorate of Sports
340. National Sports Council
341. National Freedom Fighters Welfare Trust
342. National Freedom Fighters Council
343. Information Commission
344. Board of Intermediate and Secondary Education, Dhaka
345. Bangladesh Institute of Development Studies (BIDS)
Source: National Web Portal of Bangladesh, People’s Republic of Bangladesh
152
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
List of Divisions and Districts
1. Chittagong Division Districts(11)
Bandarban, Number of Upazila-(7) ) and Union Parishad (31)
Brahmanbaria, Number of Upazila - (9) ) and Union Parishad (100)
Chandpur, Number of Upazila – (8) ) and Union Parishad (88)
Chittagong, Number of Upazila – (14) ) and Union Parishad (195)
Comilla, Number of Upazila – (16) ) and Union Parishad (81)
Coxsbazar, Number of Upazila – (8) and Union Parishad (71)
Feni, Number of Upazila – (6) ) and Union Parishad (43)
Khagrachhari, Number of Upazila – (8) ) and Union Parishad (35)
Lakshmipur, Number of Upazila– (5) ) and Union Parishad (58)
Noakhali, Number of Upazila – (9) ) and Union Parishad (96)
Rangamati, Number of upazila – (10) ) and Union Parishad (50)
2. Rajshahi Division, Districts (8)
Bogra, Number of Upazila –(5) and Union Parishad (45)
Chapainawabganj, Number of Upazila –(5) and Union Parishad (32)
Joypurhat, Number of Upazila –(11) and Union Parishad (99)
Naogaon, Number of Upazila –(7) and Union Parishad (49)
Natore, Number of Upazila- (9) and Union Parishad (73)
Pabna, Number of Upazila – (12) and Union Parishad (98)
Rajshahi, Number of Upazila-(18) and Union Parishad (138)
Sirajganj, Number of Upazila-(8) and Union Parishad (84)
3. Khulna Division, Districts (10)
Bagerhat, Number of Upazila – ( 9) and Union Parishad (72)
Chuadanga, Number of Upazila – ( 4) and Union Parishad (35)
Jessore, Number of Upazila – ( 8) and Union Parishad (91)
Jhenaidah, Number of Upazila – ( 6) and Union Parishad (66)
Khulna Number of Upazila – ( 9) and Union Parishad (68)
153
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Kushtia, Number of Upazila –( 7 ) and Union Parishad ( 67 )
Magura, Number of Upazila – ( 4) and Union Parishad (36)
Meherpur, Number of Upazila – ( 3) and Union Parishad (18)
Narail, Number of Upazila – ( 3) and Union Parishad (38)
Satkhira, Number of Upazila – ( 7) and Union Parishad (78)
4. Barisal Division, Districts (6)
Barguna, Number of Upazila – ( 6) and Union Parishad (42)
Barisal, Number of Upazila – ( 10) and Union Parishad (85)
Bhola, Number of Upazila – ( 7) and Union Parishad (66)
Jhalakathi, Number of Upazila – ( 4) and Union Parishad (32)
Patuakhali, Number of Upazila – ( 7) and Union Parishad (72)
Pirojpur, Number of Upazila – ( 7) and Union Parishad (54)
5. Sylhet Division, Districts (4)
Habiganj, Number of Upazila-(8) and Union Parishad (77)
Moulvibazar, Number of Upazila – ( 7) and Union Parishad (134)
Sunamganj, Number of Upazila – ( 11) and Union Parishad (87)
Sylhet, Number of Upazila – ( 12) and Union Parishad (105)
6. Dhaka Division, Districts (17)
Dhaka, Number of Upazila – (5 ) and Union Parishad (80)
Faridpur, Number of Upazila – (9 ) and Union Parishad (81)
Gazipur, Number of Upazila – ( 5) and Union Parishad (44)
Gopalganj, Number of Upazila – (5) and Union Parishad (68)
Jamalpur, Number of Upazila – (7) and Union Parishad (67)
Kishoreganj, Number of Upazila – ( 13) and Union Parishad (108)
Madaripur, Number of Upazila – (4 ) and Union Parishad (59)
Manikganj, Number of Upazila – ( 7) and Union Parishad (65)
Munshiganj, Number of Upazila – ( 6) and Union Parishad (67)
Mymensingh, Number of Upazila – (13) and Union Parishad (147)
154
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Narayanganj, Number of Upazila – ( 5) and Union Parishad (39)
Narsingdi, Number of Upazila – (6) and Union Parishad (71)
Netrokona, Number of Upazila – (10) and Union Parishad (86)
Rajbari, Number of Upazila – (5) and Union Parishad (42)
Shariatpur, Number of Upazila – ( 6) and Union Parishad (65)
Sherpur, Number of Upazila – (5) and Union Parishad (52)
Tangail, Number of Upazila – ( 12) and Union Parishad (110)
7. Rangpur Division, Districts (8)
Dinajpur, Number of Upazila – ( 13) and Union Parishad (102)
Gaibandha, Number of Upazila – (7) and Union Parishad (82)
Kurigram, Number of Upazila – (9) and Union Parishad (72)
Lalmonirhat, Number of Upazila – (5) and Union Parishad (45)
Nilphamari, Number of Upazila – (6) and Union Parishad (60)
Panchagarh,
Rangpur, Number of Upazila – (8) and Union Parishad (76)
Thakurgaon, Number of Upazila – (5) and Union Parishad (53)
Source: National Web Portal of Bangladesh, People’s Republic of Bangladesh
3.4 National E-Services System (NESS) in a Nutshell
The National e-Services System (NESS) is an initiative to consolidate all government e-
Services within one framework. The NESS framework will accommodate all services offered
by the government of Bangladesh to its citizens. An e-Services under NESS has capability to
receive online or mobile-based applications, provide receipt numbers immediately for future
tracking of status, and in most cases, completion of the services online. Any financial
transaction associated with services application may be accommodated through a special e-
Financial Inclusion platform. A forms engine to develop a digital version of any paper form is
an integral part of NESS.
DESC: e-Services 1.0
NESS builds on the success of the District e-Services Centre (DESC) which is an ICT
facilitated one-stop services centre providing an efficient electronic version of the century-old
manual and heavily bureaucratic services delivery system at every DC office. DESC is
155
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
located in the Deputy Commissioner’s (DC) office. DESC has been designed to improve the
accessibility and transparency of public services delivery system at the district level to
achieve the following objectives:
• Ensure services delivery at the at citizens’ doorsteps in the least possible time
• Uphold citizens’ Rights to Information through extensive information flow
• Reduce corruption and increase accountability by ensuring enhanced flow of information
and more transparent processes
• Services available at the DC office can be requested and received through the one stop
services counters, online, by phone, by post, or by fax.
Over the past 200 years, District Administration has been the hub for government services for
the mass residing in rural and urban areas. A wide range of useful services to citizens are
provided from the DC offices regarding control and supervision of revenue, maintenance of
public order and security, license and certificates, land acquisitions, census, relief and
rehabilitation, social welfare, pension matters, education and public examinations, public
complaints and enquiries. By providing these services, the DC office represents the Central
Government at the grassroots (district, upazila and union).
The conventional system of office management and services delivery at the DC offices is
paper-based, which is time consuming and labor intensive for both the services provider and
receiver. Moreover, as it is inflexible so it causes delay in the services delivery process and is
prone to abuse or corruption and can hinder access to the poor, marginalized and vulnerable.
Due to shortage of manpower and infrastructure, DC offices are also unable to meet the high
demand for services from the growing population.
Therefore, it has become imperative to put in place an innovative solution combining back-
end automation with efficient services points to improve the quality and speed of services at
the DC offices. On 14 November, 2011 the Hon’ble Prime Minister of Bangladesh and
respected Secretary General of the United Nations jointly inaugurated all the 64 DESCs
located all across the country. Citizens are now able to submit their applications online from
services centers located at the DC office, UNO office, Union Parishad or even from their own
home without having to travel to the district headquarters. Upon submitting their applications,
citizens receive an SMS notification with a receipt number and date of services delivery. In
addition, citizens are also able to submit their applications through the District Portal from
anywhere in the world including all the Union Information and Services Centers. Citizens are
notified through either SMS or email once the service is ready to be delivered. They can
156
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
choose to receive the services in-person from the concerned DC office or by postal mail if the
application is regarding request for any documents. During the waiting period, citizens are
able to check the status of their lodged applications though SMS or District Portals. This has
allowed citizens to avoid in-person visits to DC offices which were the practice previously.
District e-services centers are currently operational at all the 64 districts.
Greater access and efficient processing has reduced barriers of culture, class, gender and
distance in the delivery of public services. DESCs have made the services delivery process
easy by minimizing layers of red tapes, time, hassle and money for citizens. Travelling long
distances and standing in long queues to avail services in district HQ has been eliminated.
Services have become truly decentralized with the availability of DESC at union levels
through District portals. The two-fold tracking system by the Cabinet Division through a
Dashboard and by the citizens through SMS and internet has ensured more accountability and
transparency in public services delivery leading to better governance. Starting from its
inauguration on 14 November 2011, all the DC offices have disposed of over 800 thousand
applications electronically. In addition, over 1.1 million land records were electronically
delivered as of December, 2012.
Moving to e-Services 2.0
The 64 District Portals are being replaced with a comprehensive portal framework called
National Portal Framework (NPF) that accommodates all government and local government
offices – a total of over 20,000 offices – throughout the country. Nearly 25,000 officers at the
field level have been trained to update their own websites which constitute the entire NPF.
The websites at the division, district, upazila and union parishads are scheduled to be in place
by March, 2013 allowing e-services from NESS to be accessible through thousands of
government websites. The objectives of NESS are an extension of those of DESC:
• Reduce citizens’ time, cost and hassle to receive government services
• Reduce corruption and increase accountability of the government services delivery
organizations, teams, officers and staff
• Develop one-stop services centre in districts, upazilas and unions
• Establish a National Enterprise Architecture which will enable all government services
providers, and even non-government ones, to ‘plug into’ the NESS platform so that new
services can be added to NESS over time and be made accessible through country-wide NPF
and e-Services App Store for mobile devices.
157
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The NESS pilot, termed Digital District, was launched by the Hon’ble Prime Minister on
December 20, 2012 and includes 240 district and upazila offices of Jessore district. At the
time of launching, 182 citizen services were being offered with a target to offer additional 44
e-Form based e-Services by June, 2013. After the target completion of the pilot in Jessore in
March, 2013, NESS implementation is being gradually be expanded to all 64 districts with
their upazilas.
The first target is to upgrade DESC with NESS to introduce the larger e-Services delivery
platform in the DC offices. By the time NESS is implemented to all government offices
across the country (expected in 2015), there will be nearly 100,000 government users of
NESS with potentially crores of citizen users seeking government services from tens of
thousands of access points – both government and non-government – across the country.
NESS enables the following for citizens:
• To provide services for any kind of application submission through mobile, internet, UISC,
Upazila centre, etc
• To inquire about the progress of their applications
• To file grievances and track any redressals
• To provide notification through SMS and detailed acknowledgment through the internet
• To empower citizens to discuss services delivery issues, provide suggestions and
recommendations, share ideas through a provider-recipient social networking.
NESS will enable the following for the services provider organizations:
• To assure revolution of faster services under NESS in order to ensure dependency on the
services providing organization
• To initiate e-Filing to simplify the process of file processing (i.e. file put up, file sending,
file seeing)
• To enable tracking of any information any time through file management and decision
management
• To maintain auto register so that each day’s work/progress is entered automatically
• To enable monitoring of all services providing government organizations from one single
dashboard to ensure accountability and transparency
• To allow automatic scheduled e-communication such as SMS, email or any other kind of
alert for meetings, events, etc
NESS High-Level Architecture
The major components of NESS are:
158
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
• e-Services delivery – a web services platform featuring initially 400+ e-Services and
capability to integrate new e-Services from any services delivery organization of the
government;
• e-Forms – an e-Forms engine that enables conversion of paper-based forms to paperless
forms. Since many government services are initiated through a citizen’s application using a
form, e-Forms will allow integration of many services into the NESS platform;
• e-Filing – electronic management and archival of all files within and across government
organizations;
• e-Communication – sending of SMS, email and other forms of electronic alerts for meetings,
events, etc. to government officers. Also, sending of acknowledgment, progress and any other
kind of notification to citizens waiting for services delivery.
• Government Directory Access Services (GDAS) – e-Directory services providing
authentication and authorization of government users of the system. This also serves as a
directory of government users with relevant organizational and contact information.
• Citizens’ profile – usage profile of citizens in the NESS system so that citizens can access
his or her own usage history;
• Dashboard – monitoring dashboard tracking all requests from citizens and all files generated
from citizens’ requests or internally within an office. A dashboard for a particular office will
have personalized views containing all requests/files pertaining to that officer and all his/her
subordinates. Thus, an officer is able to view activities or lack thereof of all officers/staff
under him/her. For example, a DC’s dashboard will be able to monitor all e-services and e-file
processing within the DC office and by all UNOs under him/her, Cabinet Division’s
dashboard all Divisional Commissioner, DC and UNO offices, a DG’s dashboard all
divisional, district and upazila offices of the respective directorate.
Services Process Simplification (SPS):
An Integral Process of Designing NESS is one key skill that the e-Governance Focal Points
and other government officers need to learn well is business process re-engineering (BPR).
Learning how to re-engineer services delivery processes from the standpoint of the citizens is
vital when the goal is to improve the delivery process for the citizens. The process mapping
allows the leaders to ask questions such as why a particular step in the delivery takes so long;
is it possible to reduce cost for a particular step; why are there so many steps; are all the steps
necessary; can some steps be eliminated or merged; do so many people have to be involved in
the approval process; are there hidden mechanisms to by-pass a step? Finding answers to
159
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
these questions reveal very interesting results and small teams of leaders can usually devise
solutions that streamline the process of services delivery significantly. A2I has developed a
simple version of BPR called Services Process Simplification (SPS) with simple tools for
processing mapping and subsequent process simplification exercise. To design NESS and the
e-Services, the first focus was to work with the directorates of the government that have
offices at the upazila level since these are the most vital services delivery centres of the
government. There are about 25 such directorates. 3 officers (directorate level, district level
and upazila level) were selected from each of these directorates and worked very closely with
the A2I NESS team to map and simplify delivery processes of nearly 50 services. Thousands
of officers from directorate, district and upazila levels will go through SPS training and will
spearhead the actual work of services process simplification and NESS implementation. The
capacity of the government training organizations such as BPATC, Administration Academy,
BIAM, APD, BCC, BARD, RDA, NAEM, and specialized training institutes for specialized
cadres/professions (doctors, engineers, teachers, planners, diplomats, agriculturists, police,
etc.) will be enhanced so that these can impart the actual training on SPS and various e-
services delivery issues.
See more at: http://a2i.pmo.gov.bd/content/ness-national-e-services-
system#sthash.xAKM33Qt.dpuf
Source: http://a2i.pmo.gov.bd/content/ness-national-e-services-system [04-09-2014]
160
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Figurte-6 : Geographic Voter-market Segmentation of the Total Voter Market/political
Market (300 Segments)
Source: https://www.google.com.bd/search?q=constituencies+on+a+map+of+bangladesh[07-
08-2014]
161
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Source: The training handout of Upazilla Ain- o maulik Bishayak Sadaran Prosikmhan , 2014, LGD
Figure-7: UZP Planning and Management Structure
162
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.5 Committed Services Package or Political Products of Major Political Organizations
in Bangladesh. (Political Products to attract Voter-market for Winning Power to
serve the Voter-market / Political Market)
The Services Package of Bangladesh Awami-League for winning voter-market.
Election Manifesto of Bangladesh Awami League-2008
17, 2008 in Election Manifesto-2008
NINETH PARLIAMENTARY ELECTIONS-2008
Election Manifesto of Bangladesh Awami League (A Package of Political Services)
A Charter for Change
Bangladesh achieved its independence thirty eight years ago through the supreme sacrifices of
thirty lakh Bengalis, three crore displaced people and half a million abused and tortured
women. Today, the country stands at the crossroad of history. After a seven year period of
misrule and emergency, there is going to be a free, fair and peaceful election to parliament on
29 December 2008.
Bangladesh Awami League is proud of its glorious leadership in the liberation war and its
upholding of the core principles of nationalism, democracy, secularism, and an equitable
society free from exploitation. It may be recalled that the architect of our independence, the
greatest Bengali of all time, Bangabandhu Sheikh Mujibur Rahman, was the founder of our
Party. Under the bold leadership of Bangabandhu, difficult but successful steps were initiated
to reconstruct the war-devastated country and to build a prosperous Bangladesh. But all of a
sudden the dastardly assassination of the Father of the Nation, members of his family, and
some colleagues on 15th August 1975, and the subsequent killing of four national leaders
inside the Dhaka Central Jail on 3rd November, 1975 transformed Bangladesh into a country
of military rule and autocratic governance.
The military government and the political parties formed in the cantonment in the aftermath
of this change destroyed the spirit of the freedom struggle and the promise of a secular,
democratic, equitable and prosperous Bangladesh. The rape of the democratic constitution,
rehabilitation of war criminals and religious fanatics, criminalization of politics and
promotion of militancy, institutionalization of corruption, and the sway of black money and
muscle power overtook the post-Bangabandhu governments.
The people of Bangladesh were, however, only temporarily defeated but not vanquished and
the heroic struggle of the people and the martyrdom of many resulted, after 21 long years, in
163
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
the formation of a government by the daughter of Bangabandhu, Sheikh Hasina through the
power of the ballot exercised on 12th June 1996.
Achievements of Bangladesh Awami League (1996-2001)
A glorious chapter replete with successes was written during the five year rule of Awami
League from 1996-2001. In only five years, Bangladesh attained self sufficiency in food
production. Prices remained within the purchasing capacity of the people. Inflation came
down to 1.59 percent. Meanwhile, the growth rate of the economy increased to 6.2 percent.
The treaty on the water sharing of the river Ganges, the peace accord in Chittagong Hill
Tracts, recognition of 21st February as international mother language day, election to the UN
Security Council, sub-regional cooperation through the formation of D-8, BIMSTEC and the
Association for Asian Parliamentarian for Peace (AAPP) bestowed on Bangladesh a new
position of prestige and importance in the global arena.
Various initiatives taken for alleviation of poverty resulted in the reduction of poverty from an
annual average of .50 to 1.50 percent, while the human poverty indicator came down from
41.6 percent to 32 percent. Achieving growth of 56 percentage points in the UN Human
Development Index (HDI) in five years was a record. Increase of literacy rate to 65 percent,
formulation of an education policy and the removal of session backlogs in educational
institutions were significant achievements in the educational front.
Incredible success was also achieved in the electricity and power, and transport and
communication sectors. In only five years, production of 1,800 megawatt of electricity raising
the total output to 4300 megawatt, increase in gas production and exploration, completion of
the Jamuna Bridge; construction of 62,000 kilometers of paved and unpaved roads and
building of 19,000 bridges and culverts vastly improved the country’s overall infrastructure.
Internal savings increased from 14.7 percent of national income to 18 percent over the five
year period and the rate of investment increased from 20 percent to 23.1 percent. During the
Awami League rule, 1 lakh 22 thousand small and medium size industries were established.
Millions of job opportunities for the unemployed were created through facilitating private
investment. One community clinic for every six thousand people was established at
govvernment initiative. Withdrawal of taxes and duties on medical equipment encouraged
setting up of clinics and hospitals in the private sector. By abolishing monopoly in the mobile
telephone sector and making mobile phones available to everyone at low prices and increasing
access to information technology by reducing import duties, the Awami League government
made it possible for Bangladesh to enter the digital age.
164
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Rule of law and establishment of human rights were ensured by repealing the infamous
indemnity ordinance, bringing to trial the killers of Bangabandhu and the four national leaders
and by establishing the Law Commission. The Public Administration Reform Commission
(PARC) was formed to establish good governance in the country. A progressive women’s
development policy was also formulated. In the parliament, the Prime Minister’s Question
hour was introduced and the Parliamentary Committees were activated and strengthened by
appointing members as chairmen of parliamentary committees replacing the ministers.
Necessary laws were passed to decentralize power through establishing a four tier local
government system. Various steps were taken to bring back the spirit of the liberation war and
the glory of freedom movement and a regeneration of Bengali culture. During the five year
rule of Awami League, the country had effectively turned around and transformed itself into a
land of immense possibilities. The Awami League’s five year rule will go down in the annals
of history as nothing short of a golden period. Corruption and Misgovernance of BNP-Jamat
Alliance Government
Bangladesh in a critical state
The five-year misrule of the BNP-Jamat alliance government did away with all the promises
generated by the Awami League government. The situation in Bangladesh became grim both
politically and economically. There was a phenomenal rise of terrorism.An assassination
attempt was made on the Leader of the Opposition Sheikh Hasina on 21st August, 2004
ostensibly under government tutelage that resulted in the murder of 24 party leaders and
workers, including a women leader Mrs. Ivy Rahman. BNP-Jamat Alliance and its criminal
cronies killed 21,000 leaderss and workers of the Awami League including former Finance
Minister and Member of Parliament, SAMS Kibria; labour leader and Member of Parliament,
Ahsanullah Master; Advocate Monzurul Imam and Momtazuddin. Hundreds of thousands of
Awami League supporters and members of the minority community became victims of
political vengeance of the BNP-Jamat alliance.
Criminal syndicates were organized under the patronage of the infamous Hawa Bhaban
combine. Thousands of women and girls became victims of rape. Teachers, students,
journalists, intellectuals, women and children, businessmen – no group of people could escape
the clutches of the fascist forces. People’s lives became absolutely insecure. With support
from the government, extreme communal militancy was born and serial grenade and bomb
attacks and murders turned Bangladesh into a haven of extremist terrorism. Meanwhile, extra-
165
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
judicial killings became a norm, and the rule of law disappeared. Bangladesh was then being
described as a failed state.
During the five year rule of the BNP-Jamat alliance, prices of food and other essential
commodities rose beyond the reach of the common people. Commodity prices increased by
100 to 200 percent. Inflation increased from 1.59 during Awami League rule to over 10
percent during the BNP-Jamat alliance government. On the other hand, the average growth
rate of 5.6 percent achieved during the Awami League rule declined to 5.1 percent. Though
the population increased by more than one crore, food production decreased to 2 crore 61 lakh
tons from the 2 crore 68 1akh tons annually produced during Awami League rule.
Poverty levels again increased to 45 percent and the population planning stagnated. Income
disparity between the poor and the rich increased. During the last seven years, an additional
one crore twenty lakh people slipped below the poverty line. Both domestic and foreign
investment decreased. Though BNP-Jamat combine came to power on the slogan of jihad
against corruption, criminalisation and corruption became the policy of the government.
Under the leadership of the son of the Prime Minister, criminal godfathers became extremely
influential. The Hawa Bhaban became a parallel centre of state power and the source of all
corruption and militancy.
The incredibly high levels of corruption and misuse of power by the Ministers of the BNP-
Jamaat alliance; the members of Parliament and the leaders and workers of the alliance as
well as a very politicised administration drove Bangladesh to the top of the list of the world’s
most corrupt nations, where it remained for five successive years.
Governmental corruption, inefficiency and mismanagement led to failure in development. The
power crisis became unbearable but the government failed to add a single megawatt of
electricity to the national power grid during its entire five year term. In the power sector
alone, Taka twenty thousand crore was misused or stolen. Due to the extreme shortfall in the
production of power, education and agricultural sectors faced an acute crisis. When farmers
took to the streets demanding uninterrupted power supply at Kansat, some twenty of them
were shot and killed.
An all-pervasive stagnation prevailed in the education, health, communication and women’s
development sectors. The alliance government politicized the administration, police, armed
forces, judiciary, universities, public services commission, and all other government and
many non-governmental organizations. Hundreds of civil, military and police officers were
dismissed from services or given forced retirement. At the same time, irregular appointments
166
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
and promotion were given to corrupt and inefficient personnel who were party loyalists.
Leakage of public services examination question papers became a norm to facilitate
recruitment of party cadres.
The constitution was amended and the retirement age of the judges of the appellate division of
the Supreme Court was extended by two years with the ultimate objective of appointing a
party loyalist who would then serve as the Chief Advisor of the Caretaker government. By
appointing inefficient and corrupt people as judges, the prestige of the judiciary and its status
as a bastion of fairness and justice were destroyed. BNP-Jamaat alliance government made
the Parliament ineffective and destroyed all democratic institutions. The opposition members
of Parliament were not allowed to speak, the permanent committees ceased to function
effectively, and democratic practices were trampled under brute majority enjoyed by the then
government.
The Election Commission was turned into a loyalist organ and election engineering was
resorted to so that the BNP-Jamaat alliance could win the election due in January 2007, and
permanently enjoy power. Disregarding the constitution and the judgment of the Supreme
Court, a voters list was prepared which added12.3 million fake voters. Three hundred party
loyalists were appointed as Upazilla election officers. Stealing of people’s voting rights and
election engineering were taken to such a level that the whole electoral process lost its
credibility.
Caretaker Regime (October 2006-November 2008)
The BNP-Jamaat alliance government faced strong resistance from the public while trying to
transfer power to loyalists. At the very end of their rule, they killed 70 leaders and workers of
Awami League throughout the country. In its effort to come back to power, the BNP-Jamaat
combine began implementing its blue print. Violating constitutional provisions Begum Zia’s
puppet President lajuddin Ahmed formed a Caretaker government appointing himself as Chief
Advisor. Chief Adviser Iajuddin could never rise above party interests and four of his
Advisers resigned in protest against his indecision and duplicity. He failed to create
conditions for a free and fair election and faced people’s resistance. At a critical juncture, on
11 January 2007, Emergency was declared in the country. Prof Iajuddin admitted his guilt and
resigned from the position of Chief Advisor. With popular support, a new Caretaker
government was formed under the leadership of Dr. Fakhruddin Ahmed with behind the scene
support of the armed forces. Under the Emergency political activities were banned for an
indefinite period.
167
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Meanwhile, the tenure of the present Caretaker government has crossed nearly two years. The
government has been ruling the country with various limitations, weaknesses, lapses as well
as some successes. This government has separated the judiciary from the executive, reformed
the Election Commission, Public Services Commission, Anti-Corruption Commission etc.
Another positive step taken by this government was the preparation of a voters’ list with
photograph. Our armed forces have earned people’s admiration for accomplishing this task
with great efficiency. The caretaker government has also reformed the electoral laws and
procedure.
The forthcoming parliamentary elections have created an opportunity for the re-establishment
of democracy and inspired hopes for rapid socio-economic development mainly by providing
good governance and people’s participation. In this context Bangladesh Awami League
declares its election manifesto with the promise of change by making our dear motherland a
country free from hunger and poverty, illiteracy, corruption and militancy. We believe that the
right to vote and the right to food hold the key to the alleviation of poverty.
Our Promise, Work Programme and Declaration
Awami League’s Vision 2021
Awami League is committed to freeing Bangladesh from its current state of crisis and
building a country whose citizens are able to live prosperous and happy lives. The year 2021
will mark the golden jubilee of Bangladesh’s independence, while the year 2020 will be the
hundredth anniversary of the birth of the Father of the Nation, Bangabandhu Sheikh Mujibur
Rahman. We envision a democratic system where people choose their government freely and
get services from it without hassle, enjoy freedom from fear and intolerance, live with dignity;
where every citizen is assured of social justice, environmental protection, human rights and
equal opportunities; and where the rule of law and good governance flourish. We envision a
liberal, progressive and democratic welfare state. Simultaneously we envision a Bangladesh
which by 2020/2021, will be a middle income country where poverty will be drastically
reduced; where our citizens will be able to meet every basic need and where development will
be on fast track, with ever-increasing rates of growth. Towards that goal, Bangladesh Awami
League will frame a strategy paper, at the core of which will be the promise of change. This
strategy paper will contain both mid-term and long term plans.
Bangladesh Awami League is placing before the nation the following set of election promises,
work schedule and declaration in the light of its Vision 2021, and in the context of problems
168
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
the country is facing as well as the existing global financial crisis. This election manifesto has
been prepared keeping in mind the 31-point election reform program of 15th July 2005, the
23-point common minimum program of 14 Party Alliance on 22nd November, 2005 and the
experience and realities of the past seven years. Considering the existing politico-socio-
economic crisis, five subjects have been given priority:
Five Priority Issues. 1. In The Face Of Global Financial Crisis, Maintenance of Economic Stability and
Control over Commodity Price Hike
i. Commodity Price Hike: Measures will be taken to reduce the unbearable burden of price
hike and keep it in tune with the purchasing power of the people. After giving the highest
priority to the production of domestic commodities, arrangements will be made for timely
import to ensure food security. A multi-prong drive will be made to control prices along
with monitoring the market. Hoarding and profiteering syndicates will be eliminated.
Extortion will be stopped. An institution for commodity price control and consumer
protection will be set up. Above all, price reduction and stability will be achieved by
bringing equilibrium between demand and supply of commodities.
ii. Global Financial Crisis: It is necessary to urgently form a task force which will devise a
policy to save Bangladesh from global meltdown, develop a comprehensive information
center, continually monitor national and global situations and provide prompt advice to
help take necessary decisions. Necessary steps would be taken for investment promotion,
energy security, retaining and enhancing domestic demand, safeguarding value of money,
assisting exports and continuing export of manpower.
2. Effective Action against Corruption: Multi-pronged measures to fight corruption will be
put into place. Powerful people will have to submit wealth statement annually. Strict measures
will be taken to eliminate bribe, extortion, rent seeking and corruption. Strong measures will
be taken against those having unearned and black money, against loan defaulters, tender
manipulators, and users of muscle power in every stage of state and society. State or private
monopoly will be broken up. Discretionary power of officials will be curtailed. To establish
peoples’ right, citizens’ charter will be introduced in every department. Opportunities for
corruption will be eliminated or minimized through widespread computerization.
3. Power and Energy:
i. A comprehensive long term policy on electricity and energy will be adopted. Economic
usage of oil, gas, coal, hydro power, wind power and solar energy will be ensured. Big
169
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
and small power generation stations, coal extraction, and oil and gas exploration will be
given priority. Under a three year crash program quick implementation of ongoing and
under consideration power generation stations, import of electricity from neighboring
countries, arranging 100/150 megawatt gas turbine projects on urgent basis, and the
reactivation of the past AL initiatives for constructing 10, 20 and 30 megawatt power
stations will be undertaken. A schedule for repair, maintenance and overhauling or
salvaging of old power stations will be made to increase and stabilize power production.
Supply of gas and LPG will be increased. The Rooppur Nuclear Power Project will be
implemented.
In the next three years or by 2011 power production will be increased to 5000 megawatt
and by 2013 it will be further increased to 7000 megawatt.
ii. Priority will be given to exploration and exploitation of oil and new gas fields.
Arrangements will be made to supply gas in the north and western regions of the country.
Supply of gas and LPG will be significantly increased.
iii. A Coal Policy will be formulated safeguarding national interest. Special initiatives will be
taken to ensure economic use of the coal available so far and also to develop coal-based
power plants. Priorities will be given to the exploration and exploitation of new coal fields
and other mineral resources.
4. Elimination of Poverty and Inequity: The following strategy and aims will be followed
for socio-economic development.
i. The main strategy of poverty reduction will center on bringing vibrancy in agriculture and
rural life. Social safety net will be extended for the ultra-poor. By 2013 poverty level and
proportion of ultra-poor will be brought down to 25% and 15% respectively. At present
there are 65 million poor people in the country. This number will be reduced to 45 million
by 2013 and will further come down to 22 million in 2021. In order to achieve this
objective, among other steps will be the revival of previously adopted projects such as
“one house, one farm”, rural housing, ideal village and returning homes. The number of
recipients of old age allowance and destitute women allowance would, at the least, be
doubled. Employment Banks will encourage young entrepreneurs by supplying necessary
capital. Revision of the just formulated PRSP will be undertaken after a thorough
evaluation within six months of assuming office.
ii. Employment guidelines: A comprehensive employment guideline will be formulated
aiming at poverty reduction, solving unemployment problem and making citizens’ lives
170
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
meaningful. The core components of the guidelines will be: a. creating employment
opportunities in rural economy b. providing credit and training for self-employment c.
creating employment opportunities for wage-labor in industries d. promoting sub-
contracting arrangements between big and small & medium scale industries and e.
providing special training arrangements for facilitating export of labor. The number of
unemployed people in the country, estimated at 28 million, will be reduced to 24 million
by 2013 and will be further reduced to 15 million by 2021.
171
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
5. Establishment of Good Governance:
i. Terrorism and religious extremism will be controlled with iron hand. Trial of war criminals
will be arranged.
ii. Genuine independence and impartiality of the judiciary will be ensured. Extrajudicial
killings will be stopped. The judgment of the Bangabandhu murder case will be made
effective and the retrial of jail killings will be held. Trial of real criminals responsible for
the grenade attack of the 21st August, 2004 through proper investigation will be arranged.
Rule of law will be established, The Human Rights Commission will be strengthened and
made effective, and an Ombudsman will be appointed. Human rights will be strictly
enforced.
iii. The on-going reform programme of the Election Commission and electoral system will
continue. The Parliament will be made effective and the government will be made
accountable for all its activities. Wealth statement and source of income of the Prime
Minister, members of cabinet, Parliament members and of their family members will be
made public every year. Except for some specific subjects related to the security of the
state, Parliament members will be allowed to express differing opinions.
iv. Use of religion and communalism in politics will be banned. Security and rights of
religious and ethnic minorities will be ensured. Courtesy and tolerance will be inculcated
in the political culture of the country. Militancy and extortion will be banned. Awami
League will take initiative to formulate a consensual and unanimous charter of political
behavior.
v. Opportunities will be created for the expatriate Bangladeshis to take part in national
reconstruction and their right to franchise will be ensured. Special initiatives will be taken
to attract expatriate’s remittance in productive investment. A consultancy network will be
developed to fruitfully use expatriate’s talents.
vi. Administration will be free from politicization and will be pro-people. Efficiency, seniority
and merit will be the basis of appointment and promotion in public services.
Administrative reform, right to information and e-governance will be introduced. A
permanent Pay Commission will be set up for civil servants.
172
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
vii. In order to provide security to every citizen of the country, police and other law and order
enforcing agencies will be kept above political influence. These forces will be modernized
to meet the demands of the time. Necessary steps will be taken to increase their
remuneration and other welfare facilities including accommodation.
viii. Rangpur will be made a new administrative division.
Other Important Programs
6. Local Government: Union, Upazilla and District Councils will be strengthened through
decentralization of power. District Councils will be transformed into centres for
implementation of programmes on education and health and all other development plans, and
programmes, and for maintenance of law and order Every union will be made the headquarter
for development and administration of the area and be developed as a planned rural township.
And every Upazilla headquarter will be developed as an industrial growth centre and a
planned township.
The power and sphere of responsibility of City Corporation and municipalities will be
enhanced; the standard and quality of civic facilities will be improved.
7. Agriculture and Rural Development:
i. Our main aim is to ensure “food for all” by taking all possible measures and to make
Bangladesh self-sufficient in food by 2013. Subsidy for agricultural inputs will be
enhanced and availability of inputs will be made easier. The amount of agricultural loan
will be increased and the lending procedure simplified. Incentives will be provided for
development of rural warehousing. Fair price for all crops and agricultural products will
be ensured. Efforts will be made to attain self-sufficiency in the production of fish, milk,
egg, livestock and salt. Efforts will be directed to exporting surplus products after
meeting domestic requirement.
ii. Loan for share croppers will be made available, employment facilities for farm laborer will
be created and they will be brought under rural rationing system.
iii. Appropriate measures to face the challenges of globalization will be taken, including
developing commercial agriculture, use of genetic engineering methods and development
of nonagricultural sector in villages. In order to increase agricultural production, special
emphasis will be placed on modernization of agriculture, innovation of technology and
expansion of facilities for research in agriculture.
173
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
iv. Village development will include provision of urban facilities and distribution of Khas
land among landless farmers. Efforts will be taken to ensure that lease of khas
ponds/haors is given to genuine fishermen. All land records will be computerized and a
land reform commission will be formed to ensure increased production and social justice
in the distribution of land and water bodies.
v. Measures will be taken to reclaim land in the coastal areas.
8. Environment and Water Resources: An integrated policy and plan will be formulated to
protect the country from the adverse effects of global warming; to create pollution free
environment and to save water resources. Projects will be undertaken for river dredging, water
conservation, flood control, prevention of river erosion and protection of forestry. Attempts
will also be made for restoring and maintaining ecological balance. Initiatives will be taken to
implement the Ganges barrage project to expand irrigation facilities, prevent salinity and to
solve the problem of scarcity of sweet water in the Sundarban region.
Effective regional and international co-operation will be sought for environmental protection
and development of water resources. Modern scientific methods will be adopted to prevent
water and air pollution and in the disposal of waste.
9. Commerce and Industry:
i. Short, medium and long term plans will be made and implemented for poverty
reduction, efficient management for quick industrialization that can provide
employment, speedy expansion of stock market, maintenance of law & order and
discipline, elimination of bribe and corruption and administrative difficulties,
avoidance of political influence, creation of an investment friendly environment
and a competitive market system, adoption of innovative technology, and
provision of infrastructural facilities that are able to attract entrepreneurs and
expand domestic market.
ii. In order to encourage investment by local and foreign entrepreneurs and expatriate
Bangladeshis, the ONE-STOP facility will be made effective by simplifying legal
and procedural formalities. Measures will be put in place to protect indigenous
industries.
174
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
iii. Development of IT industry, strengthening of RMG and textile sectors and expansion
of food processing, pharmaceuticals, leather, chemical products, toys, jewelry and
furniture industries will be given priority. Special initiative will be taken for
alternative use of jute and to make jute industry viable. Small and handicraft
industries and agro-based industry will be encouraged and will be given all
cooperation in the expansion of markets at home and abroad. Expansion in tourism
sector, increase in labor export, and investment of remittance received from
expatriate Bangladeshis in productive sectors will be ensured.
iv. Assistance will be provided for expansion of small, medium and cottage industries.
Special incentives will be given to weavers, blacksmiths and clay potters. Weaving
industry will be given protection and silk, benarasi and jamdani villages will be set
up.
10. Human Resources Development
i. Education and Science: In order to ensure human resources development, the highest
budgetary allocation will be given to education, science and information technology
sectors. An education policy meeting the needs of the time will be framed keeping these in
view. Net enrollment at primary level will be increased to 100% by 2011 and by 2017 the
country will be rid of the curse of illiteracy. Improvement in the quality of education,
depoliticisation of educational institutions, and ensuring a higher salary scale for teachers
will be ensured. A permanent Pay Commission and a separate Services Commission will
be instituted for teachers. Education up to graduation level will be provided free of cost in
phases.
ii. In order to encourage female education the opportunity for free education along with
scholarship will continue.
iii. Educational institutions will be rid of terrorism and session backlogs. Science and
technology education will be especially encouraged. Madrasa education will be reoriented
to develop productive skills and knowledge for the real world. Scope of science education
and research will be expanded. Particular care will be taken in cases of disadvantaged
pupils.
175
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
v. More government secondary schools will be set up in the capital in phases. The govt.
secondary schools located at every district headquarter will be developed and
expanded and government.
vi. Secondary schools will be established at every Upzilla headquarter in phases.
vii. Information and communication technology: The potentials of ICT sector will be
realized. Software industry and IT services will be developed by providing all
possible assistance to talented young people and interested entrepreneurs. This
measure will increase export and promote employment opportunities. Our vision is
to make Bangladesh digital in 2021. IT education will be made compulsory at
secondary level by 2013 and at primary level by 2021. The task force on ICT that
was established during the Awami League rule but rendered ineffective by the
BNP-Jamat Alliance will be reactivated. High-tech park, software technology
park, ICT incubator and computer villages will be set up at suitable locations in the
country.
Welfare of the disabled: The Disabled Welfare Act passed by Awami League in
2000 will be updated and implemented. Special steps will be taken to facilitate
education, employment, movement and communication of the disabled and to
enhance their social dignity.
11. Health and Family Welfare:
i. In order to ensure health facilities to every citizen of the country, the health policy of the
erstwhile Awami League government will be reevaluated and adjusted according to the
demands of the time. In the light of this policy, 18000 community clinics, established
during Awami League rule, will be commissioned. Nutrition to children and mothers’
welfare will be ensured. The Population Policy will be updated. And accordingly birth
control and reproductive health care will be ensured.
ii. The arsenic problem will be tackled and measures will be taken to supply pure drinking
water for all by 2011 and to provide sanitation facility in every house by 2013.
iii. An appropriate pharmaceutical policy to bring self- sufficiency in the production of
medicines of international standard and to promote their export will be formulated.
176
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Concurrently, effective measures will be taken for education in traditional medicine and
improvement of the quality of traditional medicine.
12. Empowerment of Women and Child Welfare:
In order to ensure women’s empowerment and equality in rights and opportunities, the
Women Development Policy formulated by Awami League in 1997 will be revived. The
number of reserved seats for women by direct election in the Parliament will be increased to
100. Necessary measures will be taken for appointment of women in senior posts in the
administration and in all spheres of employment. Strictest legal measures will be taken to stop
oppression of women. Discriminatory laws against the interest of women will be rectified.
13. Welfare of Children and the Juvenile: Child labor will be gradually abolished in all
sectors. Use of children in political and other activities through coercion or enticement will be
prohibited. In keeping with the UN convention on children’s rights, adequate measures will be
taken for developing their physical and mental capacity and for their nutrition and
entertainment.
14. Youth and Employment:
i. A comprehensive employment policy will be developed setting targets for employment
enshrining
ii. agricultural employment, ii. Off-farm activities in rural areas, iii. Self-employment and
income generating activities, iv. Urban services employment, v. wage employment in
industry, VI. Employment in infra-structure development, vii. Employment abroad and
necessary training for it and viii. Employment of youth and students.
iii. An employment guarantee scheme will gradually be made effective to provide 100 days
employment to one youth per family. All citizens able to work will be registered. A
project will be undertaken for young men and women with HSC degrees for appointment
in the “national services” for two years.
15. Communication and Infrastructure
I. Appropriate policy and project implementation will be undertaken in transport, road
building, housing, and port development and construction sectors. An extensive road
177
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
network in each district will connect villages, unions, upazillas and the district
headquarter.
II. Appropriate measures will be taken to construct the Padma and Karnaphuli bridge/tunnel,
Dhaka-Chittagong four- lane express way, and expansion and modernization of the
railway.
III. Rail and road connection with neighboring countries under the Asian Rail and Highways
schemes will be established.
IV. Dredging of every big and small river will be undertaken and measures will be taken to
maintain their navigability throughout the year. River routs will be improved and river
transportation system will be modernized to facilitate safe and cost effective
transportation of cargo and passengers.
V. Construction of deep sea ports and modernization of Chittagong and Mongla ports and
opening them up to all of Asia will be taken up.
VI. Bangladesh Biman will be restructured to enable it to operate on commercial & profitable
basis. Aviation services in the private sector will be encouraged. Modern airports of
international standard will be constructed to facilitate air transportation linking
Bangladesh with the world.
VII. Telecommunication facilities will be extended up to rural villages. All Upazilas will be
brought under internet communication system in the next five years.
VIII. Railway will be given importance and new rail lines will be installed as it maintains
communication link with the capital and provides cheaper transportation.
Underground railway, mono or circular rail and navigable river route around Dhaka will
be constructed to solve the public transportation problem and traffic jam in the capital.
16. Labor Policy:
i. National labor policy will be reevaluated and corrected. Discrepancy in wages between
male and female workers will be removed. National minimum wage will be re-fixed and a
permanent wage board will be formed. To meet international demand, trade-wise training
178
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
will be given to produce and export skilled manpower. As per ILO convention, the right to
trade union will be granted.
ii. Rationing system will be introduced for all laborers including garment worker, ultra poor
and rural landless farm laborer, as special consideration.
17. Freedom Struggle and Freedom Fighters:
i. Continuous efforts will be made for the realization of the dream and commitment of
liberation war. Dignity and status of the freedom fighters, who are the greatest sons of the
nation, will be restored. And in state recognition of their contribution to the nation, steps
will be taken to increase their alliance, particularly of the distressed freedom fighters.
Arrangements will be made to provide then old-age subsistence allowance and free health
care services. Quota in jobs and educational institutions for the children of freedom
fighters will continue. As honorable citizens, the freedom fighters will be given the
privilege of travel by rail, bus, and river free of cost.
ii. Construction of the Victory Monument in the Suhrawardy Udyan will be completed
according to the original plan. Special work programme will be undertaken all over the
country to preserve the memory of the war of liberation and to portray its real history. All
over the country, slain field and mass graves of the liberation war period will be
identified, the names and identities of the martyrs will be collected and memorials in their
honor will be built.
18. Religious Minorities, Disadvantaged People and Underdeveloped Areas
i. Terrorism, discriminatory treatment and human rights violations against religious and ethnic
minorities and indigenous people must come to an end permanently. Security of their life,
wealth and honor will be guaranteed. Their entitlement to equal opportunity in all spheres
of state and social life will be ensured. Special measures will be taken to secure their
original ownership on land, water bodies, and their age-old rights on forest areas. In
addition, a land commission will be formed. All laws and other arrangements
discriminatory to minorities, indigenous people and ethnic groups will be repealed.
Special privileges will be made available in educational institutions for religious
179
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
minorities and indigenous people. Such special privileges will also apply for their
employment.
ii. The 1997 Chittagong Hill Tract Peace Accord will be fully implemented. More efforts will
be directed toward the development of underdeveloped tribal areas, and special
programmes on priority basis will be taken to secure their rights and to preserve their
language, literature, culture, and unique lifestyles.
19. Freedom of mass media and information
19.1 The freedom of all types of mass media and flow of information will be ensured.
Initiatives will be taken for community radio services, besides national radio network.
19.2 Investigation and trial of assassination of all journalists will be made expeditiously and
the real criminals will be given exemplary punishment. Persecution and intimidation of
journalists will be stopped. All false cases against them will be withdrawn.
19.3 Discrimination in distribution of advertisements on partisan consideration shall be
discontinued, and development of the newspaper as an industry will be aided.
20. Defense
20.1 Bangladesh Awami League will keep the armed forces above all controversies with a
view to building it up as a patriotic, brave, efficient and invincible force. The defense
system will be improved for the security of the people and the country. A National
Defense Policy will be formulated.
20.2 The principle of competence, merit, fitness and seniority will be strictly followed for
recruitment, appointment and promotion. Autonomy, as consistent with the Constitution,
will be granted in matters of internal discipline, administration and management. Welfare
oriented projects will be undertaken for the members of the defense forces.
20.3 Steps will be taken so that our defense and the police forces can participate more widely
in the U. N. Peace-keeping Force and make further contribution to international peace.
180
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
21. Culture and Sports
21.1 The State will provide necessary assistance for preservation of the secular and
democratic tradition of Bengali culture as well as further improvement of Bengali
language and literature, music, arts and all branches of creative works and fine arts.
The International Mother Language Institute Project undertaken by the Awami League
Government earlier (199602001) will be reactivated.
21.2 Creation of social awareness, scientific and liberal outlook will be emphasized with a
view to resisting communalism and narrow mindedness.
21.3 Laws repugnant to Quran and Sunnah shall not be made. Due respect will be shown to
the principles and values of all religions.
21.4 Sports: Sports arena and organizations shall be depoliticized. Improvement of
management, training and facilities shall be made for enhancing the standards of sports to
international levels. Sports and exercise for physical and mental development of the
children, the adolescent and the young shall be made compulsory for all education
institutions.
22. Government and NGO
The non-government organizations shall be free to manage themselves in accordance with
their own internal rules subject to compliance with the laws of the country. The NGOs
shall not take part in politics. Transparency and accountability of their income
receipts and expenditures shall have to be ensured.
23. Foreign Policy
a. Bangladesh will take an active role in the preservation of world peace. An independent
foreign policy will be pursued in adherence to the principles of “Friendship with all and
malice towards none.” Friendly relationship will be maintained with India, Nepal, Bhutan
and Myanmar, our neighboring countries, in the context of further strengthening
cooperation with all. Regional and sub-regional cooperation will be further strengthened
including relationship with the member countries of SAARC, BIMSTEC and D-8.
181
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
b. Development cooperation will be deepened and expanded with the developed countries
including USA, European Union, Japan and Canada. Friendly relations will be
strengthened with Russia, China and the member states of ASEAN.
c. Initiatives will be taken for enhancing and deepening relationship with Australia and the
Pacific countries.
d. Fraternal relationship with the countries of the Middle East including Saudi Arabia,
Egypt, Palestine, United Arab Emirates and Kuwait as well as Turkey, Malaysia and
Indonesia will be maintained. Solidarity with the Muslim Ummah and economic
cooperation within the framework of OIC will be enhanced. Steps will be taken for
establishing fruitful relationship with the countries of Africa and South America.
e. A South Asian Task Force will be formed for meeting the challenge of terrorism and
militancy.
The image and prestige of Bangladesh will be retrieved and improved in the international
arena.
Call to the People of Bangladesh
Dear countrymen, you are aware that the activities of the past governments have now placed
our dear motherland in a critical state. The people do not wish to return to the days of poor
governance of the kind they have seen under the BNP-Jamaat Alliance. The people want a
country free of terrorism and corruption; they want a just and progressive society. They want
to see Bangladesh move towards steady development and good governance
Bangladesh Awami League, therefore, wants not only a mere change of power. We are
determined to salvage the country from its present critical state and to transform it into a land
of real democracy with rule of law, having food security, rapid development and peaceful
existence. With this end in view we are presenting our long term vision for the nation as well
as an implementable five year work plan with specific targets and strategies.
We believe that the invaluable experience that Bangladesh Awami League gained in
administering the country (during the 1996-2001 term) can be utilized with great efficiency,
honesty and commitment to take the country forward.
182
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
We dedicate our Vision-2021 to the young generation, who are enrolled as voters this year for
the first time, with the aim of building a bright future for them. In order to prepare ourselves
to face the challenges of globalization in this 21st century, we want to utilize the immense
potentials of our new generation of voters. We have formulated our Election Manifesto and
work programme for them.
We believe the successful implementation of this work programme and Vision-2021 depends
on our young generations’ active participation and involvement in the process.
By implementing this Manifesto with the collective efforts of the entire nation, we will
present a bright and successful future to the new generation. We call upon them to participate
in this great endeavour of national reconstruction and build a bright future for themselves and
as well as successive generations.
Dear Countrymen
If Awami League is voted to rule the country, we will bring back peace and trust in your life
by reducing the price of daily essentials.
We call upon you to forget past differences and disputes and, in the spirit of our glorious
struggle for freedom, work unitedly in this fight for change. Let us put a permanent end to
persecution, deprivation, inequity, and miss-governance. Let us construct a just and
democratic society and build a happy, prosperous, golden Bengal.
We seek the help and blessings of the Almighty in our endeavors.
Joy Bangla.
Joy Bangabandhu.
Long live Bangladesh.
ANNEXURE
The vision of Awami League for resolution of crisis and a prosperous future (Vision 2021)
Bangladesh as we want to see in 2021
1. Caretaker Government, Democracy & Effective Parliament
Democracy and strong democratic institutions will be established for holding reliable election
at regular intervals, accountability of government and effective Parliament. All necessary
steps will be taken for making Parliament effective.
2. Political framework, Decentralization of Power & People’s Participation
Local government will be given due importance with a view to effecting radical change of the
political system. The local government institutions will play a critical role in development
183
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
programmes. Self-reliant local self-government institutions will be established at upazila and
zila levels to this end.
3. Good governance through establishing Rule of Law and avoiding Political
Partisanship
Human rights will be established on a strong footing with a view to ensuring rule of law.
Independence of the judiciary will be ensured and the Institutions of the State and
Administration will be freed from partisan influence. The basis of appointment and promotion
will be merit, efficiency, seniority, honesty and loyalty to the Republic; political connection
will have no relevance.
4. Transformation of political culture
Terrorism, corruption and use of religion for politics will be stopped. Steps appropriate to the
time will be taken to establish democratic principles in the political parties, transparency of
political funding, civility and tolerance.
5. A society free from corruption
The institutions of the State will be made more effective along with the independent and
strong Anti-corruption Commission for curbing corruption. Social resistance to corruption
will be promoted alongside legal steps. All possible steps will be taken to stop corruption such
as Charter of Citizens’ Rights, Right to Information, Computerization of Official Documents,
and Decentralization of Power.
6. Empowerment and Equal Rights for Women
The Women’s Policy of 1997 will be revived for ensuring equal right and access for women
to the state and social space; laws which discriminate against women will be amended; and
100 seats will be reserved for women for direct election.
7. Economic Development & Initiative
a. Meeting basic needs: With a view to providing food, clothing, shelter, education and
health care to the citizens in accordance with Article 15 of the Constitution, gross
domestic product will be raised to 8% by 2013 and 10% by 2021 which will be sustained
thereafter.
b. Population and labor force: Population in 2021 is estimated at 165 million, and labor force
at 105 million. Programmes will be taken up for employment of 85% of the work force.
c. Alleviation of poverty: We aim not at reduction of poverty, but removal of poverty, to
which end we shall try to achieve the Millennium Goals declared by UN by 2015, and by
2017 latest. Beginning in 2021, poverty will be reduced to 15% from 45% now
184
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
progressively. Poverty will rise from 45 million now to 65 million in 2021, and then fall to
25 million in 2021. Sustainable safety net will be established for the extreme poor until
poverty is removed.
d. Food & nutrition: Food deficit will be removed and self-reliance in food production
achieved by 2012, which will enable us to meet the nutrition needs of 85% of the
population.
e. Health Care: By 2021, minimum daily intake of 2122 kilo calories of food, elimination of
contagious disease, primary health care and sanitation for all will be ensured. Average
longevity will be increased to seventy years, and efforts will be made for the reduction of
child and maternal mortality.
f. Education: Enrolment at the primary level will be increased to 100 percent net by 2010.
Elimination of illiteracy by 2014, improvement in the quality of education, creation of a
generation educated in science and technology, make degree level education free by 2013
and ensuring higher salary for teachers are the other educational goals.
g. Industry: A strong foundation for industrialization will be established by 2021.
Contribution of the industrial sector to national GDP will be doubled. Primacy will be
given to agro and labor intensive industries and the highest emphasis will be given to
information technology sector. The investment policy will be geared to implementing a
strategy attracting both domestic and foreign investment.
h. Energy Security: An energy policy will be adopted tapping all sources of traditional and
non-traditional energy to ensure accelerated rate of economic development and
industrialization. A three year crash programme will be taken up to meet the existing
crisis. By 2015, electricity production will be increased to 8000 megawatt. By 2021,
demand for electricity is projected to increase to 20,000 megawatt. We will take all
possible actions aiming at enhancing our generation capacity. To increase gas production,
regular survey of gas resources and work on well development will be undertaken. To
meet energy demand, efforts will be undertaken for regional energy security through
mutual cooperation in addition to exploring internal sources.
i. Infrastructural Development: Road, rail, river and air transport and telecommunication
systems will be expanded. Construction of bridge, tunnel for Padma and Karnaphuli
rivers, connecting Bangladesh with Asian Highway and Asian Railway, improvement of
port facilities, building of a deep sea port to open up Bangladesh ports to countries of Asia
will be implemented. In Dhaka, construction of metro tunnel, elevated rail and circular rail
185
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
to remove traffic jams and to solve public transport problems will be studied forthwith in
order to undertake a feasible project. The project will then be implemented on a priority
basis
j. Housing: By 2015, housing for all will be ensured. In every union and upazila, ‘growth
center’ centric village housing and in towns housing with modern amenities will be
implemented.
k. Environment: All measures will be taken to protect Bangladesh– including planned
migration abroad– from the adverse effects of climate change and global warming. Facing
natural calamities, planned reduction of air pollution, prevention of industry and transport
related air pollution and disposal of waste in scientific manner will be ensured. Steps will
be taken to make Bangladesh an ecologically attractive place through retention of forests
and water bodies and prevention of river erosion.
l. Water Resources: Bangladesh Awami League will take the initiative to formulate a
comprehensive regional water policy along with India, Nepal and Bhutan for regional
water security. In addition, in keeping with a comprehensive water police, articulated
earlier by Bangladesh Awami League, measures will be taken for development of our
water resources and their rational use.
8. Bangladesh in the Global Arena
a. Achievements of liberation: Multi-pronged measures will be taken to uphold the glorious
history and the fruits of liberation, to energize the new generation with the spirit of
liberation struggle, patriotism and love for humanity. Highest priority will be given to
development of innovative spirit of the younger generations and opportunity will be
provided for them to participate in nation building activities.
b. Culture: Measures will be taken to remove obstacles in the development of Bengali
culture, literature, art, music and sport and to provide all opportunities by the state to
enable the younger generations to attain international standards and to contribute to the
nation.
c. Foreign Policy: In international affairs Bangladesh will follow the policy of ‘friendship
towards all and malice towards none’.
186
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Election Manifest of Bangladesh Nationalist Party, 2008
(A Package of Political Services/Product)
Bangladesh Nationalist Party-BNP- started its journey on 1 September 1978 under the
leadership of Shaheed President Freedom Fighter Ziaur, the proclaimer of independence. In
the long last 30 years, the BNP participated in four parliamentary elections and won four of
the polls with a huge majority. In the seventh parliament election in 1996, the BNP won the
highest number of seats as an opposition party. In this long journey, the BNP along with the
people not only won various elections, but also waged tough and uncompromising movements
against autocratic and un-elected governments for establishing democratic rights of the
masses and achieved successes. The independence of Bangladesh achieved through the Great
War of Liberation is a sacred bond to the BNP believing in constitutional and democratic
governance, the rule of the law and sovereignty of the people’s will. An uncompromising
BNP on protecting the blood-soaked democracy along with the people is pledged bound to
make our beloved motherland Bangladesh a happy and prosperous nation.
The BNP thinks an effective parliament, responsible political atmosphere, effective
understanding among all state and social forces, neutral administration, independent judiciary,
farsighted foreign policy and appropriate pro-people administration are needed for achieving
these goals. Achieving anyone of these goals is not at all an easy task, but at the same time not
impossible. Our patriotism and obligation toward the people will help us achieving the goals.
If we win the upcoming election by the mercy of Almighty Allah and support of the people
and get the opportunity of running the country, the BNP will Inshallah work relentlessly for
ensuring overall welfare and development of the country and people being imbued with the
slogan-“Save Country, Save People.”
With this desire in the mind and whatever necessary and possible for doing in the greater
interest of the country and people in the coming days, the BNP is announcing this election
manifesto:
1. For ensuring the right of a dignified living for the poor people through reducing prices
of essentials, we are making following promises in this manifesto:
Marginal farmers will be provided with all helps, including developed seeds, fertilizers,
irrigation pumps, and electricity or fuel to run the pumps at reduced prices and on time. For
keeping prices of essentials within the purchasing capacity of the general people, we will give
187
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
subsidy when necessary to increase food production and decrease production cost. And we are
promising to reduce the prices in phases.
We are also announcing to adopt a policy on achieving self-reliance in food production and
ensuring food security so that the people do not suffer during natural calamities like flood and
drought or the food prices go beyond the reach of the common man. For alleviating poverty,
we have decided to adopt a plan for initiating a national employment project so that one
member from each of the families across the country gets permanent job.
2. If comes to power after the election, the BNP at first will employ its best efforts to
establish the rule of law and curb terrorism. And with this in view and for protecting
life and properties of the people and establishing peace and the rule of law in the
country, the BNP will suppress with an iron hand all illegal acts and local and
international terror activities.
For making the law enforcement agencies more strong and effective, the organizations will be
provided with necessary training, modern equipment and other logistics support to make them
befitting forces in maintaining internal law and order.
3. Corruption has spread to every nook and corner of the country and among all classes
in society. A massive campaign in this regard was carried out at home and abroad and
there were exaggerations in particular cases. And because of this, image of
Bangladesh was heavily tarnished particularly in foreign countries though majority of
Bangladeshis are leading an honest and moral life. We will have to change this
situation. For achieving this target we will adopt the following measures;
To free the nation from the curse of corruption, the prime obstacle to national development,
we have adopted an action plan to check with an iron hand all corruption and sources of
corruption. Apart from giving the Anti-Corruption Commission the opportunity to function
independently under the constitution and law of the land, we will take effective cooperation
from all elected local government institutions, media and the people to create people’s
awareness and public opinion against the menace of corruption.
The provision for submitting statement of personal wealth by all elected representatives will
be made effective within 30 days taking oath by the person concerned after the election.
4. The BNP and economic development of Bangladesh are almost complementary to
each other. Bangladesh has achieved a tremendous success whenever the BNP
assumes state power. This trend of economic progress will be further intensified and
geared up if the BNP, believing in the politics of production and development, re-
188
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
elected to power again. And for achieving this goal- we will give priority to the private
sector and cooperatives to ensure the continued development of the national economy,
industry and trade and commerce.
We will provide all necessary support to all local and foreign investors particularly the
expatriate Bangladeshis for encouraging investment in the country.
We will accelerate the development of the power and energy sectors to ensure the flourishing
of industries sector for reducing sufferings of the people and gearing up the export activities.
We will ensure the best usages of oil, gas, coal and other mineral resources protecting the
national interest.
All types helps will be provided to the readymade garment industry, the country’s largest
labor-intensive production sector employing a huge volume of female workface and also the
biggest foreign exchange earner, to sustain in the international completion and for further
expansion of the industry.
All out measures will be taken to protect and continue flourishing of the local industries
particularly jute, tea, sugar, pharmaceutical, ceramic and leather.
Special training and credit facilities will be given to educated youth force, women
entrepreneurs and cooperators for the development of small and cottage industries.
Assistances will be given to the establishment and expansion of agriculture based and export-
oriented industries for striking a balance in the export trade and creating more employment.
The railway, road, naval and air communication systems will be developed and expanded side
by side with making those passenger and business friendly.
The import and export trade will be made more easy and competitive by setting up deep-sea
ports.
5. In the context of present ground reality, the BNP from the very beginning will be
active for the development of electricity and fuel power and ensure best usages of the
energy protecting national interest. And for achieving this goal following steps will be
taken:
For electricity generation and the best usages of gas, oil, coal and other mineral resources, a
national energy policy will be formulated at the advices of an experts’ committee constituted
with genuine experts.
Measures will be taken as early as possible to increase the production of electricity, coal and
gas and the energy will be used giving priority to the national interest.
189
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Accelerating implementation of 450-MW power plant at Bibiana, 450-MW power plant at
Sirajganj and other medium and small power plants with the assistance of development
partners and financing by different banks.
Steps will be taken for generation of hydro electricity, air and solar power and setting up of
nuclear power plants for the production of electricity.
6. For stabilizing and quick reduction of prices of essential commodities through possible
decrease in the production cost of agricultural products:
Steps will be taken for application of newer technology and research and research findings at
the field level for modernization and the development of the agriculture sector. Necessary
systems will be developed for the preservation, transportation and marketing of agricultural
products so that the farmers get fair prices of their produces and the consumers do not require
excess money to buy commodities and the bullying of the middle men will be checked with
iron fists.
7. Our academic activities are not being carried out giving a due importance to the
demand for services at home and abroad. The standard of education is not increasing.
Taking into consideration this ground reality, the BNP wants to achieve, among
others, the following important targets:
For making the education system pro-people and work-oriented, the BNP will form a
consultancy committee with efficient and expert persons within 100 days of assuming the
office and at the advices of the committee a pro-people and job-oriented system will be
implemented for all.
The door will be opened to all citizens of the country for providing adequate education so that
no citizens remain illiterate in the next five years and no children remain out of educational
institutions.
Arrangements for providing enough stipends will be made for poor but meritorious students
so that no meritorious male or female students deprived of higher education.
For making the education system pro-people and job-oriented, provisions will be made for
introducing occupation based technical education at all schools, colleges and madrasas side by
side with the general education.
New policies will be formulated for constituting managing committee/governing body for
keeping the educational institutions above political influence.
The dignity of teachers will be upheld and they will be given adequate salary-allowance and
other facilities to lead a dignified life.
190
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
8. The BNP will adopt, among others, the following important measures for ensuring a
sound health for all citizens:
The National Health Policy will be modernized and made welfare oriented and heath
insurance will be introduced for all insolvent citizens in phases.
Arrangements will be made for necessary higher education and training for doctors,
technologist and nurses at home and abroad. Scopes will be created for importing necessary
medical appliances and equipment without paying duties. And as a result, scopes for
improved and specialized treatment will be created in the country and no citizen will require
going abroad for treatment spending valuable foreign currencies.
Apart from constructing new hospitals and clinics, the number of beds and other facilities will
be increased at all existing government hospitals to expand the scopes for improved treatment
for people across the country.
Mobile medical units will be introduced to ensure Medicare services for the people living in
the coastal and char areas.
More MBBS doctors and supportive staff will be appointed to the health and family welfare
centers at the upazila and union levels. The standard and areas of the Medicare services will
be increased.
Programs on treatment, education, employment and rehabilitation of physically and mentally
disabled persons will be geared up.
9. Scopes for new employment are created when the overall economic condition of
country improves. Bangladesh witnessed a tremendous economic development along
with an increased employment when the BNP assumes power in the past. This will be
treated as a priority issue for the BNP in coming days and for achieving this purpose:
Priority will be given to the creation of employment in the rural areas. In doing so, priority
will be given to accomplish the ongoing and unfinished projects taken under the Rural
Infrastructure Development Program.
The Annual Development Program will be implemented in a proper manner to solve the
unemployment problem. Special economic zones will be set up across the country.
Measures will be taken to strengthen the rural economy giving incentives to small and cottage
industries and providing support to the cooperatives movement.
Establishing labor intensive industries in the country on a large scale and providing incentives
to restarting production at all closed mills and factories following steps will be taken:
191
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Making arrangements for necessary training for creating employment opportunities for skilled
workers in foreign countries. Making arrangements for overseas employment for various
professionals, including teachers, engineers, doctors and nurse, and sending skilled and
efficient manpower to work at hotels and restaurants in Europe and the Middle East through
setting up Asian Culinary College. Adopting various measures to support self-employment.
10. An epoch-making development in the country’s communications system took place
during the government of the BNP and four-party alliance. The major successes of the
last BNP and four-party alliance government in its five-year tenure include
development of all main highways of the country, constructing bridges over the major
rivers, constructing Newmooring Terminal at Chittagong, modernization of
Bangladesh Railway, constructing Meghna Bridge near Bhairab, constructing
Dhaleshwari Bridge at Munshiganj, progress in the construction of the third bridge
across the River Karnaphuli, receiving assurance of financial support from the World
Bank, the Asian Development Bank and Japan for constructing the Padma Bridge and
completion of feasibility study on the bridge project, and construction of two new
terminal buildings at Chittagong and Sylhet airports. To continue this trend of the
success the BNP government in future will undertake following measures:
On the basis of the feasibility study report, the BNP will try to attract private investment for
constructing deep-sea ports and receive helps from the donor countries in this regard. In
consultations with all stakeholders, the BNP will undertake permanent and effective measures
so that activities at Chittagong and Mongla seaports never hampered in anyway.
The BNP will accelerate the work on constructing the Padma Bridge and turning the Dhaka-
Chittagong Highway into a four-lane route. New flyovers will be constructed in the major
cities, including the capital Dhaka, for reducing traffic congestion and measures will be taken
to construct alleviate monorail in Dhaka City. The BNP will also take necessary steps for
making the railway communication system more speedy and comfortable across the country.
It will also adopt measures to make marine communication system updated and safer and turn
Bangladesh Biman into a profitable organization.
11. For the overall development of the country, the administration will be taken to the
doorsteps of the people and for ensuring good governance the administration will be
exclusively decentralized. Active participation of the people in all development
activities at the local level will be ensured.
192
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
At the upazila and union level the local government system will be made more strong and
effective through the elected representatives of the people.
The BNP has been working for creating an efficient leadership at the village level. In line with
this, the elected BNP government will expand the scopes for participation in the local
development and public welfare by the marginal people keeping intact the existing local
government system and duties and obligations of the elected representatives.
12. Foreign Policy: State Security
Upholding the ideals of the constitution and the Great War Liberation, the BNP will maintain
the foreign policy of Bangladesh on the basis of the principle-“Friendship to all and malice to
none.”
Interest of the people and the country will be protected in all matters relating to state
sovereignty, land and maritime boundary, defending territorial integrity and ensuring political
and social independence of the country.
The BNP will resist effectively the ongoing campaign of identifying Bangladesh as a
fundamentalist, extremist and violent nation though it is a non-communal, moderate, tolerant
and peace loving country.
Maintaining regional cooperation and fraternal relations with the Muslim countries and
friendly relationships with neighboring countries on the basis of mutual respect and dignity to
each other, diplomatic efforts will be undertaken for ensuring economic development and
prosperity of the country.
The regional and international forums, including SAARC, BIMSTEC, OIC, Commonwealth
and the Non Aligned Movement, will be further strengthened.
Initiatives will be taken for a quick resolution of the existing unsettled issues with the
neighboring countries through discussions and negotiations by protecting mutual interest and
dignity.
Supports will be given to the international initiatives for curbing terrorism.
Joining all international efforts for reaping benefits from globalization and information
communication technology and gaining protection against all hazards, the climate change
induced by global warming.
13. Defense:
The BNP will further strengthen and organize the defense forces providing those with modern
training, technology and arsenals.
193
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Appointment and promotion in the defense forces will be made on the basis of skill,
efficiency, moral virtues and seniority. The defense forces will be imbued with the ideals of
the constitutions and the Great War of Liberation and they will be kept above all
controversies.
The policy of sending members of the armed forces and the police to the UN Peacekeeping
Missions will be continued. The areas in this regard will be expanded further.
14. Jatiya Sangsad
The Jatiya Sangsad will be the focal point of national politics. The BNP will adopt the
following measures to make the Jatiya Sangsad an effective and meaningful organization:
The elected Jatiya Sangsad speaker and deputy speaker will resign from their party post
immediately after their elections and severe all relations with the party. One honorable
member of the parliament from the opposition party will be the deputy speaker of the Jatiya
Sangsad. After the election, all members of the Jatiya Sangsad will enjoy equally the facilities
provided by the government. The government will not follow any discriminatory policy on
allocations to electoral constituencies.
The government will extend all cooperation so that the opposition party can play an effective
role in the parliament.
15. Judicial System and Independence of Judiciary
For a quick dispensation of justice at a minimum cost, and infusing dynamism into the
obsolete judicial system and making it an organization enjoying the people’s confidence, the
past BNP coalition government had initiated a historic reforms program. But the present
caretaker government instead of pursuing any fresh reform measures has destroyed the
judiciary through their naked interference. If wins in the upcoming election, the BNP will
again launch its earlier reforms program and for ensuring a complete freedom of the judiciary
will undertake the following measures:
To prevent delay in the settlement of lawsuits and remove the logjam of cases, the criminal
and civil trial proceedings will be restructured.
Measures will be taken to remove through structural reforms the organizational weaknesses
that create scopes for corruption in the judiciary. Activities on brining a radical change will be
geared up on the basis of database and using modern technology in the judicial administration
and case management.
An independent secretariat will be set up under the Supreme Court to ensure separation of the
judiciary and its complete independence.
194
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
1. Four basic principles of the constitution- Complete trust and belief in Almighty Allah,
nationalism, democracy and economic and social justice- will be upheld. The
parliamentary system will be further consolidated. Transparency and accountability in
the administration will be ensured. The administration will be freed from all sorts of
political interferences. Measures will be taken so that the administration does not rule
the people, but render service to them. Merit, efficiency, skill and experience will the
yardstick in the appointment manpower and promotion in the public administration.
1. To ensure right to housing of the citizens, the elected BNP government will adopt a
plan for solving the housing problem of the lower income group people in urban and
rural areas so that all can get a permanent address.
Assistances from the public sector and NGOs will be taken for constructing dwellings houses
at low cost for the poor and homeless people on government’s khas land.
New housing projects will be implemented at small and medium cities with assistance from
the REHAB.
Unplanned urbanization and construction of low quality multi-storied buildings shall be
stopped in Bangladesh, identified as an earthquake prone zone.
1. For increasing empowerment and dignity of women, the BNP wants presence of the
women in every sphere of life so that they can develop further. If elected in the
coming polls, the BNP will undertake the following measures:
Effective measures will be taken to ensure empowerment and dignity of the women and
increase their participation in the decision-making positions.
Low interest and easy term loans will be given to the women interested in business and
involved in self-employment. Priority will be given to the women in appointment and
promotion in the public sector jobs. Female candidates will be given priority in the
appointment to the government jobs in rural areas.
Stringent measures will be taken in preventing dowry, acid throwing and trafficking of
women and children.
The rate of maternal and child mortality will be reduced to a minimum level and children
should not be involved in any political activities.
Conducive atmosphere will be ensured so that the women can be elected at all levels,
including the Jatiya Sangsad.
1. Telecommunication
195
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
In line with the 2001 BNP election manifesto, Bangladesh is now connected with the
information highway. The number mobile phone sets in the country was only 5 million when
the BNP came to power in 2001. This number stood at nearly 30 million at the end of 2006.
Maintaining this trend, the telecommunication system will be made more accessible,
subscriber friendly and expanded. The Internet service will be spread across the country and
made cheap.
1. Science and Technology
Education and research on science and information technology will be given priority.
Academic activities on science and information technology at schools, colleges, madrasas and
universities will be expanded and encouraged. And to achieve this target:
Education and research programs on science and information technology will be strengthened
and computer education will be made compulsory at all educational institutions in phases.
Scopes for flourishing knowledge and increasing employment opportunities at home and
abroad will be raised by setting up IT parks and education parks across the country.
1. During the tenure of four-party alliance government special emphasis was given to
supplying pure drinking water and introducing hygienic sewage system in rural areas.
And as a result, 90 percent villagers are now getting pure drinking water and enjoying
the facility of hygienic sewage system at a minimum cost. Bangladesh has achieved
the millennium development goal in this regard much ahead of the set timeframe. If
voted to power again, the BNP will continue this trend and also undertake following
measures:
Arrangements for supplying arsenic free pure drinking water to all citizens will be made
bringing necessary reforms and revisions to the National Water Policy.
Adequate number of arsenic free safe tube wells will be supplied across the country taking
helps from the public health department and NGOs.
1. For Development Fish Resources: The BNP will adopt the following measures:
If the party gets chance of running the country, steps will be taken for the development of fish
resources by renovating all locked water bodies, haor, baor, rivers, canals and beels. And the
water bodies will be leased out to genuine fishermen.
Initiatives for catching fish in the sea and exporting fishes to foreign countries after meeting
local demands will be encouraged.
1. Optimum Use of Land
196
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
If the BNP gets chance of running the country, the optimum and appropriate use of lands will
be ensured and the government’s khas lands be distributed among landless people, slum
dwellers and homeless people on a priority basis brining necessary change to land
management.
Pressure on land will be reduced by encouraging the move for setting up new industrial units
on the plots of old or closed mills and factories.
Incentives will be given to the initiatives of producing cash crops on the swamps along the
coastal belt and new char areas.
Initiatives will be taken for a proper use of government lands on both sides of roads and
highways for economic purposes and distressed freedom fighters living in nearby areas and
local landless people be given priority in this regard.
1. The Cooperatives movement will be encouraged for the highest and optimum use of
the experiences and limited resources of the rural people. And with this in view, the
flowing measures will be taken :
The cooperatives will be built as a movement in the country for the socio-economic
development and poverty alleviation of the rural masses.
Necessary training and credit and other facilities will be provided to framers cooperatives,
workers cooperatives, marginal farmers cooperatives and backward professionals
cooperatives to encourage the groups. And as a result, they will be able to contribute to their
own and national development using their efficiencies and limited resources.
Assistances will be given to agriculture goods producing cooperatives and consumers
cooperatives in their coordinated efforts so that the farmers get fair prices of their produces
and the consumers do not requiring paying irrational excess money to buy goods and at the
same time the bullying of the middlemen comes to a halt.
1. In the protection of environment, the last BNP and four-party alliance government
during its tenure was able to achieve success in the programs on stopping the use of
polythene bags, imposing a ban on two-stroke baby taxies and implementing schemes
on tree plantation and afforestation across the country. If voted to power, the BNP will
again undertake following measures:
Effective steps will be taken for stopping tree felling, indiscriminate hill cutting, use of woods
as fuel in brick kilns, and also for checking air, water and sound pollutions.
Initiatives for development of environment and preventing natural disasters will taken through
planting trees on a massive scale and expanding the green belt in the coastal areas.
197
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
1. Shaheed President Ziaur Rahman had constituted the youth’s ministry for engaging the
country’s youth forces in the development activities. In line with his policy, planned
measures will be taken to involve the youth forces in the national building activities.
The unemployed youths will be given necessary training, credit and other facilities for
carrying out development activities at home or securing overseas jobs.
Special programs will be taken to protect the youths from the curse of drug addiction and anti-
social activities.
1. The BNP believing in the politics of production and development will take initiatives
for building a sound and improved workers-owners relationship for increasing
productivity in the industries and service sectors of the country. For achieving this
purpose, the BNP will adopt the following steps:
The existing laws will be updated and made democratic side by side their proper
enforcement.
Wage and pay commissions will be constituted for increasing the standard of living of the
government officers and employees and workers.
Legal measures will be taken so that the private sector workers get their just remuneration on
time. Effective measures will be taken to stop child labor particularly risky child labor. Safer
working environment for all, decent working condition for female employees and equal
remuneration for the same work will be ensured.
Arrangements for updated training both for workers and owners will be made for increasing
productivity. Steps will be taken so that the workers get share of the profits coming from
enhanced productivity.
1. In reorganizations to expatriated Bangladeshis huge contribution to country’s
economic development, the last BNP government constituted the Expatriates Welfare
Ministry. This ministry will be strengthened further in the days to come.
Measures will be taken so that the expatriated Bangladeshis do not encounter any harassments
at airports before departing the country for overseas employment, at the time of staying
abroad and returning home and they do not fall victim to cheating in investing their savings
and experiences at home.
Provisions will be made so that the Bangladesh missions abroad play an appropriate role in
ensuring welfare of the expatriated Bangladeshis.
198
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Specific quotas will be introduced for the expatriated Bangladeshi in the allotment of
government lands, plots and shops and for their children during admission to schools, colleges
and universities.
Active participation of the expatriated Bangladeshis will be ensured by enrolling their names
in the voters’ list. Recommendations and advices of the expatriated Bangladeshis will be
taken into consideration in the initiatives for national development.
1. There were severe violations of human rights in Bangladesh in the last two years. To
prevent recurrence of such a situation the following steps will be taken:
The Universal Declaration on Human Rights of the UN will be implemented in the country.
Efforts for implementing all international charters on civil, political and social rights will be
geared up. Necessary supports will be provided to the National Human Rights Commission
for its smooth functioning. The Special Powers Act-1974 will be scrapped.
1. An effective social safety net will be built in phases for war wounded and distressed
freedom fighters, distressed and poor women-men-children and helpless elderly
citizens. To achieve this purpose-
To ensure healthcare services to the poor people, health insurance will be introduced for all in
phases. Unemployment allowance will be introduced in phases for those who could not be
given any appropriate job for earning livelihoods.
For distressed women in rural areas, programs like VGD project, food for work or cash for
work will be geared up. An elderly people friendly policy will be formulated and
implemented so that nearly 100 million old and helpless people both males and females spend
their last days of life in peace, dignity and security. Allowances of war wounded and
distressed freedom fighters, elderly and poor people and helpless widows will be increased.
1. Intensifying communal harmony and sticking to the policy on protecting equal rights
to faiths and caste with sincerity, the BNP will adopt the flowing measures:
Provisions will be made for ensuring rights to religions and rituals of all citizens irrespective
of caste and creed as enshrined in the constitution and a complete security of life and
properties of all communities. All acts of damaging communal harmony will be dealt with
iron hands. All supports and facilities will be provided for protecting cultural diversity of the
backward hill and tribal populations, their employment and education and development
activities in the hill regions will be geared up. Stipends introduced for the scheduled caste will
be expanded. Adequate measures will be taken so that the tribal and ethnic minority peoples
199
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
living in the hill districts and other parts of the country can receive education in their mother
languages.
1. If voted to power again, the BNP will reactivate its programs for a sound flourishing
of culture on the basis of Bangladeshi nationalism and social and religious values.
All sorts of evil cultures will be prevented through flourishing the indigenous culture, and
giving incentives and government patronization to cultural activities. Effective provisions will
be created for flourishing talents of artistes, litterateurs and cultural activists. Activities of
Bangla Academy and Bangladesh Shilpakla Academy will be expanded further for the
development Bengali language, literature and culture. Work on further development of tribal
cultural centers and academies will be carried out to give incentives for flourishing the
cultures of the tribal and ethnic minority peoples in the hill regions.
1. Tourism industry did not flourish in the country as per expectation. But the
development of tourism industry can play a vital role in the economy of Bangladesh. If
voted to power, the BNP will give incentives to citizens at home and abroad for the
development of tourism industry. To achieve this purpose following measures will be
adopted: Necessary steps will be taken for a proper preservation and management of
places of pilgrimage of various religions and communities and increasing traveling
amenities of the pilgrims.
Adequate arrangements will be made for cultural tour of Mahaswathagarh at Bogra, Lalon’s
Mazar at Kushtia, Kothibari at Shahjadpur an Shilaidah, Kantajir Temple and Ramsagar at
Dinajpur, Lamai and Moinamati at Comilla and Sagardari at Jessore at a minimum cost.
Mazar, dargah sharif and memorials of various saints, including shrine of Hazrat Shahjalal
[RA] at Sylhet will be preserved in a befitting manner and these places of pilgrimage will be
highlighted before the Muslims at home and abroad for visiting the sacred venues. Measures
will be taken to preserve natural beauties of Rangamati, Khagrachhari, Bandarban, Jaflong,
Cox’s Bazar seacoast, Kuakata sea beach, and Saint Martin’s Island along with package tour
of the spots at a minimum cost. Sufficient investment will be made in the tourism industry for
attracting the local and foreign investors.
1. The BNP will employ its best efforts so that Bangladesh can achieve a respectable
position or at least regional supremacy in the sporting arena by 2020. To achieve this
purpose following steps will be taken:
Three state of the art sports academies will be set up at suitable places across the country. A
modern national Olympic academy will be set up adjacent to the capital Dhaka for a
200
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
respectable participation of the country in multi games events such as South Asian Games,
Asian Games, Commonwealth Games and Olympic Games. Steps will be taken for making
Mirpur Swimming Complex and Gulshan Shooting Complex the training centers of
international standard. Measures will be taken to make cheaper sporting equipment at school
level and ensure regular practice of sports and games there.
Dear Journalist Friends,
In consultations with experienced, learned and intelligent personalities of different professions
and conscious citizens, we will always keep ourselves ready for updating our programs as per
requirement to face the day to day challenges of the rapid changing global system.
We sincerely believe that all patriotic people irrespective of their party affiliation want
welfare of the country and the people. And as a result, we seek active cooperation from
people belonging to all classes and professions, including all political parties, in the
implementation of our programs. Our beloved motherland is house to a huge population
gripped with various problems and brining a solution to these crises is not at all possible for
and individual, party or alliance. Inshallah, through our concerted efforts we will be able to
gift the people of the country with peace and progress.
On this auspicious day and though all of you I am announcing that if we get the opportunity
of running the country with support of the people and at the mercy of Almighty Allah we will
implement the following decisions:
We will undertake initiatives for taking decisions on all issues of national interest on the basis
of consensus through discussions inside and outside the parliament.
To make the Jatiya Sangasd more effective we will elect the deputy speaker of the House
from the opposition party. The parliamentary standing committees will be constituted in the
second session of the Jatiya Sangsad. MPs from the opposition parties will also be elected
chairmen of the standing committees.
With a view to creating an atmosphere understanding, we will employ our best efforts to
reach consensus on some issues so that the culture parliament boycott can be stopped.
All parliament members will abide by the rules of procedure of the Jatiya Sangsad in letter
and spirit.
No derogatory comments will be made in the House about the late national leaders.
No MP will be able to remain absent from the House for 30 days at a stretch without
permission of the Jatiya Sangsad.
201
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
An all-party parliamentary committee will be formed to device proposals for recruiting
procedure of the chief officials of the organizations like the Election Commission, Anti-
Corruption Commission, Public Service Commission and University Grants Commission.
Relevant formulas of appointing the chiefs will be ascertained in consultations with the
committee members so that none could create any controversy over their selection in future.
Provisions will be made for giving priority to recommendations of the chief justice of the
Supreme Court in the appointment of judges to the higher courts. When necessary the chief
justice will make recommendations in consultations with his or her senior colleagues.
For taking best decisions to ensure people’s welfare and country’s development, national level
consultancy committees in various matters will be formed to elicit opinions and
recommendations from Bangladeshi experts living at home and abroad on different issues,
including education, agriculture, health, industries, trade and commerce, investment,
electricity, mineral resources, water resources, law and judiciary, local government, defense,
women development, child welfare, communication and transportation, environment, science
and technology, mass media, sports and culture, human resources, employment, labor welfare,
cooperatives, human rights, communal harmony, and development of law and order and
curbing terrorism. These committees to be constituted with experienced and skilled persons
in the concerned fields will be given supports from the sate in performing their
responsibilities bestowed on them. The opinions and recommendations of the committees will
be given due importance.
Efforts will be undertaken to a national consensus to refrain from all activities that create
obstacles to national economy and building future of the country.
After holding an elaborate discussion of the existing caretaker government system in the
Jatiya Sangsad, amendments will made to the relevant laws so that free, fair and credible
general elections could be held in the country after every five years. Initiatives will be
undertaken to create an atmosphere of constructive political competition brining an end to the
prevailing culture of jealousy, vengeance and deception among the political parties and
political leaders and workers.
Efforts will be made for reaching consensus among the persons concerned to exercise the
culture of constructive opposition and criticism through removing the tendency of enmity and
acts of mutual victimizations among the ruling and opposition political parties.
All required measures will be taken to forge unity among all political parties and social forces
on the issues of national importance for combating national disasters, continuing communal
202
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
harmony and curbing terrorism and corruption. Opinions and recommendations all to these
effect will be given due importance for taking concerted remedial measures.
The upazila and union parishads will be formed through elections in due course.
Paying glowing tributes to heroic freedom fighters, the best sons of the soil, martyred
intellectuals, martyred freedom fighters and oppresses mothers and sisters of the liberation
war, and countless peoples of the countries extending support to the liberation war, we will
work for consolidating national unity for protecting independence of Bangladesh and making
the same meaningful.
None will patronize terrorists, corrupt persons, profit mongers, black marketers, extortionists
and anti-social elements whoever they might be.
Practice of democracy will be strengthened in the party and all elected organizations of the
state.
Building a safe, prosperous, peaceful and habitable Bangladesh for farmers, workers,
industrialists, traders, teachers, writers, journalists, lawyers, doctors, engineers, agriculturists
and development agents along with males and females of various professions, youth forces
and male and female students, the future of the nation, and children is our commitment. I
seeks unflinching support of the people and mercy of Almighty Allah in the implementation
of this commitment.
Dear Journalist Brothers and Sisters
If people of Bangladesh elect the BNP to the majority seats in the election of the 9th Jatiya
Sangsad for implementing the programs enshrined in this manifesto, Inshallah the people of
Bangladesh will be built as an educated and skilled manpower. The entire rural Bangladesh
will be turned into a self-reliant community. A capable and promising private sector will be
created in the country. State support will be given to private entrepreneurship and
cooperatives. Education, training, skill, merit, experience and honesty will get due rewards.
The people of the country will achieve a new height in the standard of living by freeing from
the menace of terrorism and corruption. The rate of unemployment will come down
sufficiently and a considerable portion of the country’s manpower will get employment in
foreign countries.
Overall a progressive culture will be flourished amid the universal values and tradition of this
country. Particularly doors of opportunities will be opened for women, children and distressed
people to pave the way for establishing a self-reliant, democratic and progressive society. Our
children will get a conducive atmosphere of unhindered development.
203
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
We want a peaceful society from terrorism. Our commitment is to build a self-reliant, happy,
modern and prosperous Bangladesh free from the curse of corruption. We seek support of all
people of the country irrespective of caste, creed and religion in fulfilling this commitment.
I particularly congratulate the younger generation those who become voters for the first time.
I firmly hope the younger generation will actively join our mission with much enthusiasm to
implement the plan that we have taken for building a prosperous and peaceful Bangladesh in
line with their dream.
I also have a firm belief that we will get all Bangladeshis as partners in the coming election in
our struggle for building a beautiful Bangladesh free from corruption and nepotism, leading a
terrorism-free life in our beloved motherland, and also to practice their own religions and rites
without any fear.
We will have to search out a mechanism to retrieve the country from the recent abyss of
darkness. For doing so we ourselves will have to take all out efforts. The upcoming general
election in the great month victory has paved the way for implementing this boundless
prospect of ours. The people of this country, emerged out of supreme sacrifices of millions of
martyrs, never committed any mistake in taking decisions. I hope the people this time will
give their correct mandate in the election to entrust us with the responsibility to ensure peace,
development and prosperity of the country and the general masses.
December is the month of victory. Being imbued with the spirit of the Great War of
Liberation in this month of victory, let us come forward to make victorious the Four-Party
Alliance, the symbol of patriotic nationalist forces, in the forthcoming election to implement
the slogan- “Save Country, Save People.”
May Almighty Allah give us the ability to fulfill our desire and ensure welfare of the nation.
Thank you all for listening to my statement with patience.
Allah Hafez, Bangladesh Zindabad,Bangladesh Nationalist Party
Source: http://www.bnpbangladesh.com/en/index.php/library/election-manifesto [02-03-2015]
204
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Political services package or products of Jatiya Party
Jatiya Party (Ershad) Parliamentary Election Manifest 2001
Introduction
Bangladesh earned its independence through a long bloody freedom struggle but the fruits of
independence have not yet been achieved by the people. The people have given their lives,
shed blood, continued their movement and even changed governments with the high hope of
having a happy and prosperous country, economic emancipation, social peace security, right to
franchise and so on, but all their sacrifices have gone in vain. All these, however, have
established a truth- as to which political party is their real friend, which party can efficiently
and successfully run the country and achieved meaningful development for the nation. Since
independence till now, by all yardsticks of judgment and considering the progress and
development achieved in the spheres of national life, it has been proved beyond doubt that
Jatiya Party's rule of 9 years has been the golden era of development for Bangladesh since
independence. In the backdrop of this success and experience, Jatiya Party strongly believes
that it can form the government with the people's mandate in the coming elections to fulfill the
hopes and aspirations of the nation. Jatiya Party presents the following manifesto to build a
new Bangladesh:
Political
a. The core principles of Jatiya Party are peace, prosperity, reconstruction and progress-
oriented politics and modernisation by Which it can go hand in hand with the rest of the
developing world. Jatiya Party has always been against the politics of victimization, for
smooth sailing of democratic norms in the country. Instead, it is determined to set up an
atmosphere of mutual understanding and respect for one another in the country's political
arena.
b. Jatiya Party does not believe in the Politics of Hartal (general strike). Appropriate law will
be introduced to the country with a view to stopping confrontational political activities
including Hartal.
Reconstruction
a. In place of unitary system of central government, the country may have a few provincial
governments as well as the one in the centre. It is extremely difficult for one central
205
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
government to efficiently rule in a country of 130 million people utterly beset with
multifarious problems. Therefore, we propose to divide the country into 8 provinces. Each
province will have a provincial assembly and the affairs of the respective province including
all development works will be run by the provincial governments. The Party Chairman,
Hussain Muhammad Ershad has elaborately explained his ideas of the provincial system of
government in a separate booklet.
b. At least 50% of the headquarters located in Dhaka City will be relocated outside Dhaka
City.
Peace and Discipline
a. The police force will be augmented proportionately to the population of the country and
the police forces will be modernized. Pay and allowances and ancillary facilities will be
increased for the police.
Police will have free rationing
The armed forces will be utilized for the country's development works
The Bangladesh Rifles will be strengthened and necessary measures will be
taken to protect the frontiers
Pay and allowances of Ansar and VDP personnel will be increased and they
will be vested with more powers.
b. A terror free society will be established. If Jatio Party comes to power, it will root out all
terrorist activities from the country within 3 months and all kinds of extortion will be
eliminated.
Education
a. Number of schools and colleges will be increased and arrangements will be made for free
education for both boys and girls up to Higher Secondary Certificate Examination.
b. The salary of registered private primary school teachers will be brought at per with their
government counterparts.
c. The salary of private schools and college teachers those are included in the M.P.O. will be
increased by 80 to 100 percent.
d. Rangpur Karmichel College will be elevated to an University.
e. The salary of standard Madrasha teachers will be raised to the level of government teachers
of their level.
206
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Health
a. A 'Health for all' programme will be introduced and Health complexes will be set up at the
Union level with 10 beds in each.
b. Programme will be taken to purify underground water containing arsenic throughout the
country. Agriculture
a. Agricultural appliances and inputs would be made easily available. Flair price for
agricultural products would be ensured.
b. Price of fertilizer and diesel would not be enhanced.
c. For the welfare of the poor farmers rural banks known as Palli Bank would be set up. This
bank will generate more rural employment and disburse credit at a nominal services charge of
Tk. 5.00 only. The Rural Bank will give the facility of repayment of loan installments and
services charges quarterly during harvesting seasons.
d. Barindra Project of North Bengal will be expanded as per the original plan.
e. Rajshahi North irrigation project will be materialised.
Social Development
a. A special allowance would be introduced for old and incapable people from the state.
b. Pathakali Trust would be reintroduced for the neglected children making provision for their
education and vocational training to make them self-reliant.
c. Food for work programme would be introduced for poor rural woman.
Village Development
a. Having set up the village cluster scheme the landless and the floating population would be
rehabilitated in each Upa Zila.
b. Village rationing would be introduced.
c. A Union Complex would be set up in each union. By appointing a government official under
the Upa Zila Chairman each union would be set up as a grass-root institution.
Communication System
a. Effective steps would be taken to eliminate traffic jam in every populous cities including
Dhaka constructing new roads and fly-over, Steps would also be taken to transfer the site of
Dhaka Central Launch Terminal from Sadarghat to Pagla. The proposed Launch Terminal
207
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
would be most modern up-to-date.
b. The big bridges would be constructed on the river Padma and Tista. The present ferry
system would be replaced by constructing bridges on the small reevaluates step by step.
Religious
a. Existing laws would be brought in line with the principles of the Quoran and Sunnah. Salary
will be provided to the Iamam and Muazzin in of Mosque in 68 thousand village of
Bangladesh
b. Laws contrary Quran and Sunnah shall be amended
c. Shariah laws would be followed as far as possible.
d. Special laws would be made for punishing those making derogatory remarks against the
Prophet (sm) and the Shariah.
e. Religious education would be made compulsory at all levels.
f. Right of the followers of all religion shall be safeguarded.
Law and Justice
a. Freedom of Judiciary will be ensured. Judiciary system will be separated from the
administration. The number of High Court Judges will be increased as per requirements and
the facilities and benefits will be enhanced.
b. The worst black law of the century- Public Safety Act of 2000, Special Power Act of 1974
and all other black laws will be removed.
Woman and child rights
a. Functioning of the Family Courts would be further strengthened to protect the rights of
women.
b. Reserved women's seat will be raised to 64 from 30 after due amendment to the constitution.
c. Necessary steps would be taken to protect child mortality rate.
Labour Welfare
a. Wages for the labour would be enhanced and a National Minimum Wage would be declared.
b. To combat unemployment problem new employment opportunities would be created.
Industry
a. Foreign and local investments would be encouraged by bringing back stable and healthy
political environment.
b. Small and cottage industry enclaves would be set up at all districts and Upa Zillas.
c. Industrialisation in the northern region will be expedited through balanced distribution of
gas.
208
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Economy
a. Necessary measures would be taken to make the country's economy more progressive and
forward looking. Effective measures would be taken to remove economic disparity of different
areas in the country.
b. New industries would be set up and industrial credit facilities would be eased.
c. Strong measures would be taken to increase foreign exchange reserve of the country.
d. Bangladeshis earning abroad would be encouraged to remit more and more of their savings
to the country for fruitful utilization of their money.
e. Foreign investment would be made more attractive. A sense of confidence would be brought
back in the investment climate market and a congenial environment would be created for small
investors.
f. In industrialisation, foreign investment and bank loan special measures would be taken for
less developed areas in the country, especially in the northern region.
g. Implementation of the economic opportunities and acceptance of the challenges of
globalization and the WTO system will be arranged.
Energy and Power
a. Rural electrification would be further extended.
b. Production of electricity would be brought at a level to cope up with the country's
requirement.
c. A separate unit of electric production would be set up at the capital to meet the dire shortage
of electric supply in Dhaka City.
d. All feasible measures would be undertaken to extend supply of gas in different parts of the
country.
Incentives for the war of Liberation
a. The incentives for the war of liberation would be further strengthened.
b. Priority measures would be undertaken in providing jobs for the Freedom Fighters.
Sports and culture
a. One cricket stadium in each of the District will be constructed within a span of five years.
b. More effective measures would be undertaken for development of sports in the country.
c. Country's culture would receive greater patronization to counter infiltration of foreign
influence in this field and preserve our national culture.
Aborigine
Interests of the aborigines would be safeguarded.
209
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Environment
Ecological balance for the protection of environment and the control of environment pollution
will be strengthened.
Other measures
a. Pension for government employees would be fixed at the terminal point of basic pay.
b. Full-fledged Upo Zilla system would be reintroduced including Upo Zilla courts.
c. To protect the entire Dhaka city from the floods, embankment project programme
undertaken by the Jatiya Party government which remained totally ignored and neglected by
the last two consecutive governments would be speeded up.
d. Freedom of press and mass media would be ensured.
Conclusion
Human civilization has stepped into a phase of a new millennium side-tracking the old. We
have entered into an age of new technology. This is a glorious chapter in our lifetime. Jatiya
Party strongly believes in modern and progressive thoughts, ideals and principles. Jatiya Party
has always moved in tune with the needs and welfare of the country and the people in good
times as well as in the face of all odds during its 9-year rule. People still remember it as the
golden era of their political and social life. Even today, it steadfastly holds on to its
commitment and utmost endeavour to build a happy and prosperous Bangladesh and a peaceful
life for all her citizens free from hooliganism, snatchery, murder, nepotism, corruption and
misrule. Jatiya Party declares to end all these maladies of our social and political life in less
than 3 months, if voted to power. Jatiya Party never held any false promises or deviate from
the fulfillment of its commitments- Insha Allah, it is determined to fulfil the hopes and
aspirations of the people, come what may.
Let Jatiya Party serve you better and show once more how it is different from other political
parties in achieving the country's development works, progress and prosperity and improving
the shattered law and order situation we have been dipped in.
210
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.6 Services and Activities of Prime Minister as a Corporate body of Political Services Marketing Concept
Prime Minister's Office (PMO) is the office of the Head of the Government of Bangladesh. The main activities of this office are :
1. Secretarial assistance to the Prime Minister.
2. Assistance to the Prime Minister in the discharge of his/her responsibilities as and when necessary.
3. Assistance to the Prime Minister in the discharge of his/her Parliamentary responsibilities.
4. Matters relating to Politics.
5. Administration including financial matters of PMO.
6. National Security Intelligence (NSI).
7. Coordination of all Intelligence Agencies.
8. NGO Affairs.
9. Matters Relating to Board of Investment (BOI).
10. Bangladesh Export Processing Zones Authority.
11. Administration and supervision of subordinate offices and organizations under this office.
12. Prime Minister's Security including Special Security Force.
13. Administration of Prime Minister's Discretionary Fund.
14. Messages and Addresses of the Prime Minister.
15. Reception of Foreign Heads of Government and dignitaries.
16. Arrangement of Protocol and Ceremonials.
17. Tours of the Prime Minister inside country (Foreign tours to be organized by the Ministry of Foreign Affairs).
18. Liaison with International Agencies and matters relating to treaties and agreements with other countries and world bodies relating to subjects assigned to this office.
19. All laws on subjects assigned to this office.
20. Inquiries and statistics on any of the subjects assigned to this office.
21. Fees in respect of any of the subjects assigned to this office except fees taken in courts.
22. Such other functions as may be assigned to this office from time to time. Source: http://en.wikipedia.org/wiki/Prime_Minister's_Office_(Bangladesh)#Services [07-08-2014
211
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.8 Re-organizing Political Organizations into Government as a Corporate body
Cabinet Members (Reorganized Winning Political Organization or alliance into
Government Structure)
(February 6, 2014)
Members Departments
Sheikh Hasina Prime Minister
Cabinet Division Ministry of Public Administration Defense Ministry Armed Forces Division
Ministers
Abul Maal Abdul Muhith Ministry of Finance: A) Finance Division B) Economic Relations Division C) Internal Resources Division D) Banks and Financial Institutions Division
Amir Hossain Amu Ministry of Industry
Tofail Ahmed Ministry of Commerce
Begum Matia Chowdhury Minstry of Agriculture
Abdul Latif Siddiqui Postal, Telecommunications and IT Ministry Mohammad Nasim Ministry of Health and Family Welfare Syed Ashraful Islam
Local Government, Rural Development and Cooperative Ministry: A) Local Government Division B) Rural Development and Cooperatives Division
Khandaker Mosharraf Hossain Ministry of Expatriates' Welfare and Overseas Employment
Rashed Khan Menon Ministry of Civil Aviation and Tourism Principal Motiur Rahman Ministry of Religious Affairs Mosharraf Hossain Ministry of Housing and Public Works Aka Haque th Ministry of Liberation War Affairs Mohammad Haque Chhayedul Ministry of Fisheries and Livestock Muhammad Uddin Pramanik imaja Ministry of Textiles and Jute Minister Ministry of Communication Inu Ministry of Information Anisul Islam Mahmud Ministry of Water Resources Anwar Hossain Ministry of Environment and Forests Nurul Islam Nahid Ministry of Education
212
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Shahjahan Khan Ministry of shipping Anisul Haque
Law, Justice and Parliamentary Affairs: A) Law and Justice Division B) Legislative and Parliamentary Affairs Division C) The National Assembly Secretariat
Moazzem Hossain Chowdhury (Maya), BB
Ministry of Disaster Management and Relief
Abul Hasan Mahmud Ali Ministry of Foreign Affairs Mohammad Haque Mazibul Ministry of Railways Mustafa Kamal
Ministry of Planning: A) Planning Department B) Statistics and Information Management Division C) Implementation Monitoring and Evaluation Division
Domestic Ministry of Primary and Mass Education Asaduzzaman Noor Ministry of Cultural Affairs Syed Mohsin Ali Ministry of Social Welfare Shamsur Rahman Sharif Ministry of Land Mohammad Kamrul Islam Food Ministry State
Mazibul Mohammad Haque (Chunnu) Ministry of Labour and Employment Architect Osman Ministry of Science and Technology M.. Ministry of Finance Mirza Azam Ministry of Textiles and Jute Advocate Entertainment Mankin Ministry of Social Welfare Bir Bahadur Singh sai Wu Ministry of Chittagong Hill Tracts Affairs Narayan Chandra Chanda Ministry of Fisheries and Livestock Biren Sikder Youth and Sports Ministry Asaduzzaman Khan Ministry of Interior Sifuzzaman Ages Ministry of Land Ismat Ara Begum Sadek Ministry of Public Administration Meher Afroz Begum Ministry of Women and Children Affairs Mohammad Nazrul Islam Ministry of Water Resources Md Fire ranga Rural Development and Cooperatives Division Shariar Mohammad Alam Ministry of Foreign Affairs Zahid Malik Ministry of Health and Family Welfare Nasrul Hamid Power, Energy and Mineral Resources Junaid Ahmed Palak Information and Communication Technology
Division Minister Abdullah al-Islam Jacob Ministry of Water Resources Arif Khan Joy Youth and Sports Ministry
Source: http://www.pmo.gov.bd/site/page/70b77825-f741-4943-87db-aaf256627802 [07-08-2014]
213
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.8 Geographic Market Segmentation of Political Services Marketing
There are four major variables for segmenting a market. They are demographic, geographic,
psychographic and behavioral segmentation. In political services marketing of Bangladesh,
political market or voter market has been divided into 6 zonal political markets on the basis of
geographical variable. These zonal political markets have been again divided into 300 hundred
segments over the country. Every MP undertakes priority basis schemes to serve the local voter
market as the representative of the government and the concerned political organizations thereby.
Administratively, Bangladesh is divided into 6 Divisions and 64 Districts. For electoral purposes,
there are 300 constituencies.
In the synonym of marketing, each constituency is comparable with a geographical segment of
total market This chart shows the distribution of parliamentary seats/constituencies in each
Division and District.
RAJSHAHI DIVISION: 72 SEATS
Panchagarh 2 Thakurgaon 3
Dinajpur 6 Nilphamari 4
Lalmonirhat 3 Rangpur 6
Kirugram 4 Gaibandha 5
Jaipurhat 2 Bogra 7
Nawabganj 3 Naogaon 6
Rajshahi 5 Natore 4
Sirajganj 7 Pabna 5
KULNA DIVISION: 37 SEATES
Meherpur 2 Kustia 4
Chuadanga 2 Jhenidah 4
Jessore 6 Magura 2
Narail 2 Khulna 6
Satkhira 5
214
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
BARISAL DIVISION: 90 SEATS
Barguna 3 Patuakhali 4
Bhola 4 Barisal 6
Jhalakathi 2 Pirojpur 3
Barisal-Pirojpur 1
DHAKA DIVISION : 90 SEATS
Tangail 8 Jamalpur 5
Sherpur 3 Mymensingh 11
Mymensingh-Netrokona 1 Netrakona 4
Kishoreganj 7 Manikganj 4
Munshiganj 4 Dhaka 13
Gazipur 4 Narsingdi-Netrokona 4
Rajbari 2 Faridpur 5
Gopalganj 3 Madaripur 3
Shariatpur 3
SYLET DIVISION: 19 SEATS
Sunamganj 5 Sylhet 6
Moulvibazar 4 Habiganj 4
CHITTAGONG DIVISION : 59 SEATS
Brahmanbaria 6 Comilla 12
Chandpur 6 Feni 3
Noakhali 6 Laxmipur 4
Chittagong 15 Cox's Bazar 4
Khagrachari 1 Rangamati 1
Bandarban 1
Source: http://www.lcgbangladesh.org/election01/bd/framework/divdis.html [06-08-2014]
215
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.9 Different Political Services Providing Ministries and their Services
3.9.1 Aims and Objectives for creating services from the Ministry of Social Welfare
Ministry of Social Welfare is one of the important ministries dealing with human resource
development, Poverty alleviation, Welfare-development and empowerment of the bypassed,
disadvantaged segment of people.
To introduce Bangladesh as a Welfare state the ministry is implementing programs like old
age allowances, allowances for persons with disabilities grants and aids to acid burnt victims.
The ministry has also Multidimensional and intensive programs for the welfare of the by-
passed, disadvantaged segment, unemployed, landless, orphans, distressed, vagrants, socially,
mentally and physically handicapped, poor, helpless patients, juvenile delinquents population
of both rural and urban areas of the country.
In accordance to article 15(GHA) of the constitution of Bangladesh, social welfare ministry as
well as the organization/institution under the ministry is implementing these Programs. All the
Programs are related towards achieving the targets of Millennium Development Goals
(MDGs), Management of social Transformation (MOST) and Poverty Reduction Strategy
Paper (PRSP). To be more dynamic and accountable the ministry has undertaken development
approach instead of charity approach. People oriented Programs and work plans have made
the ministry popular to rural people.
Source:http://www.msw.gov.bd/index.php?option=com_content&task=view&id=432&Itemid
=437 [08-09-201]
3.9.2 Business Allocation for political services from the Ministry of Agriculture
The Ministry of Agriculture (MOA) is one of the key ministries of the Government of the
People's Republic of Bangladesh. It comprises seven wings with responsibilities of policy
formulation, planning, monitoring and administration. Sixteen agencies operate under this
ministry which is responsible for implementation of different projects and plans of MOA.
The MOA is led by a Minister who is supported by a Secretary, two Additional Secretaries,
seven Joint Secretaries, a Joint Chief and a number of Deputy Secretaries/Chiefs, Sr.
Assistant Secretaries/Chiefs and Assistant Secretaries/Chiefs (ref. MOA Organogram).
1. Develop agricultural policies, plans, regulations, acts, etc. for sustainable agricultural
development and for food sufficiency;
216
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2. Provide support in developing new agricultural technologies to boost up agricultural
production and coordinate with local and international trade agencies for marketing;
3. Monitor implementation of agricultural policies, plans, projects, programmes and
regulations;
4. Monitor distribution of agricultural inputs and subsidies and marketing of the
agricultural products in local and international markets;
5. Develop capacity of the professionals and other team players with the recent
development in the agricultural sector in the world;
6. Provide administrative and policy support to MOA agencies for planning and
implementation of the development programmes/projects and coordinate with donors
and development partners for funding and technical assistance;
Source: http://www.moa.gov.bd/site/page/b4afc7c3-ebee-431a-914e-be193f9eecf1 [08-09-2014]
3.9.3: Allocating of Business for Political Services by Ministry of Education
1. Formulation of sectarian plan on Secondary, Higher Secondary and University
education sector.
2. Preparation, monitoring and evaluation of educational projects of Secondary, Higher
Secondary and University education sector.
3. University education including University Grants Commission.
4. Technical education.
5. Secondary and Higher Secondary (College) education.
6. Madrasha education.
7. Distance education including educational media and technology.
8. Educational research and training.
9. Bangladesh National Commission for UNESCO.
10. National students council.
11. Educational Policy and Reforms (Secondary, Higher Secondary and University
Education).
12. Curriculum development (Secondary, Higher Secondary and University Education).
13. Preparation, printing and distribution of text books (above primary education level).
14. Introduction of population in schools.
217
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
15. Processing of educational projects/schemes in Secondary, Higher Secondary and
University sector with PEC/NEC ECNEC and implementation or the decisions of the
Cabinet.
16. Policy directives or holding the public examination above primary education level
conducted by the Boards under Ministry of Education.
17. Learned Bodies in the field of education, research, etc. above primary education level
and financial aid to these organizations.
18. (a) Aid from foreign and international bodies in the field of education above primary
education level.
19. (b) International Organization and other international programs in the field of
education and science above primary education level.
20. Pride or performance, merit awards in the filed of arts, science and education.
21. Education and welfare of Bangladesh students overseas, education development in
Bangladesh Missions abroad, financial assistance to educational institutions and
Bangladeshi Students Associations abroad.
22. External examination, equivalence of degrees, diplomas, certificates and exchanges of
degrees, diplomas and certificates with foreign countries.
23. Recognition of professional and technical qualification for the purpose of recruitment
to posts under the Government of Bangladesh.
24. Educational exchange programs, exchange or teachers, professors, educationists,
technologists, etc.
25. Overseas studies and scholarship, foreign teachers and students in Bangladesh .
26. Rehabilitation and other problems relating to displaced teachers and students.
27. Recruitment of teachers for appointment in foreign countries.
28. Admission of foreign students in National Institutions.
29. Publication of scientific and professional books.
30. Charities and charitable institution pertaining to subjects belonging to this Division.
31. Matters relating to the recommendations of Education Commission above primary
education level.
32. National Research Fellows.
33. Bangladesh Scouts and Girl Guides.
34. First appointment and administration of the officers of B.C.S (General Education).
35. First appointment and administration of the officers of B.C.S (Technical Education).
218
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
36. Secretarial administration including financial matters.
37. Administration and control of subordinate offices and organizations under this
Division.
38. Liaison with International Organizations and matters relating to treaties and
agreements with other countries and world bodies relating to subjects allotted to this
Division.
39. All laws on subjects allotted to this Division.
40. Inquires and statistics on any of the subjects allocated to this Division.
41. Fees in respect of any of the subjects allocated to this Ministry except fees taken in
courts.
Source: http://www.moedu.gov.bd/index.php?option=com_content&task=view&id=297&Itemid=297 [08-09-
2014]
3.9.4: Allocating Business for Political Services by Ministry of Road, Transport and
Bridges
To build sustainable, safe & quality road infrastructure and integrated modern mass transport
system for achieving desired socio-economic development
1. To maintain, repair and renovate the road networks under Roads & Highways Department
(RHD)
2. To improve and expand the international, national highways, regional highways and district
road
3. To adopt and accomplish projects for constructing new roads & bridges which are
nationally important from economic perspective
4. To introduce and develop modern digital motor-vehicle management and control system
5. To ensure road safety
6. To introduce & develop integrated modern mass transport system
7. To extend bus services on international routes
8. To develop and expand road networks and modern mass transport system through Public
Private Partnership (PPP)
3.9.5: Allocating business for Political Services by Ministry of Home Affairs
1. Security and Intelligence, Police, Armed Police, Railway Police, Port Police, Border
Security Force, National Militia and Para-Military Forces.
219
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2. Law and order.
3. Administration of BCS ( Police) Cadre
4. Administration of BCS ( Ansar) Cadre
5. Administration of Bangladesh Rifles.
6. Internal security matters relating and extradition and mutual agreements with other
countries and Interpol.
7. Preventive detention.
8. Domicile, citizenship and naturalization of foreigners and aliens.
9. Admission of persons to and departure of persons from Bangladesh including policy
regarding immigration passports, visa, permits, etc.
10. Proscription of books and publications.
11. Security measures of the Secretariat.
12. Arms Act, 1878.
13. Pardons and reprieves excluding personnel belonging to the Armed Forces.
14. Police Commission.
15. Police Awards.
16. Fire Services and Civil Defense.
17. Externment, expatriation and repatriation.
18. Border security, Repair and maintenance of boundary marks.
19. Anti-smuggling and related matters.
20. Administration of funds raised by public subscription or donations lying dormant.
21. Control of carnivals, fairs, melas, gambling betting, etc.
22. The Control of Disorderly and Dangerous Persons (Goondas) Act, 1954.
23. Prisons and reformatories.
24. Forensic laboratory.
25. Civil Uniform Rules.
220
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
26. War Injuries Scheme and War Injuries Compensation Insurance.
27. Gallantry awards and decorations in respect of forces under its control.
28. Matters relating to the emergency provisions of the Constitution (other than those
related to financial emergency).
29. National festivals.
30. Political pensions.
31. Offences against laws with respect to any matters dealt with by this ministry.
32. Administration of the Explosive Substances Act, 1908 and Explosives Act, 1984.
33. The Official Secrets Act, 1923.
34. Security and protection of VVIPS/VIPs.
35. Bangladesh (Control of Entry) Act.
36. The Official Secrets Act, 1923.
37. Secretariat administration including financial matters.
38. Administration and control of subordinate offices and organizations under the ministry.
39. The Field Firing and Artillery Practices Act.
40. Prevention of entry and transit of narcotics and drugs.
41. The Coast Guard Act, 1994.
42. Department of Narcotics Control.
43. Liaison with international organization on matters relating to treaties and agreements
with other countries and international bodies related to subjects allotted to this ministry.
44. All laws and subjects allotted to this ministry.
45. Inquiries and statistics on any of the subjects allotted to this ministry.
46. Fees in respect of any of the subjects allotted to this ministry except fees taken in courts.
Source: http://mha.gov.bd/allocation-of-business [08-09-2014]
221
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.9.6: Allocating business for Political Services by Ministry of Foreign Affairs
1. Execution of the policy decisions of the Government;
2. Maintenance of political/diplomatic relations and dealings with other countries;
3. Coordination with the international organizations and world bodies;
4. Arrangement of agreements and treaties including boundary and territorial treaties
with other countries and international organizations and treatment, custody and
preservation of state documents connected therewith;
5. Diplomatic and consular representations abroad;
6. Facilitation of making peace with other countries;
7. Synchronization of matters related with foreign and extra-territorial jurisdictions;
8. Harmonization of activities of Bangladesh Missions abroad with the activities of
different Ministries/Divisions;
9. Organization of visits and execution of protocol and ceremonial matters connected
with the foreign, diplomatic and consular representatives and other protocol matters;
10. Arrangement of tours of the President in foreign countries;
11. Execution of policy regarding extradition to and from other countries and repatriation
of Bangladesh nationals from abroad;
12. Arrangement of security and management of operation of cipher traffic;
13. Acceptance of foreign title, honor, award or decoration of Bangladesh nationals;
14. Promotion of cultural, economic, technical, trade and commerce, education and
training of Bangladeshi citizens and officials and welfare of Bangladeshi expatriates;
15. Treatment of matters related with foreign refugees and descendants of those who
rendered services to Bangladesh abroad;
16. Collaboration with the Ministry of Information on external publicity;
17. Arrangement of press release on news/comments published in the foreign press about
the President and on matters having a direct bearing on President in consultation with
the Ministry of Information;
18. Implementation of matters relating to the establishment of diplomatic, consular and
Trade Missions in Bangladesh and their immunities;
19. Dealings in the matters of piracies and crimes committed on the high seas or in the air;
20. Arrangement of hospitality grant of the Government of Bangladesh;
21. Discharge of diplomatic flight clearances for non-scheduled chartered flights of
foreign civil and military aircraft transiting Bangladesh;
222
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
22. Promotion of the matters relating to continental shelf, territorial waters, contiguous
zones and questions of fishery rights in the high seas and other questions of
international law;
23. Administration of training of diplomatic personnel and budgetary support to the
Foreign Services Academy;
24. Dealing with the matters pertaining to Bangladesh Institute of International and
Strategic Studies (BIISS);
25. Administration of the cadre B.C.S. (Foreign Affairs);
26. Maintenance of liaison with International Organizations and dealing in the matters
relating to treaties and agreements with other countries and world bodies according to
the allocation of business;
27. Consultation with the Ministry of Law in all legal matters; Consultation with the
concerned Ministries in all other relevant matters.
Source : http://www.mofa.gov.bd/ [08-09-2014]
3.9.7: Allocating business for Political Services by Ministry of Health and Family
Welfare
1. Policy regarding Health and Family Planning.
2. International aspects of medical facilities and public health, international sanitary
regulations, port health and medical facilities abroad.
3. Education, Training and Research on Medical nursing, dental, pharmaceutical, Para-
medical and allied subjects.
4. Standardization and manufacture of biological and pharmaceutical products.
5. Standards for import and export of drugs.
6. Control and management of abandoned pharmaceutical concern.
7. Medical and health services including primitives, preventive, curative and rehabilitate
aspects.
8. National/ International Associations/ bodies in medical and allied fields such as Red
Crescent, TB Association, Diabetic Association, BMRC, SMF, BNC, BCPS, BDMC,
Pharmacy Council, Nutrition Council, Dhaka Shishu Hospital, National Medical
Institute Hospital, BNSB and such other bodies receiving Government grants in aids.
9. Matters relating to:
223
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
o Public Health.
o Registration of births and deaths.
o Adulteration of foodstuffs and other goods relating to health.
o Control of epidemics and prevention of infectious and contagious diseases and
contagious diseases and quarantine isolation.
o Health insurance.
o Standardization and quality control of foot, water and other health related
commodities.
o Prevention of smoke nuisances.
o Nutrition research, educational and nutritional deficiency diseases.
10. Hospitals and allied aspects:
o Hospitals and dispensaries.
o Lunacy and mental deficiency including places for reception or treatment of
lunacies and mental deficient.
o Regulations for medical professions and standard.
o Administration of medical institutions and coordination and determination of
standards in institutions for higher medical education or research.
11. Control of drugs.
12. Control of milk food.
13. Port quarantine (sea and air) seamens and marine hospitals and hospitals with post-
quarantine facilities.
14. Port and airport health organizations.
15. Medical examination of seamen.
16. National Malaria Eradication Programme.
17. Malaria Control.
18. Sanitation of hospitals dispensaries.
19. Scientific societies and associations pertaining to subjects dealt with in this Ministry.
20. Homeopathy and indigenous systems of medicine.
21. Objectionable advertisements relating to drugs and medicines, milk food and tobacco.
22. Resettlement of demobilized medical and auxiliary medical personnel.
23. Expanded programme on Immunization.
24. Concession of medical attendance and treatment for Government servants other than:
224
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
o those in railway services,
o those paid from defense services estimates and
o officers governed by Medical Attendance Rules.
25. Medical examination and medical boards for civil services and those paid from
Defense estimates excepting civilian services.
26. Sports and health resorts.
27. Countersigning of medical bills of the persons holding non-profitable offices.
28. Reimbursement of customs duty on gifts on non-consumable medical stores received
from abroad.
29. Preparation of schemes relating to family planning and their submission to the prime
Minister or the Cabinet through Planning Commission.
30. Co-ordination and evaluation of all executive functions relating to projects and
programmers.
31. Motivation:
o Preparation and development of publicity media to motivate people in family
planning;
o Organization of publicity work at motional and social levels and
o Educational campaign in those matters.
32. Supply of aids:
o Procurement, preservation and distribution of birth control materials;
o Enlightening the people on the use of birth control materials and
o Organizations for providing assistance in the matters of population control and family
planning through hospitals, health centers, maternity and child welfare centers.
33. Preparation and co-ordinations of activities relating to family planning through other
Ministries/Divisions and offices.
34. Training in clinical and non-clinical matters on birth control and family planning.
35. Arrangement for research in family planning and utilization of its results.
36. Survey, monitoring evaluation and compilation statistics of field activities in matters
relating to family planning.
37. Activities relating to maternity and child health centers.
38. Administration of B.C.S. (Health).
39. Administration of B.C.S. (Family Planning).
40. Post Mortem examination of dead bodies.
225
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
41. All matters relating to administration of morgues.
42. Secretariat administration including financial matters.
43. Administration and control of subordinate offices and organizations under this
Ministry.
44. Liaison with International Organizations and matters relating to treaties and
agreements with other countries and world bodies relating to subjects allotted to this
Ministry.
45. All laws on subjects allotted to this Ministry.
46. Inquiries and statistics on any of the subjects allotted to this Ministry.
47. Fees in respect of any of the subjects allotted to this Ministry except fees taken in
courts.
Source: http://www.mohfw.gov.bd/index.php?option=com_content&view=article&id=73&Itemid=81&lang=en
[08-09-2014]
3.9.8: Allocating business for Political Services by Ministry of Fisheries and Livestock
1. Preparation of schemes and coordination of national policy in respect of fisheries.
2. Prevention and control of fish diseases.
3. Utilization of fish and fish wastes and development of fisheries resources and fishing.
4. Control, management and development of Government Fisheries which are under the
development scheme of this Ministry and such other fisheries which will be included
in future in the development scheme of the Ministry.
5. Fish farms- Management and conservation of fish and other population of acquatic
organisms of economic importance.
6. Refrigeration and cold storage facilities for fish.
7. Improvement and augmentation of aquaculture and cultivation of pink pearls.
8. All matters relating of Marine Fisheries including permission for acquisition, licensing
and monitoring of operation of fishing vessels including Factory Ship.
9. Fishing and fisheries beyond territorial waters (including deep-sea fishing), fish
harbour, fish quality-testing, laboratories and other ancillary organisations.
10. Zoological research, zoological gardens and zoological surveys.
11. Veterinary education (other than Agricultural University) and development of Animal
Resources.
12. Improvement of cattle wealth.
226
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
13. Coordination and determination of standards in institutions of higher veterinary
education (other than Agriculture University).
14. Prevention and control of animal and poultry diseases.
15. Poultry- Management of poultry farm, grading and quality control.
16. Dairies- Management of cattle farm.
17. Animal nutrition.
18. Duckery-Management of Duckery Farm, grading and quality control.
19. Artificial insemination.
20. Professions: Veterinary practice.
21. Prevention of cruelty to animals.
22. Livestock census and cattle insurance.
23. Planning Cell- preparation of schemes and coordination in respect of fisheries and
livestock.
24. Research and training in fishery and livestock.
25. Mechanised fishery and livestock operations.
26. Participation in relevant internal conference, associations, other bodies and
implementation of decisions made thereof.
27. Administration of B.C.S. (Fisheries).
28. Administration of B.C.S. (Livestock).
29. Feasibility study on establishment of Fisheries and livestock Farms before allocation
of khas lands by Ministry of Land.
30. Utilization of coastal land for brackish water shrimp culture.
31. Secretariat administration including financial matters.
32. Administration and control of subordinate offices and organization under this
Ministry.
33. Liaison with International Organizations and matters relating world bodies relating to
subjects allotted to this Ministry.
34. All laws on subject allotted to this Ministry.
35. Inquiries and statistics on any of the subjects allotted to this Ministry.
36. Fees in respect of any of the subjects allotted to this Ministry except fees taken in
courts.
Source: http://www.mofl.gov.bd/business_allocated.aspx [08-09-2014]
227
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.9.9: Allocating business for Political Services by Ministry of LGED
1. Rural and urban areas, infrastructure development planning, implementation and
monitoring;
2. Maintenance of rural infrastructure;
3. Growth centers / Hats development planning, implementation and monitoring;
4. Union, upazila, district councils and municipalities to provide technical assistance;
5. Union, upazila and municipality planabuka, mapping and preparing a database of roads
and social infrastructure;
6. Small water resource development planning, implementation and monitoring;
7. Implementation and monitoring of development programs of the Ministry of
Infrastructure;
8. Representatives, beneficiaries, contractors, contracting sramikadalasamuhera training
development activities;
9. Design and other technical models, manual and specification preparation;
10. LGDE’s officers / staff training;
228
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Figure-8: Major activities of LGED:
Rural Infrastructure Urban Infrastructure Small Water Resources Development
Road
construction /
reconstruction /
rehabilitation
Bridge / culvert
construction /
reconstruction
Growth centers /
markets Market
Development
Wharf / pier
construction
Union Council
buildings
Upazila Parishad
Complex
bhabananirmana
Affected / flood
shelters construction
/ reconstruction
Afforestation
programs
Micro-credit
programs
Agriculture,
Fisheries and Animal
Resources
Development
Infrastructure
Maintenance
Road / sidewalk
construction /
reconstruction
Sewer construction /
reconstruction
Bus / truck terminals
Market Development
Town center
Syanetari build latrines
Wells placed
Micro-credit programs
Waste Management
Slum Development
Program
Manage urban
development
Poverty Alleviation
Capacity building of
the city administration
Dam construction
Sluica Gate Building
Rubber Dam Construction
Canal excavation and re-
excavation
Flood control, dam construction
/ reconstruction
Local Water Management
Cooperative Association (pabasasa)
provide a variety of technical and
career development
Source: http://www.lged.gov.bd/CitizenCharters.aspx [09-09-2014]
3.9.10: Allocating business for Political Services by Ministry LGD
1. Local Government: Matters relating to the Local Government including the Local Government Institutions.
229
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2. Financing, regulation and inspection of authorities established for Local Government and Village Administration.
3. Administration of Local Government Engineering Department (LGED). Department of Public Health Engineering (DPHE), Water Supply and Sewerage Authorities (WASA) and National Institute of Local Government (NILG);
4. Monitoring and supervision of all programmes carried out by the above organisations.
5. Administration of B.C.S. (Public Health Engineering).
6. Matters relating to Drinking Water.
7. Development of Rural Water supply, Sanitation and Sewerage System.
(a) Development, maintenance and management of Upazila Roads, Union Roads and Village Roads including bridges and culverts as allocated by the Government from time to time.
(b) Development, maintenance and management of Growth Centers and other markets connected by Upazila, Union and Village Roads.
(c) Development, maintenance and management of Small Scale Water Resources schemes up to the limit as determined by the Government.]
8. Rural police.
9. Burial and burial grounds, cremation and cremation grounds.
10. Pound and prevention of cattle trespass.
11. Dak Banglows and Rest Houses of Local Bodies.
12. Public parks and arboriculture which are under Local Government Institution.
13. Secretariat administration including financial matters.
14. Administration and control of sub-ordinate offices and organizations under this Division.
15. Liaison with International Organizations and matters relating to Treaties and Agreements with countries and world bodies relating to subjects allotted to this Division.
16. All laws on subjects allotted to this Division.
17. Inquiries and statistics on any of the subjects allotted to this Division.
18. Fees in respect of any of the subjects allotted to this Division except fees taken in courts.
Source:http://www.lgd.gov.bd/index.php?option=com_content&view=article&id=24&Itemid=82&lang=en [09-09-2014]
230
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.9.11: Allocating business for Political Services by Ministry of Hill Tracts Affairs
1. Administrative work of the Ministry of Chittagong Hill Tracts
2. Advisory Support to Chittagong Hill Tracts local governments in selected issues
3. Coordination among concerned ministries and departments
4. Secretarial support for all council committee, special committee and working
committee related to Chittagong Hill Tracts
5. Advisory support, monitoring and implementation to Government and different
committees
6. Preparation of planning and development activities for government and Chittagong
Hill Tracts
7. Implementation of works taken for the development of Chittagong Hill Tracts regional
council and district council
8. Implementation of works in accordance with the traditional laws of Chittagong Hill
Tracts upazila council, Municipality, Union council, village council and other local
government
9. Coordination among all concerned government agencies to protect the environment
and geological aspects of Chittagong Hill Tracts
10. Development work for the betterment of the Tribal and non tribal people of
Chittagong Hill Tracts economic, education, culture, social activities, language,
religious indigenous activities.
11. Running and coordination of relief and rehabilitation work during disaster period in
Chittagong Hill Tracts
12. Monitoring work of NGO activities in Chittagong Hill Tracts
13. Monitoring and coordination of Chittagong Hill Tractsregional council and all local
government council's development work and coordination of all inter ministries/
Departments development works
14. Administration of Chittagong Hill Tracts Development Board
15. Chittagong Hill Tracts related issues of International Centre for integrated mountain
development (ICIMD)
16. Issues of the civil affairs office, Chittagong
17. Liaison among Ministry of Chittagong Hill Tracts and other concern international
organizations and other international issues
18. Preparation of Laws related to the ministry of Chittagong Hill Tracts
231
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
19. Inquiry and statistical issues of ministry of Chittagong Hill Tracts
Source: http://www.mochta.gov.bd/index.php/index/othercontent/Charter-of-Duties__6/2/0/2 [10-09-2014]
3.9.12: Allocating business for Political Services by Ministry of Information
The Ministry of Information has been playing a catalytic role in disseminating information to
the people through print and electronic media. This Ministry transacts its business through
some next step agencies like Press Information Department (PID), Bangladesh Betar,
Bangladesh Television (BTV), Department of Mass Communication (DMC), Department of
Films & Publications (DFP), Bangladesh Film Archive (BFA), Press Institute of Bangladesh
(PIB), National Institute of Mass Communication (NIMC), Bangladesh Sangbad Sanstha
(BSS), Bangladesh Film Development Corporation (BFDC), Bangladesh Film Censor Board
and Bangladesh Press Council. It has also conducted its extra-territorial activities through the
press wings stationed in Washington DC, New York, London, New Delhi, Islamabad &
Calcutta.
1. Press Information Department (PID):
Press Information Department publicizes the policies and programs of the Government
through communication media. It issues press notes, handouts, features, articles, photos,
accreditation cards to media men and coordinates media coverage. PID has three regional
information offices located at Chittagong, Khulna and Rajshahi by which the actions and
policies of the Government are being informed instantly to the people and receives their
reactions through the same channel of communication. For more details please log on www.
bdpressinform.org.
2. Bangladesh Betar:
Bangladesh Betar a public services broadcaster has been broadcasting 220 hours 25 minutes
programme daily from its 11 regional stations, 5 units (Farm broadcasting , Commercial
services, External services and Population services) using 27 transmitters. It also broadcasts
its programme from six FM transmitters to educate, inform, entertain and motivate listeners.
The types of the programme are song, drama, talk, interview, discussion, talk show,
magazine, feature, jingle, spot, reporting, traffic reporting, composite programme, musical
programme, answer to the letters, news, news commentary etc. External services of
Bangladesh Betar broadcasts programme in six languages namely Bengali, English, Urdu,
232
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Hindi, Nepalese and Arabic. Every day the Central News Organization (CNO) of Bangladesh
Betar transmits as many as 22 national news bulletins of various duration once every hours
starting at 7.00 am in the morning till midnight. For more details please log on
www.betar.bd.org.
3. Bangladesh Television (BTV):
Bangladesh Television is a state-owned television channel which telecasts news and
multidimensional programs aiming at presenting information, promoting values, ethics &
culture and motivating people towards democracy and development activities. BTV has a
satellite channel which covers Russia to the north, Australia to the south, Japan to the east and
Cyprus to the west. It has two stations in Dhaka and Chittagong and fourteen sub-stations
across the country. BTV's terrestrial transmission covers 95% geographical area of
Bangladesh. It is not only an entertainment channel but also a public services broadcaster and
is committed to the people for its overall activities.
4. Department of Mass Communication (DMC):
The Department of Mass Communication was originally established in 1924 and it was
reconstructed in the present shape in 1972. The main objective of the Department is to
disseminate information on the policies, programmes and activities of the Government to the
people through direct mass contact and inter-personal communication (IPC). It also carries
problems & reactions of the people to the Government for formulation of appropriate policies.
The Department of Mass Communication through its 68 offices countrywide uses the
Interpersonal Communication (IPC) technique to inform rural people living in 68 thousand
villages to redress their grievances and involved them in the nation building activities.
DMC has a large fleet of mobile cinema vans equipped with multimedia and cinema
projectors. DMC projects the government programs relating to health, mother & child care,
family planning, sanitation program, HIV/AIDS, drug abuse, education, birth registration,
Bird flu, movement against corruption and violence etc. It arranges distribution of publicity
materials and holds community meetings, women gathering, Orientation Workshop for
Opinion Leaders and Journalists, children fair, film show and folk song sessions. At the time
of natural calamity, the mobile vans inform the people living in the coastal areas of the
country to prepare themselves against the onslaught of cyclone and high tidal wave. The
Department also provides sound system in national and international events.
The activities of DMC inculcate the rural people an urge for a better life and arouse in him the
consciousness and eagerness to make the best use of the development schemes and nation
233
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
building projects. It also helps to make the people aware of their rights and obligation towards
the state. It brings the people closer to Government so that the country marches towards
progress and prosperity. For more details please log on www.masscom.gov.bd.
5. Department of Films & Publications (DFP):
The Department of Films & Publications makes films and publications to inspire the people
for participation in development activities. It issues certificates for publication and
registration of newspapers, periodicals and books. DFP supplies government advertisements
among the media listed newspapers and periodicals. DFP produces documentary films on
history and heritage and news films for exhibition to the urban and rural audiences through
cinema halls and the mobile cinema vans of the Department of Mass Communication. It also
publishes three periodical magazines in which the history, culture, literature and development
activities of Bangladesh are reflected which are widely at circulated home and abroad.
6. Bangladesh Film Archive (BFA):
Bangladesh Film Archive preserves the cine-cultural heritage and history of the country. It
has a collection of 2115 feature films, documentaries, news reels, short films, video tapes and
DVDs. Bangladesh Film Archive has a library of 53,175 collections including film related
book posters, song books, scripts, synopsis of films, films, film journals & magazines, still
photographs and memorabilia. For more details please log on www.bfa.gov.bd.
7. Press Institute of Bangladesh (PIB):
Press Institute of Bangladesh imparts training to journalists and of both electronic and print
media at national and regional levels . Along with arranging regular foundation training for
journalists, it organizes workshops, dialogues and seminars on gender, children and women,
reproductive health, environment and on current issues like Bird Flu, HIV/AIDS etc. It
publishes media related books, journals and features. It publishes a monthly media journal
named "Niriksha". PIB also conducts research on media related issues. It runs a one year Post
Graduate Training Course on Journalism. It has a rich library and reference section. For more
details please log on www.pib.gov.bd.
8. National Institute of Mass Communication (NIMC):
National Institute of Mass Communication is the apex training center of the Ministry of
Information which gives training to the Bangladesh Civil Services Information Cadre officers
and other public information officials. It gives technical and professional training to the
officials of the Bangladesh Television and Bangladesh Betar . It also provides training to the
electronic media personnel of private TV and Radio and arranges training program for the
234
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
free-lance mediamen. The Institute regularly holds national and international workshops and
seminars on media related matters.
9. Bangladesh Sangbad Sangstha (BSS):
Bangladesh Sangbad Sangstha carries out the responsibility of national news agency by
securing news from and abroad and disseminating the same to the people of the country in
general through the print and electronic media, both in Bangla and English. The Sangstha
secures worldwide political, diplomatic, financial, economic, commercial, cultural and sports
news from international news agencies. It has also news agencies of other countries for
securing as well as disseminating news. BSS has one bureau office in Chittagong, offices in
seven cities and towns across the country and correspondents in 64 districts besides one
outstation in New Delhi, India. For more details please log on www.bssnews.net.
10. Bangladesh Film Development Corporation (BFDC):
Bangladesh Film Development Corporation promotes the local film industry in producing
quality films. It has studios, camera, dubbing, recording, processing and printing facilities for
production of films. BFDC has a development project at Kabirpur in the outskirts of the
capital Dhaka spreading over 105 acres of land, with vision of a film city. Recently FDC has
started transferring its technology of pre-producing as well as post producing equipments
from Analogue to Digital technology. For more details please log on www.fdc.gov.bd/fdc.
11. Bangladesh Film Censor Board (BFCB):
Bangladesh Film Censor Board examines the locally produced films and all imported films
for commercial purposes and non-commercial use. It also censors the films imported by the
Foreign Missions through diplomatic channel. The Board acts as the registration authority of
film clubs and societies and to regulate activities including granting permission for screening
of films.
Bangladesh Film Censor Board checks violations of Acts and Rules regarding film Censors
and Film Club Acts. It performs other works as assigned by the Government from time to
time. These include examination and preview of films for foreign films festivals held in
Bangladesh. The Board gives secretarial assistance and manages screening of films examined
by the Appellate Committee. For more details please log on www.fcb-bd.org.
12. Bangladesh Press Council (BPC):
Bangladesh Press Council is a quasi-judicial body, for the purpose of preserving the freedom
of the press and maintaining and improving the standard for news papers and news agencies
of Bangladesh, through investigation visa-viz trial under section 12 of the Press Council
235
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Act,1974 and protecting the rights of the people who are aggrieved by reporter's published
news, views of the press and electronic media. It also provides training for court reporters.
Source: http://www.moi.gov.bd/about.php [10-09-2014]
3.9.13: Allocating business for Political Services by Ministry of Public Administration
Allocation of Business of the Ministry of Public Administration (MOPA) as per the Rules of
Business, 1996 the responsibilities are the following:
1. Formulation of policy on regulation of services and determination of their terms and
conditions (policy on method of recruitment, age limit, qualification, reservation of posts
for certain areas and sex, medical fitness, examinations, appointment, posting, transfer,
deputation, leave, travel, seniority, promotion, selection, supersession, retirement,
superannuation, re-employment, appointment on contract, conditions of pensions,
determination of status, etc.)
2. Securing to all government servants the rights and privileges conferred on them by or
under the Constitution or any other law in force.
3. Interpretation of rules and orders on services conditions relating to matters allocated to this
Ministry.
4. Policy regarding employment of non-nationals in the services of the Republic and
regulation of employment of foreigners in jobs in Bangladeshi enterprises.
5. Honorary appointment of persons to civil posts.
6. Policy regarding classification of services and posts and determining their status.
7. Determination of status of officers including status when posted to Bangladesh embassies,
or missions other than officers of the Ministry of Foreign Affairs, grant of ex-officio
Secretariat status to non-Secretariat posts.
8. All matters regarding absorption/employment of surplus public servants.
9. All matters relating to formulation of policies, composition of Cadre Services and advising
other Ministries and Divisions on proper management of Cadre Services under their
control.
10. Policy regarding recruitment of staff (Head Assistants, Assistants, Stenographers, Steno-
typists and M.L.S.S.) in the Secretariat and all matters relating thereto including their
duties and responsibilities.
11. First appointment to any post belonging to any regularly constituted cadre services.
(a) Administration of B.C.S. (Administration).
236
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
(b) First appointment and administration of:
1. Lawyer Magistrates.
2. Temporary magistrates and granting Magisterial powers to other officers.
3. All other officers and staff of this Ministry.
(c) Grant of magisterial powers to other officers.
12. Appointment and transfer of officers in Upazilas, Districts and Divisions.
13. All matters relating to Recruitment Rules for all services and posts under the Republic.
14. Nomination of government servants to work as experts/consultants in projects and jobs at
home and abroad.
15. Nomination of government servants in jobs in UN system and into its various agencies as
national representative.
16. Administrative research, management and reforms for better and economic execution of
government business.
17. Review and revision of the tables of Organogram and Equipment of public offices.
18. Review of organisations, functions, methods and procedures of Ministries, Divisions,
Departments, attached offices and subordinate offices.
19. Simplifications of systems, procedures and forms.
20. Secretariat Instructions.
21. Periodic inspection and review of staff position in Ministries, Divisions, and attached and
subordinate offices for optimum utilization of manpower.
22. Appointment of Chairman and Managing Director who work as members of the Board of
Directors or Governors of Managing Boards by whatever name they are called, of the
Corporations, Boards Authorities. Statutory Bodies etc. excepting Universities, Higher and
Secondary Education Boards, Banks and Financing Institutions.
23. Fixation of terms and conditions of all deputationists.
24. Deputation of all officers under administrative control of this Ministry.
25. Appointment of all officers in the Secretariat at MNS 1 to 9 and their inter-ministerial
transfer.
26. Appointment and transfer of Private Secretary and Assistant Private Secretary to Members
of the Cabinet, other Ministers and Advisors.
27. All matters relating to Attached and Subordinate Offices and Advisory Bodies of this
Ministry, are: (1) BPATC. (2) BCS (Administration) Academy, (3) Department of Printing
and Stationery, (4) Government Employees Welfare Department, (5) Directorate of
237
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Government Transport, (6) Divisional Commissioners’ Offices and (7) Deputy
Commissioners’ Offices.
28. Policy regarding discipline, procedure and enquiry, appeal and review and all references
thereto.
29. Policy regarding ACR, its countersignature, preservation, representation on adverse
comments, its use and all reference thereto.
30. Policy regarding conduct of the public servants and all references thereto.
31. Policy regarding use and sale of stationery items and supply to Ministries, Divisions and
Attached and Subordinate Offices.
32. Policy on determination of office-hours and declaration of public holidays.
33. All matters relating to the welfare of government employees, administration and
management of welfare services such as community centres, staff-bus facilities, etc.
34. All matters relating to administration and management of Government and Autonomous
Bodies; Benevolent and Group Insurance Funds and Welfare Grant.
35. Policy regarding the official and residential telephones entitlement and matters related
thereto regarding government, autonomous and semi-autonomous bodies and
corporations.
36. Policy regarding liveries and matters related thereto.
37. Policy regarding use, repair and disposal of government transport.
38. Sanction of pension and other retirement benefits to the officers and staff under the
administrative control of this Ministry.
39. Formulation of Departmental Examination Rules.
40. Preparation and maintenance of History of Services, Civil List and list of up-to-date
posting of officers (AD List).
41. Policy on composition and functions of Departmental Promotion Committees and
Superior Selection Boards.
42. Career development of government servants and matters related thereto.
43. All matters relating to representation of the government servants.
44. All matters relating to services associations.
45. Reimbursement of legal expenses incurred by government servants.
46. Compilation of data/statistics relating to civil employees for use by the government for
manpower planning.
47. Maintenance of Secretariat Record Room Library.
238
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
48. Use of Bangla language in official work.
49. Budget of the Ministry of Finance and its control.
50. Policy on training of government servants in Bangladesh and abroad.
51. Liaison with International organisations and matters relating to treaties and agreements
with other countries and world bodies relating to subjects allotted to this Ministry.
52. Collection of all information and data regarding subjects allocated to this Ministry.
53. All laws on subjects allotted to this Ministry.
54. Fees in respect of any of the subjects allotted to this Ministry except fees taken in courts.
Matters relating to Bangladesh Public Services Commission Secretariat:
1. Rendering assistance to the Bangladesh Public Services Commission in discharging its
functions under the Constitution and other laws.
2. Regulation and control of officers and staff of the Bangladesh Public Services Commission
Secretariat and its zonal or regional Public Administrations.
3. All laws on subjects allotted to this Secretariat.
4. Inquiries and statistics on any of the subjects allotted to this Secretariat.
5. Fees in respect of any of the subjects allotted to this Secretariat except fees taken in courts.
Source:http://www.mopa.gov.bd/index.php?option=com_content&task=view&id=377&Itemi
d=419 [10-09-2014]
3.9.14: Allocating business for Political Services by Ministry of Environment and Forest
Ministry.
The Ministry also plays a pivotal role as a participant of United Nations Environment
Programme (UNEP). The principal activities undertaken by Ministry of Environment &
Forests consist of conservation & survey of flora, fauna, forests and wildlife, prevention &
control of pollution, forestation & regeneration of degraded areas and protection of
environment, in the framework of legislations. The main tools utilized for this include
surveys, impact assessment, control of pollution, regeneration programmes, support to
organizations, research to solve solutions and training to augment the requisite manpower,
collection and dissemination of environmental information and creation of environmental
awareness among all sectors of the country's population. The organizational structure of the
ministry covers a number of divisions, directorate, board, subordinate offices, autonomous
239
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
institutions and public sector undertakings. In short, Ministry of Environment & Forest
(MoEF) has the following major functions:
1. Management of environment and ecology.
2. Matters relating to environment pollution control.
3. Conservation of forests and development of forest resources (government and private),
forest inventory, grading and quality control of forest products.
4. Forestation and regeneration of forest extraction of forest produce.
5. Plantation of exotic cinchona and rubber.
6. Botanical gardens and botanical surveys.
7. Tree plantation.
8. Planning cell is responsible for preparation of schemes and coordination in respect of
forest.
9. Research and training in forestry.
10. Mechanized forestry operations.
11. Protection of wild birds and animals and establishment of sanctuaries.
12. Matters relating to marketing of forest produce.
13. Liaison with international organizations and matters relating to treaties and
agreements with other countries and world bodies relating to subjects allotted to this
Ministry.
Source: http://www.moef.gov.bd/html/about/about_us.html [10-09-2014]
3.9.15: Aim and mission for Political Services by Ministry of Disaster Management and
Relief.
The disaster management vision of the government of the People’s Republic of Bangladesh is
to reduce the risk of people, especially the poor and the disadvantaged, from the effects of
natural, environment and human induced hazards to a manageable and acceptable
humanitarian level and to have in place an efficient emergency response management
system.” The Ministry of Disaster Management and Relief has been given the mandate to
drive national risk reduction reform programs. Its mission relative to this agenda is: “To
achieve paradigm shift in disaster management from conventional response and relief to a
more comprehensive risk reduction culture, and to promote food security as an important
factor I ensuring the resilience of communities to hazards”
Source: http://www.dmrd.gov.bd/ [10-09-2014]
240
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.9.16: Allocating business for Political Services by Ministry Posts, Telecommunications
and Information Technology.
http://www.ptd.gov.bd/site/page/a2a315f9-4261-4e42-aa2c-bc9f99dd271e [10-09-2014]
3.9.17: Mission for Political Services by the Ministry of Labor and Employment 1. Reduction of poverty through
2. To create employment opportunity.
3. To create semi-skilled & skilled manpower through establishing TTCS.
4. Enhance productivity of Factories by creating Friendly working environment between
workers & Employers.
5. Ensure welfare of workers in different industrial area.
6. To implement Labor-Laws.
7. To fix up minimum wages of labor.
8. Ensure justice through Labor Court.
Source:
http://www.mole.gov.bd/index.php?option=com_content&task=view&id=382&Itemid=43
4 [10-09-2014]
Business of the Division and Telecommunication
1. Postal Services
2. Post office Savings Banks
3. Postal Life Insurance
4. Telecommunication Services: Telegraphs and Telephone
5. Telephone Industries
6. Administration of B.C.S ( Postal)
7. Administration of B.C.S ( Telecommunication)
8. Secretariat administration including financial matters.
9. Administration and Control of subordinate officers and organizations under this Division.
10. Liaison with international organizations protocols and agreements with other countries and international bodies, relating to postal and Telecommunications services.
11. All laws on subjects allotted to his Ministry.
12. Inquiries and statistics on any of the subjects allotted to this Ministry.
Source:
241
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.9.18: Activities for Political Services by the Ministry of Water Resources
According to the National Water Policy, 1999 the Ministry is responsible for formulation of a
framework for institutional reforms to guide all water sector related activities and will:
1. exercise water allocation power in identified scarcity zones on the basis of specified
priorities and determine the priority for allocating water during critical periods;
2. sustain shallow groundwater aquifers, regulating the extraction of water in identified
scarcity zones with full public knowledge;
3. prepare specific drought monitoring and contingency plans for each region
experiencing recurrent seasonal shortage of water etc;
4. empower local government or any other body, to allocate water in scarcity zones
during periods of severe drought, monitor the water regimes and enforce the
regulations etc;
5. confer water rights on private and community bodies to provide secure, defensible and
enforceable rights to ground/surface water etc;
6. ensure the minimum requirement of stream-flows for maintaining the conveyance of
the channel.
The Ministry of Water Resources is a development ministry. The Ministry has 4 wings
namely Development Wing responsible for preparation, implementation and monitoring of the
aided projects; Planning Wing responsible for processing of all projects for approval by the
Planning Commission and preparation, implementation and monitoring of projects solely
funded by GoB, and release of all funds of the development projects under ADP;
Administrative Wing responsible for the administration of the Ministry and the organizations
reporting to it; and Budget & Audit wing.
Source: http://www.mowr.gov.bd/index.php/about-mowr/brief-history [10-09-2014]
3.9.19: Activities for Political Services by the Ministry of Youth and Sports.
1. Ministry of Youth and Sports was established in 1984. Before that sports sector was
dealt with in the Ministry of Sports and Culture while the youth sector was looked
after by the Ministry of Labor and Manpower. After its creation, the Ministry of Youth
and Sports has been dispensing its services for the development of the youth section of
the population. At the same time, it looks after the upliftment of games and sports in
the country. Following are the major activities of the Ministry.
2. All matter relating to youth-their welfare, training and prospects.
242
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3. Organization and mobilization of the youths for voluntary participation in the
development activities of the country.
4. Co-ordination of youth services liaison with concern ministries/ divisions.
5. Administration of grants-in-aid under specific projects.
6. Youth awards.
7. Programs to encourage a sense of adventure, responsibility, confidence and
achievement in youths.
8. Research and study on youths and youth development activities.
9. Promoting activities for creating employment opportunities for the unemployed and
under employed youths.
10. Promotion aid development of games and sports.
11. National sports awards.
12. Aid from foreign and international body in the field of sports.
13. Grants-in-aid to sport organizations.
14. International Organizations and other international programs in the field of sports.
15. Pride of performance; merit awards in sports.
16. Organization and participation in national and international games and athletics.
17. Development publication in the field of sports.
18. National bodies relating to sports.
19. Exchange of sports team with foreign countries.
20. Pension to sports men.
21. Secretariat administration including financial matters.
22. Administration and control of subordinate offices and organizations under this
Ministry.
23. Liaison with International Organizations and matters relating to treaties and
agreements with other countries and world bodies relating to subjects allotted to this
Ministry. All laws on subjects allotted to this Ministry.
24. Inquiries and statistics on any of the subject allotted to this Ministry.
25. Fees in respect of any of the subject allotted to this Ministry except fees taken in
courts.
Source: http://www.moysports.gov.bd/aboutmoys.html [10-09-2014]
243
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.9.20: Activities for Political Services by the Ministry Power and Mineral Resources
Bangladesh, with its 152 million people in a land mass of 147,570 sq km, has shown
tremendous growth in recent years. A booming economic growth, rapid urbanization and
increased industrialization and development have increased the country's demand for
electricity. Presently, 62% of the total population (including renewable energy) has access to
electricity and per capita generation is 321 kWH, which is very low compared to other
developing countries.
Recognizing the fact the present government has prioritized the power sector right from its
election manifesto. As per the manifesto, electricity generation in the country was supposed to
be 5000 MW by the year 2011 and 7000 MW by 2013. The government has been successful
in meeting these targets and has even been able to achieve higher level of precedents. The
government aims to generate additional 15,000 MW electricity, within 2016 under short,
medium and long term plan. This target is much higher than the one stated in the election
manifesto.
Assessing the current state of electricity in Bangladesh, this web page disseminates on how to
develop and communicate various strategies and plans and implement moderate growth in
demand through increased efficiency. It also investigates on how to combine environmental
goals into planning and operation and tries to find ways on how to ensure sufficient supply
wherever and whenever it is required, as well as on how to handle various other challenges in
the power sector.
The government has further extended its vision targeting the upcoming years up to 2030 and
prepared the Power System Master Plan 2010 (PSMP). This plan states that in 2030 the
demand of power would be around 34,000 MW while the generation capacity would be about
39,000 MW.
Presently, the generation capacity is nearly 10,416 MW (June, 2014) which implies that much
endeavor is required to achieve the goal. Considering the country’s future energy security, the
government has rightly given due importance on renewable energy, energy efficiency as well
as energy conservation.
Source: http://www.powerdivision.gov.bd/ [10-09-2014]
3.9.21: Activities for Political Services by the Ministry of Culture
Bangladesh Emerged as an independent sovereign nation in 1971. Thus compared to many
states of the present day world it is quite young. Nevertheless it is the home of a very old and
ancient civilization. Relics of old civilization and culture are writ large all over the country,
244
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
some of them with worldwide significances.
Geography and history have marked Bangladesh as a distinct region and the Bangla-speaking
people as a distinct community. Its cultural life is also distinct and very rich. The century old
cultural traditions of Bangladesh are reflected in innumerable tangible and intangible
heritages - in archaeological sites, in sculptures, in stones and terracotta, in architectures,
museums, archives, libraries, classical music, songs and dance, paintings, dramas, folk arts,
festivals, games as well as ethnic cultural activities.
Our cultural heritage has given us an eminent place among the community of nations.
The Ministry of Cultural Affairs and its concerned organizations have been involved in
nurturing these age-old cultural traditions as well as keeping up-to-date with the world wide
cultural developments. Our principal aim is to share our cultural heritage with the rest of the
world and thereby establish peace and friendly relations with all the countries of the world.
Source: http://www.moca.gov.bd/en/index.php/en/ [10-09-2014]
3.10 Role of Upazilla Parishad in Delivering Political Services
1. Making short-term and long-term plans
2. Implementing, supervising and coordinating the different programs handed over by
different government offices.
3. Building, repairing and maintaining inter union crossing roads
4. Undertaking and implementing small irrigation project for ensuring the best use of
geo-surface water according to the government order
5. Ensuring services on health, nutrition and family planning
6. Developing sanitary latrine and ensuring fresh drinking water
7. Expanding and helping to encourage the education at upazila level
8. Helping and supervising in improving the secondary and madrasha education
9. Undertaking programs to establish small industries.
10. Coordinating and facilitating the activities of NGOs and cooperatives
11. Facilitating and implementing the programs in female and children, Young and sports,
Social welfare and culture
12. Facilitating and coordinating the activities of union parishad
13. Undertaking and implementing programs in agriculture, veterinary, fisheries and
forestation.
245
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
14. Discussing on law and order situation for improvement with the police division and
reporting it to the higher authority.
15. Undertaking and implementing programs for generating self-employment.
16. Building public awareness against the exploiting of female and children
17. Building public awareness and undertaking programs in protesting terrorism, drug,
stealing and smuggling.
18. Undertaking programs in maintaining the environment by social foresting
19. Other activities imposed by the government.
3.11 Role of Union Parishad in delivering Political Services
1. Preparation of a comprehensive Union Plan and inclusion of inter-ward development
projects after identification and prioritization.
2. Assist and cooperate for the development of primary schools, supervise their
functioning and motivate people for spreading literacy.
3. Ensure provision of health services at the Union Health Centres, supervise family
planning related activities and services and monitor the same. Arrange for supply of
safe drinking water and promote sanitation programme.
4. Construction of inter-ward roads, maintenance of the same, management of small
scale irrigation and water resources.
5. Implementation of afforestation programme along the Union Parishad roads and all
earthen embankments.
6. Peaceful resolution and amicable settlement of inter ward disputes.
7. Promote social resistance over violence against women, terrorism, all types of crimes
and cooperate with administration for maintenance of law and order.
8. Up-to-date registration of birth, death and marriages based on report received from
Gram Parishad.
9. Assist Upazilla parishad in the preparation of inter ward agricultural and fisheries
development projects and take necessary action.
10. Cooperate with and advise all agencies within the Union having credit programmes
and help rural poor to participate in the same.
11. Increase awareness for women and child development and take concrete actions where
necessary.
246
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
12. Encourage people to undertake cottage industries with good potentials and facilitate
the involvement of disadvantaged and poor people in various income generating
activities.
Source:http://www.lgd.gov.bd/index.php?option=com_content&view=article&id=9&Ite
mid=42&lang=en [29-12-2-14]
3.12 CONCLUSION
This section has examined that all political competitors offering a political product
containing a bundle of competitive functional and emotional benefits than those of
competition as a election manifest by using a brand name and logo like a marketing
organization to attract the voters for winning power to serve the nation. This effort is
absolutely comparable with the marketing competition among the non-profit or profit oriented
organizations. It is observed in this section that there is a political product in political
competition. In this context, a product is anything that one party can offer to a target group for
attraction, acquisition, using and disposing. Product and target market are the two major
tools of marketing. So it is proved that political organizations are fully involved in non-profit
marketing activities to win the voter-market for providing political services in a certain period
of time. On the other hand, all ministries controlled by Prime Minister Cabinet are identifying
needs and wants of specific target group and undertaking service generating programs and
projects to satisfy the voter-market to win their mandates for the next election competition by
the ruling political organization in using the government structure. All government agencies
have specific group of people where different type of services are delivered. The local
governments like upazila parishad, zila parishad, union parishad, City Corporation are
creating, delivering and communicating services to the nation under the control of some
handed over ministries and Local Government Division backed by a ruling political
organization. It is also found in this section that all government institutions or political
institutions have an offer to a target group of people which is called voter-market. This
organization is planning, implementing and controlling the carefully designed programs for
creating, communicating and delivering services as the non-profit marketing organizations.
Therefore, political services are marketing in politics. In fact, here is a scope of political
services for peaceful Bangladesh.
247
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
3.13 REFERENCE
1. Marketing for non-profit organizations, 2nd edition, (1982) page no.288-293 2. Bangladesh Portal, People’s Republic of Bangladesh [02-07-2014]
3. National Web Portal of Bangladesh, People’s Republic of Bangladesh [09-07-
2014]
4. http://a2i.pmo.gov.bd/content/ness-national-e-services-system [04-09-2014] 5. https://www.google.com.bd/search?q=constituencies+on+a+map+of+bangladesh[07-
08-2014]
6. http://kanakbarman.wordpress.com/2008/12/19/manifesto-of-bnp-2008/[12-04-
2014] 7. http://www.bangla2000.com/election_2001/Manifesto_JP_E.shtm [03-09-2014] 8. http://www.pmo.gov.bd/site/page/70b77825-f741-4943-87db-aaf256627802 [07-08-2014] 9. http://www.lcgbangladesh.org/election01/bd/framework/divdis.html [06-08-2014]
10. http://www.moa.gov.bd/site/page/b4afc7c3-ebee-431a-914e-be193f9eecf1 [08-09-
2014]
11. http://www.msw.gov.bd/index.php?option=com_content&task=view&id=432&Itemid
=437 [08-09-201] 12. http://www.moedu.gov.bd/index.php?option=com_content&task=view&id=297&Itemid=297 [08-09-
2014]
13. http://mha.gov.bd/allocation-of-business [08-09-2014] 14. http://www.mofa.gov.bd/ [08-09-2014]
15. http://www.mohfw.gov.bd/index.php?option=com_content&view=article&id=73&Itemid=81&lang=en [08-
09-2014]
16. http://www.mofl.gov.bd/business_allocated.aspx [08-09-2014]
17. Source:http://www.lgd.gov.bd/index.php?option=com_content&view=article&id=24&
Itemid=82&lang=en [09-09-2014]
18. http://www.lged.gov.bd/CitizenCharters.aspx [09-09-2014]
19. http://www.mochta.gov.bd/index.php/index/othercontent/Charter-of-Duties__6/2/0/2
[10-09-2014]
20. http://www.moi.gov.bd/about.php [10-09-2014]
21. http://www.mopa.gov.bd/index.php?option=com_content&task=view&id=377&Itemi
d=419 [10-09-2014
22. http://www.mole.gov.bd/index.php?option=com_content&task=view&id=382&Itemid
=434 [10-09-2014]
23. http://www.moef.gov.bd/html/about/about_us.html [10-09-2014] 24. http://www.ptd.gov.bd/site/page/a2a315f9-4261-4e42-aa2c-bc9f99dd271e [10-09-2014]
25. http://www.mowr.gov.bd/index.php/about-mowr/brief-history [10-09-2014]
26. : http://www.moysports.gov.bd/aboutmoys.html [10-09-2014]
27. http://www.powerdivision.gov.bd/ [10-09-2014] 28. : http://www.moca.gov.bd/en/index.php/en/ [10-09-2014]
29. http://www.lgd.gov.bd/index.php?option=com_content&view=article&id=9&Ite
mid=42&lang=en [29-12-2-14]
30. http://www.bnpbangladesh.com/en/index.php/library/election-manifesto [02-03-
2015]
248
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
CHAPTER-4: EXPERT OPINIONS OF MARKETING: (Political Science
and Economics)
4.1 Preface
4.2 Opinions of 10 Marketing Experts from University
of Dhaka
4.3 Opinions of 10 Political Science Experts from
University of Dhaka
4.4 Opinions of 02 Economic Experts from University
of Dhaka
4.5 Opinions of 01 Economic Expert from
Jahangirnagar University
4.6 Opinions of 01 Ex. Election Commissioner
4.7 Conclusion
4.8 References
249
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
4.1 PREFACE
The political services marketing is an attempt of introducing a new way of politics and to
change the older age political culture for creating a peaceful competitive political
environment. Basically, in a democratic country, there may have some political competitors
offering different ideologies and certain level of services. In the closer observation, it is found
that the competition is going on to win the power for serving the nation by implementing
differentiate election manifest (differentiate marketing strategy) for achieving a certain
level of socio-economic development among the political organizations in a country.
In the view of marketing philosophy in the new economy, all kinds of commercial and non-
commercial organizations of the world are offering some tangible or non tangible products in
a target group of people. In the marketing literature, any offer is a product which is able to
solve a problem. A product is a bundle of benefits or a problem solving packet. In this
connection, political ideology, service generating project, any program, event, person, place,
idea, information, property, experience, goods, services, election manifests are products. Even
every organization itself is a product. Hence, every political organization has a product to
the people or group of people in a target group. In marketing philosophy, every target group
of people of an offer is a market. Therefore the political organizations have different political
products to the voter people and the organizations try to attract maximum voter-market to
win the service providing ability to the nation through a political process which is called
politics. The major marketing activities are four kinds; (1) identifying the needs and wants
for designing problem solving products; (2) setting price (monetary cost + time cost + energy
cost + psychic cost) (3) delivering services or goods to the target group by using a channel or
directly (4) communication the offer to attract the target group by using electronic and print
media through changing their attitudes, beliefs, perceptions, preference for creating
exchange. The attempt of this section was to collect opinions from political, marketing and
economic experts to examine how the political, marketing and economical philosophies
are closely connected. There was an open-ended questionnaire contenting some political
questions in light of marketing to identify the relationship between the political activities
and non-profit marketing activities, how marketing activities are performing silently in
a democratic political process. Expert opinions made a shape of the proposed concept on
political services marketing for peaceful Bangladesh. This qualitative data has been examined
to prove the degree of acceptance of the political services marketing concept.
250
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
4.2 Opinions of 10 Marketing Experts from University of Dhaka (Sample-4)
Bhuiyan, Z. H. (2014). Question: Would you believe that the ultimate mission of all
political organizations is marketing different type of problem solving services to benefit the
nation as a non-profit marketing organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Yes, I believe that the missions of all political organizations are serving the nation
after winning the political power through a political process. At present this services is called
as public services. I think, as this service is generating and rendering to the nation through a
political process, it may be called political services.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: I agree that a ruling political organization makes plan based on the approved budget.
But in turn, budget should be made on the basis of the undertaken marketing plans which
would be implemented as per the election manifest or certain level of services commitment to
the voter market. In this connection the ruling political organization collects revenue and
donation for generating various services for the nation. Here is an exchange between two
parties. So that it is called marketing. Because, exchange is the core concept underlying
marketing.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Every MP is the representative of a political organization as well as the
representative of the local voters in his constituency. He has some specific schemes for the
local voter market. On the other hand, he/she is facilitating the upazilla parishad as the
representative of the local government. In this connection, every MP is a political services
marketer. Because, the main business of an MP is making services plan in favor of his voter-
market in his constituency and participating in the parliament in the process of law making.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: From the view point of marketing, a group of people who share similar needs and
wants and that can be satisfied through exchange relationship. Another definition is a set of
251
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
present and potential buyers of a product or services. In broad sense, product means any type
of offerings. Political organizations are offering services package before election competition
to win the voter by attracting voters. Therefore, the present ID holders and future ID holders
of a country of course is a political or voter market. On the other hand, politics depends on the
ID holding people, so these people may be called political market.
Question: How would you think that every political organization should communicate the
earlier provided political services as ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: Marketing concept always market/customer-oriented. Hence, the major political
organizations conceptually sell the services or developing activities at past when they were in
power. On the other hand they sell before election a committed services package that is
election manifest. This product as a whole may be called functional value. On the other hand,
good character of the candidates of a political organization, voter satisfaction, committed
performance, timely rendering political services for the nation are the emotional value. In this
connection, every political organization should communicate value by using electronic and
print Media as like as the business organization’s commercials.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: In my view, present communication techniques are ineffective and inadequate. Only
the leaders and oppositions of the political organizations are becoming aware about their
traditional political programs. The rate of voters’ awareness is poor from the traditional way
of communication. Best alternative way of communication depends on the audience or target
voters’ media habit, media preference, level of education, culture and how a communicator is
adopting communication massages, how the massages are executed in the print and electronic
Media. In this context, major political organizations should follow the marketing
communication techniques for effective communication to attract the voters in favor of the
concerned political organization. Before making any comments, it has to conduct a marketing
research. But in general observation, marketing communication techniques like personal
communication, publicity and public relations, short-term incentives for becoming member of
the concerned political organizations, advertising in both print and electronic Media might be
the best alternative.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations simultaneously?
252
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: The people or voters of Bangladesh are not so well educated in considering the best
political organization and the leaders for vote. Therefore, parliament television and the
proposed television in the election commission office may play significant role to educate the
voter-market. On the other hand maximum public gathering meetings are holding to get
different media coverage to reach the voter market. If they get the chance to address through
free media channels, of course, it would be the best communication than traditional way of
communication.
Question: How would you think that from Ministry to Directorate -- Zilla parishad -- upazilla
parishad to union parishad is a distributing channel of political services marketing?
Answer: Voter market means the present and potential voters who are living across the
country. The services that are generated from the ministry targeting the rural and urban voter-
market need to deliver a marketing channel. In this connection, from ministry to Zilla
parishad to Upazella parishad to Union parishad are the members of a marketing or
distribution channel. But according to the Act of Upazilla parishad, the Local Government
Division is making plan for creating, delivering and communicating various priority basis
services for the local voter market. In each upazilla, there are seventeen committee chaired by
the upazilla chairman. These committee independently offering draft plan with budget to the
upazilla parishad to finalize some proposed short-term and long-term plans for delivering
political services for the voter-market of the concerned upazilla. Hence, the political services
are rendering directly to the target markets in each upazilla.
Question: What is the easy way to control misguided message of political campaign from the
view point of marketing?
Answer: According to the marketing concept, or social concept of marketing, there is no
opportunity for conveying misguided message in marketing communication with the market
for life time value. What are doing the companies or non-profit marketing organizations in
their communications? Every organization is merely campaign the benefits or value not to
criticize of other rivals. So, that there is no conflicts to win the voter market. Same concept
may be applied to political services marketing to create a peaceful competitive environment.
Political leaders should follow this concept and election commission may impose a new Act
to control the misguided massage in their marketing communications.
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer: The significant aspect of marketing concept is competitive advantage-based
competitive political environment which is remaining among the similar firms in an industry.
253
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
In this regard, political organizations should practice marketing techniques to create a
peaceful political environment for the greater interest of the economy of Bangladesh.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: Every ministry is rendering political services in specific target market. For an
example, education ministry is providing educational services in some segmented target
markets like primary education, secondary education, higher secondary education, bachelor
degree, master degree etc. Similarly, local government is strengthening upazilla parishad to
best satisfy the geographically segmented market that is the people of a upazilla parishad.
Thus every ministry is making plan for creating services for specific geographic or
demographic segment or multi-segment of a target group. The major plans undertaken by
respective ministry is approved by the cabinet meeting which is comparable with corporate
marketing strategy.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: Every political organization has a certain level of loyal voters, they will continue
their votes. But general voters should consider the potentiality of the organization base on the
recent past activities. If there is any considerable substantial environmental turbulence for
failure, voters should reconsider for the next election for vote. Otherwise, a voter should
consider another candidate and organization.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hartal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
barricade on rail, roads and high ways?
Answer: Definitely, All political competitors should give up the unfair means to attract and
win the voter-market. The way is very simple, they should competing with each other on the
basis of competitive value (functional value + emotional value)
Question: Would you agree that hartal is a helpful tool to attract voter market for election?
Answer: Yes, but the issue of the hartal should be common interest of the voter-market of a
country. Therefore hartal may be a helpful tool to attract the voter market. Otherwise, hartal is
a major obstacle and drawback of the economy. This is very traditional and forcing tool to
win power to serve the nation. This effort should give-up for the greater interest of the
country. In recent past it has been observed that hartals were fighting with the ruling political
organization and the oppositions. Because, the main objective of hartal is to step-down the
government, before the ruling duration. On the other hand, government use to law and
254
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
enforcing agencies to protect the certain ruling period resulting the fight. Actually, hartal is
not a right way to attract the voter-market. Therefore, all political organizations should follow
marketing techniques to attract voters.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: The main function of marketing is to satisfy the market. In this context, for ensuring
the level of satisfaction of the voter-market or political market, governmental restructure is
essential. In this regard, like finance ministry, a marketing ministry might be set-up for
conducting research, analyzing the research findings to make plan and effective budget
priority basis to best satisfy the political market or voter market.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: Everything is changing and improving without the traditional political practices.
This weapon is gradually demolish and voter-market want to rescue from the bad impact of
hartal. Marketing polices and strategies may be the rescue.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of all political organizations?
Answer: Of course, all political organizations should follow how the similar firms in an
industry are trying to attract consumers without any conflict, hartal, blocking rail, road,
showdown etc. Instead of these traditional tools, Political organization can follow personal
contact, publicity and public relations, advertising in both electronic and print Media, using
new connectivity like mobile, website, video conference etc.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: Election Commission has to play an important role to create a peaceful competitive
environment by using coercive power of existing rules and regulations. It may impose some
new act to control the communication message like the massage of advertising in electronic
and print Media. Every political organization should realize the political competition should
be run on the basis of superior value (functional value + emotional). All leaders and their
concerned political organizations should political or voter-market oriented. They should
practice marketing concept in their designing every programs knowing that winning the
voters’ mind is not a force-creating technique.
255
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Azad, S.A.K. (2014). Question: Would you believe that the ultimate mission of all political
parties is marketing different type of problem solving services to benefit the nation as a non-
profit marketing organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Yes, but it is called public services. I think, a political organization forms a
government after winning the voter market. Then the organization serves the nation by
applying two ways. Firstly, government can serve the voter market or nation by using concern
political leaders at different levels and Secondly, by using the services holders from both
public and private sectors. Overall it is called public services. From the view point of
marketing, you can call the given services as political services. But before that, firstly you
should define what public service is and how it is closely connected with marketing concept.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: As you know that every political organization or government is a non-profit
marketing organization from the view point of marketing concept. This type of organization
does not have any capital. Subscribers and donors are the major source of capital. In this
connection, subscriptions and donations are the source of bearing operational cost of a
political organization. On the other hand, tax, duty, selling revenue stamps, profits of
government led industries and local and foreign donations are the major source of operating
cost of a government. Therefore, a ruling political organization or alliance collects revenue
and donations to generate and provide services to the nation.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Yes, I believe that every constituency is a geographical segment. Every MP is a
services provider in his voter market. But very unfortunately that after winning the voter
market to be an MP, he forgets all promised services package which has been declared earlier.
Because of the five years guarantee for achieving power, he/she considered the voters as
valueless. In this context, if there is a provision of election commission that the major voters
in a constituency would be able to bring about allegation against the violating activates of an
MP for conducting new election during the elected power for five years. In this provision,
256
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
voters in a constituency might be valuable and MPs would be more cautious to provide his/her
committed services package as declared earlier to be elected. This process would be a helpful
technique to prevent corruption.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: Yes, I agree that the present ID card holders for vote and who would be the future
ID holders are the voter market not the political market.
Question: How would you think that every political organization should communicate the
earlier provided political services as ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: I think every political organization should be transparent what extent of services
would be provided and what services has been provided as the committed to influence the
voter-market. The actually committed services might be communicate as the competitive
advantage than those of competitors by using organizational website, mobile, newspaper and
television also. But in fact, major voters of Bangladesh have not been aware about the
competitive advantage because they are not well educated. Very often the voter considers the
optional candidates based on political ideology. Recently major political organizations are
declaring election manifests or services packages. But after election they forget their promised
package and voters are also forgot the influencing package. Sometimes ruling political
organization delivers partial packages. In this context, political leaders seem the major voters
are illiterate, in the long-run they forget everything and it would be easy to buy the voters.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: Yes, marketing communicating techniques certainly can be the best alternatives. But
who will do it? In my view government should undertake this kind of initiative. If the ruling
political organization or alliance firstly apply marketing communicating tools like advertising
in print and electronic Media, publicity, public relation, personal communication as
salesmanship, sales promotion (some incentives to support the concerned political
organization) direct marketing (communication through websites, SMS in mobile,
handshaking in face to face etc.) then the other political organizations will come forward to
apply this proposed alternative communicating techniques.
257
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: Any good step should be taken by the government backed by ruling organization or
alliance first. When political competitors will observe the effectiveness of communication
with the voter market through television channels then they will follow the success and try to
adapt themselves. Ruling political organization or alliance should allow national television
channel for all political organizations to influence the voter market similarly in a day or week
for addressing. Election commission may set-up FM radio and TV channel to educate the
voter. But I think present TV channel is enough.
Question: How would you think that from ministry to Directorate -- Zella parishad --
upazella parishad to union parishad is a distributing channel of political services marketing?
Answer: Yes, all ministries are providing various services in specific segment or multi-
segments of the nation. These services are reaching to the voter market through concerned
directorate to zella parishad to upazella parishad to union parishad. This channel may be
called as the marketing channel.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: Misguiding massage always badly influence the voter market. It should be
controlled by the alleged political organization campaigning the fact with proven evidences
and witnesses. Suppose, Jamat-e-Islami Bangladesh is campaigning a misguiding political
massage to badly influence the voter market. In this connection, ruling political organization
is taking action by punishing the activists of Jamat. In fact, general voter becoming
empathetic by observing the biting or killing Jamat because it is general human being. But
actually, ruling party or government should disclose the misguiding fact in front of the voter
market with support of evidence instead of punishment. In foreign countries, political leaders
are circulating leaflets at shopping malls, counter news in different Media to overcome the
badly influenced voters.
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer: Once upon a time, Bangladesh as a part of former India was a peaceful province in
Indian subcontinent. But anti-British movement has created anti-peace subcontinent. This
traditional political activities has been immerged and going on to eliminate the ruling political
258
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
organization (British). But marketing practices by the all political organizations can make a
peaceful Bangladesh. But it will take a long time.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: Every ministry is providing public services. At present it is not called as political
services before giving logical supports of your new concept. Of course, every ministry is a
strategic unit under cabinet body which is compare able with corporate body in marketing
because all decisions are signed by cabinet headed by prime minister for all ministries to
provide services to the nation.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: In Bangladesh, every ruling political organization exaggerated claim than their
actual achievement over the goal. They say more but do less. Very often exaggerated claim
somehow influence the voter market. They seem that most of the voters are illiterates and did
not remain in the declared services package. In this context a voter should withdraw his or her
support on the concerned political organization. In fact, some voters continue their support
based on political ideology.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: Before election major political organizations or alliance declares competitive
services package to influence the voter market. But practically, most of the voters choose the
political leader or organization on the basis of the political ideology. In fact, some voters
consider the competitive services package which will be served after election. Therefore,
competition should base on competitive advantage followed by different industries among the
political organizations to keep the country peaceful. But before that voter market should be
educated to know the advantage of such marketing competition.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: According to the democracy, public meeting, hortal are officially allowable. So that
a political organization or alliance may call hortal, but the issue of the hortal should be
strongly supported by the people which would be greater interest of major people. Such a
259
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
hortal may influence the voter market. But forcing hortal can not attract the voter market.
Sometimes it negatively affects the organizational image.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: If a government led a political organization to be voter market oriented, it must be
identified the needs and wants from the each constituency by conducting marketing research.
Then organization have to perform a lot of marketing activities like centrally categorizing the
needs, segmenting the voter market, targeting the segments of the voter market, then planning,
implementing and controlling of carefully formulated services programs designing, timely
delivering and communicating with the voter-market to bring about exchanges of political
services, measuring voter-market satisfaction, building the political organizational image etc.
I think political organization may establish a strong marketing department to ensure the voter-
market satisfaction. Then to implement the political marketing plan, a different ministry might
be established.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: If the traditional political programs and movements are carried on, the public
interest instead of political organizational interest, it can be helpful to win the voter market.
The traditional political programs are very often peaceful. It turned into conflict when ruling
political organization makes obstacles to prevent the movement.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of all political organizations?
Answer: Yes, a large number of political leaders are not academically sound; they are
habituated in traditional political practices. Training can change their attitude and perception
toward this new concept. These efforts might be helpful to create a peaceful political
environment.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: There is a scope to apply all marketing terms in politics. But it will take enough time
to adopt marketing concept. Your new idea and conducting research is appreciable. This effort
will help to disseminate the new concept among some political leaders first. In the long-run,
260
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
gradually all the political leaders and the organizations will adapt the political services
marketing concept in their politics to create a peaceful political environment
Khan, A.N.M. S. H. (2014). Question: Would you believe that the ultimate mission of all
political parties is marketing different type of problem solving services to benefit the nation as
a non-profit marketing organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Yes, I believe. But before calling political services, you have to define what politics
is and the given services are related with politics. Then it may call the political services
marketing. Before viewing the political services marketing from the organizational
perspective, go to the grass-root level, what is happening there. An individual as a
representative of a political organization is declaring a statement or commitment to win the
market of the voters. Some voters may give votes believing the commitment or not. On the
other hand, a political organization is marketing itself as a whole in a democratic country.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: A political organization is collecting revenue after getting maximum support of the
voters to meet the administrative cost of the state and serve the nation. Yes, ruling political
party or alliance collects revenue and donation from the nation and country abroad against the
provided political services. But the meaning of the cost is different. Whenever a ruling
political organization undertakes a project, firstly it is estimated the budget then collected the
budget from various sources. Here is an exchange but this exchange has distinctive nature. In
the context of non-profit organization, there are two parties; one party is the market of the
voters who gets some direct or indirect benefits from the ruling political party. Other party is
getting satisfactions and votes for the next election. Hence, exchange is occurring between
political services vs. satisfaction and votes from the market of the voters.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Every MP is a political marketer of political services after winning maximum
votes. Actually every leader of the competitive organizations is a political marketer. But
261
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
before winning the major market share, s/he is not getting chance to serve the voters of the
constituency.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: Voters of a market is a potential market of the voters in a country of a political
organization because, a voter may or may not support to a political organization. Politics
depends on the voters of a country. So that, I would like call them as market of the voters not
call the political market. But if you can stand a strong logic then it may call as political
market. In this context it has to define properly what politics is and what is political services,
then it may call the political market.
Question: How would you think that every political organization should communicate the
earlier provided political services as ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: Product is the core thing of marketing. The product of a political organization is
services producing activities which has been done at past and the future statement or
commitment that will have to turn into services producing activities in near future if the
concern political organization can win the major market share that those of competitions.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: I think all political organizations are marketing; they are using marketing
communication tools. But they have no formal knowledge in marketing. If they adapt
marketing knowledge in their politics, slight positive changes might be resulted. But hortal is
not a marketing communicating tool. Except hortal, there are many other peaceful ways to
grow the attention and attract the voter market.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: I think no addition and specialized television channels; existing parliament
television is enough to educate the voters and facilitate in marketing communication for all
political organizations similarly during sessions. No slang language would be broad casted;
voter will judge and decide which is better and correct.
262
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that from ministry to Directorate -- Zella parishad --
upazella parishad to union parishad is a distributing channel of political services marketing?
Answer: A political party after winning the voter market; setting ministers for each ministry.
The responsible minister is making policy and plans to execute for generating services in the
voter market by using some vertically interdependent government agencies. This united
interdependent government organizations under a ministry might be treated as the distributing
channel.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: Educated voter can easily judge the right news. In fact, major voters are not well
educated. Introducing a new law to control the false news and direct criticism may control the
misguided massage.
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer: I did not agree the term peaceful environment because; where there is a competition
there is some conflicts. Monopoly and oligopoly market are not peaceful. But choosing an
option from many options is peaceful. To create a peaceful political environment, all political
organizations should be market-oriented. They should think that voter-market is the king. In
fact after winning voter market no political leaders think so. As a result, voter-market become
dissatisfied and painful voters are not peaceful. Any attempt to gain power by force is anti-
peaceful. How businessmen will run their business; it is restricted by special Act, similarly
political leaders and organizations should abide the existing laws. On the other hand
practicing democracy is a major issue for peaceful political environment.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: Yes, every ministry is performing marketing activities in a specific group of people
which might be called segment. Some ministry is serving multi-segments of the market of
voters.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: The decision depends on the category of voters. Marketing positioning based loyal
voters always will continue their support to the ruling political organization. Some second
layer voters may reconsider to continue the present flow of the services generated developing
263
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
activities. Some voters may withdraw the support to the next option considering better
political services than the present ruling political organization.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: The main objective of competition among the all political leaders and organization is
to win voter market to gain power to serve the nation. From the view point of marketing this
competition should follow differentiating strategy by offering superior value for the market of
the voters avoiding the force creating attitude of gaining power for peaceful environment.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: Hortal is a protesting way against the ruling political organizations’ activities that
are negatively affect the public interest. Except hortal, there are many other ways to attract the
voter-market. But recently hortal is a major disturbing political tool in the economy and
normal life. Therefore, sometimes hortal is not being able to attract voters.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: I think no additional ministry is established for political services marketing. The
present set-up of enter ministries is enough to perform marketing activities. The present
ministries may collect information to identify the problems in their respective segment of the
market of voters and render political services to attract voters for the next election. Setting a
marketing ministry to perform marketing activities as a whole; all present ministries will have
to come under marketing ministry as a single corporate ministry which would be difficult.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: Basically, the main objective of traditional political programs and movements to
offer the organizational image and future commitment by criticizing the competitors’ past
activities and shortfall of the goal especially of the ruling political organization or alliance.
Protesting by bangali culture like poem, drama, patriotic songs are very helpful to attract the
market of the voters. In fact, political organizations are marketing to attract voters but by
using informal ways.
264
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of all political organizations?
Answer: A training course on the political services marketing concept may help the leaders in
their decision making. Actually there is no democracy among the major political
organizations. Training course may change the attitude and perception of participants. In this
regard, no need to arrange training programs for all leaders. Training for big leaders of all
political organizations is enough because they have to realize and understand the impact of
practicing political services marketing. Then the concept would be disseminated among the
different level of political leaders as top-down manner.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: A business man knows it well how the business will run by considering the rules
and regulations imposed by government agencies. Similarly, all political organizations should
be regulated strictly by the election commission. A new act may be imposed in consensus of
all major political organizations. On the other hand, properly implementing the existing rules
and regulations may help to create a peaceful political environment.
Bhattacharjee, H. (2014). Question: Would you believe that the ultimate mission of all
political parties is marketing different type of problem solving services to benefit the nation as
a non-profit marketing organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Yes, the mission of all political organizations is serving the nation after winning the
political power. This power is achieved by a political organization or a strategic alliance
through facing the political process which is called general election. At present this services is
called as public services. I think, as this service is generating and rendering to the nation
through a political process, it may be called political services.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
265
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Government backed by a political organization or alliance is making budged in
each year after another. As far I know, very often, a ruling political organization makes plans
based on the approved budget. But in turn, budget should be made on the basis of the
undertaken marketing plan which would be implemented as per the election manifest or
certain level of services commitment to the voter market. In this connection the ruling
political organization collects revenue and donation for generating various services for the
nation. Here is an exchange between two parties. So that it is called marketing because,
exchange is the core concept underlying marketing.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Every MP is the representative of a political organization as well as the
representative of the local voters in his constituency. He has some specific schemes for the
local voter market. On the other hand, s/he is facilitating the upazilla parishad as the advisor
of the local government. In this connection, every MP is a political services marketer.
Because, the main business of an MP is making services plan in favor of his voter-market in
his constituency and participating in the parliament in the process of law making.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: From the view point of marketing, a group of people who share similar needs and
wants and that can be satisfied through exchange relationship. Another definition is a set of
present and potential buyers of a product or a service. In broad sense, product means any type
of offerings. Political organizations are offering services package before election competition
to win the voter by attracting voters. Therefore, the present ID holders and future ID holders
of a country of course is a political or voter market. On the other hand, politics depends on the
ID holding people, so these people may be called political market.
Question: How would you think that every political organization should communicate the
earlier provided political services as ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: Marketing concept always product-oriented. Hence, the major political
organizations conceptually sells the services or developing activities at past when they were in
power. On the other hand they sell before election a committed services package that is
election manifest. This product as a whole may be called functional value. On the other hand,
266
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
good character of the candidates of a political organization, voter satisfaction, committed
performance, timely rendering political services for the nation are the emotional value. In this
connection, every political organization should communicate value by using electronic and
print Media as like as the business organization’s commercials.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: In my view, present communication techniques are ineffective and inadequate. Only
the leaders and oppositions of the political organizations are becoming aware about their
traditional political programs. The rate of voters’ awareness is poor from the traditional way
of communication. Best alternative way of communication depends on the audience or target
voters’ media habit, media preference, level of education, culture and how a communicator is
adopting communication massages, how the massages are executed in the print and electronic
Media. In this context, major political organizations should follow the marketing
communication techniques for effective communication to attract the voters in favor of the
concerned political organization. Before making any comments, it has to conduct a marketing
research. But in general observation, marketing communication techniques like personal
communication, publicity and public relations, short-term incentives for becoming member of
the concerned political organizations, advertising in both print and electronic Media might be
the best alternative.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: The people or voters of Bangladesh are not so well educated in considering the best
political organization and the leaders for vote. Therefore, parliament television and the
proposed television in the election commission office may play significant role to educate the
voter-market. On the other hand maximum public gathering meetings are holding to get
different media coverage to reach the voter market. If they get the chance to address through
free media channels, of course, it would be the best communication than traditional way of
communication.
Question: How would you think that from ministry to Directorate -- Zella parishad --
upazella parishad to union parishad is a distributing channel of political services marketing?
267
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Voter market means the present and potential voters who are living across the
country. The services that are generated from the ministry targeting the rural voter-market
need to deliver a marketing channel. In this connection, from ministry to Zella parishad to
Upazella parishad to Union parishad are the members of a marketing or distribution channel.
But according to the Act of Upazilla parishad, the Local Government Division is making plan
for creating, delivering and communicating various priority basis services for the local voter
market. In each upazilla, there are seventeen committee chaired by the upazilla vice-chairman.
These committee are independently offering draft plan with budget to the upazilla parishad to
finalize some proposed short-term and long-term plans for delivering political services for the
voter-market of the concerned upazilla. Hence, the political services are rendering directly to
the target markets in each upazilla.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: According to the marketing concept, of social concept of marketing, there is no
opportunity for convoying misguided massage in marketing communication with the market
for life time value. What are doing the companies or non-profit marketing organizations in
their communications? Every organization is merely campaign the benefits or value not to
direct criticize of other rivals. So, that there is no conflicts to win the voter market. Same
concept may be applied in political services marketing to create a peaceful competitive
environment. Political leaders should follow this concept and election commission may
impose a new Act to control the misguided massage in their marketing communications.
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer: The significant importance aspect of marketing concept is competitive advantage-
based competitive political environment which is existing among the similar firms in an
industry competition. In this regard, political organizations should practice marketing
techniques to create a peaceful political environment for the greater interest of the economy of
Bangladesh.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: Every ministry is rendering political services in specific target market. For an
example, education ministry is providing educational services in some segmented target
markets like primary education, secondary education, higher secondary education, bachelor
268
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
degree, master degree etc. Similarly, Local government is strengthening upazilla parishad to
best satisfy the geographically segmented market that is the people of an upazilla parishad.
Thus every ministry is making plans for creating services for specific geographic or
demographic segment or multi-segment of a target group. The major plans undertaken by
respective ministry is approved by the cabinet meeting which is comparable with corporate
marketing strategy.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: Every political organization has a certain level of loyal voters, they will continue
their votes. But general voters should consider the potentiality of the organization base on the
recent past activities. If there is any considerable substantial environmental turbulence for
failure, voters should reconsider for the next election for vote. Otherwise, a voter should
consider another candidate and organization.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: Definitely, All political competitors should give up the unfair means to attract and
win the voter-market. The way is very simple; they should compete with each other on the
basis of competitive value (functional value + emotional value)
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: Yes, but the issue of the hortal should be common interest of the voter-market of a
country. Therefore hortal may be a helpful tool to attract the voter market. Otherwise, hortal is
a major obstacle and drawback of the economy. This is very traditional and forcing tool to
win power to serve the nation. This effort should give-up for the greater interest of the
country. In recent past, I observed that hortals were fighting with the ruling political
organization and the oppositions because; the main objective of hortal is to step-down the
government, before the ruling duration. On the other hand, government use to law and
enforcing agencies to protect the certain ruling period resulting the fight. Actually, hortal is
not a right way to attract the voter-market. Therefore, all political organizations should follow
marketing techniques to attract voters.
269
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: The main function of marketing is to satisfy the market. In this context, for ensuring
the level of satisfaction of the voter-market or political market, governmental restructure is
essential. In this regard, like finance ministry, a marketing ministry might be set-up for
conducting research, analyzing the research findings to make plans and effective budget
priority basis to best satisfy the political market or voter- market.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: Everything is changing and improving except the traditional political practices. This
weapon is gradually demolished and voter-market wants to rescue from the bad impact of
hortal. Marketing polices and strategies may be the rescue.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of all political organizations?
Answer: Of course, all political organizations should follow how the similar firms in an
industry is trying to attract consumers without any conflict, hortal, blocking rail, road,
showdown etc. Instead of these traditional tools, Political organization can follow personal
contact, publicity and public relation, advertising in both electronic and print Media, using
new connectivity like mobile, website, video conference etc.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: Election Commission has to play an important role to create a peaceful competitive
environment by using coercive power of existing rules and regulations. It may impose some
new act to control the communication massage like the massage of advertising in electronic
and print Media. Every political organization should realize the political competition should
be run on the basis of superior value (functional value + emotional). All leaders and their
concerned political organizations should political or voter-market oriented. They should
practice marketing concept in designing their every program knowing that winning the voters’
mind is not a force-creating technique. Well educated, learned and devoted persons should be
attracted in politics instead of terrorists and larger businessmen. Businessmen always consider
politics an only business. In the concept of Political Services Marketing, politics weighed on
270
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
the benefits of the voter-market. So, disseminating marketing concept among the different
level of political leaders of all political organizations through conducting a training course on
“Political Services Marketing for Peaceful Bangladesh” On the other hand Election
Commission has to set up a television channel to educate the voters to choose the right
candidate of the right political organization.
Rahman, M. (2014). Question: Would you believe that the ultimate mission of all political
parties is marketing different type of problem solving services to benefit the nation as a non-
profit marketing organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Yes, but before defining the term, first of all you have to define the politics. What is
politics? Politics is a way of gaining power and power is a capability of a person to influence
others. On the other hand, marketing means establishing relationship between two parties, one
is clients in turn voters, another party is politician. Now question arises what tools are using to
build relationship with the voters? Politicians are using communicating tools to influence the
voters for gaining power. Every politician is a leader, what does a leader? A leader fixed a
goal and then s/he helps the member of the political party to reach the goal. If there is any
obstacle to reach the goal, leader eliminates the obstacles for the members of the political
party. Political services marketing are the later matter. It starts after forming government. In
fact every government backed and led by the winning political organization or alliance. In this
context, through a political process a political organization gets the chance to serve the nation
as it committed earlier in the services package before election. From the view point of
marketing, these political services can be called as political services marketing because no
political organization would be able to serve the nation without facing a political process by
election commission. So that political process generated services can be called as political
services.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: Government backed by a political organization is a non-profit marketing
organization. Subscription is the main source of finance to bear the operating cost. From this
271
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
view point, ruling political organization is collecting revenue by using government agencies
for creating, delivering and communicating political services to the nation. On the other hand,
government is collecting revenue from the economically solvent people and distributing the
revenue among the economically backward people through providing various services. But
here is an exchange between the government backed by the ruling political organization and
the voter market. The collected revenue uses to meet the fundamental needs. For an example,
government has made available the free treatment for all people.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Every Member of Parliament is a political services provider in his or her
constituency. He identifies the needs of the voter market in his/her territory and places the
demands priority basis to the parliament and concern ministry to satisfy the voter market. S/he
tries to meet these needs by using local government structure. On the other hand an MP is
participating in law making for the voter market in a country.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: Yes, I fully agree that the present ID holders are the present voter market and those
who would be future ID holders they are the future voter market. As a whole all present and
potential voters can be called voter market.
Question: How would you think that every political organization should communicate the
earlier provided political services as ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: Basically, people of Bangladesh give their vote on the core product of a political
organization. For an example, the core product of Bangladesh Awami League is the Bengali
Nationalism, socialism and the father of the nation Bangabandhu Sheik Mujibur Rahaman.
Similarly, in Bangladesh Nationalist Party is Bangladeshi Nationalism, Islamic ideology and
Ziaur Rahman; in Jamat-e Islam are Islamic values. Most of the voters give their mended
based on the political ideology in the synonym of marketing it can be called positioning
strategies respectably.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hartal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
272
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Digitalization and new connectivity has reduced the distance between the voter
market and political organization. So that political organizations can use modern
communication techniques to influence the voter market by using satellite television channels,
mobile, telephone, face book, twitter and other social communicating Media as the alternative
of traditional political activities. Modern communicating techniques are effective and
inexpensive.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: Election commission is playing an important role to control the behavior of political
organizations. In this connection, this regulatory body may set-up a specialized television
channel and FM radio to prevent the anti-social political movement. Every day or every week,
the commission TV and FM channels may arrange dialogue between ruling political parties
and the major oppositions. To control the public meeting on the streets EC television channel
can allow all political organizations to address the nation through this Media similarly. On the
other hand this regulatory body can educate the voters to choose the right candidate and
political organization for vote. Or private channels may allow enough time for addressing to
the voter market of the all political organizations. But these channels are commercial; they
have no enough time for the addressing of the political organizations. This is why special
television channels are needed instead of road blocking public meeting and addressing their
offerings to the nation.
Question: How would you think that from ministry to Directorate -- Zella parishad --
upazella parishad to union parishad is a distributing channel of political services marketing?
Answer: The ruling political organization uses the government structure to distribute the
political services in multi-segment voter market. In the synonym of marketing it is the
marketing or distributing channel. Ultimately all services are reaching to the voter market
through this channel. For example, the services from all ministries are distributing by the
upazilla and union parished. There are two types of channel conflicts, one is vertical and
another is horizontal conflict.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: Most of voters in Bangladesh are not so well educated. False campaigning
misguides the voters. Those who are well educated they can easily examine which is correct
273
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
or wrong massage. When I read the news paper, many facts are avoided as misguiding
massage. But to control the badly influencing attitude of different political organizations
through misguiding massage, election commission can prove the real fact by establishing
specialized broadcasting media like TV and FM channels. The commission may introduce
daily newspaper also for countering massage against the misguide massage.
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer: I agree with your question. All political organizations are basically non-profit
marketing organizations. So, in my view, they should apply marketing concept in their
politics. First of all the political organizations should be voter-market oriented then all leaders
of any political organization should know marketing techniques to influence the voters’
behavior. Marketing practice can ensure a peaceful competitive environment in a country.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: Government is another structure. It is one kind of non-profit organization. This
organization is providing various services in multi-segment of voter market in Bangladesh.
All ministries are creating, delivering and communicating a large number of services as well
as traditional services through directorate to zilla parishad to upazilla parishad to union
parishad.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: Marketing environmental forces are always changing. A political services package
which has been declared before election to influence the voter market may not be achieved in
the ruling period due to environmental changes. If the deviation is rationale, voter should re-
consider the ruling political organization again.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: I think, all political leaders at different level should know marketing and what about
marketing competitive advantages. On the other hand, most of the voters are emotional and
not competitive advantage sensitive. But voters those who are really educated and logical or
rational they considered the political party or alliance base on competitive advantages and
274
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
political ideology. In Bangladesh, political leaders call public gathering with aggressive
attitude to abolish the government to win power by creating a revolution which is a wrong and
age older concept. But competitive election manifests or political services are gradually
considering for choosing the right political leaders and organizations.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: Hortal is a peaceful allowable program in a democratic country. But it should be
called for the greater interest of the voter market. Hortal is a political movement of closing all
economic activities to protest a wicked act. In hortal, a political organization called the voter
market not to come out form the residence and closed all economic activities for a certain
period. But if anybody come out on the streets and continue his/her economic activities, no
political parties should stop the voters, activities by force. Hortal should be willingly
celebrated program. In-justified hortal does not attract the voter market. Sometimes it might
be negatively affected the political image and voter market.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: A ruling political party or alliance is delivering various services by using the
government structure to best satisfy the voter market. From the view point of marketing, the
main activities of a successful marketer to best satisfy the target market. The ultimate function
of marketing is to identify the voters’ needs and wants by conducting marketing research in
each constituency. These research findings should be accumulated centrally by setting up
marketing wing either political headquarters or a different ministry to declare a election
manifest which would be feasible and deliverable timely. Then marketing functions should
create and deliver various voter-market oriented political services according to the election
manifest and time to time monitoring the marketing activities to best satisfy the voters. This
ministry of marketing wing in a political organization must be headed by a marketing adviser
or minister who has an expert in marketing. On the other hand in every political services
delivery point, there should have a customer services desk. In every upazilla parishad, should
have a marketing officer appointed by public services commission to ensuring the level of
satisfaction of the voter market.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
275
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: I think traditional political programs are age older. New solution of present problem
is an important aspect of marketing. Therefore, traditional political program should be
converted into modern marketing program to the new economy and matching political
activities with the macro environmental changes.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of all political organizations?
Answer: Of course, sometimes I say, all political leaders should have to learn marketing from
my class. A training program for all political leaders of all political organizations in
Bangladesh can change their attitudes and perceptions. This program will help to change the
existing political behavior into marketing behavior. After having marketing knowledge, they
would be voter market oriented. As a result, it would be possible to create a peaceful
competitive political environment as well as we observed in industry practices.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: Politics should be directed by peaceful political programs. In fact of Bangladesh,
major political organizations are calling big gatherings to pull down the ruling political
organizations by force creating activities. Another thing is ruling political organization or
alliance try to prevent their ruling period of political power. As a result there is a fight for
survival. In this context, all political organizations should know how competitors of
distinguished non-profit organizations and industries are continuously trying to win the
customers or consumers by using marketing techniques in a peaceful manner. Voter behavior
can be changed by using dramatic and effective marketing communications. Political
organizations should use modern technology in their communication like website, mobile,
face book and other social communication media by using information technology. In every
political organization should establish a marketing wing headed by an adviser. Government
should take this initiative first, and then other organizations will follow them. Thus when all
leaders at different level of all political organizations similarly will understand the voter
market, marketing policies and strategies, qualities of salesmanship in their personal
communication then it would be easier to create a peaceful political environment. On the
other hand, the main activities of marketing are to identifying social problems and creating
packages for solution. Therefore, gradually Bangladesh will have becoming problem free and
problem free Bangladesh would be a peaceful Bangladesh.
276
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Shah, A.K.F.H. (2014). Question: Would you believe that the ultimate mission of all
political parties is marketing different types of problem solving services to benefit the nation
as a non-profit marketing organization?
Answer: Yes, a political organization (or the government) can be viewed as a non-profit
marketing organization. A political organization (or alliance), in fact, communicates certain
ideologies and offers services package to influence (or pursue) the voter-market and solicits
positive response from the voters particularly prior to the election.
Question: How do you agree that the ruling political organization is collecting revenue and
donation from the nation for bearing the cost of political services marketing for the nation?
Answer: No, rather, the government collects revenues and donations to provide public
services. The Government’s various departments and machineries work like services
delivering channels in which the government employees work. An elected political
organization (or alliance) forms (or represents) the government, creates and delivers services
by using its machineries.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Yes. A member of the Parliament markets the ideologies of his/her party in his/her
constituency. His/her political objectives are demonstrated while pursuing his/her activities.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: The voters comprise the voter-market, and possibly political market. The
government represented by a political party (or alliance), in fact, provides various services.
However, these services are generated from political process. Thus such services may be
viewed as political services.
Question: How do you think that every political organization should communicate the earlier
provided political services as ruling party to influence the voter market by using electronic
and print media like business organization’s commercials?
Answer: The instrumental use of communication media (i.e., print and/or electronic) by the
political parties for the purpose of promoting political candidates or political services is an
important way to reach the target groups (voters). To draw the attention of the voters and to
be elected, the political parties must understand the behavioral intentions and desires of the
voters (voter behavior). Accordingly the political parties can formulate the political agenda
277
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
incorporating the services desired by the voters and communicate those through effective
media.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: Obviously, political violence created particularly by putting fire on vehicles and the
like in the name of movement are always undesirable. On the other hand, peaceful
demonstrations and using marketing communication tools, like publicity, participating in the
talk shows, writing in the newspaper columns, etc. might be more effective means to convey
the messages to the mass people, the government and others. These might be preferable to the
voters as well.
Question: How would you think that the Election Commission and the Parliament should
have television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: In fact, the Election Commission as well the Parliament do not need to have any TV
channels or FM radio on their own because whatever message they want to communicate they
can do it anytime as they are doing now. However, they need to be independent and non-
partisan in communicating these messages without being biased to any particular political
party. These institutions can educate the voters, given that most of them are illiterate. At the
same time they should treat all political parties equally.
Question: How would you think that from ministry to Directorate – Division
Commissioner—District Commissioner -- upazilla parishad to union parishad is a distributing
channel of political services marketing?
Answer: A ruling political party (or alliance) or effectively the govt. undertakes plan to
market services packages initiated by different ministeries. Each ministry makes plan subject
to the approval of the cabinet headed by the Prime Minister. Then the concerned ministry
creates services and delivers through its various channels.
Question: What is the easy way to control misguided message of political campaign from the
view point of marketing?
Answer: Misguided messages underlying political campaign are or can be directed to the
voters mainly because of the lack of sufficient surveillance of the Election Commission and
other associated institutions. The way, in which the activities of marketing are guided or
278
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
controlled by the legal aspects of marketing, the activities of political parties can also be
brought under control by enacting and executing necessary rules and regulations.
Question: How would you agree that all political organizations should practice political
services marketing concept to make a peaceful Bangladesh?
Answer: There are many concepts and tools used in marketing of goods and services that can
be well adopted in political marketing, which include (but not limited to) product/services,
sellers, buyers, promotion, consumer behavior, market segmentation, image, brand loyalty
and the like.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: Each ministry is creating value in the respective area, under Prime Minister’s
cabinet; where a ministry is working as a strategic business unit while the Prime Minister’s
office is representing the corporate head quarters in marketing term. However, an MP
(Member of the Parliament) is possibly acting as the marketer in his/her constituency, as a
segment of the total market. And s/he is performing marketing activities in his/her
constituency in exchange for vote among others.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: The answer is obvious; in that case, the voters might give second thought to re-elect
the candidate of ruling political party even in the absence of a better alternative option.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: In business world competition among companies trigger the effort of being better
(competitive advantage) in terms providing quality goods and services that are desirable to the
consumers. Similarly, the political parties or candidates should pursue competitive advantage
in terms of performing different activities or doing the same activities in different and better
ways than their rivals. This needs to undertake development works instead of pursuing
destructive political violence.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: No, hartal is not essentially a tool (weapon) to attract the voter market. The main
objective of hartal is to create force/pressure on the govt. to accept the demand of the hartal
279
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
initiators and sometimes to pull down the ruling political party from power. However, the
effectiveness of hortal largely depends on the willful participation of the general public or the
voters in particular.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: Given that one of the main objectives of marketing is to achieve customer
satisfaction, the government may create a separate ministry to satisfy the voters. However, the
ultimate success of establishing such a ministry largely depends on whether the party in
power does it and activates it in a way that would be acceptable to all concerns or serve the
purpose of a particular party.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: It is not quite understood as to what is meant by the term, “traditional political
programs and movements”. However, if it refers to the programs of the Prime Minister,
Ministers and Members of the Parliament of ruling political organization, it is observed that
most of them devote significant portion of their valuable time especially in attending and
inaugurating certain programs. Consequently they are left with little or no time for “real
official work” at “real time” for creating and delivering necessary services that are “really
desired” by the mass people – the voter market. In fact, the voter market is influenced by
programs that directly or indirectly benefit them; not by those traditional ones.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of all political organizations?
Answer: Yes, especially if the top leaders of the major political parties understand and
recognize the benefits and usefulness of the political services marketing concept. Since the
traditional political practice has been a long-lived culture, it is very difficult to change.
Although it is an easy task to arrange such programs but there might be remote possibility to
find participants to embrace and receive those, given that many times, the Parliament finds
itself facing the problem of fulfillment of quorum. Such an initiative, however, might be taken
by the Election Commission, which, of course, needs to be impartial in this respect and in
other relevant dimensions as well.
280
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: The national and multi-national companies are facing fierce competition at home
and at abroad. They are combating this challenge and securing their market positions in a
peaceful manner, without creating any violence, by using the knowledge of marketing. In the
same token, the political parties can also win the high share of the voter-market in a peaceful
manner by acquiring marketing knowledge and practicing the associated concepts.
Chowdhury, A.I. (2014). Question: Would you believe that the ultimate mission of all
political parties is marketing different type of problem solving services to benefit the nation as
a non-profit marketing organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Every market is related with product. Now question arises that what is purchasing
and who is buying? Hence, political organization is offering ideology and past activities for
the nation to influence the voter. In fact, a political organization is offering value for
competing with the oppositions to win the voter through a political process. After winning the
power, a political organization is offering various problem solving services to benefit the
nation as a non-profit marketing organization. In that marketing sense, political process
generated services might be called political services marketing.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: An exchange must have at least two parties. In political services marketing, there are
two parties; one party is the voter and other party is political organization which is achieving
power and using government structure to serve the nation. In this context, the ruling political
organization collects revenue and donation against the delivered political services.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: In narrow sense, every MP is a niche marketer in his/her constituency. But in
broader sense of the total voter market, every MP is a representative of a central political
organization. s/he is offering the central organizational values and past development activities
281
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
in his or her territory. Therefore, I believe that every MP is a marketer under a central political
organization. s/he offers some political commitment in specific areas to benefit the local
voter-market before winning the major voter-market share of the constituency. Ruling
political organization or government allocates an amount of money for every MP to serve the
local voter-market independently. The MP undertakes schemes as s/he committed before
election to the local voter-market. Hence, every MP is offering and delivering political
services for the local market.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: All political organizations are offering ideology and their previous successive
activities to benefit the nation. So here is a product and every product has a market. Of course
the voters of a constituency are a political market. The required seats for power to serve the
nation depend on the voters of all constituencies respectively of the country. This is why; the
present ID holders and who will be future ID holders in a constituency can be called political
market.
Question: How would you think that every political organization should communicate the
earlier provided political services as ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: Business organization spend huge amount of money for the communication through
electronic and print media. But political organizations are non-profit marketing organizations.
They have no enough money to continue advertising as business organizations. But they have
to create a fund by subscriptions and donations like NGOs. On the other hand, all political
organizations might be allowed to address their given political services and ideologies to
influence the voter-market through public television channels like BTV, Parliament TV. This
opportunity should be free of cost equally for all political organizations.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: There is no other best alternative of marketing communicating techniques instead of
traditional political communication. But before making this decision, political organization
should consider the voter-mindset. How the voter-market wants to know the political
information and what is their major media habits. At present, major political programs
282
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
directly or indirectly affect the daily normal life and economic activities. In recent past, the
GDP growth has been negatively affected before 10th national election. Election commission
may diverse the traditional communication into marketing communication techniques as a
regulatory body of all political organizations. The ultimate missions of all traditional political
programs are to influence the voter-market to win the largest voter-market share. This
objective might be obtained by using marketing communicating tools in a peaceful manner
better than the traditional process.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: The major part of the voter-market of Bangladesh is not well educated. Very often
they fail to select the right person and political organization for vote. As a result, short-term
emotional value-oriented chain reaction seriously affects the voters’ mindset. Sometimes the
voters do not consider the given political services by the previously elected ruling political
organizations. In this context, election commission may establish a satellite television channel
to educate the voter for choosing the right leaders and political organization. On the other
hand, the commission may invite all major political organizations to campaign their
promotional activities within the same duration through this channel without any direct attack
to the oppositions. But election commission should be restructured by ensuring the
participation of representatives from major political organizations and civil society.
Question: How would you think that from ministry to Directorate -- Zella parishad -- upazilla
parishad to union parishad is a distributing channel of political services marketing?
Answer: Ruling political organization makes political services and delivers it through the
government structure. Of course, political services are distributed by using some united
dependable vertical government agencies. This channel might be called the political services
marketing or distributing channel.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: No criticized political campaign would be disseminated among the voter-market like
TV commercials. Every political organization only communicates the past activities and
vision, mission as the ruling political organization was in power. This step might be
implemented by the election commission imposing a new Act.
283
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer: Yes, I agree. It is a very good concept. All political organizations should follow the
new concept similarly. Political organizations basically provide services through a political
process. The marketing policies and strategies are different for services marketing. In this
context, political organizations should visualize the political services to influence the voter-
market or political market. When they follow the services marketing techniques then it would
be easier to best satisfy the voter-market. In this connection, political competition will be
shaped in a peaceful political environment.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: From the view point of marketing, each ministry is making a policy and plan in light
of the politically declared services package before election and the respective plans are
approved by the prime minister cabinet. Every ministry is a services providing unit under
cabinet and headed by a minister. This is why each ministry can be called a strategic SSU
(Strategic Services Unit).
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: First of all a voter should rethink that how much the leader and concern political
organization would be capable to satisfy his or her needs and wants. Then who would be the
best functional and emotional benefits provider. Some voters will continue their votes for the
ideology of the concern organization. Some will discontinue and some votes may select the
other option to reduce their dissonance. Some may continue their support for obtaining the
long-term support.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: I think competition should be base on the past performances among the political
organizations. Leaders of the competitive political organizations should have to influence the
voter-market by using the ideology and good signs of past activities not to criticize of the
rivals. Instead of criticism, they should convey merely what s/he has done for the political
market or voter-market when they were in power.
284
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: If the hortal touches the major voter-market then it may be a helpful tool to attract
voter market for election. But hortal in words or by force, sometimes the loyal voters may be
annoyed and withdrawn his or her support.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: I think no need of establishing a separate ministry. It means the extension of
government structure which is comparable as services distribution channel. But every political
organization should have a marketing department headed by a marketing adviser. This
department would be responsible to identify the needs and wants to create new services and
continue the existing services for declaring a political services package before election.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: Modern technology is replacing everywhere, but only in politics, traditional political
movement like proceedings, hortal, road blocking, show-down, false news etc. are continuing
from the British regime. The effectiveness of these older age voter influencing tools is
gradually obsolescence because of some anti-social activities. Political leaders should use
modern marketing techniques in their communications to influence the voter-market.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of all political organizations?
Answer: Now political organizations and their leaders are performing marketing activities but
they have no formal knowledge in marketing. The new political services marketing concept
might be adapted in politics. In that case, training program on political services marketing will
disseminate the formal marketing knowledge among the political leaders as well as political
organizations. Of course, this new knowledge will help to create a peaceful political
environment in Bangladesh.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: First of all I would like to give you many thanks because you are working with a
very logical and important issue. For institutional democracy and economic sustainability,
political leaders of all political organizations should come forward for knowing and applying
285
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
marketing concept. In fact, any new thought or concept is neglected at the introducing stage.
But once upon a time, gradually it has been disseminated and finally all adapt it. So that it will
take long-time.
Rahman, A. (2014). Question: Would you believe that the ultimate mission of all political
parties is marketing different type of problem solving services to benefit the nation as a non-
profit marketing organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Of course, the ultimate mission of a political organization is to gain power by
influencing voter market to serve the nation. The ruling political organization is declaring
some ideas which will be implementing through creating, delivering and communicating
various services under the given ideas of the election manifest. These serving opportunities
are creating in a political process. Therefore, it might be called political services marketing.
But it also might be called as idea marketing because, every product or services is basically an
idea.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: Yes, I agree that all participating political organizations are competing with each
other through election process to collect revenue and donation to directly or indirectly benefit
the voter-market or nation. A winning political organization collects revenue for bearing the
salaries of the government services holders who are involved in rendering numerous services.
On the other hand, producing of any services for the nation, government backed by a ruling
political organization needs money. Hence, the revenue and donation are the main source of
money for socio-economic development which directly or indirectly benefits the voter-
market.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: An MP is a person. In the text of marketing, there ten entities are marketing; those
are product, services, person, organization, properties, information, experience, idea, event
and places. In this lesson an MP is marketing himself/herself as a person in his or her
286
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
territory. Every constituency is comparable with a geographical market segment of a political
organization. An MP is trying to influence the local voter market by using his personality,
illustrating the past activities and highlighting the central services package as an
organizational representative to win the power for serving the nation as a whole.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: Yes, the people who are ID holders and living in a constituency is present voter-
market and those who will be ID holder in future are called potential voter-market. Politics
and political services marketing depend on the voter market. Therefore, voter market in a
constituency might be called as the political market and what is delivering to this political
market is political services marketing.
Question: How would you think that every political organization should communicate the
earlier provided political services as ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: The major political organizations were in power subsequently and every political
organization has developed a certain level of living standard. They can recall their respective
socio-economic development and illustrating it with present commitment to influence the
voter-market. In this context, they can use electronic media to communicate their past
activities of value in favor of the leaders who are MP candidate for the election to win
maximum market share of the voter-market.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: Of course, they can use marketing communication tools like personal
communication in face to face contact with the voter-market. At present most of the political
organizations are applying some marketing communication tools like public relation, talk-
show, signboard, placard, festoon, bill-board etc. But public meeting for public relation is
facing obstacles by the ruling political organization in terms of possible violence. This is why;
product marketing and political services marketing are not same. The philosophy is different.
But your new philosophy might be encouraged in terms of public interest.
287
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: It is a very good idea. Parliament channel has been set-up to communicate the
parliamentary activates with the voter-market. This channel is using only during the session.
Long-time the TV channel is remaining idleness. I think all political organizations should be
directed in this channel from the roads and highway or Capital Street to address before the
voter-market. Actually, the traditional political movements are proceeding for media
coverage. If they get the addressing opportunities in a free media obviously it would be a
great step to create a peaceful political environment. Besides this election commission should
establish another TV channel and FM radio channel to educate the voter-market to choose the
right person for vote who is devoted and voter-market oriented. On the other hand, all election
campaign should be disseminated and controlled by these channels as a regulatory body of all
political organizations.
Question: How would you think that from ministry to Directorate – Division
Commissioner—District Commissioner -- upazilla parishad to union parishad is a distributing
channel of political services marketing?
Answer: The government structure is comparable with a bundle of some dependent
organizations. Winning political organizations use the agencies of the government structure
for delivering the political services to the voter-market. From specific ministry to union
parishad there are some vertically aligned dependent organizations that are creating value at
every stage of services delivery process. Therefore, every ministry to union parishad is a
marketing channel.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: First of all political organizations should realize the marketing and the long-term
benefit of ethical marketing. Secondly, a sensor board should be established in participating
the representatives from all major political organizations, Minister of information,
representative of civil society, Election Commissioner, Commissioner and Human rights. As a
regulatory body, election commission may impose new acts to control the misguiding
addressing to influence the nation. Suppose, EC may impose a new act that is all political
organization should be communicating with the voter-market and constructive and reliable
288
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
massage should be developed in their communication like commercial advertising in
electronic media.
Question: How would you agree that all political organizations should practice political
services marketing concept to make a peaceful Bangladesh?
Answer: Your thinking on political services marketing concept is highly appreciable. At
present major political organizations are performing some marketing activities without
knowing the formal marketing knowledge. I agree that all political organizations should
practice ethical marketing. Then it would be easier to make a peaceful and violence free
Bangladesh.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: The ruling political organizations create political services and deliver the services by
using all ministries in specific segment of the voter market. From the view point of marketing,
every ministry is creating, delivering and communicating services under cabinet ministry
which is comparable with the corporate body of political services marketing. All strategies are
made by cabinet body where all ministers in synonym are marketers are participating in the
decision making process under prime minister. Every ministry is headed by a responsible
minster. The failure and success depend on the respective minister. Hence, every ministry is
just like an SBU.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: If the shortfall of the goal over the ruling period is justifiable, rational voter can
consider again continuing the vote. Every political organization has some loyal voters based
on the organizational ideology. They are not affected by the organizational goal achievement.
But emotional voters forget the organizational achievement. In fact, every voter should
consider the socio-economic development. This requires educating the voter by using
effective communication like commercial organization.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: Competition to win voter market for gaining power to serve the nation must free fair
and credible through election process. Very often in Bangladesh, major political organizations
289
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
are trying to achieve power by unfair means. They should follow the influencing techniques to
win market in a competitive business environment of Commercial organizations.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: No, but hortal is a last weapon of protesting against the ruling political organization
to step down from the power. Sometimes hortal was the strongest political program of
autocratic ruling political organization in terms of greater public interest. Hortal generated in
protesting of British government in this subcontinent. Recently it is found that forcing hortal
turn into battle in counter of law and enforcing agencies. This movement is interrupting the
socio-economic growth of Bangladesh.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: No need a separate ministry, but in every governmental organization where services
is delivering should have a marketing department. On the other hand, all political organization
can maintain a marketing department to design and implement an effective political services
marketing strategy and plan and monitoring the level of voter-market satisfaction.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: As far I know, no research has been conducted to identify the relationship between
traditional political program and the attitude of voters. In my view, some peaceful and ethical
traditional programs in protesting anti-public interest activities of ruling political organization
are being effective to attract the voter-market.
Question: Is it possible to change the traditional political practice in replacing the political
services marketing concept to create a peaceful political competitive environment by
conducting a training program for all the political leaders at different levels of all political
organizations?
Answer: Marketing is a dynamic subject. This aspect of marketing always appreciates the
new thinking, new ideas. Your thought is a new thinking as well as an idea. Traditional
political programs should be matched with the environmental changes. Political organization
should rethink how marketing communication tools might be most effective communication
to influence the voter to win the voter-market.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: Following the ethical marketing practice in politics and organizations is the rescue
to create a peaceful competitive political environment. All political organizations should be
290
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
market oriented. They should identify the voters’ needs and all programs should satisfy their
needs.
Islam, A.B.M.S. (2014). Question: Would you believe that the ultimate mission of all
political parties is marketing different type of problem solving services to benefit the nation as
a non-profit marketing organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Definitely, every political organization is getting votes against some services
commitment and services package. If the political organization did not serve the committed
services package, some voters can be changed their support on the concerned political
organization. As they getting chance to serve the nation through a political process, so that
this services can be called as political services marketing.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: In every exchange, there are two parties. The main objective of a political
organization is winning power through election competition to serve the nation against
collecting revenue and donation from the nation and donation from the country abroad.
Hence, there are two parties, one is the ruling political party another is the nation. Exchange is
the core concept of marketing. Therefore, ruling political organization is collecting revenue
and donation for bearing the cost of political services marketing for the nation.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Yes, I believe that an MP represents him/her in a constituency as the representative
of a political party. From the view point of marketing, an MP is selling his/her political
organizational core product that is ideology and actual product that is services commitment to
the local voters. Therefore, every MP is a marketer in his constituency.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
291
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Obviously agreed, in the synonym of marketing the present and potential ID holders
in Bangladesh is called political market.
Question: How would you think that every political organization should communicate the
earlier provided political services as ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: I think the major political organizations should communicate the achievement in
their regime by using electronic and print media as well as new connectivity of Internet
technology. What they committed and what they achieved. Hence they should explain the
actual reasons behind the gap between the services commitment and the actual achievement to
influence the voter market to win the highest voter market share. It might be the new
dimension of politics.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: Marketing communication techniques are the peaceful way of winning market in a
steep competitive market. Political leaders at all levels should rethink how the similar
organizations in an industry are competing with each other in a peaceful way. In fact, behind
this underlying marketing concept admitted offering efforts of superior value in the voter
market. In Bangladesh major political organizations undertake traditional political programs
for communicating with the voter market in terms of media coverage. In fact, before making
this decision, political organizations should conduct a study to know the major media habits
and appropriate communicating tools. After liberation, the natures of protesting meetings
what we have observed are not supported by rational people of Bangladesh. In this context,
when it would be possible to disseminate the marketing concept among the political leaders
then they will apply the new concept for greater interest of peaceful political competition. In
my view, personal communication is good tool to influence voter market. It is peaceful
manner of political communication.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: It is a good idea. The present ruling political organization Bangladesh Awami
League has installed a satellite television channel for communicating the parliamentarian
activities. Ruling political organization might be allowed for all political organizations to
292
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
influence the voter market equally controlled by a sensor board. Most of the voters in
Bangladesh are not enough educated. Very often they change their support emotionally
instead of rationality. Election commission as a regulatory body of all political organizations
may set-up television channel and FM radio channel to educate the nation for choosing the
right leaders and political organizations. In this connection, political organizations definitely
will use print and electronic media when it would be available and free of cost effective
communication. It would be good initiative for creating a peaceful political environment.
Question: How would you think that from ministry to Directorate – Division
Commissioner—District Commissioner -- upazilla parishad to union parishad is a distributing
channel of political services marketing?
Answer: I think, all ministries are rendering their services by using local government like
upazilla, union parishad. The ruling political organization uses the government structure to
deliver the services. There are some united organizations who are participating to relay the
services from a ministry to the voter market. In the synonym of marketing it can be called the
vertical marketing system (VMS). This channel is comparable with value delivery chain.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: Election commission as a regulatory body of all political organizations can easily
control the misguiding massage to influence the voter-market by imposing deregulation. New
act should be introduced to control the all voters influencing massages in which no political
organization attacks directly the competitors. All political organizations should follow the
protesting language of other democratic countries. In America, major competitors are facing
the voter market through participating in television debating.
Question: How would you agree that all political organizations should practice political
services marketing concept to make a peaceful Bangladesh?
Answer: First of all political leaders have to know the ultimate benefit of marketing concept.
Then you have to ask the voter-market to know their desire because everything should be
accepted by the voter-market. But in my view, the main focus of all political movement is to
influence voter to gain highest voters’ support to serve the nation. Similarly, all activities of
the rivals of an industry are to gain highest market share. In fact, they are successfully wining
the voter market in a peaceful manner. In this connection, all political organizations should
follow the political services marketing concept.
293
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: All ministries are directly or indirectly serving the nation under cabinet ministry.
There is a responsible minister for each ministry. The failure and success depends on the
responsible minister of a ministry. In this view, every ministry is comparable with an SBU in
marketing flavor. They are providing political services in multi-segment of the voter-market
under a corporate marketing strategy. Ruling political organization is allocating resources in
the potential ministries based on their performance. All ministries are adopting their services
providing activities by considering environmental changes. Sometimes a ministry is using
opportunities to gain the voter market by providing new or existing services. Sometimes they
are facing threats and formulating strategy to overcome the threats.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: A rational voter should discontinue the vote for the next election in considering the
environmental turbulence. If there have any justified arguments behind the unmeet goal due to
the environmental obstacles, a voter can reconsider the organizational mission and ideology.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: All political organizations and the leaders at every level should be market-oriented.
Any kind of unfair competition to win the voter-market can’t be sustainable. Competition
among the political leaders and organizations should on the basis of superior value. Political
organizations have to reconsider as the life-time value of the voter market for long-term.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: Hortal is a protesting tool against the unfair activities of the ruling political
organization. But it should be supported by major voters for the greater interest of the country.
In fact, it is found that sometimes hortal is imposing by force and turn it into a battle field
with the ruling political organization or alliance. Actually, value is the main tool to attract
voter market. Hence, value means benefits (functional + emotional benefits) against an
amount of cost (monitory cost + emotional cost + psychic cost + time cost).
294
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: No, I did not think so, but every political organization should have a marketing wing
headed by a marketing adviser. He would be specially assigned to prepare a services package
which will be voter-market oriented and implementable for the up-coming election. After
winning the voter-market he would be responsible to render the committed political services
as the adviser of the prime minister.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: In the view point of marketing, I am repeating again that value is the main tool to
win the voter-market and it should be superior over the competitive political organizations.
Marketing appreciates the innovativeness instead of whatever traditional.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of all political organizations?
Answer: The political organizations of Bangladesh are not academically aware about what is
marketing and how marketing techniques might be the helpful tool to win the voter-market
among the competitive political organizations in a peaceful manner. Disseminating the
marketing concept in the politics through conducting training program on political services
marketing techniques for all the political leaders will help them becoming knowledgeable and
encourage marketing practice. This practice will create a peaceful competitive environment.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: First of all, the registered political organizations should be market-oriented. Then
they have to identify what the voter market needs and wants. After finding their needs,
political organizations should match their activities. They should love the voters as the
valuable partners of politics instead of killing of the competitors. They should target the voter
segments on priority basis and creating, delivering and communicating superior services of
value. Besides this, they should know effective communication can change the voter attitudes
and perceptions.
295
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Azad, A.K. (2014). Question: Would you believe that the ultimate mission of all political
parties is marketing different type of problem solving services to benefit the nation as a non-
profit marketing organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Yes, I believe only major political organizations’ mission is to gain power to solve
the major national problems in Bangladesh. But small political organizations’ mission is to
make alliance with the major political organization for achieving power for self interest to be
a rich man over night. The given services by the ruling political organization through the
government structure can be called as political services because; this services is producing
and delivering through a political process. I believe cent percent that the ultimate mission of
the major political organizations is to serve the nation.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: I fully agree that the government backed by a ruling political organization collect
revenue and donation for bearing the administrative expenditure and the cost of generating
political services for the voter market. Here is an exchange between the ruling political
organization and the voter market.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Yes, I believe that every MP is a marketer in his or her territory. But a very few
number of MPs become voter-market oriented. Most of the MPs are self-oriented. They
always try to be a richer during the power. After winning the voter-market, they forget the
voter interest.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: From the view point of marketing a group of people is called a market. In this
connection, all present and potential voters are called market. As the politics depends on the
voter-market, so this voter market might be called political market.
296
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that every political organization should communicate the
earlier provided political services as ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: The ruling political organization undertakes and implements many activities for the
nation. These developments are not visualized properly following the marketing strategies. A
company knows that the target audience is fully aware about its products. In spite of this, the
company is giving massage through advertisement frequently in a day. Because out of sight
out of mind. Similarly a political organization should visualize the development activities
during the past ruling period as the political product to influence the voter-market for winning
power to serve the nation again. The geographically centralized development activities of the
one part of the country are not visualized at the other part of the country without frequent
advertising by using electronic and print media. This initiative would be a helpful technique to
win political or voter market.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: As far I know, no study on the effectiveness of traditional political programs has not
conducted in Bangladesh. An experiment might be conducted to identify the relationship
between marketing communicating techniques and traditional political communication to
influence the voter-market. I think, my hypothesis is proper use of marketing communicating
techniques would be better way to influence voters for winning power to serve the nation.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: I think, as a regulatory body of all political organizations should have satellite
television and a FM radio to educate the voter to choose the right candidate for the greater
interest of the nation. Election commission may create an opportunity for the all political
organizations to directly communicating with the voter-market or political market. This
initiative will help the regulatory body to strictly control the misguiding or false massages.
But election commission must be neutral formed by the representatives of all political
organizations and civil society who have proven neutral characteristics. On the other hand,
there is a parliament television channel to telecast the parliamentary sessions to convey the
message about what the political leaders are doing and how they are participating in law
297
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
making process. Without session, this television remains idleness. Ruling political
organization should encourage the competitive political organization to address their voter
influencing massage through this channel instead of capital streets for media coverage. This
step will open the blocked rail-road, roads and highway for free movement of the human
resource for the greater interest of the socio-economic development.
Question: How would you think that from ministry to Directorate – Division
Commissioner—District Commissioner -- upazilla parishad to union parishad is a distributing
channel of political services marketing?
Answer: A political organization or alliance wins the political or voter-market to serve the
nation. In this context, the ruling political organization uses government structure to deliver
the political services. Of course, it is comparable with marketing channel or political services
distribution channels.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: Every political organization should influence the voter-market by offering the right
product. In the broader concept, hence the product means any offering in a market. I think,
election commission should control the misguiding addressing by imposing new regulatory
rules and orders.
Question: How would you agree that all political organizations should practice political
services marketing concept to make a peaceful Bangladesh?
Answer: I think when all political organizations will adapt all marketing polices and
strategies in their politics then it will be possible to make a peaceful Bangladesh as well as the
world. The main thing of marketing is to be market-oriented. All decisions should make from
the view point of the voter-market. What will be political product? How it would be created?
How it would be deliver and communicated? Find the needs and wants of the voter market
and fill their needs or commit to fill those after wining voter-market.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: I think, every ministry is working to render political services in the targeted or
selected voter segment. All ministries are under cabinet of prime minister and every ministry
has a responsible minister as a manager. In every fiscal year there is budget allocation for
each ministry on priority basis. So in the synonym of marketing, every ministry is comparable
with an SSU (Strategic Services Unit).
298
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: It will depend on voter categories. Some loyal voters will continue his support in
spite the shortfall of the committed political services package before election. But a rational
voter must withdraw the vote otherwise for better expectation.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: Actually voter market considers the political organization and the leaders for vote
based on their past delivered functional and emotional values. Therefore, every political
organization should compete with each other by offering superior value which is the most
important competitive advantage.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: The answer depends on how the hortal is called for public interest. Sometimes the
loyal voters of a political organization may disagree hortal when they fall down in the
movement, proceedings and picketing of hortal. It is estimated that Bangladesh is losing
sixteen crore BDT for one day hortal. This hortal should not socially accepted because, it is
not for public interest. Hortal is forcing movement to pull down the ruling political
organization and very traditional political protesting way against the opposition. On the other
hand, ruling political organization has law and enforcing agencies to protect their ruling
period. This situation turns into battle and social conflicts in politics. This traditional political
movement is going to be obsolescence. In the new economy, hortal is gradually losing the
effectiveness to attract the voter-market.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: A separate ministry is not needed but every ministry should have a marketing wing
for creating, delivering and communicating political services marketing to satisfy the targeted
segments of voter market. On the other hand every political organization should have a
marketing wing to ensure the best satisfaction of the voter-market than the recent past
competitive ruling political party.
299
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: In the view point of marketing, innovation is the core area of marketing for creating
competitive position. In that sense, marketing communication tools like television talk-show,
good designing website for two way communication with voter-market, mobile SMS,
Advertising in print and electronic media, personal communication, and short-term incentives
for new voter-market might be the peaceful manner to influence the voter-market for winning
the voter market.
Question: Is it possible to change the traditional political practice in replacing the political
services marketing concept to create a peaceful political competitive environment by
conducting a training program for all the political leaders at different levels of all political
organizations?
Answer: Of course possible, but it will take time. Because introducing a new concept is very
difficult at the early stage. First of all, the political leaders of major political organizations
should realize about the political services marketing concept. They should follow the
marketing activities of non-profit and profit-oriented organization how they are influencing
the consumer and winning the market share in a stiff competitive market in a peaceful
manner. In this context, ruling political organization should start at first. Then other
competitors will come toward the marketing concept.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: I would like to call upon the all political leaders at different levels of Bangladesh for
competing among them by offering superior value (functional benefits + emotional benefits
against an amount of costs). Marketing means problem solving activities and problem free
society is a peaceful society. The ruling political organization has to indentify the major
problems in the country on priority basis and create the solution. In this process, gradually the
country would be problem free and peaceful. Every political organization should consider
what the voter-market needs and wants and every decision should be made on their demand.
If their demand is unwholesome, ruling political organization should convert it by using social
marketing concept. On the other hand, modern marketing policies and strategies would be
applied specially marketing communication tools instead their traditional political practices.
300
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
4.3 Opinions of 10 Experts in Political Science from University of
Dhaka and University of Jahangirnagar.
Ahamed, E. (2014). (Would you please answer the following questions after having the basic
marketing knowledge in relation with political science?)
Question: As the given marketing concept under one shot post-test research method, how
would you believe that the ultimate mission of all political parties is marketing different types
of problem solving services to benefit the nation as a non-profit marketing organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Yes, but currently it is called public services. If you want to call these services as
political services, first of all you have to define separately what public services are and what
are political services? Then you have to draw a conclusion how public services and political
services are closely connected in political organizations. In fact, as public services creating
and rendering to nation through a political process, it might be called as political services. In
this regard strong literate review is essential in support of your new concept. Your concept is
world new and a very good concept. But another matter of rethinking is how it is applicable
and suitable in the present political culture in Bangladesh? Cultural change is very difficult
and time consuming phenomena.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: According to your concept, the opportunity for creating to serve the nation after
winning the voter-market through the election conducted by the election commission.
Therefore, a political organization or strategic alliance is getting the voter-market access and
forming government to serve the voter-market/nation. The ruling political organization is not
self-funded for creating and delivering services to the target voter-market/nation. In creating
any services, there is a cost. This cost is two kinds; country operating cost to continue current
political services and generating new services and other developing activities which provide
various political services. Therefore, ruling political organization collects revenue and
donation from the voter-market and country abroad for bearing the cost of political services.
301
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: At present political situation, an MP is a representative of a ruling political
organization/opposition or alliance. S/he has some special schemes and commitments for the
local voter-market/local people in the constituency. On the other hand s/he facilitates the
upazilla parishad in developing new plans to create political services for the local voter-
market.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: Yes, I agree that the present ID card holders for vote and who would be the future
ID holders may be termed a voter market, not the political market.
Question: How would you think that every political organization should communicate the
earlier provided political services as ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: The actually committed services which have been delivered earlier by a political
organization might be communicated as the competitive advantage than those of competitors
by using organizational website, mobile, newspaper and television to attract the voter market.
But in fact, major voters of Bangladesh have not been aware about the competitive advantage
because they are not well educated. Very often the voter considers the optional candidates
based on political ideology. Recently major political organizations are declaring election
manifests or services packages. But after election they forget their promised package and
voters are also forget the influencing package. Sometimes ruling political organizations
delivered partial package. In this context, political leaders seem the major voters are illiterate,
in the long-run they forgot everything and it would be easy to buy the voters.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: I agree, all political organizations should follow how services providing companies
or NGOs are influencing their consumers to win their markets in an industry. In this
connection, marketing communicating techniques certainly can be the best alternatives. But
who will do it? In my view government should undertake this kind of initiative. If the ruling
political organization or alliance firstly apply marketing communicating tools like advertising
302
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
in print and electronic Media, publicity, public relation, personal communication as
salesmanship, sales promotion (some incentives to support the concerned political
organization) direct marketing (communication through websites, SMS in mobile,
handshaking in face to face etc.) then the other political organization will come forward to
apply this proposed alternative communicating techniques. But the main motivation should
come from the political culture.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: Any good step should be taken by the government backed by ruling organization or
alliance first. When political competitors will observe the effectiveness of communication
with the voter market through television channels then they will follow the success and try to
adapt themselves. Ruling political organization or alliance should allow national television
channel for all political organizations to influence the voter market similarly in a day or week
for addressing the nation without any direct criticism of the rivals. Competitors should
address what they have done and what they will do for the nation. This style of
communication should be incorporated in politics. In this context, Election commission may
set-up FM radio and TV channel to educate the voter to build a peaceful political competitive
environment. Television and FM radio are the most popular media for influence the voter-
market. It depends on the over a pressed unfettered communication system in the culture.
Question: How would you think that from ministry to Directorate -- Zella parishad --
upazella parishad to union parishad is a distributing channel of political services marketing?
Answer: I think, all ministries are rendering their services by using some government
agencies among the voters. In the synonym of marketing it may called the marketing channel
of political services marketing.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: The easy way of controlling the misguided voter influencing massage is the proper
implementation of RPO (Representation of People Order) by the election commission. This
law may be amended further to strictly control the badly influencing massage of the political
competitors at individual as well as organizational levels.
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
303
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: I do not have the formal knowledge about market and marketing. I think, there are
two major terms in marketing are demand and supply. As I taught from you as a research
treatment, what are the fundamental needs and wants of a nation are the total demand of a
nation and how a ruling political organization is trying to meet the demand is the supply of
political services. In this sense, every political organization should practice political services
marketing concept to create, deliver and communicate superior value than those of political
competitors to maintain a sustainable relationship for the next election.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: Every ministry is providing specific public services in specific group of people. This
group of people may be called market from the view point of marketing concept. In this view,
all ministries are serving political services in multi-segment of national market. The major
plans are undertaken in the cabinet meeting headed by the HE prime minister. This body may
be comparable with corporate body and every ministry is a strategic unit of services delivery.
The concerned minister is responsible for the success and failure of the each ministry.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: As you’re given the marketing treatment, marketing means building relationship
between two parties. In politics, there are two parties, one is leaders and political organization
another is voters. The core thing of relationship between two parties is measured what is
getting the voters from a political organization against a sum of costs. When a ruling political
organization will fail to satisfy the voters, then they switch over the other organization for
better services. But loyal voters will continue their support if they believe that the
organization will perform better in future. Non political voters may turn their support to
reduce their dissonance on other option.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: I think, declaring competitive election manifest or certain level of political services
package and its successful implementation should be the basis of competition. In this regard,
fulfillment of fundamental needs and wants should be weighted at first. On the other hand
competitive emotional values like the socially accepted personality, honesty, transference,
304
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
empathetic behavior of the all political leaders with the voter-market would be the another
significant basis of competition instead of traditional political movements. Bloody political
movement should be stopped for a peaceful political competition in the new economy.
Question: Would you agree that hartal is a helpful tool to attract voter market for election?
Answer: In present political culture of Bangladesh, hartal is a major weapon to protest the
autocratic and anti-public interested activities of the ruling political organization. In our
constituent, hartal is allowable but the public response should be spontaneously. If anybody
wants to go far and where for economic activities, no right of any political organization or
alliance to check his or her normal-daily life. In fact, hartal means fighting between the hartal
issued political organizations and the government. Hartal issued parties want to step down the
ruling political party or alliance and in opponent, ruling political organization try to protect
the constitutional allowable ruling period. This is a major problem in present political culture
and practices. For the greater interest of the nation, we have to find out new solution. In this
context, marketing concept may be the rescue like to eliminate the problems of older age
fountain pen; ball pen is a new solution. Similarly, to eliminate the present problems of
traditional political culture, political services marketing concept and its practices might be the
rescue. Because, in marketing competition among the rivals should be superior value-based.
Hence, the key point of peaceful political environment.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: Actually political organization uses the government structure to implement the
earlier declared services package to serve the nation. A separate ministry might be set-up to
properly identify the most important needs of the voter-market from the deferent parts of the
country to satisfy their demands effectively and efficiently.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: The major traditional political programs are sometimes peaceful and sometimes are
forces creating. Peaceful traditional programs are covered in broad-casing media across the
country people to aware the voters; it is being able to attract the voters. But force creating
political programs massacres the normal life of the general people. In this case, sometimes
people are annoyed against major political organizations. I think, new connectivity like
305
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
satellite television, FM radio, mobile device, face book, e-mail, website might be the effective
way to attract the voter market than the traditional way of attracting voter-market.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of all political organizations?
Answer: Yes, a large number of political leaders are not academically sound; they are
habituated in traditional political practices. Training can change their attitude and perception
toward this new concept. These efforts might be helpful to create a peaceful political
environment.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: Firstly all political leaders should be professional and follow the modern
communicating tools to attract the voters instead of force creating political programs.
Secondly, election commission should be neutral by ensuring the representation of major
political organizations and civil society as polling agents in each election centre. All political
organizations should be voter-market oriented. The clauses of Representation of People Order
(RPO) should be imposed properly to create a peaceful competitive election environment.
Political power should be transferred only by conducting free, fair and credible election not by
using force creating political programs. In every force creating effort is failing at last resulting
a great massacre in the socio-economy of the country. Because, in this political movement,
ruling political organization try to protect the ruling period and the opposition try to pull down
the ruling political organization. In fact, there is a bloody fight between the law and enforcing
agencies and the activists of the opposition. This the main cause of anti-peaceful country. I
think, in this context, a research is essential to find out the way for solving this problem for
peaceful Bangladesh.
Majumdar, S. (2014). (Would you please answer the following questions after having the
basic marketing knowledge in relation with political science?)
Question: As the given marketing concept under one shot post-test research method, how
would you believe that the ultimate mission of all political parties is marketing different types
of problem solving services to benefit the nation as a non-profit marketing organization?
A. Yes B. No
306
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term is closely connected with political science?
Answer: Yes, not only political organizations, the ultimate mission of all types of
organizations is to serve the nation directly or indirectly. But political organizations want to
provide problem solving services to benefit the nation on the basis of specific ideologies.
Your stated concept of this research project is a broader or macro level phenomenon. From
the view point of political science, this is public services. Before calling these services as
political services, it needs more study. At present, I have no comments on this term.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: Any government in turn ruling political organization or alliance is collecting
revenue and donation from the riches and developed countries for constructing bridge, roads
and high way, rail etc apart from infrastructural development for the nation. Therefore, here is
an indirect exchange between government and the voter market as a whole.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: I believe that every MP is a representative of a specific political organization. S/he
is playing an important role to solve the major problems undertaking some schemes by using
special allocation for MPs in respective constituency. In this view, s/he is a marketer.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market in your accommodate knowledge in marketing where the
ruling political organizations’ aim to provide services?
Answer: According to the given definition of a market, a set of present and potential buyer
of a product who shares similar needs and wants and that can be satisfied through exchange
relationship. In the synonym of political services marketing concept, a set of present and
potential ID holders of a constituency who share some fundamental needs and wants and that
can be satisfied by the local and central government backed by the ruling political
organization or alliance. This group of people may be comparable with the political market or
voter- market.
Question: How would you think that every political organization should communicate the
provided services at past when the organization or alliance was in power to influence the voter
market by using electronic and print media like business organization’s commercials?
307
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: The political competition among the political organizations should be directed by
communicating what the concerned organization have done and the commitments about what
would be done in future for the nation or voter market as a whole. In this connection, political
organizations may communicate with the voter market.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of traditional views of political programs like hortal, firing vehicles, bomb
blasting, killing of the oppositions, showdown to influence the voter market for achieving
power?
Answer: hartal is a democratic tool to attract voter market. But now every hartal is turned into
violence. Recently, a new communication technique has arisen like Manabbandhan which is a
peaceful tool to attract voter market. So that innovative new way of communication like
marketing communication (personal communication, publicity and public relations,
advertising in electronic and print media facilitated by government, short-term incentives for
becoming a member of a political organization, website or Internet communication) might be
the peaceful communication techniques to attract the voters for winning power to serve the
nation.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: I think for mass communication of the ideologies, developed activities and future
commitments of competitive political organizations with the voter market, election
commission may set up a television and a FM radio channel as innovative new way of
attracting voter market. But all political organization should be treated equally for addressing
to the voter market. It may be the new way to attract voter market in a peaceful manner. But
mobilization of political leaders and activists may be stopped.
Question: How would you think that from ministry to Directorate -- Zella parishad -- upazilla
parishad to union parishad is a distributing channel of political services marketing?
Answer: I have no comments to this question.
Question: What is the easy way to control misguided massage to the voters of political
campaign from the view point of marketing?
Answer: Political cultural advancement and voters’ consciousness will be able to control
misguided messages. Improvement of law and order situation and its implementation can be
308
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
the best way. In this context, Indian High Court has given a time-relevant judgment for
ensuring public safety and security.
Question: How would you agree that all political organizations should practice political
services marketing concept to make a peaceful Bangladesh?
Answer: As your given marketing concept, every product is a problem solving packet. This
product may be tangible or intangible. In narrow sense, product is a tangible problem solving
matter and intangible product is called services. But in broader sense, all are products. On the
other hand marketing means identifying needs and wants of a group of people and creating,
delivering and communication problem solving package. Therefore, marketing can solve all
problems and problems free society is a peaceful society.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy in the
given formal marketing knowledge?
Answer: I have no comments regarding this question.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: Ideology based loyal voters will continue their votes. Rational and switching voters
might run after the next option for better political services.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: The ruling political organization or alliance is identifying major problems and under
taking services generating programs to solve the problem by setting different ministries and
local government. When the competitive political organizations will realize the key of
winning voter market is the functional values and ethical emotional values then the political
rivals turn into competitive advantages than those of competition instead of traditional anti-
peaceful tools of attracting voter market. Thus marketing concept might be the new way of
ensuring the peaceful political environment.
Question: Would you agree that hortal is a helpful tool to attract voter market/nation for
election as you know the major marketing tools (creating problem solving services, delivering
and communicating superior services/value)?
309
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: In Bangladesh hartal is a democratic way to attract voter market by criticizing the
activities of the ruling political organization or alliance. But it causes violence and economic
drawbacks. At present, all political organizations have brand names, logos, brand images,
positioning strategies, communication past activities and future commitments through print
Media which are the marketing activities. But most probably, they will not agree these as
marketing activities because of some business flavor. In this connection, formal knowledge in
marketing and their practices in politics might be the effective tools for attracting voter
market.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter
market/nation of Bangladesh?
Answer: I think no need to set a different ministry.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market/nation?
Answer: Traditional political movements always criticize the ruling political organization or
alliance to attract voter market. Sometimes these efforts will be effective when the criticism is
peaceful and in favor of public interest.
Question: Is it possible to change the traditional political practice in replacing the political
services marketing concept to create a peaceful political competitive environment by
conducting a training program for all the political leaders at different levels of all political
organizations?
Answer: I have no comments.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing and political science?
Answer: Voter market should be more educated. All political activities should be voter-
market oriented. Internal democracy should be implemented in every political organization.
Mahiuddin. K.M. (2015) (Would you please answer the following questions after having the
basic marketing knowledge in relation with political science?)
Question: As the given marketing concept under one shot post-test research method, how
would you believe that the ultimate mission of all political parties is marketing different types
of problem solving services to benefit the nation as a non-profit marketing organization?
A. Yes B. No
310
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term is closely connected with political science?
Answer: Yes, I believe that all political organizations are marketing different political issues
to persuade the voters in favor of the concerned organizations. The ultimate mission of all
political organizations of a country is to win power for delivering services to the nation as the
given election manifests. These services can be called political services.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: Yes I agree that the ruling political organization is collecting revenue and donation
by using government agencies as the cost for executing the election manifest and the
operating cost of the state.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: I believe that every MP markets his or her political organizational mission, vision,
and the elections manifest in the respective constituency. In this view an MP is playing a
marketing representative role of a political organization.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market in your accommodate knowledge in marketing where the
ruling political organizations’ aim to provide services?
Answer: Actually, all the voters in a constituency should be called political consumer.
Because, in a market there are some groups who are not the voters like donor agencies,
potential voters etc. but from the view point of the definition of market, the voters can be
called political market.
Question: How would you think that every political organization should communicate the
provided services at past when the organization or alliance was in power to influence the voter
market by using electronic and print media like business organization’s commercials?
Answer: I think all political organizations should communicate their previous achievements
through electronic and print media like business organization’s commercials to influence the
voter market for winning the next election to serve the nation.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of traditional views of political programs like hortal, firing vehicles, bomb
311
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
blasting, killing of the oppositions, showdown to influence the voter market for achieving
power?
Answer: I agree that the marketing communication techniques might be the best alternative
of traditional political programs or instruments which are harmful for the socio-economic
development of a democratic country.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: I think, as a new way of politics, Election Commission can set television and FM
radio channels to educate the voters and allow the all political organizations similarly for
communication with the voter-market to influence them for increasing the voter-market share
to win the power.
Question: How would you think that from ministry to Directorate -- Zella parishad -- upazilla
parishad to union parishad is a distributing channel of political services marketing?
Answer: Yes, I think the services delivery chain is comparable with the marketing channels.
Question: What is the easy way to control misguided massage to the voters of political
campaign from the view point of marketing?
Answer: Election Commission may impose a new act to control the misguided voter
influencing message. A strong censor board may be set up at Election Commission.
Question: How would you agree that all political organizations should practice political
services marketing concept to make a peaceful Bangladesh?
Answer: I agree that all political organizations should practice marketing concept in their
politics or political competition.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy in the
given formal marketing knowledge?
Answer: Yes, all ministries are generating numerous services in multi-segment markets.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: I think voters should rethink for considering the organizational performance in the
environment. Sometimes disfavorable environment may interrupt the performance of a ruling
political organization.
312
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: I think, political competition should be based on competitive advantages instead of
force creating attitude.
Question: Would you agree that hortal is a helpful tool to attract voter market/nation for
election as you know the major marketing tools (creating problem solving services, delivering
and communicating superior services/value)?
Answer: Once upon a time hortal was a helpful tool to attract voter-market. But now a day’s
hortal is not playing an important role for winning voter-market.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter
market/nation of Bangladesh?
Answer: No need the separate ministry. But every political organization should establish a
marketing wing for effectively performing their political activities to win the power in a
competitive political environment.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market/nation?
Answer: Peaceful any political movements to protest anti-national interested government
issues are appreciable. But the traditional political movement which is against the socio
economic development cannot be helpful tool to win the voter-market.
Question: Is it possible to change the traditional political practice in replacing the political
services marketing concept to create a peaceful political competitive environment by
conducting a training program for all the political leaders at different levels of all political
organizations?
Answer: Yes a training program in using marketing concept in politics for the all type of
political leaders can change their attitudes and perceptions toward the peaceful competitive
political environment.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing and political science?
313
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: I think, your concept is a very good rethinking in identifying a new way of politics.
If the all political rivals use the marketing policies and strategies in politics, it will be easier to
create a peaceful political environment.
Mannan, A. (2014). (Would you please answer the following questions after having the basic
marketing knowledge in relation with political science?)
Question: As the given marketing concept under one shot post-test research method, how
would you believe that the ultimate mission of all political parties is marketing different types
of problem solving services to benefit the nation as a non-profit marketing organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term is closely connected with political science?
Answer: Every political organization addresses to the nation that the ultimate mission of the
politics is to win power for serving the nation. In fact, it is theoretical, no political
organization does so. I think, before using the term political service instead of public service,
it should be reconsidered the state-concept. In state-concept, people give the chance to a
political organization to serve them as their agent. Therefore, winning political organization
should serve the public as their agent. If the winning political organization serves merely the
own political organizational people instead of general people, it might be called political
services, otherwise it is public service.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: Yes, there is an exchange between the government and the nation.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Yes, I believe that every MP is theoretically for the people. But in practically, what
is happening in a constituency? Some MPs are doing well, some are not. But overall an MP is
marketing his or her political product as a representative of the concern political organization.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market in your accommodate knowledge in marketing where the
ruling political organizations’ aim to provide services?
314
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Yes, I agree that the present and potential voters of a constituency might be called
the voter-market. But the political market and the economic market are not the same. State
always serves the nation as not for profit.
Question: How would you think that every political organization should communicate the
provided services at past when the organization or alliance was in power to influence the voter
market by using electronic and print media like business organization’s commercials?
Answer: I think a political organization can use electronic and print media to communicate
its past performance over the five years ruling period for persuading the voter-market to win
the power in the next election.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of traditional views of political programs like hortal, firing vehicles, bomb
blasting, killing of the oppositions, showdown to influence the voter market for achieving
power?
Answer: Yes, I agree that marketing communicating techniques might be the best alternative
of traditional political programs.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: I think, Election Commission may set a television channel like the parliament
television. But Election Commission should be impartial in communicating the political
products of the political organizations equally. Similarly, parliament television can allow all
political rivals equally to present their political products (organizational ideology, past
performance and election manifest). It is a very good idea in politics.
Question: How would you think that from ministry to Directorate -- Zella parishad -- upazilla
parishad to union parishad is a distributing channel of political services marketing?
Answer: I don’t know about marketing channel, but it is of course the public service delivery
channel.
Question: What is the easy way to control misguided massage to the voters of political
campaign from the view point of marketing?
Answer: Misguiding the people is an emotional game in Bangladeshi political culture for
short-term benefit to win the voter-market. But in the long-run this game decreases the
organizational image. In this connection, all political organizations should rethink about long-
term benefit of ethical practice in politics. Misguiding messages should be controlled in
315
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
creating a peaceful political environment. But cultural change is always time consuming. In
fact, an impartial election commission may set a sensor board for controlling the misguiding
and false messages.
Question: How would you agree that all political organizations should practice political
services marketing concept to make a peaceful Bangladesh?
Answer: I think, all political organizations should communicate their political issues through
media as the marketing communicating techniques. The leaders of all political organizations
should be honest and voter-market oriented.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy in the
given formal marketing knowledge?
Answer: I think it is the ultimate responsibilities of a government to generate services control
by all ministries under the supervision of the prime minister’s cabinet.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: Achievement should be considered by the factors influencing environment. If there
are the logical reasons of deviation between the election manifest and the actual achievement,
the ruling political organization might be reconsidered for vote in the next election. In fact,
most of the people in Bangladesh did not understand the manifest and sometimes they forgot
the election commitments over time.
Question: How would you think that the marketing competition of political leaders and
organizations should base on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: I think political competition should be based on competitive advantage among the
rivals. Performance is an important factor in politics. But violence comes in special context as
a last weapon as a force creating movement against the ruling political organization.
Sometimes, forces also play an important role in competition like American military force in
international politics. In fact, democracy should be voter-market oriented.
Question: Would you agree that hortal is a helpful tool to attract voter market/nation for
election as you know the major marketing tools (creating problem solving services, delivering
and communicating superior services/value)?
316
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Hortal damages the national economy. Definable hortal can attract voter-market if
the issue of the hortal becomes the protesting against anti socio-economic government
decisions.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter
market/nation of Bangladesh?
Answer: No, present ministries are enough for ensuring best satisfaction of the voter-market
by using marketing concept.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market/nation?
Answer: I believe that democracy means peaceful state. Modern way of politics is more
destructive. Political dialogue is a helpful tool to win voter market in a peaceful manner.
Question: Is it possible to change the traditional political practice in replacing the political
services marketing concept to create a peaceful political competitive environment by
conducting a training program for all the political leaders at different levels of all political
organizations?
Answer: Training can change attitudes and perceptions of the trainee. Therefore, what is
politics and how it is closely connected with non-profit marketing philosophy? What should
do a political leader? What are the essential characteristics of a good political leader?
Conducting training courses on these aspects can change the political culture over time toward
peaceful Bangladesh.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing and political science?
Answer: All political organizations should be voter-market oriented. They have to occupy
the voters’ mind by using marketing philosophy. The non-profit marketing concept is a very
good concept. All people should practice marketing in their daily life.
Masum, A.L. (2015). (Would you please answer the following questions after having the
basic marketing knowledge in relation with political science?)
Question: As the given marketing concept under one shot post-test research method, how
would you believe that the ultimate mission of all political parties is marketing different types
of problem solving services to benefit the nation as a non-profit marketing organization?
A. Yes B. No
317
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term is closely connected with political science?
Answer: Yes, the ultimate objective of a political organization is winning power to serve the
nation. This service can be called as political service, but people may disagree the term.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: I agree that ruling political organization collects revenue and donation as the cost of
public service to the state by using government agencies.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: An MP is the representative of the concern political organization in his territory.
S/he tries to attract the local voter-market and offers the organizational ideology and service
package. In this connection s/he might be called a non-profit service marketer in the concern
constituency.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market in your accommodate knowledge in marketing where the
ruling political organizations’ aim to provide services?
Answer: The ID holders of a democratic country can be called political market.
Question: How would you think that every political organization should communicate the
provided services at past when the organization or alliance was in power to influence the voter
market by using electronic and print media like business organization’s commercials?
Answer: Political organization may have a self television channel like foreign country. So,
the political organization can communicate their political products to attract the voter-market
by using electronic and print media like business organization’s commercials.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of traditional views of political programs like hortal, firing vehicles, bomb
blasting, killing of the oppositions, showdown to influence the voter market for achieving
power?
Answer: Marketing technique may be the alternative way of force creating political
movement. But sometimes force creating politics is essential against illegal political
movements of a country.
318
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: Yes, Election Commission should have a television channel encouraging all
registered political organizations communications equally through this channel to the nation.
Question: How would you think that from ministry to Directorate -- Zella parishad -- upazilla
parishad to union parishad is a distributing channel of political services marketing?
Answer: Yes, this channel can be called as the marketing channel for delivering the public
service.
Question: What is the easy way to control misguided massage to the voters of political
campaign from the view point of marketing?
Answer: Individual political organization should try to persuade the voter-market through
campaigning merely own political product instead of criticizing the oppositions.
Question: How would you agree that all political organizations should practice political
services marketing concept to make a peaceful Bangladesh?
Answer: I agree that all political organizations should practice political services marketing
philosophy in politics to be voter-market oriented.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy in the
given formal marketing knowledge?
Answer: I think all ministries are performing non-profit marketing under a corporate body
which is the cabinet of prime minister.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: A voter should not reconsider the failing political organization in meeting the
election manifest. In fact, the voters of Bangladesh often forget the previous performance in
supporting the political organization for vote.
Question: How would you think that the marketing competition of political leaders and
organizations should base on competitive advantages instead of hortal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
obstacle on rail, roads and high ways?
Answer: Of course, the competition among the political organizations in a democratic country
should be based on competitive advantages or superior value than the competitors.
319
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Would you agree that hortal is a helpful tool to attract voter market/nation for
election as you know the major marketing tools (creating problem solving services, delivering
and communicating superior services/value)?
Answer: Once upon a time, hortal attracted voter-market. But it is not a helpful tool to attract
voter market at present.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter
market/nation of Bangladesh?
Answer: A separate ministry is not essential, present ministries are enough to best satisfy the
voter-market by using non-profit marketing concept. In fact, the general secretaries of all
political organizations should be sound in non-profit marketing concept in politics.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market/nation?
Answer: I believe that traditional political instruments are the main tools of protesting any
anti- public interested issues. But these instruments of wining voter-market have been old-
aged. For an expected peaceful political culture, marketing concept might be followed as a
new political culture.
Question: Is it possible to change the traditional political practice in replacing the political
services marketing concept to create a peaceful political competitive environment by
conducting a training program for all the political leaders at different levels of all political
organizations?
Answer: The effectiveness of training programs may change the attitudes and perceptions,
but over time it might be resulted zero. A training program on political services marketing
may help the political leaders to be voter-market oriented
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing and political science?
Answer: This research is appreciable as a new concept in politics. But practically, it is very
difficult to change the traditional political culture in replacing non-profit marketing concept
for creating a peaceful competitive political environment. Theoretically, I agree this concept,
but the effectiveness of this concept instead of traditional political culture is a time consuming
process.
Chakraborty.G (2015). (Would you please answer the following questions after having the
basic marketing knowledge in relation with political science?)
320
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Would you believe that the ultimate mission of all political parties is marketing
different type of problem solving services to benefit the nation as a non-profit marketing
organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Yes, the ultimate mission of all political parties is to provide services to the nation
by using government structure after winning the power. But it is theoretical; practically they
are not doing so. Public service should not be called as political service. In my view, the
service that is served by a political organization to the self political supporters can be called
political services.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: A ruling political organization has no self fund for public service. In this regard, the
organization has to collect revenue and donation to serve the nation by collecting tax, VAT,
duties, tariff, fees, donation etc. as the cost of service marketing.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Actually a political organization offer value as a not for profit organization. Their
views are to change the socio-economic status. In fact, there is a similarity between an MP or
political candidate’s activities in favor of an organization and not for profit organizational
activities.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: Traditionally it is called vote-bank. There are many segment in the vote bank like
male, female, teacher, student, different professionals. These groups of people can be called
voter-market but the consideration should be holistic.
321
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that every political organization should communicate the
earlier provided political services as a ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: There is a competition on the basis of organizational ideologies, past performance
and future mission vision or commitments among the political organizations. In this
connection they can communicate through electronic and print media to attract voter-market
for the next election.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions,
showdown like other traditional views to influence the voter market for achieving
power?
Answer: Using marketing communication tools in politics has already been started.
Narrowly the political rivals are using colonial political culture in their politics. In fact,
marketing communicating techniques might be the alternative way of traditional political
culture.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: In India, Bidhan Sova has a television channel. In this connection, election
commission may have television and FM radio channel for giving more information to build
awareness of the voters to elect the right candidate of the right political organization. Besides
this, every political party may have a self television channel.
Question: How would you think that from ministry to Directorate -- Zella parishad --
upazella parishad to union parishad is a distributing channel of political services marketing?
Answer: I think, it is a service delivering channel.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: A national broadcasting policy should be established and new act might be imposed.
Historical oriented politics should be turned into future oriented socio-economic development.
322
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer: Dual nationality is creating force in Bangladeshi politics. This is the main reason of
conflicting politics. The other thing is the right people are not being deployed at the right
place. Qualified leaders are not coming in politics. Not for marketing practice in politics may
control the conflicts.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: All ministries are controlled by prime minister’s cabinet. This body is comparable
with corporate body.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: Individual voter’s consideration is different. But in my view, loyal voter considers
the ideology of the political organization and swing voter considers ideology, past
performance and future commitments.
Question: How would you think that the marketing competition should be on the basis of
competitive advantages instead of hortal, violence, terrorism, killing of the oppositions,
misguiding the voter by using false news, firing, and making obstacle on rail, roads and high
ways?
Answer: Competitive advantage base competition is not appropriate for the organizations
those who were not in power any longer. It is appropriate for those who were in power.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: Hortal is not a constitutional right; it is traditional but appreciable in democracy of
Bangladesh. I think, the effectiveness of hortal is not being politically viable in independent
Bangladesh.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
323
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Every ministry can set a new desk for ensuring best satisfaction of the voters.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: Sometimes traditional political programs can attract the voters for next election.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of the all political
organizations?
Answer: Any training is important in changing attitudes and perceptions. Some training
programs are going on for the service providers. This is why; training on this new concept
may bring about the traditional political culture gradually.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: I think not for profit marketing concept might be adopted with politics because,
there is a similarity between ruling political organizational activities and not for marketing
activities. But the most of the political leaders are businessmen. They may perceive it as a
business perspective. Theoretically, it is possible to create a peaceful competitive political
environment by practicing non-profit marketing concept in politics in terms of available
qualified political leaders in Bangladesh.
Molla, G. (2014). (Would you please answer the following questions after having the basic
marketing knowledge in relation with political science?)
Question: Would you believe that the ultimate mission of all political parties is marketing
different type of problem solving services to benefit the nation as a non-profit marketing
organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing?
How would you define the given term?
324
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Yes, except providing services to the voters, no one will vote in favor of a ruling
political organization. Public services might be called political services. But, when a ruling
political organization serves the nation by using the government structure, it should be called
public services. From the view point of a ruling political organization it might be called as
political services.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: Of course, there is an exchange between the ruling political organization and the
nation. The ruling political organization is collecting revenue and donation by using
government structure as the cost of the provided services to the nation.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Every candidate or an MP is a representative of a central political organization. He
or she is offering his or her political product in the respective constituency. Therefore, he or
she is a non-profit service marketer.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organization’s aim to provide
services?
Answer: Yes, I agree that the present and potential voters of a constituency might be called as
political market where a competitor strives to win major voter-market share. Basically
winning political power or politics depends on this market. Therefore, it can be called
political market.
Question: How would you think that every political organization should communicate the
earlier provided political services as a ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: I think that all political organization should communicate their political product
through electronic and print media like television and FM commercials. But the campaign
would be free of cost facilitated by the public and private media. Recently the private
channels are giving space for political campaign before election.
325
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: Yes it is a good idea, but the government should undertake this initiative to divert
the political activities toward the media. It might be the alternative way of traditional politics.
But how it would be implemented remains a question to be answered.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: I think, existing private channels can play an important role in this regard. But
election commission can use the parliament channel allowing all political organizations for
communicating the political products equally to influence the voters for election continuously.
Question: How would you think that from ministry to Directorate -- Zella parishad --
upazella parishad to union parishad is a distributing channel of political services marketing?
Answer: The service delivery system may be called as the distributing channel. This system
may be defined by using different terms.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: No comments.
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer: The present political culture may give way into a new culture. In west, the major
political organizations are offering their products through electronic and print media. The
political organizations here may adapt this concept in their politics. But implementation is a
major problem.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
326
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Government is an entity, it has separate limbs of the body, and all organs of the
body should be controlled centrally. This central body might be called as a corporate body
like Prime Minister Cabinet or in any other terms.
Question: If the ruling political organization fails to achieve the goal over the ruling period
then what should a voter do for the next election?
Answer: I think the voter should reconsider the other options to find out the best alternative.
Question: How would you think that the marketing competition should be on the basis of
competitive advantages instead of hortal, violence, terrorism, killing of the oppositions,
misguiding the voter by using false news, firing, and making obstacle on rail, roads and high
ways?
Answer: Of course, competition should be on the basis of competitive advantages.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: No, hortal is not an effective tool to win voter-market for election.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: Instead of separate ministry, all political organizations can set up a marketing wing
at their head office to offer their political product effectively.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: I think, traditional political programs are back-dated. Democratic countries should
find out a new political culture through designing and redesigning the political product to win
the voter-market. For example, digital Bangladesh is a new addition of political product of
Bangladesh Awami Leagure.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all political leaders at different levels of all political organizations?
327
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Yes, training is needed on this new concept. This new knowledge would be
disseminated among the political leaders of all political organizations.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: An experiment might be conducted by using this concept in politics to measure the
effectiveness. If the result comes out optimistic, all political organizations will adapt the
model in politics for creating a peaceful political environment in Bangladesh.
Nazneen, D.R.Z.A. (2015). (Would you please answer the following questions after having
the basic marketing knowledge in relation with political science?)
Question: Would you believe that the ultimate mission of all political parties is marketing
different type of problem solving services to benefit the nation as a non-profit marketing
organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Of course, ideally the ultimate mission of all political parties is to serve the nation.
But practical they are not doing the right thing. Public services might be called as political
services. But political service is a narrow sense and public service is a wider sense.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: Theoretically there is an exchange between the ruling political organization and the
nation. The nation is paying tax, VAT, fee, rate, duties, donation but they are not getting their
expected services. There is a deviation between their expectation and satisfaction.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Yes, an MP or a political candidate is marketing political product in his
constituency as the representative of his or her political organization.
328
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: I agree that the present and potential voters of a constituency are comparable with
the voter-market.
Question: How would you think that every political organization should communicate the
earlier provided political services as a ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: Yes, all political organizations can use electronic and print media. In recent past,
BJP and Congress in India have used media in offering their political product in the last
national election.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: I agree that marketing communication techniques might be the alternative way of
political activities instead of force creating traditional activities. But some extent of violence
free political movement can be continued to build awareness of the illiterate target group
because, peaceful demonstration can play an important role to influence the voter-market.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: Yes, election commission should have a television channel allowing all political
organizational political offering equally. But the commission should be impartial.
Question: How would you think that from ministry to Directorate -- Zella parishad -- upazilla
parishad to union parishad is a distributing channel of political services marketing?
Answer: I think that this channel might be comparable with the service distribution channel.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
329
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
All political organizations should be more responsible and the leaders of the political
organizations should be ethical and moral in their behavior. Expanding the moral and
religious education can help the future leaders to be moral in Bangladesh. On the other hand,
Election Commission may set a neutral sensor board to control the entire voter-market
influencing message.
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer: I agree that all the political organizations should follow this new concept in politics
to be voter-market oriented.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: Yes, all ministries are theoretically providing services in multi-market segments
under prime minister’s cabinet. To some extent the prime minister’s cabinet is comparable as
a corporate body of the all strategic service delivering units.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: Ideology based voters are not always retained in favor of a political organization. I
think, a voter should find the best alternative on the basis of political performance in
delivering services.
Question: How would you think that the marketing competition should be on the basis of
competitive advantages instead of hortal, violence, terrorism, killing of the oppositions,
misguiding the voter by using false news, firing, and making obstacle on rail, roads and high
ways?
Answer: I think political competition among the political organizations should be on the
basis of competitive advantage in delivering services to the nation.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: Loyal voters of a hortal calling political organization can be attracted. But general
voters do not support the hortal and they are not being persuaded in their mandates.
330
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: I think to implement this new model a strong neutral Election Commission is
imperative.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: Some traditional political programs without violence can win the voter-market.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of the all political
organizations?
Answer: Present political leaders have no interest in any training program. But to make future
leaders training on this new concept might be helpful to create a peaceful political competitive
environment in Bangladesh.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: Theoretically this model of political services marketing for peaceful Bangladesh is
a nice idea. I think it might be possible to create a peaceful competitive political environment
by implementing the model. It needs the independent political institutions in Bangladesh.
Ahmed, F.U. (2015). (Would you please answer the following questions after having the
basic marketing knowledge in relation with political science?)
Question: Would you believe that the ultimate mission of all political parties is marketing
different type of problem solving services to benefit the nation as a non-profit marketing
organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
331
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Yes, there is a group to serve the nation as they have a kind of commitments in
politics. The ultimate mission of a political organization is to win power to serve the nation by
identifying the fundamental needs and wants. Political services indicate the services provided
by the ruling political organization. This is why, public service should remain in politics.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the people for bearing the cost of political services marketing for the
nation?
Answer: I agree that there is an exchange between ruling political organization and the
nation. The winning political organization or alliance collects revenue and donation from the
people for bearing the cost of providing services to the nation.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
Answer: Yes, in the view point of non-profit marketing, an MP or a political candidate is
offering a political product in the constituency. Therefore, s/he is a marketer.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: I agree that the present and potential voters in a constituency might be called as
voter-market in light of non-profit marketing concept.
Question: How would you think that every political organization should communicate the
earlier provided political services to influence the voter market by using electronic and print
media like business organization’s commercials?
Answer: Yes, political organizations can use public and private electronic and print media in
offering their political product as the business commercials. But the media should allow this
initiative at free of cost.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hartal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
332
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Yes, non-profit marketing communication techniques through all public and private
media might be used as the supplementary of political communication not as fully alternative.
Violence free demonstration in traditional political culture can remain beside the new way of
communication.
Question: Do you think that Election Commission and Parliament should have television
Channels and FM radio to educate the voters and facilitate in marketing communication for
all political organizations similarly?
Answer: Yes, Election Commission may have television and FM channels to educate the
voters and to give free and equal access for presenting all political products of the rivals for
winning the voter-market in the next election. But peaceful demonstration must be
appreciable always in politics.
Question: How would you think that from ministry to Directorate -- Zella parishad -- upazlla
parishad to union parishad is a distributing channel of political services marketing?
Answer: It is the system of a government administration. Actually, services are generating
and delivering through this channel.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: An impartial censor board might be set up at election commission to control all the
voter-market influencing massage of the political organizations. However, it is a difficult task
to find acceptable persons for forming a neutral or impartial board. Administrative neutrality
develops in a state through practice for long time. Unfortunately, all governments, civil or
military, use all government institutions particularly the election commission and
administration for winning the election.
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer: I agree that all political organizations should practice this non-profit marketing
concept in politics for creating a peaceful political competitive environment.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing under a corporate marketing strategy?
333
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Yes, all ministries are providing services in multi-segment markets under a
corporate body of Prime Minister’s Cabinet.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: A dissatisfied voter may find the other option in the next election for his or her
expected services in future. It is found that some loyal voters often change their mandates for
better services.
Question: How would you think that the marketing competition should be on the basis of
competitive advantages instead of hortal, violence, terrorism, killing of the oppositions,
misguiding the voter by using false news, firing, and making obstacle on rail, roads and high
ways?
Answer: Yes, political competition should be on the basis of competitive advantages or
superior value among the political competitors in a democratic country.
Question: Would you agree that hortal is a helpful tool to attract voters for election?
Answer: I disagree. Hortal is not an attractive tool in politics.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: I think, a separate ministry might be set up for ensuring the best services to the
nation by controlling the entire ministry under Prime Minister Cabinet. This ministry will
conduct research to make a feasible budget within the limited resource and service generating
projects. On the other hand, all political organizations should establish marketing wing to
perform the non-profit political marketing activities effectively and efficiently.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: I believe that traditional political programs are not effective to win the voter-
market. Marketing techniques might be more effective for winning the voter-market.
334
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of the all political
organizations?
Answer: Training changes the attitudes and develops skill. In this connection, a training
program on the political services marketing concept for the political leaders might be helpful
to disseminate the new knowledge in all political organizations for creating a peaceful
political competition.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: In a context of the independent political institutions of a democratic country, this
concept can be implemented in Bangladesh. Continuous innovation and improving of political
product offered by using marketing techniques might be a new way of politics for creating a
peaceful political environment. Major political organizations have to make commitments that
their competition should be carried on the basis of better services only. Basic principles are
creating conflicts in politics.
Begum, K. (2014). (Would you please answer the following questions after having the basic
marketing knowledge in relation with political science?)
The concept, political services marketing is not applicable for a country like Bangladesh
where the role players in politics include the war of independence, 1971-criminals,
collaborators of Pakistan, followers and supporters of military dictators, agents of neo-
colonists, corrupted-non patriotic politicians and so. Competitive activities of all these
sections would never contribute to a peaceful Bangladesh.
Besides, the very concept seems to be vague and incomplete which excludes the preconditions
of political philosophy, ideology, aims-objectives, honesty and dedication of a section of the
politicians as well as the role players in politics.
It is necessary for Bangladesh to be cautious, not to import political concepts from foreign
intellectuals who are not much acquainted about the realities of the political system.
335
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
4.4 Opinions of Two Economic Experts from the University of Dhaka
Akash, M.M. (2015). (Would you please answer the following questions after having the
basic marketing knowledge in relation with political science and economics?)
Question: Would you believe that the ultimate mission of all political parties is marketing
different type of problem solving services to benefit the nation as a non-profit marketing
organization?
A. Yes B. No
If the answer is yes, is this service may be called as Political Service Marketing,
how would you define the given term?
Answer: I believe that the ultimate mission of a political organization is of two kinds, one is
self-service and the second is to serve the certain level of services to the class or classes which
it represents or which may be essential to survive the power. I think, ruling political
organization is mostly exploiting the public instead of providing public services. Public
services should not be called as the political services until the people of a country evaluated it
positively and as a whole shows their recognition of the so called public services. Actually no
service is class neutral, so it has to be recognized by the classes enjoying that service.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: I agree that the ruling political organization is collecting revenue and donations
against their budget and other expenditures. But whether all expenditure is for public, I doubt
very much. Question: How would you believe that every MP is just like a political service
marketer of the central political organization in his constituency?
Answer: An MP or a candidate is representing a class and a political organizational ideology
and mission vision in his or her constituency. They might be considered as political service
marketers, but practically this model is not appropriate in an underdeveloped country like
Bangladesh. Here ideology, class bias or affiliations, patron-client relationship, religious
values, personal characteristics, all factors have a synergic complex effect.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
336
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: I disagree; the present and potential voters of a constituency are not comparable
with the political or voter market in Bangladesh because, the voters and political leaders in
this country do not consider the marketing philosophy in determining politics. This concept is
partly appropriate in developed countries where the citizens may have a self interest based
voting behavior and free choice..
Question: How would you think that every political organization should communicate the
earlier provided political services as a ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: I think it this type of performance propaganda has become recently more realistic.
The ruling political organization is already using huge bill boards to do so! This initiative can
be a new way of political competition in creating a peaceful competitive environment in
Bangladesh only if other political parties also follow suit and voters become well educated.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: This effort might be the new way of political competition. But in fact, there does not
exist a proper voting market in Bangladesh. Whatever market is there, that is highly distorted
and segmented on the basis of patron client relationships, class biases and money-muscle
power. Question: How would you think that Election Commission and Parliament should
have television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: Yes, Election commission may have a television channel. It should also be
empowered to enforce proper rules of the election so that election is free from three M-s
Money, Muscle and Manipulations.
Question: How would you think that from ministry to Directorate -- Zella parishad --
upazella parishad to union parishad is a distributing channel of political service marketing?
Answer: I think, it is an administrative system of a state that is active in this way. Unless one
creates grass root democracy at the bottom it will always remain a top-down exercise led by
the bureaucracy.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing? Answer: There is no easy way.
Question: How would you agree that all political organizations should practice political
service marketing to make a peaceful Bangladesh?
337
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: All political organizations should be voter oriented not in a marketing sense, but
genuinely as an agent of the voter.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: Government budget will determine what services would be provided by all the
ministries and who are be the gainers and who are to be the losers. The budget is thus a hot
arena for class rivalry.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: A rational voter should find the other option in considering the short-term and long-
term interest of his/her class.
Question: How would you think that the marketing competition should be on the basis of
competitive advantages instead of hortal, violence, terrorism, killing of the oppositions,
misguiding the voter by using false news, firing, and making obstacle on rail, roads and high
ways?
Answer: I think, political competition should be on the basis of both ethical interest and the
class interest which has voted the political representative to power.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: The previous hortal and the present hortal in politics are not the same. Hortal should
be used as a last political instrument and that also on the basis of neither terror nor any force..
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: The present politics are no longer working well.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of the all political
organizations?
Answer: Training is important, but I think the target leaders have no interest in such training.
If they become trained up, how much they will apply the contents of the training, I am in
doubt!
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
338
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Now a days, political competition is an ethics less war game in Bangladesh. When it
would be possible to change this unethical political practice and voters also get more educated
with a free choice, then this model on “Political Services Marketing for Peaceful
Bangladesh might be effective in Bangladesh. This model is partly applicable in developed
countries. In Bangladesh a structural change is essential to initiate a few aspects of this model
in politics for peaceful competitive political environment. A historical socio-economic
structural change is essential for creating ground like that of the developed countries for
implementing this political peace-oriented non-profit marketing model.
Hamid, S.A. (2015). (Would you please answer the following questions after having the basic
marketing knowledge in relation with political science and economics?)
Question: Would you believe that the ultimate mission of all political parties is marketing
different type of problem solving services to benefit the nation as a non-profit marketing
organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Definitely, the ultimate mission of all political organizations is to win power to
serve the nation. But the major political organizations are trying to win power mainly for their
personal interest rather than the public interest. Public service should not be called as political
services. This is because the people are the owner of the state. In fact, practically public
services have become political services at present in Bangladesh.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: Definitely, ruling political organization is collecting revenue and donations as the
cost of services provided and operating cost of the state. Of course, here is an exchange
between the ruling political organization and the nation. Nation is getting services form the
government backed by the ruling political organization and in turn, ruling political
organization is collecting revenue and donation.
Question: How would you believe that every MP is just like a political services marketer of
the central political organization in his constituency?
339
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Yes, every political organization is playing the role of a marketer in favor of his or
her political organization highlighting the political product in the respective constituency.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: I agree that the present and potential voters of a constituency are comparable with
the voter market. All political organizations should consider the potential voter-market
because they are the future of a country.
Question: How would you think that every political organization should communicate the
earlier provided political services as a ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: I think that all political organizations should communicate to influence the voter-
market by offering their political products through electronic and print media.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: Yes, marketing communication techniques might be the best alternative to attract
the voter-market to occupy their mandates in favor of the respective political organization.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: I think election commission and parliament may set the television and FM channels
for allowing all the major political organizations for campaigning their ideology, pest
performance and future commitments and educate the voters. But the channels should be
impartial for giving equal space for campaigning. And all the related institutions should be
neutral and fair.
Question: How would you think that from ministry to Directorate -- Zella parishad --
upazella parishad to union parishad is a distributing channel of political services marketing?
Answer: I think this channel is comparable with service distributing channel.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: A neutral sensor board might be set up at election commission. But the election
commission and the sensor board must be impartial.
340
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you agree that all political organizations should practice political
services marketing to make a peaceful Bangladesh?
Answer: I strongly agree that all political organizations should practice political services
marketing concept in politics. This concept should be disseminated among the present and
potential political leaders. On the other hand political products must be innovative with the
environmental changes. I think it is an effort of political reform. Therefore, I appreciate this
concept very much.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: I think all ministries are marketing regular services with some extent of new
services according to the election manifest. Because the election manifest is over promise
under deliver. According to this concept political organizations should offer realistic and
research based manifest.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: It is a matter of individual voter’s consideration. But a rational voter should
consider the best option for getting better political services.
Question: How would you think that the marketing competition should be on the basis of
competitive advantages instead of hortal, violence, terrorism, killing of the oppositions,
misguiding the voter by using false news, firing, and making obstacle on rail, roads and high
ways?
Answer: Yes, political competition should be on the basis of competitive advantages than the
other ex ruling political organizations who where in power.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: I strongly disagree. Hortal is the older- age and force creating instrument in politics.
It damages the socio-economic development of a country.
Question: How would you think that government should establish a Political Services
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: I think no need a separate ministry. A commission may be set up to control the
marketing activities of the all political organizations. On the other hand, every political
organization should have a marketing wing for designing and redesigning the political product
and performing all the marketing activities effectively and efficiently.
341
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: I believe that traditional political programs are not being able to win the voter-
market effectively. This is why; the political organizations should search for the new ways to
win the voter-market.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of the all political
organizations?
Answer: Yes, a training program can be helpful on this new concept for all the political
leaders to create a peaceful competitive political environment.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: My suggestion is any innovation should be adapted instead of older age way of
problem solution. I think this model of political services marketing is a modern way of
politics for creating a peaceful political environment. But for adapting or disseminating this
idea or concept among the political organizations and leaders, the favorable environment is
essential. It requires the independent political institutions in a country. I believe that today or
tomorrow this concept would be followed all over the world. I strongly appreciate your idea. I
think it might be a new model of politics in all the democratic countries of the world.
342
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
4.5 Opinions of One Economic Expert from Jahangirnagar University
Mohammad, A. (2014). (Would you please answer the following questions after having the
basic marketing knowledge in relation with political science?)
Question: Would you believe that the ultimate mission of all political parties is marketing
different type of problem solving services to benefit the nation as a non-profit marketing
organization?
A. Yes B. No
If the answer is yes, is this service may be called as Political Service Marketing,
how would you define the given term?
Answer: Yes, the ultimate mission is winning power. But in Bangladesh, a political party
after winning power wants to achieve the personal interest than providing the public service. I
agree that political process generated services might be called as political services.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: I agree that ruling political organization is collecting revenue and donation by using
government agencies as the service charge. Here is an exchange between the government and
the nation.
Question: How would you believe that every MP is just like a political service marketer of
the central political organization in his constituency?
Answer: I believe that every MP or political candidate is marketing his or her political
product. Therefore, s/he is a marketer in respective constituency.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: I agree that the present and potential voters of a constituency are comparable with
the voter-market.
Question: How would you think that every political organization should communicate the
earlier provided political services as a ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: I think that all political competitors will agree to use electronic and print media to
offer their political product to influence the voter market for winning the power.
343
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: Marketing communicating techniques might be the supplementary of political
communication. But media might be exploited by the ruling political organization. If there is
the existence of democratic values in a country, there is a peaceful political competition. In
this regard, government should come forward for ensuring equal access of political
communication in public and private media.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations similarly?
Answer: Yes, I think that Election commission may have television and FM radio channels
to educate the voters for establishing democracy and allow all political rivals in persuading
their voter-market through these channels by ensuring equal media access.
Question: How would you think that from ministry to Directorate -- Zella parishad --
upazella parishad to union parishad is a distributing channel of political service marketing?
Answer: Yes, the channel is comparable with the service distributing channel.
Question: What is the easy way to control misguided massage of political campaign from the
view point of marketing?
Answer: All media should be opened for all. Encountering of the misguiding message will
help the voters for proving the truth. On the other hand, all leaders of the political
organizations should practice honesty in addressing political message of the political
communication with the nation.
Question: How would you agree that all political organizations should practice political
service marketing to make a peaceful Bangladesh?
Answer: Politics is a matter of power balancing. If other factors remain static, it is possible to
use non-profit marketing as political services marketing concept in politics to make a peaceful
political environment.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: All ministries are serving the nation in multi-group of people under the prime
minister’s cabinet.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: The decision depends on individual voter’s considerations.
344
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: How would you think that the marketing competition should be on the basis of
competitive advantages instead of hortal, violence, terrorism, killing of the oppositions,
misguiding the voter by using false news, firing, and making obstacle on rail, roads and high
ways?
Answer: Political competition should be based on superior services or competitive
advantages.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: Hortal is for protesting the anti public interested decisions made by the government
not for winning the voters’ minds.
Question: How would you think that government should establish a Political Service
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: No needs the separate ministry, present ministries are enough to serve the nation.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
Answer: I believe that traditional political programs are not being enough to win the voter-
market.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of the all political
organizations?
Answer: I think that training will not be enough for the political leaders to be voter-market
oriented.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: Corruption made by the political leaders is a major problem of peaceful power
handover. One government should start it at first. Then the practice will remain continue. The
political services marketing for peaceful Bangladesh is conceptually a very good idea. The
model of this research is a very good concept. But it will be effective under some assumptions
like independent political institutions, economic class less society, impartial media etc.
345
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
4.6: OPINIONS OF THE FORMER ELECTION COMMISSIONER
Sakhwat, H (2014). (Would you please answer the following questions after having the
basic marketing knowledge and how it is applicable in politics?) Question: Would you believe that the ultimate mission of all political parties is to market
different types of problem solving services to benefit the nation as a non-profit marketing
organization?
A. Yes B. No
If the answer is yes, is this services may be called as Political Services Marketing,
how would you define the given term?
Answer: Yes, I believe that the ultimate mission of all political parties is to market different
types of problem solving services to benefit the nation as a non-profit marketing organization.
Political organizations are not marketing commodities but they are really selling their
ideologies and public services for winning power. These services can be called political
services to differentiate the political offerings for branding the organizational image in the
next election but incomplete services generated projects would be hard for branding in this
context.
Question: How would you agree that the ruling political organization is collecting revenue
and donation from the nation for bearing the cost of political services marketing for the
nation?
Answer: Yes, I agree that the ruling political organization collects revenue and donation as
the costs for generating various services for the nation. Here is an exchange between two
parties. So that it is called marketing because exchange is the core concept underlying
marketing.
Question: How would you believe that every MP is just like a political service marketer of
the central political organization in his constituency?
Answer: An MP is marketing himself/herself in his local voter-market to win power for the
next election. On the other hand, s/he has some special schemes to serve the local voter-
market as the representative of a political organization to sell the political product (basic
346
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
principles of the organization + past performance + election manifest). Therefore, s/he is a
marketer.
Question: How would you agree that the present and potential voters of a constituency are
comparable with the political market where the ruling political organizations’ aim to provide
services?
Answer: From the view point of marketing concept, the present and potential voters can be
called as the voter-market. The present ID holders can be called present voter-market and the
future ID holders can be called future market.
Question: How would you think that every political organization should communicate the
earlier provided political services as ruling party to influence the voter market by using
electronic and print media like business organization’s commercials?
Answer: Recently, political organizations are using media to attract the voter-market. The
traditional campaigning is being changing gradually into media communication. In England,
the political organizations are using electronic and print media for politics. The public
gathering political concept is very costly in terms of man-hour and money. In this context, I
think, the political rivals should communicate their past political services and future
commitments to influence the voter-market by using electronic and print media.
Question: How would you agree that the marketing communicating techniques might be the
best alternative of hortal, firing vehicles, bomb blasting, killing of the oppositions, showdown
like other traditional views to influence the voter market for achieving power?
Answer: I agree that the marketing strategies and communication techniques can be the
alternative way of traditional political activities in Bangladesh. The use of marketing concept
in politics is a new concept in Bangladesh but in Britain, there are no public gatherings on the
streets.
Question: How would you think that Election Commission and Parliament should have
television Channels and FM radio to educate the voters and facilitate in marketing
communication for all political organizations simultaneously?
Answer: I think, Election Commission has no need any separate television channels and FM
radio. In this context, the commission can use the all private and public channels to educate
the voter-market and the political leaders for bringing about the behavioral change in creating
a peaceful election environment. In fact, using parliament television for offering political
347
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
product (organizational principles + past performance + election manifest) of the political
competitors equally to influence the voter-market to win the power.
Question: How would you think that from Ministry to Directorate -- Zilla parishad -- upazilla
parishad to union parishad is a distributing channel of political service marketing?
Answer: I think, there are two kinds of political services distributing channels. The central
government or ruling political organization serves the services by using different ministries,
dirrectrates, Zila Parishad, Upazila Parishad and Union parishads. On the other hand, Upazila
Parishad and Union Parishad are directly providing services to the local voter-market. They
are branding separately their provided services independently under the Ministry of Local
Govt.
Question: What is the easy way to control misguided message of political campaign from the
view point of marketing?
Answer: According to the marketing concept, or social concept of marketing, there is no
opportunity for conveying misguided message in marketing communication with the market
for life time value. What are doing the companies or non-profit marketing organizations in
their communications? Every organization is merely campaign the benefits or value not to
criticize of other rivals. So, that there is no conflicts to win the voter market. Same concept
may be applied to political service marketing to create a peaceful competitive environment.
Political leaders should follow this concept and election commission can use the Act of PRO
to control the misguided massage in their marketing communications before election only. In
fact, legislature and court can control the all registered political organizations regularly by
imposing new laws or code of conduct.
Question: How would you agree that all political organizations should practice political
service marketing to make a peaceful Bangladesh?
Answer: I think, all political organizations should have a marketing wing to conduct
marketing research in terms of selecting best candidates and offering an attractive
implementable election manifest in designing their competitive political product to attract the
voter-market.
Question: How would you think that all ministries are marketing political services in multi-
segment markets as a strategic marketing unit under a corporate marketing strategy?
Answer: Every ministry is rendering political services in specific target market. For an
example, education ministry is providing educational services in some segmented target
markets like primary education, secondary education, higher secondary education, bachelor
348
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
degree, master degree etc. Similarly, local government is strengthening upazilla parishad to
best satisfy the geographically segmented market that is the people of a upazilla parishad.
Thus every ministry is making plan for creating services for specific geographic or
demographic segment or multi-segment of a target group. The major plans undertaken by
respective ministry is approved by the cabinet meeting which is comparable with corporate
marketing strategy.
Question: If the ruling political organization failed to achieve the goal over the ruling period
then what should do a voter for the next election?
Answer: Every political organization has a certain level of loyal voters, they will continue
their votes. But general voters should consider the potentiality of the organization base on the
recent past activities. If there is any considerable substantial environmental turbulence for
failure, voters should reconsider for the next election for vote. Otherwise, a voter should
consider another candidate and organization.
Question: How would you think that the marketing competition of political leaders and
organizations should based on competitive advantages instead of hartal, violence, terrorism,
killing of the oppositions, misguiding the voter by using false news, firing, and making
baricade on rail, roads and high ways?
Answer: Definitely, All political competitors should give up the unfair means to attract and
win the voter-market. The way is very simple, they should competing with each other on the
basis of competitive value (functional value + emotional value). The benefits of political
ideology may have in competitive advantage for market positioning to win the specific
segments of the voter-market.
Question: Would you agree that hortal is a helpful tool to attract voter market for election?
Answer: I did not agree that hortal is an attractive tool to win voter-market. This tool is no
more effective.
Question: How would you think that government should establish a Political Service
Ministry to serve the nation efficiently and ensuring best satisfaction of the voter market of
Bangladesh?
Answer: I think, the ministry of planning can monitor the level of political services in terms
of election manifest. In fact, the political leaders will not agree to set up a separate ministry
due to accountability in implementing their election manifest.
Question: How would you believe that traditional political programs and movements help the
political organizations to win the voter market?
349
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Everything is changing and improving without the traditional political practices.
This weapon is gradually demolished and voter-market wants to rescue from the bad impact
of traditional way of politics. Marketing polices strategies and use of electronic and print
media in politics can be the rescue.
Question: Is it possible to change the traditional political practice in replacing the political
marketing concept to create a peaceful political competitive environment by conducting a
training program for all the political leaders at different levels of all political organizations?
Answer: Of course, all political organizations should follow how the similar firms in an
industry is trying to attract consumers without any conflict, hartal, blocking rail, road,
showdown etc. Instead of these traditional tools, Political organization can follow personal
contact, publicity and public relations, advertising in both electronic and print Medias, using
new connectivity like mobile, website, video conference etc.
Question: Would you please give your suggestions to create a peaceful political competitive
environment in Bangladesh from the view point of marketing?
Answer: The Political Services Marketing model is theoretically good but difficult to
implement it by breaking the traditional political practice. In fact, any new product in a
market is questionable acceptability at the early stage. Therefore, the new model of peaceful
democracy should be marketed among the political organizations highlighting the functional
benefits. I think the model would be adapted gradually. On the other hand, government can
adapt the new concept by legislature or force for the greater interest of the peaceful
democracy. In my view, a new commission can be set up to control the political
organizational behavior instead of the censor board at Election Commission.
350
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
4.7 CONCLUSION The aim of this section is to examine the relationship and similarities between the political
activities and marketing activities. According to the marketing experts, all political
organizations are performing all marketing activities as a non-profit organization of social
science without knowing the formal marketing knowledge. They said that the ultimate
objective of a political organization is marketing different type of services to the nation as
a non-profit marketer under social science. They also answered that there is an exchange
between the ruling political organization and the nation, so that any type of exchange is called
marketing. Therefore here is a scope of non-profit marketing practice in politics.
According to the political experts, the ultimate objective of all political organization is to win
power to serve the people of a State (multi-markets). Here is a similarity between the
political objective and non-profit marketing objective. On the other hand, all experts said that
there is an exchange between the ruling political organization and the nation. They also said
that political organizations can use electronic and print media to offer their political
product (basic principles of the organization + past performance + election manifest) for
attracting the voter-market to win the power and ability to serve the nation. The competition
should be directed on the basis of competitive advantage among the political organizations.
Major political and economical experts said that marketing communication techniques
might be the alternative way instead of traditional force creating political programs. It is
found that all experts said that the present and potential voters might be called
voter/political market. Some expert disagree the political services marketing only for
business flavor in the general people’s perceptions. But conceptually and theoretically they
agree the new way of politics for creating a peaceful political environment. Finally, all the
experts have appreciated the proposed model of political services marketing for peaceful
Bangladesh in the context of impartial political institutions.
Only one professor in government and politics has fully disagreed the non-profit political
services marketing concept in politics. She urged that marketing concept is not considered the
political aim, objective, philosophy, ideology. This concept is not appropriate in the political
culture in Bangladesh. Basically, in marketing philosophy, there is a proverb, “You are
the Boss.” It means all decisions should be made from the view point of the voter-
market. All kinds of competitive marketers continuously try to adapt their offerings in
considering the cultural, economical, demographic, natural, technological environments
of a country in designing products, setting pricing, selecting distribution channel and
communication message and media. Honesty is the basis in building brand image for
sustainable competitive position. Unethical practice is not appreciable in marketing
philosophy. The significantly important ability of marketing techniques is to change the
beliefs, attitudes, perceptions and culture of the target audience or in turn people through
highlighting the functional and emotional benefits by using effective marketing
communication. Marketing can change the people’s behavior especially to attract new
offerings. For example, successfully introducing family planning products, building habit in
tea, drinking fresh water etc.
351
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
4.8 REFERENCE
Ahmed, E. (2014) Expart Opinions on an Open-ended Questionnaire from Professor Dr.
Emajuddin Ahmed, Department of Political Science, former VC. University of Dhaka
Azad, S.A.K. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Syed
Abul Kalam Azad: Department of Marketing, University of Dhaka.
Azad, A.K. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Abul Kalam Azad, Department of Marketing, University of Dhaka.
Akash, M.M. (2015). Expert Opinions on an Open-ended Questionnaire form Professor M.M
Akash, Department of Economics, and University of Dhaka.
Bhuiyan, Z. H. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Zakir Hossain Bhuiyan, Chairman, Department of Marketing, University of Dhaka.
Bhattachargee, H. (2014). Expert Opinions on an Open-ended Questionnaire from Professor:
Dr. Haripada Bhattacharjee: Department of Marketing, University of Dhaka.
Begum, K. (2015). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Khurshida Begum, Department of Government and Politics, Jahangirnagar University,
Information Commissioner, Information Commission, Bangladesh
Chakraborty, G. (2015). Expert Opinions on an Open-ended Questionnaire from Professor
Gobinda Chakraborty, Depertment of Political Science, University of Dhaka
Chowdhury, A.I. (2014). Expert Opinions on an Open-ended Questionnaire from Professor
Dr. Md. Ashraful Islam Chowdhury, Department of Marketing, University of Dhaka
Ahmed, F.U. (2015). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Farid Uddin Ahmed, Depertment of Political Science, University of Dhaka.
Hamid, S.A. (2015). Expert Opinions on an Open-ended Questionnaire from Associate
Professor Dr. Syed Abdul Hamid, Institute of Health Economics, University of Dhaka.
Islam, A.B.M S. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
A.B.M Shahidul Islam, Department of Marketing, University of Dhaka.
Khan, S.H. (2014). Expart Opinions on an Open-ended Questionnaire from Professor: Dr.
A.N.M. Sayeedul Hoque Khan: Department of Marketing, University of Dhaka.
Majumdar, S. (2014) Expert Opinions on an Open-ended Questionnaire from Political
Scientist Professor Dr. Shantanu Majumdar, Department of Political Science,
University of Dhaka
Mahiuddin, K.M. (2015). Expert Opinions on an Open-ended Questionnaire from Professor
Dr. K.M Mahiuddin, Department of Govt. and Politics, Jahangirnagar University.
352
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Mannan, A. (2015). Expert Opinions on an Open-ended Questionnaire from Professor Md.
Abdul Mannan, Dept. of Govt. and Politics, Jahangirnagar University.
Masum, A.L. (2015). Expart Opinions on an Open-ended Questionnaire from Professor. Dr.
Abdul Latif Masum, Department of Government and Politics, Jahangirnagar
University.
Molla, G. (2015). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Gyasuddin Molla, Depertment of Political Science, University of Dhaka.
Mohammad, A. (2015). Expert Opinions on an Open-ended Questionnaire from Professor
Anu Mohammad, Department of Economics, Jahngirnagar University.
Nazneen, D.R.Z.A. (2015). Expert Opinions on an Open-ended Questionnaire from Professor
Dr. Dil Rowshan Zinnat Ara Nazneen, Depertment of Political Science, University of
Dhaka.
Rahman, M. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Mijanur Rahman, VC, Jagannath University.
Rahman, A. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Anisur Rahman, Department of Marketing, University of Dhaka.
Shah, A.K.F.H. (2014). Expert Opinons on an Open-ended Questionnaire from Professor Dr.
A. K. Fazlul Haque Shah, Department of Marketing, University of Dhaka.
Sakhwat, H. (2014) Opinions of Brigadier General M. Sakhawat Hussain ex-EC BEC,
353
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
CHAPTER-5: RESULTS/OPINIONS OF THREE SAMPLES
RESPONDENTS
5.1 Preface
5.2 Opinions of Ten Central Political Leaders from five major
Political Organizations
5.3 Attitudes and perceptions of 100 Political Leaders and Govt.
Officers at Local Government of Bangladesh
5.4 Opinions of 1000 MBA Students in major Marketing
5.5 Summery Conclusion on Hypothesis
5.6 U.K. Datta Model of Political Services Marketing
5.7 Conclusion
5.8 Reference
354
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
5.1 PREFACE
In the literature review and theoretical analysis of non-profit marketing and politics, political
science and activities of ruling political organizations, it is observed that there is a
competition among the political organizations for winning power to serve the nation. But
this conclusion is on the basis of secondary data. Only secondary data is not enough to draw a
general theory and develop a model of political services marketing for peaceful
Bangladesh. It needs primary data from the major political organizations and well educated
voters in the context of political competition.
The aim of this section is to examine the attitudes and perceptions of the decision making
national political leaders as the representatives of the major political organizations to identify
the scope of using political services marketing concept in political competition. Basically,
opinions of the political leaders are the main parameter and practical field where this new
concept will be used. Ten personal interviews have been conducted with the national and
expert political leaders of Bangladesh Awami League, Bangladesh Nationalist Party, Jatio
party (Earsad), Bangladesh-er Communist party, Bangladesher Samyobadi Dal (M-L) Jatio
Samajtantrik Dal to examine the acceptance of the political services marketing concept.
According to the new concept, local government is playing an important role to continue the
regular services and implementing the election manifest to deliver the political services
in the target voter-market at upazila and union level of the Bangladesh. There are seventeen
standing committee headed by elected two vice-chairmen for undertaking political services
generating project in considering the mission vision of the ruling political organization backed
by fourteen ministries under Local Government. This is the actual field of creating and
delivering political services under upazila parishad. The upazila Chairman and UNO
including other fourteen departments are serving the local voter-market under the advising of
an MP. Therefore, the opinions of the elected political leaders and government officers are
imperative to draw a general theory of political services marketing.
Voter-market of Bangladesh is another important parameter. In a democratic country, people
or voters are the owner of the State. Similarly, in marketing philosophy, every decision should
be made on the basis of the market (group of people). In this regard, an experiment has been
conducted on 1000 voters who are the MBA students in major marketing for contributing in
this new field of marketing to develop a new model of political services marketing for
peaceful Bangladesh.
355
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
5.2 Opinions of Ten Central Political Leaders from five major Political
Organizations (Results of Sample No.1)
Barua, D (2014). (Would you please answer the following questions after having the basic
marketing knowledge and how is it applicable in politics?)
Question: How would you define marketing in your own words?
Answer: Marketing means identifying the social needs and wants for creating, pricing,
delivering and communication of problem solutions of a target group of people. It may be
profitable or non-profitable.
Question: What do you mean by services marketing?
Answer: Any intangible acts or benefits that one party can offer to another party to build an
exchange relationship.
Question: What is political services marketing?
Answer: In a competitive political environment, the activities for identifying and analyzing
the major national problems and creating, delivering and communication of problem solving
services for a certain period of time by a winning political organization or alliance backed
government.
Question: Which one is the social marketing activity?
Answer. Social marketing seeks to influence social behaviors not to benefit the marketer but
to benefit the target audience and the general society.
Question: How would you define voter market?
Answer. A set of present and future voters of a democratic country who expects certain level
of political services after giving their mandate to a political organization or alliance in a
election.
Question: Do you agree that the ultimate objectives of all political parties are trying to
achieve power for providing political services by using all government agencies for the
society as a whole?
Answer: Yes, I agree that all political parties are trying to achieve power for providing
political services by using government structure or agencies for the society as a whole.
Question: In your view point of long political experiences, what is the evaluating criterion for
choosing the best political party as a voter?
356
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer. The best services (functional + emotional benefits) providing political organization
would be considered in a competitive political environment of a democratic country.
Question: In your own consideration, what is the most important factor to consider a
candidate for vote in your locality?
Answer. In my consideration, every voter should consider who has given best political
services than those of competition and who would be believable as a best services provider.
Question: Do you believe that the ruling political party or alliance is exchanging services
with the existing voters and potential voters of a democratic country?
Answer: Yes, I believe that the ruling political party or alliance is exchanging services with
the existing and potential voter-markets under a non-profit marketing concept.
Question: Do you agree that the ruling political party or alliance is charging taxes, duties,
tariffs, selling revenue stamps as the costs against the providing services for the nation
through a political process which may be called as political services?
Answer: Yes, I agree that the services that are serving to the nation against the collected
revenue and donation by using government structure can be called as political services.
Question: Do you think that an MP is playing a marketer role of political services marketing
in his or her locality as a representative of a political organization by creating and delivering
the problem solving services?
Answer. Yes, I think every MP is playing the role of a marketer through creating and
delivering local problem solving services as a representative of a political organization.
Question: Do you think that political competition should be on the basis of superior value in
turn, what a political organization have done at past and what the organization’s commitments
in future (functional + emotional benefits) ?
Answer: Yes, I think, political competition should be on the basis of what the political
organization have done at past and what the organization’s future commitments for the nation.
Question: What is the best way to win the voter mandates or market in a competitive
environment?
Answer: I think, communicating the given political services and the services what will be
provided in future through electronic and print Media than those of political completion like
the dramatic advertising and publicity as commercial organizations.
Question: What are the main marketing activities of a ruling political party or alliance after
forming the government?
357
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: To ensure economic development, to control the law and order situation, identifying
the socio-economic problems and solve those through creating, delivering and communicating
services or products offerings and to ensure the fundamental needs of the society?
Question: Do you agree that every political party is performing as non-profit services
marketing activities like other services marketing organizations through identifying needs and
wants of a group of people and meeting those needs through creating, delivering and
communicating services?
Answer. Strongly agree that a political organization or alliance winning the power and
forming the government is serving the nation like other non-profit organizations.
Question: Do you agree that all political parties should marketing practices as well as the
profitable and non-profitable marketing organizations to make a peaceful political
competition?
Answer: Yes, I strongly agree that every political organization should be voter-market
oriented to create a peaceful competitive political environment like the competitive peaceful
environment in an industry which might be the substitute of traditional political practices.
Question: What is the ultimate benefit of hartal, picketing, and firing, killing of oppositions,
making obstacles on rail, road or any other violence?
Answer: In my view, to create obstacles to attract the voter-market of the ruling political
organization or alliance, showing power to attract voters, protesting the anti national
interested services generated activities and proving the failure government for step down from
the power.
Question: Do you think that government should have a marketing ministry to conduct
different types of marketing research for identifying the needs and wants of voters and
analysis, planning, implementing and controlling of carefully formulating the political
services marketing programs to win the voter market and measuring the level of satisfaction
of voter market?
Answer: Yes, I think for identifying the major problems of a country and generating voter-
market oriented political services and ensuring the best satisfaction of the voters, a separate
ministry might be established.
Question: Do you think that leaders and government officers, who have directly involved in
designing and delivering political services to the voter-market, should have formal knowledge
or training about political services marketing?
358
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Yes, an effective training on this concept would be able to disseminate the formal
knowledge that will help the political services related leaders and officers to be voter-market
oriented and deliver the best services.
Question: From the view point of marketing, any product or services is a problem solving
packet. In this connection, do you think that any problem may be solved by using marketing
policies and strategies?
Answer: Yes, the main reason behind anti-peaceful society is problem. As every product is a
problem solving packet. Therefore, marketing can ensure problem free Bangladesh and
problem free Bangladesh would be a peaceful Bangladesh.
Sayeed, A. (2013) After having a non-profit marketing treatment on political services
marketing concept, Professor Dr. Abu Sayeed appreciated the world new concept in politics.
He agreed to apply this concept in his constituency as a political services marketer. He
expressed that the new concept will help all the political leaders and organizations to create a
peaceful political competitive environment. He also said in his valuable opinion, profitable
and non-profitable organizations are trying to win their market in a peaceful competitive
environment by using marketing policies and strategies. So that, all political organizations are
performing marketing activities and competing to win the voter market to form the
government for serving the national market under non-profit marketing. In this connection, all
leaders and political organizations of Bangladesh should acquire knowledge about Political
Services Marketing to create a peaceful competitive environment. In this view, he requested
the author of this article to arrange a training course to disseminate the new political services
marketing concept for the all level of political leaders of all the political organizations in
Bangladesh.
Inu, H.H. (2013). Ministry of Information, Government of the People’s Republic of
Bangladesh, after sharing the new concept about non-profit marketing in politics as a research
treatment, it was observed that the attitude and perception of the HE Minister had been
changed in favor of the new Political Services Marketing concept.
The H.E Minister said in his opinion, “Political Services Marketing for Peaceful
Bangladesh” is a work on time-relevant hypotheses of marketing political services with a
view to promote peace in the country. The research has elaborated the concept of Political
Services marketing to be materialized by the political parties with cooperation of the Election
359
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Commission. He said in his opinion, there are some ways and means that seem to be an
effective method of delivering services to people by the political organization and achieving
an ideal image for the organization itself at the same time. He also wished success of the
efforts and studies on this hypothesis.
Rashid, K.F. (2014). As an experiment under pre-test post test method to measure the
changing attitude and perception on the new concept, “Political Services Marketing for
Peaceful Bangladesh” I asked to know the present knowledge about marketing to this famous
leader of the Jatio Party. He said that it is a commercial term as selling activities of product
and services. Then I defined and explained the profit marketing, non-profit marketing, and
social marketing in relation to the new concept “Political Services Marketing for Peaceful
Bangladesh” as a research treatment. After having the given treatment he highly appreciated
the concept. He said, actually all political organizations performed all marketing activities
without knowing the formal marketing policies and strategies like the distinguished profitable
and non-profitable marketing organizations. The profitable and non-profitable organizations
tried to win their market through identifying the needs and wants of their market and creating,
delivering and communicating superior customer value in a peaceful competitive
environment. As well as all political organizations should follow their marketing techniques.
Then it will be possible to create a peaceful competitive environment by applying the political
services marketing concept for the socio-economic development of Bangladesh.” At the end
of the experiment, he requested to the author to conduct a training course on “Political
Services Marketing for Peaceful Bangladesh” for the leaders at all levels of the political
organizations in Bangladesh.
Alamgir, M.F.I (2014). (Would you please answer the following questions after having the
basic marketing knowledge and how is it applicable in politics?)
Question: How would you define marketing in your own words?
Answer: Marketing means creating, pricing, delivering and communication of problem
solving activities for a target group of people. It may be profitable or non-profitable.
Question: What do you mean by services marketing?
Answer: Delivering any benefits for the society.
Question: How would you define political services marketing as a political leader?
360
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Winning the voter market in a competitive marketing environment and forming
government to serve the nation for a specific period of time by analyzing, creating, delivering
and communicating services of value.
Question: How would you define the social marketing activity?
Answer. Social marketing Influences social behaviors, not to benefit the marketer but to
benefit the target audience or general society.
Question: How would you define voter market?
Answer: A set of present and potential voters or beneficiaries of a product or services who
want political services from a winning political organization in election.
Question: Do you agree that all political parties are trying to attract the voter-market for
achieving power to provide political services by using all government agencies for the society
as a whole?
Answer: Yes, I strongly agree that all political parties are trying to achieve power for
providing political services by using government structure or agencies for the society as a
whole.
Question: In your view point of long political experiences, what should the evaluating
criterion for choosing the best political party as a voter?
Answer. The best services (functional + emotional benefits) provider in a competitive
political environment.
Question: In your own consideration, what is the most important factor to consider a
candidate for vote in your locality?
Answer. I think the most important factor in considering a political candidate who is the best
problem solving services provider as a leader from those of competition.
Question: Do you believe that the ruling political party or alliance is exchanging services
with the existing voters and potential voters of a democratic country?
Answer: Yes, I believe that the ruling political party or alliance is exchanging services with
the voter-market.
Question: Do you agree that a political party or alliance is charging taxes, duties, tariffs,
selling revenue stamps as the cost against the providing services for the nation through a
political process by using government structure which may be called as political services?
Answer: I disagree with this question. I think the government and the political organizations
are not the same thing. Actually government is serving the nation.
361
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Do you think that an MP is playing a marketer role of political services marketing
in your locality as the representative of concerned political organization by creating problem
solving services?
Answer. Yes, but before election, a MP candidate is a representative of a political
organization. But after election, An MP becomes a representative of the general people or
public representative.
Question: Do you think that political competition should be on the basis of superior value in
turn, what a political organization have done at past and what the organization’s commitments
in future (functional + emotional benefits) ?
Answer: Yes, I think, political competition among the political organizations in a
democratic country should be on the basis of what the political organization have done at past
and what the organization’s future commitments for the nation.
Question: What is the best way to win the voter mandates or voter- market in a competitive
environment?
Answer: Publicity and public relationship, and using electronic, print media for impersonal
and personal communication like different commercial organizations highlighting the
competitive advantage of the concerned party.
Question: What are the main marketing activities of a ruling political party or alliance after
forming the government?
Answer: To ensure economic development, to control the law and order situation, identifying
the socio-economic problems and solve those through creating, delivering and communicating
services or products offerings and to ensure the fundamental needs of the nation?
Question: Do you agree that every political party is performing as non-profit services
marketing activities like other services marketing organizations through identifying needs and
wants of a group of people and meeting those needs through creating, delivering and
communicating services?
Answer. Strongly disagree.
Question: Do you agree that all political organizations should follow voter-oriented
marketing strategies as well as the profitable and non-profitable marketing organizations to
make a peaceful political competition which might be the alternative way of traditional
political culture?
Answer: Yes, I agree that all political organizations should follow voter-oriented marketing
strategies to make a peaceful political competition.
362
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: What is the ultimate objective of hartal, picketing and firing, killing of oppositions,
blocking roads and high ways and rail of traditional political culture?
Answer: In my view, the ultimate objective is to protect the major anti-national interested
actions of ruling political organization or government.
Question: Do you think that government should have a marketing ministry to conduct
different types of marketing research for identifying the fundamental needs and wants of
voters and analysis, planning, implementing and controlling of carefully formulate the
political services marketing programs efficiently and effectively?
Answer: No, I think, no need of a separate ministry. But every ministry should be voter-
market oriented. They should ensure voter-satisfaction with a view of customer care.
Question: Do you think that leaders and government officers, who have directly involved in
designing and delivering political services to the voter-market, should have formal knowledge
or training about political services marketing?
Answer: Yes, leaders at all levels of all political organizations and government officers
should have formal knowledge in non-profit marketing to ensure the best satisfaction of the
voter-market.
Question: From the view point of marketing, any product or services is a problem solving
packet. In this connection, do you think that any problem may be solved by using marketing
policies and strategies?
Answer: Yes, the main reasons behind anti-peaceful society are problems. As every
product/services is a problem solving packet. Therefore, marketing can ensure problems free
Bangladesh and problem free Bangladesh would be a peaceful Bangladesh.
Alam, M. S (2014) (Would you please answer the following questions after having the basic
marketing knowledge and how is it applicable in politics?)
Question: How would you define marketing in your own words?
Answer: Marketing means creating, pricing, communicating and delivering something for a
group of people who share a similar need or want.
Question: What do you mean by services marketing?
Answer: Any acts or benefits for the well being of the society and humanity.
Question: What is political services marketing?
Answer: Political services means to change the society and the future of 90% people through
revelatory movements and free fare election.
363
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Which one is the social marketing activity?
Answer. Social marketing is the social process by which individuals and groups obtain what
they needs and wants through creating, communication, pricing and delivering of superior
value of a product or services.
Question: How would you define voter market?
Answer. Voter market means the present and potential national ID holders who want some
expected products toward a political organization.
Question: Do you agree that the ultimate objectives of all political parties are trying to
achieve power for providing political services by using all government agencies for the
society as a whole?
Answer: Yes, I agree that the main objective of all political organizations are to attract the
voters for winning power to serve the nation by using government structure for a certain
period of time as stated in the constitution of a country.
Question: In your view point of long political experiences, what is the evaluating criterion for
choosing the best political party as a voter?
Answer. In my experience, voters should consider a progressive political leader to select for
vote.
Question: In your own consideration, what is the most important factor to consider a
candidate for vote in your locality?
Answer. I think, all voters should consider the best services provider political leader to select
a candidate for vote who would be able to solve the voters’ problems comparatively.
Question: Do you believe that the ruling political party or alliance is exchanging services
with the existing voters and potential voters of a democratic country?
Answer: Yes, but at present the alliance is not exchanging services with the voter market.
Question: Do you agree that the ruling political party or alliance is charging taxes, duties,
tariffs, selling revenue stamps as the costs against the providing services for the nation
through a political process which may be called as political services?
Answer: I am indifferent on this question.
Question: Do you think that an MP is playing a marketer role of political services marketing
in his or her locality as a representative of a political organization by creating and delivering
the problem solving services?
Answer. No, I think the MPs are not playing a marketer role in political services marketing.
364
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Do you think that political competition should be on the basis of superior value in
turn, what a political organization have done at past and what the organization’s commitments
in future (functional + emotional benefits) ?
Answer: Definitely, the political competition should be on the basis of how the political
organizations are served the nation and how they are committed to serve the nation in future.
Question: What is the best way to win the voter mandates or market in a competitive
environment?
Answer: I think, publicity and public relation is the best way to win the voters’ mandates.
Question: What are the main marketing activities of a ruling political party or alliance after
forming the government?
Answer: The main marketing activities are to identify the fundamental problems of the
voters for solving those problems.
Question: Do you agree that every political party is performing as non-profit services
marketing activities like other services marketing organizations through identifying needs and
wants of a group of people and meeting those needs through creating, delivering and
communicating services?
Answer. I am indifferent on this question.
Question: Do you agree that all political parties should marketing practices as well as the
profitable and non-profitable marketing organizations to make a peaceful political
competition?
Answer: I am indifferent on this question.
Question: What is the ultimate benefit of hartal, picketing, and firing, killing of oppositions,
making obstacles on rail, road or any other violence?
Answer: In my view, the ultimate objective of traditional political practice like roads and
high-way blocking, hartal, firing vehicles, terrorist attack, force creating gathering is to
protest against the anti-public interested activities of the government.
Question: Do you think that government should have a marketing ministry to conduct
different types of marketing research for identifying the needs and wants of voters and
analysis, planning, implementing and controlling of carefully formulate the political services
marketing programs to win the voter market and measuring the level of satisfaction of voter
market?
Answer: Yes, I think to provide effective political services to the nation, a different ministry
would be more careful to ensure best services.
365
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Do you think that leaders and government officers, who have directly involved in
designing and delivering political services to the voter-market, should have formal knowledge
or training about political services marketing?
Answer: Yes, but slightly.
Question: From the view point of marketing, any product or services is a problem solving
packet. In this connection, do you think that any problem may be solved by using marketing
policies and strategies?
Answer: Classification character or social classes of the society in a state should be
eliminated. No services would be for mankind without anti-exploited society. Corrupted and
exploited society is not the sign of democracy and humanity. Socialism can build a country
peaceful. Because, the main reason of a conflicted society is exploitation among the society.
Dudu, S. (2013). I tried to know his existing knowledge about market and marketing. But he
could not explain the actual meaning of the market and marketing. Then I discussed with him
about the formal knowledge of market and marketing. After having non-political marketing
concept, it was found that his attitude and perception had been changed toward the new
political services marketing for peaceful Bangladesh. He agreed to apply marketing concept to
build his political career in his territory and disseminate the concept among the leaders of the
Bangladesh Nationalist Party. He said that the competitive advantage (voter-oriented superior
political services) should be the only one tool to win political market for forming government
to serve the nation. At present political context, all political parties should follow this new
marketing concept to create a peaceful competitive political environment. He argued that the
religious sentiments and propaganda are the major problems for political services marketing
practices in Bangladesh. The advisor requested me to arrange a training course for the
political leaders of all political organization in Bangladesh.
Rizvi, R.K. (2013). I requested the leader to explain about market and marketing and how it
is close to political services marketing. He replied that market is a place where products are
sold and bought, and marketing is some promotional activities to encourage the customers or
voters. Then I briefly oriented him about market, marketing, social marketing and political
services marketing concept. From this view points, he explained that political organizations
are performing marketing activities. But only marketing activities are not enough to attract the
voters. In politics, there are some psychological and ethical factors that should be considered
to win voter market in Bangladesh. In conversation, I told him marketing activities are
366
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
offering functional value as well as emotional value of product or services in considering the
psychological and ethical issues of the market. So, political services marketing concept might
be applicable in politics to create a peaceful competitive market. At the end of the experiment,
it was found that his attitude and perception on the new concept had been changed. But he
again emphasized on the psychological, cultural and ethical issues in politics besides the
political services marketing concept.
Nandi, S. R. (2014). (Would you please answer the following questions after having the basic
marketing knowledge and how is it applicable in politics?)
Question: How would you define marketing in your own words?
Answer: Marketing means creating, pricing, delivering and communicating of problem
solving products and services.
Question: What do you mean by services marketing?
Answer: Any act or benefit that can be offered by one party to another party that is
essentially intangible to build a relationship between both parties.
Question: What is political services marketing?
Answer: In a political competitive environment, winning power and forming government for
a specific period of time to serve the nation by identifying fundamental national problems,
creating solutions, delivering and communicating those to satisfy the voters.
Question: Which one is the social marketing activity?
Answer. Instead of self interest, social marketing means influencing the behavioral changes
of a group of people for their greater interest.
Question: How would you define voter market?
Answer. A set of present and future voters of a democratic country who expects certain level
of political services after giving their mandate to a political organization or alliance in a
election.
Question: Do you agree that the ultimate objectives of all political parties are trying to
achieve power for providing political services by using all government agencies for the
society as a whole?
Answer: Yes, I strongly agree that all political parties are trying to achieve power for
providing political services by using government structure or agencies for the society as a
whole.
367
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: In your view point of long political experiences, what is the evaluating criterion for
choosing the best political party as a voter?
Answer. The political organization who seems to be the best services (functional + emotional
benefits) provider in a competitive political environment.
Question: In your own consideration, what is the most important factor to consider a
candidate for vote in your locality?
Answer. The candidate who has higher problem solving capacity for the people in his locality
that those of competition.
Question: Do you believe that the ruling political party or alliance is exchanging services
with the existing voters and potential voters of a democratic country?
Answer: Yes, I believe that the ruling political party or alliance is exchanging services with
the existing and potential voter-markets under a non-profit marketing concept.
Question: Do you agree that the ruling political party or alliance is charging taxes, duties,
tariffs, selling revenue stamps as the costs against the providing services for the nation
through a political process which may be called as political services?
Answer: Yes, in the view point of marketing, the given services may be called political
services as a political organization or an alliance is getting chance to serve the nation through
a political process. In fact, politics generated services are political services.
Question: Do you think that an MP is playing a marketer role of political services marketing
in his or her locality as a representative of a political organization by creating and delivering
the problem solving services?
Answer. Yes, I think every MP is playing the role of a market through creating and delivering
local problem solving services as a representative of a political organization as well as a
government representative.
Question: Do you think that political competition should be on the basis of superior value in
turn, what a political organization have done at past and what the organization’s commitments
in future (functional + emotional benefits) ?
Answer: Yes, I think, political competition should be derived on the basis of competitive
services for the society.
Question: What is the best way to win the voter mandates or market in a competitive
environment?
Answer: Dramatic advertising based on organizational ideologies, mission vision and
successfully implementing the election promises like television commercial and future
368
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
believable commitment for the nation in broad-casting Media as well as communicating by
using publicity and public relation.
Question: What are the main marketing activities of a ruling political party or alliance after
forming the government?
Answer: The main marketing activities of a ruling political organization are ensuring the
higher living standard by identifying the socio-economic problems for creating, delivering
and communicating services for the voter market.
Question: Do you agree that every political party is performing as non-profit services
marketing activities like other services marketing organizations through identifying needs and
wants of a group of people and meeting those needs through creating, delivering and
communicating services?
Answer. Strongly agree that a political organization or alliance is serving the nation as the
non-profit services marketing organizations by using the government agencies.
Question: Do you agree that all political parties should marketing practices as well as the
profitable and non-profitable marketing organizations to make a peaceful political
competition?
Answer: Yes, I strongly agree that every political organization should be voter-market
oriented and competition should be based on competitive advantages instead of any violence.
Question: What is the ultimate benefit of hartal, picketing, and firing, killing of oppositions,
making obstacles on rail, road or any other violence?
Answer: I think the ultimate objective of a political organization is creating obstacle to
protect the developing activities of a ruling political organization in Bangladesh. Because, no
political organization appreciates any single developing activities of the ruling political
organizations.
Question: Do you think that government should have a marketing ministry to conduct
different types of marketing research for identifying the needs and wants of voters and
analysis, planning, implementing and controlling of carefully formulate the political services
marketing programs to win the voter market and measuring the level of satisfaction of voter
market?
Answer: Yes, I think a new specialized ministry can be helpful to provide political services
effectively and efficiently.
369
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: Do you think that leaders and government officers, who have directly involved in
designing and delivering political services to the voter-market, should have formal knowledge
or training about political services marketing?
Answer: Yes, because all political organizations are performing marketing activities but they
have no formal marketing knowledge. Training will provide formal marketing knowledge and
change the present attitude toward voter-market satisfaction.
Question: From the view point of marketing, any product or services is a problem solving
packet. In this connection, do you think that any problem may be solved by using marketing
policies and strategies?
Answer: Yes, I think problem free Bangladesh is a symbol of peaceful Bangladesh. The main
activities of marketing are to solve the problems by offering multi-services. Therefore,
problem free Bangladesh would be a peaceful Bangladesh.
Bhuiyan, R.I. (2014). (Would you please answer the following questions after having the
basic marketing knowledge and how is it applicable in politics?)
Question: How would you define marketing in your own words?
Answer: Marketing means creating, pricing, delivering and communication of problem
solving activities for a target group of people. It may be profitable or non-profitable.
Question: What do you mean by services marketing?
Answer: Performing activities for humanities and social welfare.
Question: How would you define political services marketing as political leader?
Answer: Political services marketing means winning political power through a election
process and forming government to serve the society.
Question: How would you define the social marketing activity?
Answer. A social process by which an individual or group obtain what they needs and wants
by creating, delivering and communicating of services or products.
Question: How would you define voter market?
Answer: A set of present and potential voters or beneficiaries of a product or services who
want political services from a winning political organization in election.
Question: Do you agree that all political parties are trying to attract the voter-market for
achieving power to provide political services by using all government agencies for the society
as a whole?
370
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Yes, I strongly agree that all political parties are trying to achieve power for
providing political services by using government structure or agencies for the society as a
whole.
Question: In your view point of long political experiences, what should the evaluating
criterion for choosing the best political party as a voter?
Answer. No comments to this question.
Question: In your own consideration, what is the most important factor to consider a
candidate for vote in your locality?
Answer. I think the most important factor in considering a political candidate who is the best
problem solving services provider as a leader from those of competition.
Question: Do you believe that the ruling political party or alliance is exchanging services
with the existing voters and potential voters of a democratic country?
Answer: Yes, I believe that the ruling political organization or alliance is exchanging services
with the voter-market.
Question: Do you agree that a political party or alliance is charging taxes, duties, tariffs,
selling revenue stamps as the cost against the providing services for the nation through a
political process by using government structure which may be called as political services?
Answer: I agree that a winning political organization uses government structure for collecting
revenue and donation for creating and delivering political services. These services can be
called as political services, because these services are generating through a political process.
Question: Do you think that an MP is playing a marketer role of political services marketing
in your locality as the representative of concerned political organization by creating problem
solving services?
Answer. No the MPs are not playing a marketer role as the representative of a political
organization in his or her locality like different non-profit marketing organizations.
Question: Do you think that political competition should be on the basis of superior value in
turn, what a political organization have done at past and what the organization’s commitments
in future (functional + emotional benefits) ?
Answer: Yes, I think, political competition among the political organizations should be on
the basis of what the political organization have done at past and what the organization’s
future commitments for the nation.
Question: What is the best way to win the voter mandates or voter- market in a competitive
environment?
371
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Answer: Publicity and public relationship.
Question: What are the main marketing activities of a ruling political party or alliance after
forming the government?
Answer: To ensure economic development, to control the law and order situation, identifying
the socio-economic problems and solve those through creating, delivering and communicating
services or products and to meet the fundamental needs of the nation?
Question: Do you agree that every political party is performing as non-profit services
marketing activities like other services marketing organizations through identifying needs and
wants of a group of people and meeting those needs through creating, delivering and
communicating services?
Answer. Disagree. A Ruling political organization is serving the nation by winning power
and forming government. But not like the other non-profit organizations.
Question: Do you agree that all political organizations should follow voter-oriented
marketing strategies as well as the profitable and non-profitable marketing organizations to
make a peaceful political competition which might be the alternative way of traditional
political culture?
Answer: Yes, I agree that all political organizations should follow voter-oriented marketing
strategies to make a peaceful political competition which may be the alternative way of
traditional political culture.
Question: What is the ultimate objective of hartal, picketing and firing, killing of oppositions,
blocking roads and high ways, rail and water ways of traditional political culture?
Answer: In my view, the ultimate objective is to protect the major anti-national interested
actions of ruling political organization or government.
Question: Do you think that government should have a marketing ministry to conduct
different types of marketing research for identifying the fundamental needs and wants of
voters and analysis, planning, implementing and controlling of carefully formulate the
political services marketing programs efficiently and effectively?
Answer: No, I think, no need a separate ministry.
Question: Do you think that leaders and government officers, who have directly involved in
designing and delivering political services to the voter-market, should have formal knowledge
or training about political services marketing?
Answer: No, I did not agree with this question.
372
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Question: From the view point of marketing, any product or services is a problem solving
packet. In this connection, do you think that any problem may be solved by using marketing
policies and strategies?
Answer: Yes, marketing involve with identifying problems and solving problems. In this way
marketing concept in politics may be helpful to build a peaceful Bangladesh. In fact, there is
no marketing in politics. Hence, the term is different, effective programs can attract the older
and new voters. So that effective programs can build a peaceful Bangladesh.
5.3 Attitudes and perceptions of 100 Political Leaders and Govt. Officers at Local
Government of Bangladesh as they involved in services creating and delivering to the
voter market. (Results of Sample No.2)
The local government is playing an important role in creating, delivering and communicating
services for the multi-market or local people of each upazila of Bangladesh. There are 17
committees, every committee is headed by Upazila Vice-chairman and the member secretary
is the departmental head as a government officer. These committees identify the fundamental
needs and wants of the concern group of people (market) which is comparable with market-
segment. Then they undertake service creating draft projects on priority basis for covering the
election manifest of the ruling political organization and delivering the routine services within
the limited resources subject to the approval of Upazila Parishad. The local Member of
Parliament plays an advisory role, Upazila Chairman plays the head role and the Upazila
Nirbahi Officer plays the executive role in each upazila parishad. The all Union Parishad
Chairmen are the members of the Upazila parishad. From the view point of marketing, it is
observed that the ruling political organization or alliance is trying for creating, delivering and
communicating services by using the ministry of Local Government and fifteen other
ministries. In this context, Local government is performing the marketing activities without
any formal knowledge in marketing as a non-profit marketing organization. Therefore, to
measure the attitudes and perceptions of the political leaders and government officers of the
local government, a sample of one hundred political leaders and officers has been selected by
applying convenient technique from 30 upazilas.
An experiment has been held on the 100 political leaders and government officers who were
attending training under upazila governance project at upazila level of Bangladesh in the
laboratories at the National Institute of Local Government and the Bangladesh Institute of
Management. The experiment conducted at three laboratories, two were at NILG and one
373
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
was at BIM, Dhaka. After sharing the political services marketing concept and how a ruling
political organization or alliance is serving the nation by using the local government structure
in support of concerned ministries. After giving the conceptual treatment, a structure
questionnaire was served to measure the attitudes and perceptions of the local political leaders
and first class government officers. The opinions of the sample respondents are analyzed
below:
The above mentioned table no. 1 shown that 52 percent respondents were master degree
holders, 20 percent respondents were degree holders, 12 percent respondents were HSC
holders and only 3 percent respondents were below SSC.
Table No. 2 : Experience of the Sample Respondents
Frequency Percent Valid Percent Cumulative Percent
Valid
0-5 years 23 23.0 23.5 23.5
6-10 years 14 14.0 14.3 37.8
11-15
years
18 18.0 18.4 56.1
16-20
years
11 11.0 11.2 67.3
20-above 32 32.0 32.7 100.0
Total 98 98.0 100.0
Missing System 2 2.0
Total 100 100.0
Table No. 1 : Level of Education of the Sample Respondents
Frequency Percent Valid Percent Cumulative
Percent
Valid
Below SSC 3 3.0 3.0 3.0
SSC 12 12.0 12.0 15.0 HSC 13 13.0 13.0 28.0 Degree 20 20.0 20.0 48.0 Master Degree 52 52.0 52.0 100.0 Total 100 100.0 100.0
374
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The sample respondents had different levels of working experience as the political leaders or
government officers. The table no.-3 shows that 32 percent was above 20 years experience, 11
percent was 16 to 20 years experience, and 18 percent was 11 to 15 years experience, 14
percent was 6 to 10 years experience, 23 percent was 0 to 5 years experience.
Table No. 3 : Upazila / District of Sample Area.
Frequency Percent Valid Percent Cumulative Percent
Valid
13 13.0 13.0 13.0 Adarsha Sadar, Comilla 6 6.0 6.0 19.0 Azmirigonj, Habigonj 3 3.0 3.0 22.0 Bagerhat Sader 1 1.0 1.0 23.0 Baksigonj, Jamalpur 4 4.0 4.0 27.0 Barura, Commilla 3 3.0 3.0 30.0 Biani Bazar, Sylhet 6 6.0 6.0 36.0 Biswnath, sylhet 2 2.0 2.0 38.0 Chhatak, Sunamgonj 2 2.0 2.0 40.0 Comilla Sadar 1 1.0 1.0 41.0 Debhata, Satkhira 4 4.0 4.0 45.0 Debidwar, Comilla 3 3.0 3.0 48.0 Dhobaura, Mymensingh 6 6.0 6.0 54.0 Gopalpur, Tangail 4 4.0 4.0 58.0 Habigonj Sadar 3 3.0 3.0 61.0 Haluaghat 4 4.0 4.0 65.0 Kulaura, Moulabibazar 1 1.0 1.0 66.0 Langalkot, Comilla 3 3.0 3.0 69.0 Madhabpur, Habigonj 2 2.0 2.0 71.0 Manirampur, Jessore 1 1.0 1.0 72.0 Mymensingh Sadar 1 1.0 1.0 73.0 Narayangonj 1 1.0 1.0 74.0 Phulbaria, Mymensingh 2 2.0 2.0 76.0 Phulpur, Mymensingh 4 4.0 4.0 80.0 Rajnagar, Moulabibazar 7 7.0 7.0 87.0 Rajnek, Comilla 2 2.0 2.0 89.0 Rampal, Bagerhat 4 4.0 4.0 93.0 Sharankhola, Pirojpur 1 1.0 1.0 94.0 Shribardi, Sherpur 4 4.0 4.0 98.0 Sylhet Sadar 2 2.0 2.0 100.0 Total 100 100.0 100.0
375
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The table no.-3 shown that the political leaders and officers as the sample respondents have
been selected from 32 upazila of 14 districts in Bangladesh as they are involved directly to
undertake various projects for creating, delivering and communicating services among the all
upazila people of 64 districts. The above mentioned table also shows that 13 percent
respondents did not mention their upazila and district names.
The table no.-4 shown that out of one hundred sample respondents 45 percent were political
leader such as upazila Chairman, Vice Chairman and 55 percent were government service
holders such as Upzila Nirbahi Officers, Engineers, Education Officers, Family Planning
Officers, Agriculture Officers who are representing the all local elected politicians and
government officers in generating and delivering services in each upazila under concerned
ministries of Bangladesh under the Local Government Division.
This question was asked to measure the perceptions of the political leaders and officers about
marketing concept in politics. By using one shot post test method has been applied to
examine their perceptions on political services marketing for peaceful Bangladesh. In fact, a
ruling political organization or alliance declares an election manifest as a bundle of services.
After election, the winning political organization forms the government to use the
government structure to serve the nation by using upazila parishad as a non-profit
organization. The elected political leaders like chairman, vice chairman of the parishad and
the all government officers are performing marketing activities but they have no formal
knowledge. In this regard, this question is requested to find out the scope of using political
services marketing concept in politics in Bangladesh.
Table No. 4 : Profession of the Sample Respondents
Frequency Percent Valid Percent
Cumulative Percent
1. Politician 45 45.0 45.0 47.0
2. Government Services Holders
55 55.0 55.0 100.0
Total 100 100.0 100.0
376
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Table No. 5 : Perception on Marketing of the Politicians and Government Services
Holders
Frequency Percent Valid Percent Cumulative Percent
1. Purchasing or buying something from a market
5 5.0 5.0 5.0
2. communication with the buyers
9 9.0 9.0 14.0
3. creating, pricing, delivering and communication of problem solution
86 86.0 86.0 100.0
Total 100 100.0 100.0
The table no.-5 shown that 86 percent of the sample respondents answered that marketing means creating, pricing, delivering and communication of problem solution. 9 percent sample respondents said that marketing means communicating with the buyers. And only 5 percent sample respondents’ defined marketing as purchasing or buying something from a market. This experiment shown that major political leaders and government officers who are directly involved in creating, pricing, delivering and communicating various services in multi-segments have agreed that they are performing marketing activities. This question was asked to examine the perception on services marketing of the political leaders and government officers at upazila level. The main objective of this question was to measure how they aware their performing activities as the services marketing in relation to the political services marketing concept.
Table No. 6 : Perception on Services Marketing of the Politicians and Government
Services Holders
Frequency Percent Valid
Percent
Cumulative
Percent
1. Repairing of physical durable
products
3 3.0 3.0 3.0
2. Any benefits for the society 12 12.0 12.0 15.0
3. Any intangible benefits or
activities that can be satisfied
through exchange relationship
at a profit or non-profit.
65 65.0 65.0 80.0
4. Doing something for the
humanity and social welfare
20 20.0 20.0 100.0
100 100.0 100.0
377
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The table no. - 6 shown that 3 percent sample respondent defined services as repairing of
physical durable products, 12 percent respondents answered that services as any benefits for
the society, 65 percent respondents defined services as any intangible benefits or activities
that can be satisfied through exchange relationship at a profit or non-profit, 20 percent sample
respondents answered services as doing something for the humanity and social welfare. It is
found that the major respondents agreed the right answer which indicates that the elected
political leaders and government officers are delivering services. These provided services are
very close to political services marketing concept.
The main objective of this question was to measure the perceptions of the sample respondents
toward political services marketing concept and how the concept was closely connected with
their present activities.
Table No. 7 : Perception on Political Services Marketing of the Political Leaders and
Services Holders
Frequency Percent Valid
Percent
Cumulativ
e Percent
1. Winning election and
forming government for
serving the nation
7 7.0 7.0 7.0
2. After forming government
to serve the nation.
7 7.0 7.0 14.0
3. In a competitive
environment, winning
power for creating,
delivering and
communicating services.
85 85.0 85.0 99.0
4. Winning state power by
force to serve the nation
1 1.0 1.0 100.0
Total 100 100.0 100.0
The table no. 7 shown that 7 percent sample respondents answered that political services
marketing means for winning election and forming government for serving the nation, another
7 percent respondents defined political services marketing as forming government to serve the
nation, 85 percent sample respondents defined political services marketing as winning power
in a competitive environment for creating, delivering and communicating services, and only 1
percent respondent answered political marketing means winning power by force to serve the
nation.
378
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The main objective of this question was to measure the perceptions on how social marketing
concept can change the behavior of voter-market.
Table No. 8 : Perception on Social Marketing of the Sample Respondents
Frequency Percent Valid
Percent
Cumul
ative
Percent
1. Influencing social behaviors
not to benefit the marketer but
to benefit the target audience or
general society
32 32.0 32.3 32.3
2. Earning profit through social
welfare
6 6.0 6.1 38.4
3. A social process of creating,
delivering and communicating
of values
59 59.0 59.6 98.0
4. Non-profit business 2 2.0 2.0 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
The table no. 8 shown that 32 percent sample respondent defined social marketing as
influencing social behaviors not benefited the marketer but benefited the target audience or
general society, 6 percent respondents answered that social marketing means earning profit
through social welfare, 59 percent respondents defined social marketing as a social process of
creating, delivering and communication of values, 2 percent respondents defined the term as
non-profit business. It was found that 32 percent respondents well defined the right answer.
This question was asked to examine the perception of the sample respondents on how they
define voter-market from the view point of non-profit marketing and where they are providing
services from the upazila parishad.
379
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Table No. 9 : Perception on Voter-market of the Sample Respondents
Frequency Percent Valid Percent
Cumulative
Percent
1. A place where products are available
5 5.0 5.0 5.0
2. A place where a leader buys and sells voters
3 3.0 3.0 8.0
3. A set of present and potential voters or beneficiaries who expect a certain level of services.
86 86.0 86.0 94.0
4. In a period of time how the voters are selling at a cost
6 6.0 6.0 100.0
Total 100 100.0 100.0
The table no. 9 shown that 5 percent sample respondents defined voter-market as a place
where products are available, 3 percent respondent answered as a place where a leader buys
and sells voters, 86 percent respondents defined that voter-market as a set of present and
potential voters or beneficiaries who expect a certain level of services and 6 percent
respondents define the term as how the voters are selling at a cost for a period of time.
The ultimate objective of this question was to measure the attitudes of the sample respondents
on the main objective of all political organizations in politics.
Table No. 10 : Attitudes on the Main Objective is to win Political Power for serving the
Nation of all Political Organizations of the Sample Respondents
Frequency Percent Valid Percent
Cumulative Percent
1. Strongly Agree 7 7.0 7.0 7.0
2. Agree 3 3.0 3.0 10.0
3. Neither agree nor Disagree
10 10.0 10.0 20.0
4. Disagree 45 45.0 45.0 65.0
5. Strongly Disagree 35 35.0 35.0 100.0
Total 100 100.0 100.0
The table no. 10 shown that 7 percent sample respondents strongly agreed that the main
objective of all political organizations to serve the nation, 3 percent agreed, 10 percent
respondents were indifferent, 45 percent has disagreed and 35 percent respondents have
380
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
strongly disagreed. It was found that the main objective of all political organizations should
winning power to serve the nation. But now a day they are not in right track. They are very
much selfish.
This question was asked to know how a voter selected the best option from the political
competitors for getting services. In marketing concept, normally a buyer chooses the superior
value (functional and emotional value against a cost). The ultimate objective of this question
was to examine how marketing system working in a democratic political competition in
Bangladesh.
Table No. 11 : Evaluating Criterion for choosing the best Political Organization of a
voter
Frequency Percent Valid Percent
Cumulative Percent
1. The party who seems to
be the best functional and
emotional services
provider in a competitive
atmosphere
67 67.0 67.0 67.0
2. The party who has a great
historical background
11 11.0 11.0 78.0
3. The leftist parties 22 22.0 22.0 100.0
Total 100 100.0 100.0
The table no. 11 shown the 67 percent sample respondents answered that the party who seems
to be the best functional and emotional services provider in a competitive atmosphere. 11
percent respondents said the party having a great historical background and 22 percent said
that the leftist parties are the best options. It was observed that the major voters for choose the
political organization as believable and best services or value provider.
This question was asked to identify the main factor in considering a political candidate for
vote. Every political candidate is just like a product because s/he had a certain level of
demand in his/ her voter-market. A candidate might try to develop him-self or her-self as the
voter-market demand. In this context, a terrorist candidate might be converted into a pious
and honest man or best problem solving candidate.
381
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Table No. 12 : Factors affecting for choosing a Candidate for Vote
Frequency Percent Valid Percent
Cumulative Percent
1. Top terrorist 9 9.0 9.0 9.0
2. Honest and pious man
9 9.0 9.0 18.0
3. Rich man of the locality
2 2.0 2.0 20.0
4. Best problem solving services provider
80 80.0 80.0 100.0
Total 100 100.0 100.0
The table no. 12 shown that 9 percent sample respondents chose a candidate for vote as a top
terrorist. Another 9 percent respondent considered honest and pious man for vote, 2 percent
respondents considered the rich man of the locality and 80 percent voters are being affected
by best problem solving services provider to select the best candidate for vote. This
experiment shows that the major upper class voters are considering the candidate as the best
problem solving person as a candidate for vote.
This question was asked to examine the perception of political leaders and government
officers on how exchange system is working between two parties because; exchange is the
core concept underlying marketing.
Table No. 13 : Perception on Exchange between the Ruling Political Organization and
the Voters
Frequency Percent Valid Percent
Cumulative Percent
1. Yes 68 68.0 68.7 68.7
2. No 31 31.0 31.3 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
The table no. 13 shown the 68 percent sample respondents answered that there was an
exchange between the ruling political organization and the voters. 31 percent respondents said
that no exchange is occurring between two parties and 1 percent did not give their opinions in
382
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
this regard. It was examined that there was an exchange between political organization and
voters. This is the core area or marketing.
The main objective of this question was to measure the attitude of the political leaders and
government officers for calling public services as political services marketing.
Table No. 14 : Attitudes on Exchanging Services as Political Services
Frequency Percent Valid Percent
Cumulative Percent
1. Strongly Agree 10 10.0 10.1 10.1
2. Agree 7 7.0 7.1 17.2
3. Neither agree nor
Disagree
26 26.0 26.3 43.4
4. Disagree 44 44.0 44.4 87.9
5. Strongly Disagree 12 12.0 12.1 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
The table no. 14 shown that 10 percent sample respondents were agreed to call the public
services as the political services. 7 percent respondents were agreed. 26 percent respondents
were indifferent. 44 percent respondents were disagreed and 12 percent respondents were
strongly disagreed. It is examined that around 43 percent respondents have changed their
attitude on political services marketing and 56 percent disagreed to call the public services as
political services because they are habituated to call the government services as public
services.
This question was asked to examine the perceptions of the political leaders and government
officers on how they were considering an MP/Upazila Chairman as a non-profit marketer. In
the view point of marketing every service generating organization is a marketing organization
and the head of the organization is a marketer.
383
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Table No. 15 : Perception on the MPs and Upazila Chairmans as the Marketer in
delivering Services from a Upazila as a Non-profit Organization
Frequency Percent Valid Percent
Cumulative Percent
1. Yes 77 77.0 77.8 77.8
2. No 22 22.0 22.2 100.0
Total 99 99.0 100.0 Missing System 1 1.0 Total 100 100.0
The table no. 15 shown the 77 percent political leaders and government officers agreed that
the MPs and Upazilza Chairmen are performing marketing activities as the non-profit
marketers. 22 percent sample respondents did not agree them as the non-profit marketers. This
experiment shows that the elected political leaders and government services holders are
performing marketing activities as the non-profit marketer at their localities under upazila
parishad.
This question was asked to examine the perception of the sample respondents on how a
political organization is competing on the basis of political product. In marketing, product
means bundle of benefits or services. In this connection, the main product of a political
organization is what the concerned organization is done and what are the future commitments
and ideology for the nation. Because, all political organizations are trying to attract the voter-
market on the basis of political product.
Table No. 16 : Perception on the basis of Political Competition on what the Political
Organization has done and what are the future Commitments as a political product
Frequency Percent Valid Percent Cumulative Percent
1. Yes 85 85.0 85.9 85.9
2. No 14 14.0 14.1 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
The table no. 16 shown that 85 percent sample respondents perceived the political product as
what a political organization did and what are the future commitments. Only 14 percent
384
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
respondents did not agree the political product as the past and future activities of a political
product. Only one percent did not answer.
This question was asked to measure the perception on the best way to win the voter mandates
or voter-market. What the voters want? How a political organization is offering based on
voters’ wants and how the offerings are communicating and delivering? These are the market-
orientation and the key points to win the voter-market.
Table No. 17 : Perception on the best way to win the Voters' mandates or Voter-market
Frequency Percent Valid Percent
Cumulative Percent
1. Different type of political movements like hortal, picketing, terrorist activities, blocking capital streets, rail etc.
2 2.0 2.0 2.0
2. Publicity and public relationship
42 42.0 42.0 44.0
3. Dramatic advertising about the given services and future commitments in electronic, print media
8 8.0 8.0 52.0
(2 and 3) 48 48.0 48.0 100.0
Total 100 100.0 100.0
The table no. 17 shows that 2 percent sample respondents answered that the key point of
winning voters’ mandates by using different type of political movements like hortal,
picketing, terrorist activities, blocking capital streets, rail etc. 42 percent answered that
publicity and public relationship is the key point of winning voters mandates. 8 percent said in
their opinion that dramatic advertising about the given services and future commitments in
electronic and print media. 48 percent answered that publicity and public relation and
dramatic advertising about the given services and future commitments in electronic and print
media. It is examined that majority answered both 2 and 3, these three promotional tools are
using in marketing. Therefore, political organizations are performing marketing activities like
other profitable and non-profitable marketing organization.
385
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
This question was asked to identify the main objective of a ruling political organization which
is similar with the objectives of non-profitable marketing organization. To justify that the
main objectives of all marketing organizations are to identify the socio-economic problems
and creating, delivering and communicating superior value for the society.
Table No. 18 : The main Objective of Marketing activities of a ruling Political party or
alliance to the voter-market
Frequency Percent Valid Percent
Cumulative Percent
1. To ensure economic development
6 6.0 6.0 6.0
2. To control the law and order situation
3 3.0 3.0 9.0
3. Identifying the socio-economic problems and solve those through creating services for multi-offerings
69 69.0 69.0 78.0
4. To solve the fundamental needs of the society
22 22.0 22.0 100.0
Total 100 100.0 100.0
The table no. 18 shows that 6 percent sample respondents answered that the main objective of
marketing activities of a ruling political organization or alliance is to ensure economic
development. 3 percent answered to control the law and order situation. 69 percent answered
that the main objective of a ruling political organization is to identify the socio-economic
problems and solve those through creating services for multi-offerings. 22 percent
respondents answered that the main objective of the ruling political organization is to solve
the fundamental needs of the society. It is observed that the main objective of a ruling
political organization and a non-profit organization are the same. Therefore it is examined that
ruling political organization is performing marketing activities like other non-profit
organization.
This question was asked to measure the attitude on the winning political organization as a
non-profit services providing organization. The main objective of this question was how the
political leaders and the government officers are observing the ruling political organization as
a non-profit marketing organization.
386
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The table no. 19 shown that 6 percent sample respondents strongly agreed that the winning
political organization as a non-profit organization. 14 percent respondents were agreed as a
non-profit organization. 44 percent respondents were indifferent in their opinions. 31 percent
respondents did not agree. 4 percent has strongly disagreed and 1 percent did not give their
opinions. At the time of conducting this experiment, it is found that some respondents said
that winning political organization is profitable organization because, businessmen are
coming in politics. They are investing to face the election and after winning the elected
leaders are looking for profit. In this connection major respondents were indifferent in their
answers.
This question was asked to measure the attitude of the sample respondents on how voter-
market oriented marketing strategies instead of traditional political culture. The main
objective of this question was how political leaders and government officers are perceived
voter-market oriented strategies instead of traditional political culture.
Table No. 19 : Attitude on the Winning Political Organizations as a Non-profit Services
Providing Organization
Frequency Percent Valid Percent
Cumulative Percent
1. Strongly Agree 6 6.0 6.1 6.1
2. Agree 14 14.0 14.1 20.2
3. Neither agree nor
Disagree
44 44.0 44.4 64.6
4. Disagree 31 31.0 31.3 96.0
5. Strongly Disagree 4 4.0 4.0 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
387
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Table No. 20 : Attitude on Voter-market Oriented Marketing Strategies instead of
Traditional Political Culture
Frequency Percent Valid Percent
Cumulative Percent
1. Strongly Agree 7 7.0 7.2 7.2
2. Agree 3 3.0 3.1 10.3
3. Neither agree nor Disagree 14 14.0 14.4 24.7
4. Disagree 51 51.0 52.6 77.3
5. Strongly Disagree 22 22.0 22.7 100.0
Total 97 97.0 100.0
Missin System 3 3.0
Total 100 100.0
The table no. 20 shows that the perception of 7 percent sample respondents strongly agreed
and 3 percent agreed. It is found that total 10 percent respondents have been changed their
attitude in favor of voter-market oriented marketing strategy instead of traditional political
activities. 14 percent respondents were indifferent and 51 percent respondents were disagreed.
22 percent respondents were strongly disagreed. It is observed that major respondents were
not clear about the term voter-market oriented strategy because the treatment was in too short
of the overall marketing treatment.
388
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The main objective of this question was to identify why political organizations are in
traditional political practice and how their political objectives are achieved through traditional
political practice.
Table No. 21 : Perception on the Main Objective of the Traditional Political Practice
Frequency Percent Valid Percent
Cumulative Percent
1. Attracting voters
showing force
8 8.0 8.2 8.2
2. Making obstacle on
the developing
activities of the
present ruling party
4 4.0 4.1 12.2
3. Protesting the anti-
national interest
activities of the
ruling organization
17 17.0 17.3 29.6
4. Forcing for step-
down of the present
ruling party
17 17.0 17.3 46.9
( 1 to 4 ) 52 52.0 53.1 100.0
Total 98 98.0 100.0
Missing System 2 2.0
Total 100 100.0
The table no. 21 shown 8 percent sample respondents answered that the main objective of
traditional politics is to attract voters by showing force. 4 percent respondents answered that
the main objective of the opposition organizations is to make obstacles on the developing
activities of the ruling political organizations. 17 percent respondents answered that protesting
the anti-national interested activities of the ruling political organization. 52 percent
respondents answered both the above mentioned objectives of the oppositions against the
ruling political organization.
389
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
This question was asked to measure the perceptions of the political leaders and officers on
how a separate ministry may helpful to indentify the needs and wants for planning,
implementing and controlling activities by conducting marketing research in each year.
Table No. 22 : Opinions on Establishing Political Services Marketing Ministry to best
Satisfy the Voter-market
Frequency Percent Valid Percent
Cumulative Percent
Valid
1. Yes 71 71.0 71.7 71.7
2. No 28 28.0 28.3 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
The table no. 22 shows that 71 percent sample respondents answered that a separate ministry
is needed to best satisfy the voter-market. 28 percent respondents did not want political
services ministry. One percent did not give any opinion.
This question was asked to measure the perception on a training program to disseminate the
knowledge in political services marketing for peaceful political environment.
Table No. 23 : Perception on a Training Program on Political Services Marketing to
build a Peaceful Political Competition
Frequency Percent Valid Percent Cumulative Percent
1. Yes 91 91.0 91.9 91.9
2. No 8 8.0 8.1 100.0
Total 99 99.0 100.0
Missing System 1 1.0
Total 100 100.0
The table shows that the 91 percent politicians and government officers thought that a short
training program for all level of political leaders from all political organizations can be
arranged to disseminate the new concept on political services marketing. Only 8 percent
390
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
respondents did not think that the training would be helpful for building a peaceful political
environment in Bangladesh. This question was asked to find out the scope of applying marketing concept in politics for
ensuring a peaceful Bangladesh as marketing always involved in identifying problems and
solving those problems.
Table no. 24 : Perception on Possibilities to ensure a Peaceful Bangladesh through
Identifying and Solving Social Problems as Applying Marketing Concept
Frequency Percent Valid Percent Cumulative Percent
Valid
1. Yes 90 90.0 91.8 91.8
2. No 8 8.0 8.2 100.0
Total 98 98.0 100.0
Missing System 2 2.0
Total 100 100.0
The table no. 24 shown the 90 percent sample respondents answered that applying marketing
concept in politics would be helpful for building a peaceful political environment and socio-
economic growth would be increased gradually in identifying and solving fundamental
problems of Bangladesh. As a whole Bangladesh would be peaceful Bangladesh gradually.
391
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
5.4 Opinions of 1000 Graduate Students Voters in Major Marketing from
Public and Private Universities (Results of Sample No.3)
An experiment has been conducted on 1000 graduated students who were doing regular and
executive MBA in major marketing of different public and private universities at Dhaka city
in Bangladesh. This experiment was one shot post-test on one group graduate students. Eight
laboratories were in the department of Dhaka University, Four laboratories were in the
department of marketing at Jagannath University, Three laboratories were in the department
of Business Administration at ASA University, Two laboratories were at People’s University
of Bangladesh, One was at World University, Three laboratories were at Daffodils University
Bangladesh and four laboratories were at Bangladesh Institute of Management. Before
serving the questionnaire, a research treatment was given in each laboratory on the political
services marketing concept through lecture method by using power-point presentation. The
sharing concept was how non-profit marketing is closely connected with politics and public
services and how the marketing activities are performing in politics to win political power to
serve the nation facing a steep completion with the oppositions by using political product.
(Ideology, past activities and future commitments or election manifest) After giving the
conceptual treatment, a structured questionnaire served for getting the changing attitudes and
perceptions on the political services marketing concept. The following questions were asked
to measure their attitudes and perceptions.
This question was asked to measure the education level of the sample respondents to prove
the quality of opinions in political services marketing for peaceful Bangladesh concept.
Table No. 25 : Levels of Education
Frequency Percent
Valid Percent
Cumulative Percent
1. Degree 237 23.7 23.8 23.8
2. Master Degree 719 71.9 72.1 95.9
3. Above 41 4.1 4.1 100.0
Total 997 99.7 100.0
Missing System 3 .3
Total 1000 100.0
The table no. 25 shown that 23.8 percent sample respondents were graduates who were doing
MBA in major marketing. 72.1 percent were master degree holders who were doing executive
392
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
MBA in major marketing. 41 percent were above master degree in different disciplines. It was
observed that 100 percent sample respondents were graduates from different part of
Bangladesh.
The objective of this question was to identify the major professionals as the service holders
are providing services in different field of the economy in Bangladesh. On the other hand, the
students are going to serve the nation as the potential services holders of Bangladesh.
Table No.26 : Professions of the Sample Respondents
Frequency Percent
Valid Percent
Cumulative Percent
1. Agriculture 7 .7 .7 .7
2. Business 62 6.2 6.2 6.9
3. Services Holders 464 46.4 46.6 53.6
4. Students/Others 462 46.2 46.4 100.0
Total 995 99.5 100.0
Missing System 5 .5
Total 1000 100.0
The table no. 26 shows that .7 percent sample respondents were agriculture background, 6.2
percent were in business background, 46.4 percent were services holders, 46.2 percent were
Students and .5 percent did not response on this question.
This question was asked to measure the depth of voting experience as they were the
representatives of the voter-market of the political services marketing concept.
Table No. 27 : Experience as a Voter
Frequency Percent
Valid Percent
Cumulative Percent
1. 0-5 Years 570 57.0 57.1 57.1
2. 6-10 Years 234 23.4 23.4 80.5
3. 11-15 Years 74 7.4 7.4 87.9
4. 16-20 Years 77 7.7 7.7 95.6
5. 20-above 44 4.4 4.4 100.0
Total 999 99.9 100.0 Missing System 1 .1 Total 1000 100.0
393
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The table no. 27 shown that 57.1 percent sample respondents answered that their voter
experience up to 5 years, 23.4 percent respondents were 6-10 years experience, 7.4 percent
respondents were 11-15 years, 7.7 percent were 16-20 years and 44 percent respondents were
20 plus.
The objective of this question was to identify the location of the sample respondents as they
are representing of the local voter-market concept from different districts of Bangladesh.
Table no. 28 : Name of the Constituencies of the Sample Respondents
Frequency Percent
Valid Percent
Cumulative Percent
Valid 170 17.0 17.0 17.0
Bagerhat 6 .6 .6 17.6
Barisal 12 1.2 1.2 18.8
Bhola 3 .3 .3 19.1
Bogra 14 1.4 1.4 20.5
Brahmanbaria 5 .5 .5 21.0
Chandpur 19 1.9 1.9 22.9
Chapainwabgonj 3 .3 .3 23.2
Chittagong 21 2.1 2.1 25.3
Chuadanga 1 .1 .1 25.4
Comilla 25 2.5 2.5 27.9
Dhaka 464 46.4 46.4 74.3
Dinajpur 7 .7 .7 75.0
Faridpur 6 .6 .6 75.6
Feni 16 1.6 1.6 77.2
Gazipur 6 .6 .6 77.8
Gopalgonj 4 .4 .4 78.2
Habigonj 3 .3 .3 78.5
Jamalpur 7 .7 .7 79.2
Jessore 11 1.1 1.1 80.3
Jhalakati 2 .2 .2 80.5
Jhenaidah 9 .9 .9 81.4
Khagrachari 1 .1 .1 81.5
Khilgaon 1 .1 .1 81.6
Khulna 18 1.8 1.8 83.4
Kishoregonj 7 .7 .7 84.1
Kushtia 7 .7 .7 84.8
394
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Lalmonirhat 3 .3 .3 85.1
Laxmipur 5 .5 .5 85.6
Madaripur 4 .4 .4 86.0
Magura 3 .3 .3 86.3
Manikgonj 11 1.1 1.1 87.4
Meherpur 3 .3 .3 87.7
Moulvibazar 1 .1 .1 87.8
Munshigonj 10 1.0 1.0 88.8
Mymensingh 13 1.3 1.3 90.1
Naogoan 6 .6 .6 90.7
Narail 2 .2 .2 90.9
Narayngonj 10 1.0 1.0 91.9
Narial 1 .1 .1 92.0
Narsingdi 8 .8 .8 92.8
Natore 3 .3 .3 93.1
Nawabgonj 1 .1 .1 93.2
Netrakona 5 .5 .5 93.7
Nilphamari 1 .1 .1 93.8
Noakhali 13 1.3 1.3 95.1
Pabna 4 .4 .4 95.5
Panchagar 1 .1 .1 95.6
Patuakhali 7 .7 .7 96.3
Pirojpur 4 .4 .4 96.7
Rajbari 1 .1 .1 96.8
Rajshahi 3 .3 .3 97.1
Rangpur 7 .7 .7 97.8
Saidpur 1 .1 .1 97.9
Satkhira 3 .3 .3 98.2
Shariatpur 2 .2 .2 98.4
Sherpur 1 .1 .1 98.5
Sirajgonj 1 .1 .1 98.6
Sunamgonj 1 .1 .1 98.7
Sylhet 1 .1 .1 98.8
Tangail 11 1.1 1.1 99.9
Thakurgoan 1 .1 .1 100.0
Total 1000 100.0 100.0
The table no. 28 was shown that the sample respondents were from 61 districts out of the total
64 districts of Bangladesh. The 46.4 percent respondents were from Dhaka districts and the
rest of 100 percent were different districts of Bangladesh which has been reflected in the
395
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
above mentioned table. It is found that the sample has been covered almost all the districts of
Bangladesh. Therefore the sample was representative.
The objective of this question was to measure the proper understanding on how the sample
respondents were defined marketing.
Table No.29 : Marketing Definition of the Sample Respondent
Frequency Percent
Valid Percent
Cumulative Percent
1. Means of Selling Something 56 5.6 5.6 5.6
2. Buying Something from a
market
21 2.1 2.1 7.7
3. Communication with the
buyers
93 9.3 9.3 17.1
4. Creating, pricing, delivering
and communication of
problem solutions
825 82.5 82.9 100.0
Total 995 99.5 100.0
Missing System 5 .5
Total 1000 100.0
The table no. 29 shown that 5.6 percent sample respondents answered marketing means
selling something, 2.1 percent respondents defined marketing as buying something form a
market, 9.3 percent respondents defined marketing means communication with the buyers.
But 82.5 percent sample respondents have given the right answer that is marketing means
creating, pricing, delivering and communicating problem solutions. .5 percent respondent did
not answer this question.
It is observed that the major graduate voters agreed that marketing is involved for solving
problems. In this connection, a ruling political organization is identifying fundamental
problems of the voters and potential voters and serving solutions through services generating
projects implementation.
396
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The objective of this question was to examine the ultimate mission of different political
organizations and how those missions are closely connected with the non-profit marketing
organizations.
The table no. 30 shown, the 55.8 percent sample respondents answered that the ultimate
mission of all political organizations is to win power for creating fundamental problem
solving services to benefit the nation by using government structure of a country. 43.6 percent
sample respondents answered negatively as the political organizations are not so voter-
oriented services creators. They are very selfish and always for personal interst. 1.0 percent
did not answer this question.
It is observed that the ultimate missions of all political organizations are the same that is
serving the nation as a whole. The respondents thought that most of political leaders in
Bangladesh are doing business in politics. They are not directed in delivering public services
according to their political missions.
The main objective was to asked this question to measure the attitudes and perceptions on
how they agree the given services for the nation might be called political services as these
services are being generated through a political process because, no political organizations are
getting the chance for creating and delivering services for the nation without political process.
Table No.30: Ultimate Mission of all Political Organizations is to win Power for
Creating Fundamental Problem Solving Services to Benefit the Nation by using
government structure.
Frequency Percent
Valid Percent
Cumulative Percent
1. Yes 558 55.8 56.4 56.4
2. No 432 43.2 43.6 100.0
Total 990 99.0 100.0
Missing System 10 1.0
Total 1000 100.0
397
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Table No. 30.1 : Opinions of Sample Respondents on the Political Services Marketing
Concept
Frequency Percent
Valid Percent
Cumulative Percent
Valid 1. Yes 538 53.8 76.6 76.6
2. No 164 16.4 23.4 100.0
Total 702 70.2 100.0
Missing System 298 29.8
Total 1000 100.0
The table no. 30.1 shown that 76.6 percent sample respondents answered that presently
government services or public services can be called political services as the services are
providing according the election manifest or bundle of potential services package through a
political process. 23.4 percent sample respondents did not want to call the public services as
the political services. 29.8 percent respondents did not give any answer of this question.
Therefore, they were most probably indifferent or hesitated in answer of this question.
It is observed that only 23.4 percent did not break the culture as the given services called
public services. 16.4 percent respondent was indifferent or neutral. Therefore, public service
might be called as political services.
The objective of this question was to measure the attitudes and perceptions of the sample
respondents on how they are perceived the collection of revenue and donation by using
government agencies or government structure.
Table No. 31 : The Reason of Collecting Revenue of a Ruling Political Organization by
using Government Agencies for Budget
Frequency Percent
Valid Percent
Cumulative Percent
1. Forming national capital for
investment of a country
414 41.4 42.1 42.1
2. Equal distribution of resources 175 17.5 17.8 59.9
3. The cost of political services
marketing for the nation
292 29.2 29.7 89.6
4. Bearing the salaries of the
government employees
102 10.2 10.4 100.0
Total 983 98.3 100.0
Missing System 17 1.7
Total 1000 100.0
398
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The table no. 31 shown that 42.1 percent sample respondents answered that the main reason
of collecting revenue for forming national capital for investment of a country, 17.8 percent
respondents thought that the ruling political organization is collecting revenue for budget by
using the government structure for ensuring equal distribution of resources, 29.7 percent
respondents answered that the ruling political organization is collecting revenue and donation
to design the budget for the cost of political services marketing for the nation. 10 percent
respondents thought the effort for bearing the salaries of the government employees. It is
observed that the majority has answered the government budget prepared by ruling political
organization or alliance is one kind of investment to develop the country. On the other hand
the second highest respondents answered that collecting revenue and donation for bearing the
cost of creating and delivering of political services marketing.
This question was asked to measure the perception of the sample respondents on how an MP
is playing a marketing role as a representative of a political organization for political services
marketing in his or her constituency or local voter-market.
Table No.32 : Believability that Every MP is Just Like a Political Services Marketer
Frequency Percent
Valid Percent
Cumulative Percent
Valid 1. Yes 634 63.4 64.0 64.0
2. No 356 35.6 36.0 100.0
Total 990 99.0 100.0
Missing System 10 1.0
Total 1000 100.0
The table no. 32 shown the 64 percent sample respondent answered that every MP is playing a
marketing role as s/he has some schemes for creating and delivering services to solve the local
problems. 36 percent respondents answered negatively. 1.0 percent did not give any answer of
this question. It is observed that every MP is a law making member as well as a services
provider under umbrella project/ on the other hand, an MP is playing advisory role in each
upazila parishad for different services generating projects to meet some fundamental problems
of the local voter-market.
399
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The main objective of this question was to measure the perceptions of the sample respondents
on how they consider the present and potential voters as the political market.
Table No.33 : The Comparability of Present and Potential Voters with Political Market
Frequency Percent
Valid Percent
Cumulative Percent
Valid 1. Strongly Agree 132 13.2 13.6 13.6
2. Agree 381 38.1 39.4 53.0
3. Neither agree nor Disagree
224 22.4 23.1 76.1
4. Disagree 152 15.2 15.7 91.8
5. Strongly Disagree 79 7.9 8.2 100.0
Total 968 96.8 100.0 Missing System 32 3.2
Total 1000 100.0
The table no. 33 shown, 13.6 percent sample respondents answered strongly that the present
and potential voters are comparable with political market. 39.4 percent respondents were
agreed with the political market concept. 23.1 percent respondents were neither agreed not
disagreed. 15.7 percent sample respondent disagreed the political market concept and 8.2
percent respondents strongly disagreed the concept. It is observed that the cumulative percent
53.0 was agreed with the concept and 23.1 percent respondents were indifferent or hesitated
in answer of this question.
It is observed that major respondent agreed to compare the voters as the political market.
400
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
This question was asked to examine how the marketing strategy might be applied in politics to
win the voter-market in a peaceful political competitive environment. The key point of
winning the voters’ mandates in marketing is providing superior value of services and
emotions then the oppositions and communicating the superior values to the target voter-
market for the next election.
Table No. 34 : Opinions on the Peaceful Manner to Win the Voter Market
Frequency Percent
Valid Percent
Cumulative
Percent
Valid 1. Providing superior services than
the oppositions
477 47.7 48.2 48.2
2. Communicating the provided
superior services by using
electronic and print media
435 43.5 43.9 92.1
3. By using black money among the
voters
56 5.6 5.7 97.8
4. Showing threats, hortal and
muscle power.
22 2.2 2.2 100.0
Total 990 99.0 100.0
Missing System 10 1.0
Total 1000 100.0
The table no. 34 shown, the 48.2 percent sample respondents answered that providing
superior services than the oppositions is the key point of winning voter-market in a peaceful
manner. 43.9 percent respondents answered that communication the provided superior
services by using electronic and print media is the key point of winning voter market. 5.7
percent respondents answered that the key point is the black money and 2.2 percent answered
that the key point of winning voter-market is showing threats, hartal and muscle power.
It is observed that 92.1 cumulated percent sample respondents thought that providing superior
value and its proper communication by using electronic and print media are the key point of
winning voter-market. Therefore, this is the ultimate marketing strategy of winning voter-
market as the non-profit and profit making organizations are applying in an industry.
401
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The main objective of asking this question was to examine how marketing communication
techniques might be the best alternative instead of traditional political movements to attract
the voter-market for creating a peaceful competitive political environment in any democratic
country.
Table No. 35 : Marketing Communication Techniques might be the best alternatives of
Traditional Political Movements to attract the Voter Market
Frequency Percent
Valid Percent
Cumulative Percent
Valid 1. Strongly Agree 333 33.3 33.8 33.8
2. Agree 295 29.5 29.9 63.8
3. Neither agree nor
Disagree
91 9.1 9.2 73.0
4. Disagree 98 9.8 9.9 82.9
5. Strongly Disagree 168 16.8 17.1 100.0
Total 985 98.5 100.0
Missing System 15 1.5
Total 1000 100.0
The table no. 35 shown, the 33.8 percent sample respondents strongly agreed that the
marketing communication techniques might be the best alternatives instead of traditional
political movements or programs to attract the voter-market. 29.9 percent respondents agreed
the marketing techniques in politics 9.2 percent respondents were indifferent in answer of this
question. 9.9 percent respondents disagreed the concept and 17.1 percent sample respondents
strongly disagreed the marketing technique as the alternative way of attracting the voter-
market.
It is observed that 63.8 cumulated percent respondents agreed that marketing communication
techniques can be used in politics as well as in profit and non-profit marketing organization
for creating a peaceful competitive political environment in Bangladesh.
This question was asked to examine the perceptions of the sample respondents in setting up
special television channel and FM radio at the election commission and parliament to
facilitate the all political organizations in their marketing communication to the voter-market
in Bangladesh. The main objective of this question was how marketing communication
facilities can be available for all political organizations similarly in addressing to the voter-
market.
402
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Table No. 36 : Opportunity to Set up Television Channels and FM Radio at the
Election Commission and Parliament to facilitate the all Political Organizations in their
Marketing Communication to the Nation
Frequency Percent
Valid Percent
Cumulative Percent
Valid 1. Strongly Agree 292 29.2 29.5 29.5
2. Agree 468 46.8 47.3 76.8
3. Neither agree nor Disagree 101 10.1 10.2 87.1
4. Disagree 82 8.2 8.3 95.3
5. Strongly Agree 46 4.6 4.7 100.0
Total 989 98.9 100.0
Missing System 11 1.1
Total 1000 100.0
The table no. 36 shown the 29.5 percent sample respondents strongly agreed the concept. The
47.3 percent respondents were agreed the free marketing communication media to facilitate
the voter of Bangladesh, 10.2 percent respondents were indifferent in their opinions. 8.3
percent respondents were disagreed. 4.7 percent respondents strongly disagreed the concept.
It is observed from this experiment that the 76.8 cumulative percent respondents agreed the
new marketing techniques can be applicable in politics to attract the voter-market to protect
the unnecessary political programs on the streets for media coverage only.
This question was asked to examine the perceptions of the sample respondents on how a
marketing channel is maintaining for creating delivering and communication services to the
voter-market from the ministry to union parishad.
Table No. 37 : Thinking of the Sample Respondent that Ministry to Directorate --Zella
-- Upazilla-- Union Parishad
Frequency Percent Valid Percent
Cumulative Percent
Valid Yes 757 75.7 77.1 77.1
No 225 22.5 22.9 100.0
Total 982 98.2 100.0 Missing System 18 1.8 Total 1000 100.0
403
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The table no. 37 shown, the 77.1 percent sample respondents answered that a ruling political
organization is using the vertically aligned government agencies to maintain a marketing
channel for creating, delivering and communication services to the different parts of the
country. 22.9 percent respondents have negatively answered to this question. It is observed
that a ruling political organization is using a marketing channel to serve the nation as it is
committed to attract the voter-market.
The objective of this question was find out the way to control the misguided massage for
creating a peaceful political environment whereas the voters can make the right decision to
choose the right political organization and candidates thereby.
Table No. 38: The easy Way to Control Misguided Massage of Political Campaign
without any evidence for the Nation.
Frequency Percent
Valid Percent
Cumulative Percent
1. special controlling Act of political services marketing should be introduced
349 34.9 35.9 35.9
2. All voter influencing massages should be censored before campaign.
188 18.8 19.4 55.3
3. Boycotting the organization for votes by the voters
128 12.8 13.2 68.5
4. Set up a special censor board with a centrally controlled media center at the election commission office.
306 30.6 31.5 100.0
Total 971 97.1 100.0 Missing System 29 2.9 Total 1000 100.0
The table no. 38 shown the 35.9 percent sample respondents answered on special controlling
Act of Political services marketing should be introduced. 19.4 percent answered that all voter
influencing massages should be censored before campaign. 13.2 percent respondents
answered to boycott the organization for votes. 31.5 percent respondents answered to set up a
special censor board with a centrally controlled media center for all political communications
to the voter-market.
It is examined that the major sample respondents want to set up a censor board and
introducing a new Act to control the misguiding message in political communication.
404
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The main objective of this question was to find out the scope of using political services
marketing in politics for peaceful Bangladesh.
Table No.39: Possibilities of applying Political Services Marketing Practices in Politics
to make a Peaceful Bangladesh.
Frequency Percent
Valid Percent
Cumulative Percent
Valid Strongly Agree 357 35.7 36.4 36.4
Agree 414 41.4 42.2 78.5
Neither agree nor Disagree 86 8.6 8.8 87.3
Disagree 70 7.0 7.1 94.4
Strongly Disagree 55 5.5 5.6 100.0
Total 982 98.2 100.0
Missing System 18 1.8
Total 1000 100.0
The table no. 39 shown, the 36.4 percent sample respondents strongly agreed that all political
organizations should practice the political services marketing concept in politics for peaceful
competitive political environment in Bangladesh. The 42.2 percent respondents agreed the
practice of political services marketing in politics. 8.6 percent respondents were indifferent in
their response. 7.1 percent respondents were disagreed the practice and 5.6 percent strongly
disagreed the practice.
It is observed that the 78.5 cumulative percent respondents actually agreed that the new
concept can be applied in politics for building a peaceful political competitive environment as
it is found in an industry for winning maximum market share.
This question was asked to measure the attitudes and perceptions of the sample respondents
on how they are perceived the political services marketing given by all ministries under the
prime minister’s cabinet like a corporate body of strategic decision making. Because, from the
view point of marketing, every ministry is identifying the problems of a specific segment
from the voter-market and creating, delivering and communicating the solutions at that target
group of people which is called political market or voter-market.
405
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Table No. 40 : Opinions on Political Services Marketing given by all Ministries under a
Cabinet like Corporate Marketing Strategy
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 1. Yes 622 62.2 64.3 64.3
2. No 345 34.5 35.7 100.0
Total 967 96.7 100.0
Missing System 33 3.3
Total 1000 100.0
The table no. 40 shown the 64.3 percent sample respondents answered that all ministries are
performing marketing activities for delivering services in multi-voter market under the prime
minister’s cabinet which is comparable with a corporate marketing strategy of planning and
executing of fundamental problem solving services for the nation as a whole. 35.7 percent
respondents negatively perceived the corporate marketing strategy and 3.3 percent did not
give their responses.
It is found that the major respondents compared the cabinet with a corporate body of non-
profit marketing. All ministries are planning and executing of conception, ideas, programs and
project under the Prime Minister’s Cabinet which might be called as corporate body of
Political Services Marketing body.
406
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The objective of this question was to measure the perceptions of the sample respondents on
how they considered the unfullfilment of election manifest of a ruling political organization in
the view of marketing promise to the target market. In the other things are remain static, if the
buyer did not get the promised level of services as the marketer declared in marketing
communication earlier, how they consider other option in repeat purchase or vote.
Table No. 41 : Evaluation on failing Ruling Political Organization to achieve the goal of
the Election Manifest
Frequency Percent
Valid Percent
Cumulative Percent
Valid 1. Withdraw my vote for
another organization
368 36.8 37.9 37.9
2. I will keep myself loyal
with the organization
131 13.1 13.5 51.4
3. I will vote for the
organization’s mission
or ideology only
228 22.8 23.5 74.9
4. Allow one more chance
to serve the voter
market.
243 24.3 25.1 100.0
Total 970 97.0 100.0
Missing System 30 3.0
Total 1000 100.0
The table no. 41 shown, the 37.9 percent sample respondents answered they will withdraw
their vote for another political organization or alliance at the next election which is
comparable with the repeat purchase of a buyer in considering new option. The 13.5 percent
respondents wanted to keep themselves loyal with the political organization. 23.5 percent
respondents answered that they will continue their vote for the organization’s ideology and
mission only. The 25.1 percent sample respondents answered that they will allow the ruling
political organization giving one more chance to serve the nation. It is observed that major
responses were in favor of withdrawing voter for another option. This group is very important
for a political services marketer for winning the voter-market.
This question was asked to measure the perception of the sample respondents on how they are
perceived the competitive basis instead of force creating political movement into competitive
advantages as well as in an industry competition.
407
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Table No. 42 : Opinions on Competitive Advantages based Political Competition
instead of Traditional Political Culture (hartal, violence, blocking roads and high ways,
rail, firing vehicles)
Frequency Percent
Valid Percent
Cumulative Percent
Valid Yes 640 64.0 67.2 67.2
No 313 31.3 32.8 100.0
Total 953 95.3 100.0
Missing System 47 4.7
Total 1000 100.0
The table no. 42 shown, the 67.2 percent sample respondents positively answered that the
political competition should on the basis of competitive advantage like profit or non-profit
marketing organization for a peaceful competitive environment. On the other hand, 32.8
percent respondents negatively perceived the competitive basis. They were in favor of the
traditional practice of political competition. It is observed that major respondents were in
favor of the competitive advantages that should be the basis of competition. The objective of this question was to measure the perceptions of the sample respondents on
how they are perceived hartal is a helpful tool in politics to attract the voters for winning the
maximum voter-market share in competition.
Table No. 43 : Opinions on Hartal as a helpful Tool to Attract Voter-market for
Election
Frequency Percent
Valid Percent
Cumulative Percent
Valid 1. Strongly Agree 50 5.0 5.1 5.1
2. Agree 112 11.2 11.4 16.5
3. Neither agree nor Disagree
108 10.8 11.0 27.5
4. Disagree 234 23.4 23.8 51.3
5. Strongly Disagree 478 47.8 48.7 100.0
Total 982 98.2 100.0 Missing System 18 1.8 Total 1000 100.0
The table no. 43 shown that the 5.1 percent sample respondents strongly agreed that hartal is a
helpful tool to attract the voters in favor of creative positive image for the concerned
408
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
organization. 11.4 percent respondents agreed and 11.0 percent were indifferent in their
responses. The 23.8 percent respondents disagreed and 48.7 percent strongly disagreed the
hartal in politics.
It is observed that 72.5 percent respondents disagreed that hartal in creating positive image of
the concerned political organization for the next election.
The objective of this question was to identify the main factor affecting vote to select a
candidate in election as a consumer select a product or services to meet a problem. In political
services marketing concept, every political competitor should consider the factors affecting
vote in designing the political product or election manifest.
Table No.44 : Factors affecting Votes to Select a Candidate in General Election
Frequency Percent
Valid Percent
Cumulative Percent
Valid 1. Personality of the
candidates
215 21.5 22.0 22.0
2. Political
organizational image
of the candidate
102 10.2 10.4 32.4
3. The best powerful
man of other options
64 6.4 6.6 39.0
4. Superior services
provider of the
political organizations
at your constituency
596 59.6 61.0 100.0
Total 977 97.7 100.0
Missing System 23 2.3
Total 1000 100.0
The table no. 44 shown that the 22.0 percent sample respondents answered that the main
factor affecting their vote is the personality of a candidate, 10.4 percent answered that the
political organizational image of the candidate (what the organization has done at past for the
nation). 6.6 percent respondents answered that the best powerful man of other options and
61.0 percent respondents answered that the superior services provider of the political
organizations at their locality.
409
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
It is observed that the major respondents in favor of superior political services of a candidate
for vote as in industry competition in marketing.
The objective of this question was to identify the necessity of separate ministry for ensuring
the best satisfy the voter-market in political services marketing concept. Because political
services marketing should start with identifying the fundamental needs of the all constituency
through conducting marketing research to make proper plan, implementation and control this
efforts.
Table No.45 : Opinions on Setting up a Political Services Ministry to Efficiently Serve
the Nation
Frequency Percent
Valid Percent Cumulative Percent
Valid 1. Yes 734 73.4 75.4 75.4
2. No 239 23.9 24.6 100.0
Total 973 97.3 100.0
Missing System 27 2.7
Total 1000 100.0
The table no. 45 shown the 75.4 percent sample respondents answer that a separate ministry is
needed to best satisfy the voter-market. 24.6 percent respondents did not want such a ministry.
They thought that existing ministries are enough to serve the nation effectively.
It is observed that the major respondents want a separate ministry for performing all Political
Services Marketing Ministry to provide political services to the nation effectively and
efficiently.
410
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
The main objective of this question was to examine the effectiveness of traditional political
programs for winning the voter-market. In turn, how the traditional political programs like
public gathering, force creating for step-down of the ruling political organization, hartal,
firing, killing of the oppositions, blocking roads and high-way, rail etc are considered in
winning voter-market.
Table No. 46 : Believability on Effectiveness of Traditional Political Programs to Win
Voter Market
Frequency Percent
Valid Percent Cumulative Percent
Valid Poor 193 19.3 20.4 20.4
2 71 7.1 7.5 27.9
3 102 10.2 10.8 38.7
4 109 10.9 11.5 50.2
5 139 13.9 14.7 64.9
6 118 11.8 12.5 77.4
7 76 7.6 8.0 85.4
8 59 5.9 6.2 91.6
9 14 1.4 1.5 93.1
10 Strongly believe 65 6.5 6.9 100.0
Total 946 94.6 100.0
Missing System 54 5.4
Total 1000 100.0
The table no. 46 shown that the 20.4 percent sample respondents poorly believed the
effectiveness of traditional political programs to win voter-market and the 64.9 cumulative
percent respondents checked from 1 to 5 points of the scale in ascending order. The 6.9
percent respondent strongly believed that the effectiveness of the traditional political
programs for winning voter-market to get the chance for serving the nation. It is observed that
the majority thought that the winning ability of hartal is very poor.
This question was asked to measure the perceptions of the sample respondents on how a
training program on political services marketing might be helpful for the political leaders and
government officers to be voter-market oriented for ensuring best services of the nation in a
peaceful political competitive environment.
411
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Table No.47 : Opinions on Arranging a Training Program about the given Marketing
Concept for all Political Leaders of all Political Organizations in Bangladesh
Frequency Percent
Valid Percent
Cumulative Percent
Valid Definitely possible 261 26.1 27.2 27.2
Probably possible 398 39.8 41.5 68.8
Not sure 195 19.5 20.4 89.1
Probably not possible 70 7.0 7.3 96.5
Definitely not possible 34 3.4 3.5 100.0
Total 958 95.8 100.0
Missing System 42 4.2
Total 1000 100.0
The table no. 47 shown the 27.2 percent sample respondent answered that definitely possible.
41.5 percent respondents answered that probably possible, 20.4 percent respondents were
indifferent in their response. 7.3 percent answered that probably not possible and 3.5 percent
respondents answered that definitely not possible.
It is observed that the 68.8 cumulative percent respondents thought that it would be possible
to create a peaceful political environment through conducting training programs on political
services marketing concept in politics and government services for leaders and officers at all
levels of the political organizations and the government of Bangladesh.
48. Suggestions to create a peaceful political environment in Bangladesh.
An open-ended question was asked to identify the suggestions in creating a peaceful political
competitive environment in Bangladesh. It is found that most of the sample respondents
suggested to apply political services marketing concept in political competition directly or
indirectly in creating a peaceful political competition as well as it is found in an industry
competition. The second majority suggested ensuring the well educated political leaders and
voters in the society. The third majority suggested ensuring free fair election system in
politics. Fourth majority suggested ensuring the honest political leaders. The fifth majority
suggested ensuring a strong anti-corruption commission. Late majority suggested practicing
democracy. Some respondents also suggested improving law and order situation. Some
suggested coming out from the family politics. Some said for arraigning political debates in
412
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
broadcasting media for clear-cut offerings of the political organizations to the nation.
Somebody said for political dialogue for mutual understanding of the political competitors.
Some said to honor at the oppositions etc.
5.5 SUMMERY CONCLUSION ON HYPOTHESES
On the basis of research findings, it is proved that the political organizations are performing
all marketing activities to form the government to serve the nation. Because, all level of
sample respondents said that there is an exchange between the ruling political
organization and the voter-market as any type of exchange is called marketing. Based
on research findings, it is also observed that a political organization is offering a political
product (organizational ideology + past development activities for delivering services +
future commitments or election manifest) to attract voters like a non-profit organization.
Before offering election manifest, a political organization is forecasting the fundamental
needs and wants of the voter-market for creating, delivering and communication potential
services to the nation. But some political leaders and government officers does not want to
define these activities as marketing term. In spite of traditional political culture, major
respondents said in their opinions that the given public services can be called political
services as the ruling political organization is obtaining the chance to serve the nation
through a political process. But in present political culture, public service should be called as
political services. Therefore, political process generated services might be called as political
services. The overall research findings proved that the all political organizations are
performing marketing activities without knowing the formal marketing knowledge. If the
formal marketing knowledge is disseminated among the all political leaders and government
agencies, they would be able to serve the voter-market efficiently and effectively and a
peaceful political environment would be created thereby. So, here is a scope of political
services marketing in politics for peaceful Bangladesh.
There is a scope of political services marketing in politics for peaceful Bangladesh (if
the others things remain static)
413
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
5.6 U.K Datta Model of Political Services Marketing
Figure-9: U.K. Datta Model of Political Services Marketing
Political Organization -1 Political Organization-2 Political Organization-3 Political Organization-4
Political ProductBasic PrinciplesPast PerformanceElection Manifest
Political ProductBasic PrinciplesPast PerformanceElection Manifest
Political ProductBasic PrinciplesPast PerformanceElection Manifest
Political ProductBasic PrinciplesPast PerformanceElection Manifest
Election Commission
Censor Board for Political Communications
By Using Marketing Techniques
Television FM Radio Newspaper
Election for Winning Power
Voter-Market Share of all Political Organization
PO-1 PO-2 PO-3 PO-4
Market Share
Highest Market Share of 300 seats
Market Share
MarketShare
Total Voter-Market (Present +Potential Voters of a Country)
Government StructurePM (Cabinet)All Ministries
Parliament Television & Other Media
All Government Agencies
345 Directorates7 Division
64 Districts488 Upazilla
4550 Union Parishad
Political Services
Revenue and Donation
PS
R &
D
Mar
keti
ng
Co
mm
un
icat
ion
Flo
w o
f In
form
atio
n
414
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
5.7 Hypothetical Competition Model of Winning Voter-market.
Figure -10: A Model of Voter-Market Share of Political Competitors
Voter-Market Share of Political Competitors
Potential Voter Market(Below 18 years old people)
Present Voter MarketOrg - 1 Org - 3
Org - 2 Org -4
5.8 Political Services Distribution Channel
Figure-11 : Political Services Distribution Channel
Political Service Distribution Channel
MinistryDirectorate Zilla Upazilla Union National
Market
415
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
5.9 CONCLUSION
This section has examined the attitudes and perceptions toward political services
marketing for peaceful Bangladesh from the ten national political leaders of major poetical
organizations of Bangladesh. They appreciated the new concept in politics for creating a
peaceful competitive environment in Bangladesh. They agreed to use the political services
marketing concept in politics.
Major elected political leaders and government officers of the one hundred sample at Local
Government level have shown their interest in using the non-profit marketing concept in
delivering the services at the local voter-market for implementing the mission vision of the
ruling political organization. Most of the respondents agreed the voters as a voter-market and
they are performing all marketing activities in creating, communicating and delivering
services to the local voter-market without knowing any formal knowledge in non-profit
marketing.
An experiment on one thousand MBA student in major marketing to measure their attitudes
and perceptions to find out the scope of using political services marketing philosophy in
politics for creating a peaceful competitive political environment. Major respondents said in
their opinions, it would be a new field of marketing practice. Marketing strategy and
communication techniques might be the alternative way of politics for ensuring a peaceful
competitive environment. But all political institutions should be impartial, political leaders
should be higher educated and honest.
Election Commission should play an important role as a regulatory body of all registered
political organization. The commission can establish self-television and FM radio channels
to educate the voters for expected behavior to elect the right person and the right political
organization as a best services provider. The television and radio channels of Election
Commission and Parliament channels should allow all registered political organizations for
offering the political product in attracting the voter-market to win the power for getting the
chance to serve the nation than those of competition. The Election Commission should
strongly control the false and misguiding voter influencing message by setting an impartial
sensor board. The political competitors should campaign only the organizational values,
benefits and future commitments without any direct criticism of the rivals for a peaceful
416
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
competitive environment. This competition would be only the basis of superior services or
competitive advantages than the competitors. The above mentioned model has been
developed on the basis of major positive responses of the valuable opinions of the samples of
professors in marketing, economics and political science, national political leaders,
government officers at local government, voters and the findings of literature review.
417
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
5.10 REFERENCE
Alam M.S (2014). Opinion from National Political Leader, MD Shah Alam, Secretary
General (In-charge), Bangladesh-er Communist Party, Central Office, Mukti-
Vaban, Dhaka,
Alamgir, M.F.I. (2014). Opinion from National Political Leader, Mirza Fakhrul Islam
Alamgir, Secretary General, Bangladesh Nationalist Party (B.N. P).
Barua, D (2014). Opinion from National Political Leader, Dilip Barua, Secretary General,
Bangladesher Samybadi Dal (M-L), Former Minister, Ministry of Industries,
Government of Bangladesh.
Bhuiyan, R.I. (2014). Opinion from National Political Leader, Rezaul Islam Bhuiyan. Senior
Joint General Secretary, Jatio Party (Ershad),
Dudu, S. (2013). Opinion from National Leader, Samsuzaman Dudu, 2013, A Leader of
BNP, Advisor of the Leader of the Bangladesh Nationalist Party, major party of the
oppositions.
Inu, H.H. (2013). Opinion from National Leader, Hasanul Haq Inu MP, H E Minster,
Ministry of Information, President and Leader of the Jatio Samajtantric Dal,
Nandi, S.R. (2014). Opinion from National Political Leader, Sujit Roy Nandi, Member,
Central Executive Committee, Bangladesh Awami League (BAL).
Sayeed, A. (2013). Opinon from Professor Dr. Abu Sayeed, Former Minister, a Leader of
Bangladesh Awami League
Rashid, K.F. (2013). Opinion from National Leader, Kazi Firoz Rashid, Former Minister &
MP, Advocate, Bangladesh Supreme Court, Presidium Member, Jatio Party)
Rizvi, R.K. (2013). Opinion from National Leader, Ruhul Kabir Rizvi, Joint Secretary
General, Bangladesh Nationalist Party (BNP),
Attitudes and perceptions of 100 Political Leaders and Govt. Officers at Local Government
of Bangladesh (Result of Sample No. 2)
Opinions of 1000 Graduate Students in Major Marketing from Public and Private
Universities (Results of Sample No.3)
418
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
CHAPTER-6: SUMMERY CONCLUSION AND
RECOMMENDATIONS
6.1 Summery Conclusion
6.2 Recommendations and Tentative Suggestions
6.3 Reference
419
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
6.1 SUMMERY CONCLUSION
This research has identified that all political organizations are trying to provide services for
the population in a country through winning the voter-market as the non-profit marketing
organizations under social science. The maximum sample respondents of the four samples
selected from the national political leaders, government officers, graduate voters in marketing,
marketing experts, economic experts and political scientists, election commissioner have
given their opinions that the present and potential ID holders or voters can be called as voter-
market or political market. They also said in their opinions, the services given by the ruling
political organization or government might be called as political services as these services are
created through a political process. But some of the experts disagreed to use the political
services terms instead of public services. These research findings have also identified that the
main mission of all political organizations should obtain political power to provide political
services to the voter-market; in fact, they sometimes bypass their mission for the personal
interest of the ruling political organization or alliance. Actually, the political organization’s
efforts are to win the voter-market like other non-profit and profitable marketing process for
serving the nation as a whole. According to some political leaders and some regarded
marketing experts, every political organization or alliance competes to achieve the
government power to solve the fundamental problems of the nation through analyzing,
creating, communicating and delivering different kinds of services in a competitive political
market or voter-market. All these activities are comparable with non-profit marketing. It has
been examined on all level of sample respondents that there is a strong exchange
relationship between the ruling political organization and the voter-market. Therefore,
here is a marketing system in politics. In this regard, there is a scope of practicing
political services marketing as a new social science in politics of Bangladesh for peaceful
Bangladesh as well as the democracy practice in the world. Hence, election commission
and election centers are comparable with a market-place where the political organizations
exchange their future political product (Election manifest or a package of potential services
or benefits which will be delivered after winning power) and organizational brand image. In
the view point of marketing literature and the research findings, these activities can be called
Political Services Marketing. The ultimate objective of each political organization is to
attract and persuade the voters in favor of the organization or alliance for power. But at
present, all political organizations are trying to win the voter market by using some socially
unacceptable and very traditional means of political movement like hortal, picketing,
420
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
propaganda, misguiding through wrong information, killing the oppositions, terrorist
activities, showdown etc. Instead of these activities, they can acquire knowledge about
political services marketing under non-profit marketing techniques and keep it into practice in
politics to win the voter-market in a peaceful competitive political environment. When the
political leaders at all levels will come under the new concept of political services
marketing, there will remain a peaceful political marketing environment. Thus it will be
easier to build a peaceful political environment. Some experts and political leaders said in
their opinions that the ruling political organization and the government are not the same. Of
course, it is not the same. But in the synonym of marketing concept, government is a fixed
structure for creating services and to reach the political services at the arms length distance
of the voter-market. In practically, very often it is said that Awami government, BNP
government or Jatio-party government. On the other hand, the voter-market or the nation
never criticizes the government for any success or failure. The responsibilities of failure and
success always bear the ruling political organization or alliance for any ruling period
according to the constitution of a democratic country. Therefore, it is found that the ruling
political organization is exchanging services with voter-market against revenue and donation.
They are attracting voter-market by using their ideologies, what they have done and what
would be done in future through impersonal and personal marketing communication
techniques, like using bill boards, posters, walling, political debating for offering election
manifest and organizational brand image and personal communication with the voters,
publicity, public relation, websites, mobile etc. This research has observed that political
organizations are performing almost all marketing activities, but they did not want to call
them as marketing lack of formal knowledge in non-profit marketing due to traditional
political culture. It is also observed that the ruling political organization is implementing the
election manifest using local government under fourteen ministries including other
ministries. Therefore, each ministry is identifying the fundamental problems of specific
market-segment and undertaking projects for creating and delivering services to solve the
problems though offerings. The major respondents said that a training program can help them
to obtain the formal knowledge in non-profit marketing to best satisfy the voter-market. This
research has also identified that the political competition for winning power to serve the
voter-market should be based on competitive advantages (superior functional and
emotional benefits) for creating a peaceful competitive political environment as the industry
competitors are being able to attract and winning the maximum market share to be a market
421
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
leader in a peaceful manner by using marketing techniques and strategies. Hence, Election
Commission should play a strong role as a regulatory body by setting up electronic and print
media to facilitate the all political organizations in their free marketing communications to
the voter-market similarly. The most of the sample respondents said in their opinions that well
educated, honest, social and goal-oriented political leaders are essential for a peaceful
democracy. In this connection, the political organizations are also marketing persons
(political candidate) as well as their organizations to the voter-market. The organizational
acceptance or demand also depends on the quality of the persons like a product. So, each
candidate is a product in a simple marketing system. The quality leaders are needed in an
organization to be a successful marketer. In this context, political leaders at all levels should
be selected through the Election commission by conducting an examination like BCS cadre
for ensuring well educated, honest, secular, goal-oriented, social and committed Members of
the Parliament for policy making and to achieve the organizational goals. Facing a
competitive examination is also comparable with one kind of democratic way. Therefore, all
political organizations and government agencies should follow the new concept of political
services marketing as a new way of attracting and winning voter-market instead of
traditional economy damaging techniques or force creating tools of politics for the greater
interest of the national economy to make the country wealthy, healthy, prosperous and
peaceful Bangladesh. This new concept- political services marketing can be applicable for
all the democratic countries of the world for keeping world peace. Because marketing means
the problem solving activities and problems free world can be a peaceful world.
6.2 RECOMMENDATIONS AND TANTATIVE SUGGESTIONS
1. It is observed in this research findings that the political leaders, government officers and the
graduate voters said in their opinions, marketing means creating, pricing, delivering and
communications of problem solutions. In this connection, a political organization or alliance
is trying to win the political power for using government structure to serve the nation by
creating, pricing, delivering and communication of fundamental problem solving services.
Therefore, every political organization should practice political services marketing concept
as a non-profit social science for winning the political power to serve the nation better than
the oppositions.
422
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
2. The most of the voter-respondents of this research said, the traditional public services can be
called political services. For creating a peaceful political environment, non-profit marketing
concept might be the best alternative as a new social science in politics. In fact, any new
concept is very difficult to introduce at the early stage, but for ensuring a sustainable growth
of the economy and standard of living, public services might be called political services and
apply the concept in politics for the greater interest of the socio-economic development of
the country. Examining the primary findings of the study, it is also observed that the provided
services by the ruling political organization might be called political services as the services
generated by the political process. But it should not be called political services instead of
public service in considering the present political culture. In fact, practically it can be called
political services. This concept is appreciable in developed countries where the well educated
voter-market is available. In this connection, the political services marketing concept can be
used in political practice silently to change the traditional political culture for creating a
peaceful political environment.
3. A ruling political organization is planning and executing the election manifest (potential
political product) by using the local government structure through undertaking different
projects under the related ministries. Based on research findings, these activities are similar as
non-profit marketing efforts of social science. Even each upazila parishad itself is a non-profit
marketing organization. Therefore, each upazila should have a separate marketing department
headed by a class one marketing expert officer and every first class officer at each
department should have non-profit marketing knowledge for ensuring best political services
with best satisfaction for efficient use of revenue fund and development fund of the local
government. On the other hand, upazila chairman, UNO, vice chairman also should have
training on political services marketing. Because there are 17 committees for the 14
departments headed by vice-chairman. The departmental class one officers of an upazila
parishad are playing the excuting role for identifying the fundamental problems in a specific
voter-market segment and submitting services generating draft projects for approval by
upazila prishad headed by the upazila chairman. According to the research findings, each
upazila chairman is playing the role of a marketer. On the other hand, an MP is playing an
advisory role in each upzila parishad and he has some special schemes to serve the local
voter-market. Therefore, all they should have a formal knowledge about political services
marketing for the best satisfy the voter-market of the upazila.
423
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
4. In the research findings, maximum graduate voters agreed that a separate political services
ministry should be established for conducting marketing research to identify the
fundamental needs and wants of the voter-market from each upzila, Pauro-Sova and City
Corporation of the country for making effective plans with needed budget in each year.
Besides, maximum sample respondents of elected political leaders and government officers
also agreed to set up a separate ministry. But most of the experts did not agree to establish a
new ministry to best satisfies the voter-market. This ministry will monitor the effectiveness
of plan making and its implementation toward the political product or election manifest and
establishing efforts of the ideology of the ruling political organization. In every year ended,
this ministry will measure the level of satisfaction of the voter-market and the organizational
brand image thereby for winning the next election than those of competition. The minister of
this ministry will be selected from the advisor of the concern political organization who has a
good marketing academic background and practical experience on non-profit and
political services marketing like finance minister. The secretary of this ministry would be
appointed from the marketing expert who has a good academic background about non-profit
marketing. All the rest assistant secretary, senior assistant secretary, deputy secretary, joint
secretary, additional secretary should have marketing academic background especially on
non-profit marketing. This minister and secretary will responsible for the political services
marketing success and failure.
5. In the view point of non-profit marketing and the observation of this research, every ministry
is performing all marketing activities. Therefore, a marketing wing should be established in
every ministry to best satisfy the target voter-market for efficient use of resources to make
effective marketing plan, implementation and control the political services marketing efforts.
In this regard, Public Service Commission should introduce a new cadre named Political
Services Marketing.
6. Every political organization should have a marketing wing headed by a marketing expert
adviser to perform the marketing activities than the competitors as the industry practice. The
responsibilities of the marketing adviser will conduct a marketing research to identify the
demand of a candidate at his constituency for winning the seat by using central research team
with the help of the local political office. On the other hand, the adviser will identify the needs
and wants of the voters at each constituency for aggregating the demands to declare an
effective and competitive election manifest which would be over deliver under promise. This
wing always should be involved to attract voter-market in offering potential political
424
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
product by using marketing communication techniques like an industry competition for
implementing the manifest through government agencies.
7. The all members of the parliament are playing an important role as the law and policy makers
targeting multi-group of voter-markets to rectify the problems for social peace as well as at
another extreme; they are playing a marketing role in their constituencies as an adviser in
upazila parishads. They are offering themselves as the candidates highlighting the concerned
political organization’s ideologies, their past performances in delivering services and future
commitments to win the voter-market in the next election. So that they should have formal
knowledge in political services marketing for providing services to overtake the oppositions
in favor of the concerned political organizations.
8. The research findings identified that a political organization can communicate the earlier
provided superior services by using electronic and print media like business organizations
commercials as the peaceful way to attract and win the voter-market. Therefore, political
organizations should communicate their political ideologies as the core benefit of the
political product and the past records of the performance and future commitments like
television commercials. In this regard all political organizations should build and maintain as
organizational fund individually by collecting subscriptions and donations from the country
and abroad on the political mission. Election commission and parliament can set up electronic
media like satellite television, FM radio for free communication to facilitate the political
organizations with the voter-market. The commission and parliament media should allow
all political organizations similarly in their marketing communication. Now a day the
political organizations are offering political programs to attract the voter-market through free
media coverage on the streets only. If they get the facilities, the traditional political movement
in the street will be converted into media. This effort can be a new way of politics by using
marketing concept. A censor board at this media center should be established to control the
misguided massages for badly influencing efforts for attracting the voter-market.
9. In traditional political culture, hartal is one of the force creating political programs which is
interrupting the economic activities to develop the country. Each hartal is a cost of around
160 mn taka in the GDP of Bangladesh. It is observed that the major respondents of this
research strongly disagreed as a helpful tool to attract voter-market for election. So that, all
political organizations should avoid this traditional political practices. It is also observed that
majority said in their opinions that marketing communicating techniques might be the new
way of attracting voter-market for winning the power to serve the nation without force
425
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
creating traditional political programs. In this context, information ministry can facilitate
all the political rivals in their marketing communications by using all private and public
media at free of cost to attract the voter market.
10. The political philosophy would be only the competitive political services. The functional
and emotional advantages of a competitor should be communicated through the different
media by using marketing communicating techniques as the industry competitors are
communicating in a peaceful manner. In an industry, communication massage, picture, model
are strictly controlled by the government agencies. Similarly, in political services marketing
concept, no political competitor will attack directly criticizing the offerings of the
oppositions. The same concept can be used to avoid political conflicts for creating a peaceful
competitive environment in democratic politics.
11. The government should reform a neutral election commission to hold a free fair and credible
election for peaceful competitive political environment to create a level playing field for all
political organizations in Bangladesh.
12. The major voters are not so aware to choose the right party and right candidate for the
election. Election commission would be responsible to educate the voter-market of the
country by using dramatic advertising campaign through all popular television channels.
Election commission should have a self television channel to educate the voters for bringing
about their behavioral changes to choose the right candidate and the best political services
marketing organization. This channel should make and exhibit various drama, songs and
other recreational programs based on patriotism to educate the voter- market. In addition,
a new Act may be imposed to find out the well educated and honest political candidates by
conducting an examination on a required syllabus at Election Commission as like as the
selection process of the Public Services Commission for public services providing officers.
A competitive examination is compareable with democratic system because every candidate
gets the equal chance to be selected in this process. This initiative is significantly important
because gradually political power is transferring among the lower educated leaders which is a
dangerous signal for the future peaceful politics.
13. Every communicating material should be censored by the ministry of information or the
election commission to check the unethical and wrong information that might mislead the
voter-market. A new established cell of the election commission or setting up a new political
communication commission will monitor and record the communicating massage or
information campaigned by different political services marketing organizations. This
426
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
information would be analyzed and identified the wrong information to take preventive
actions. On the other hand, new Act might be imposed in this context.
14. The political party who has formed the government should treat all the government agencies
from the ministry to union parishad as the political services marketing channel structure.
District Commissioner Office, Upazilla parishad office and union parishad office are
comparable as the government partners of political services marketing. After winning the
voter market, government (a ruling political organization) should use these channels properly
to distribute the promised political services declared before the election to grow attention for
the next election.
15. Government should arrange short training course on “Political Services Marketing” for all
government service holders and elected public representatives at all levels of political services
distributing channels like Secretaries, District Commissioners, Upazilla Nirbahi Officers,
Upazilla Chairman, Union Parishad Chairman, and related other officers.
16. A voter may change his/ her mandate for the candidate of any political party or political party
alliance. When a voter will be dissatisfied on his chosen candidate of a political party for
political services marketing, he or she can withdraw the support for the next election. Each
political party should welcome any switching voters, or supporters because, he or she has
the right to change his or her opinion and choose the right candidate or political organization
as a consumer does in the purchase of commercial or non-commercial products and services.
17. The television center of national parliament will allow to communicate the performing
activities at past of all political parties. All will get the same time to disseminate their
developing activities with evidence and comparable statistics of the oppositions. The overall
communicating activities must will under the ministry of information to ensure the validity
and reliability about their campaigned information.
18. A voter care desk should be established at every services providing stations like union
parishad office, all offices at upazilla, all offices at Zilla Parishad, all ministries and
government agencies to best satisfy the voter-market and record the voters complains and
suggestions. These findings will help to match the services offerings according to the voters’
discretion and help in making short-term and long-term decisions. The people those who are
involved in delivering services at different levels of distributing channels, they should acquire
knowledge about the qualities of salesmanship to best serve the voter market and keep the
voter market share.
427
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
19. Election commission should register those political organizations as it where any voter can
consider any political organization or candidate for vote. The mission, vision of any
organization should consider the common social and economic issues. The commission
should ensure the voters rights and create opportunity to select the best optional candidate of
different political parties. Generally for profitable marketing, company registrar never
resisters any company which causes socio-economic harms in any country. So the rules and
regulation of election commission should be redesigned to build a peaceful competitive
political environment.
20. Political competition should be only on the basis of competitive advantage. Ideological
differences among the registered political organizations create conflicts in a nation. In
Bangladesh, the main reason of political conflict is communal and non-communal
ideological difference. All voters should consider the optional political product only on the
basis of better performance. In this context, all political competitors would be fully involved
in offering superior value to the voter-market. In traditional politics, value increasing
innovative political products are absent due to the availability of ideological voter bank. The
political organizational philosophy or mission must be shifted into the socio-economic
development. In this connection, Election Commission should re-impose the condition for
registration where the mission or political philosophy would be only based on socio-economic
development for all the registered political organizations in a democratic country.
21. Imposing a new policy by the legislature of the State that no more political demonstration on
the street and force creating show-down would be shown in modern democracy. Under the
new policy, all political organizations would be bound to offer their political product through
electronic and print media under the strong censor board by the election commission and
information commission. And the political product should be revised to turn it into the
competitive services advantage. It means basic principles (right, left, communal, secularism)
should be return in the community from the political product. Another policy should be
developed to reduce the governing period into three years. In this context, the failure political
organization will easily accept the failure by handover the power to win the government
platform within very short time. This policy must be able to change the so called Bangladeshi
political culture into the new political reformation. This effort would be a new reformation of
democracy. But on condition is imperative that long-run plan taken by the past ruling political
organization should be continued under a new law to the next ruling political organization of a
country.
428
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
22. All registered political organization should establish a well decorated and planned political
office at each union, upazila, zila, and division levels under a Central or Corporate Political
Office (CPO). A permanent marketing expert with necessary office staff and a committee
(from honest and honorable persons of the locality) should be employed there for
communicating political services along with the government agencies to the voter-market.
This initiative will reduce the gathering and force creating political movement in building
peaceful political environment. All political organizations should set up these offices to make
the parties as institutes for easy controlling the all leaders and activists for better political
services in building the brand image to maintain the relationship with the loyal voter-market.
This initiative will reduce the dependability on local cprrupted and terrorist activists to keep a
political organization free from bad image which is very important to winning the next
election. According to the Political Services Marketing, no need any demonstration for head
counted showdown. This is the most important factor of political conflict at local areas of a
country. All political head offices will communicate directly by using electronic and print
media and personal communication at the door-step of voter. Politics is being corrupted
because of hired activists and local leadership. In this context, direct marketing
communications are enough to attract voter-market.
429
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
6.3 REFERENCES
Andaleeb S S (2012). World Marketing Summit 2012, pp 7 Editors and Distinguished
Professor, Black School of Business, Pennsylvania State University.
Avraham Shama, (1975),"An Analysis of Political Marketing", in SV - Broadening the
Concept of Consumer Behavior, eds. Gerald Zaltman and Brian Sternthal, Cincinnati,
OH: Association for Consumer Research, Pages: 106-116.
Alan R. Andreasen (2012) Rethinking the Relationship between Social/Nonprofit Marketing
and Commercial Marketing. Journal of Public Policy & Marketing: Spring 2012, Vol.
31, No. 1, pp. 36-41.
Angus Laing, (2003), “Marketing in the Public Sector: Open University Business School,
U.K. Towards a typology of public services”. Volume 3(4): 427-445
Avraham Shama (1975) ,"Applications of Marketing Concepts to Candidate Marketing", in
NA - Advances in Consumer Research Volume 02, eds. Mary Jane Schlinger, Ann
Abor, MI : Association for Consumer Research, Pages: 793-802.
Alan R. Andreasen, (2001), "Intersector Transfer of Marketing Knowledge." Handbook of
Marketing and Society. Ed. Paul N. Boom and Gregory T. Gundlach. Thousand Oaks,
CA: Sage Publications, 2001: 80-104
Angus Cambell, Philip Converse, Warren Miller, Donald Stocks, (1956) “American National
Election Studies” The University of Michigan, ICPSR Archive No 7252, SRC study
S449
Ahmed, F.U. (2015). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Farid Uddin Ahmed, Depertment of Political Science, University of Dhaka.
Ahmed, E. (2014) Expart Opinions on an Open-ended Questionnaire from Professor Dr.
Emajuddin Ahmed, Department of Political Science, former VC. University of Dhaka
Azad, S.A.K. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Syed
Abul Kalam Azad: Department of Marketing, University of Dhaka.
Azad, A.K. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Abul Kalam Azad, Department of Marketing, University of Dhaka.
Akash, M.M. (2015). Expert Opinions on an Open-ended Questionnaire form Professor M.M
Akash, Department of Economics, and University of Dhaka.
Alam M.S (2014). Opinion from National Political Leader, MD Shah Alam, Secretary
General (In-charge), Bangladesh-er Communist Party, Central Office, Mukti-
Vaban, Dhaka,
430
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Alamgir, M.F.I. (2014). Opinion from National Political Leader, Mirza Fakhrul Islam
Alamgir, Secretary General, Bangladesh Nationalist Party (B.N. P).
Barua, D (2014). Opinion from National Political Leader, Dilip Barua, Secretary General,
Bangladesher Samybadi Dal (M-L), Former Minister, Ministry of Industries,
Government of Bangladesh.
Bhuiyan, R.I. (2014). Opinion from National Political Leader, Rezaul Islam Bhuiyan. Senior
Joint General Secretary, Jatio Party (Ershad),
Berelson B, L. Sfeld, and MePhee, (1954) “Voting” A study of opinion forming in a
Presidential election Chicago”: University of Chicago Press. Midway- Reprint. Page 416
Benson Shapiro, (1973), “Marketing for Nonprofit Organizations,” Harvard Business Review,
September-October, 1973, pp. 223-232.
Benét DeBerry-Spence, Akon Elizabeth Ekpo, Mopelola Adelakun, Hande Gunay (2013)
Toward Marketplace Diversity: A Multimeasure, Multidimensional Study of the Journal
of Public Policy & Marketing. Journal of Public Policy & Marketing: May 2013, Vol.
32, No. special issue, pp. 6-15.
Brett R. Smith, Maria L. Cronley, Terri F. Barr (2012) Funding Implications of Social
Enterprise: The Role of Mission Consistency, Entrepreneurial Competence, and Attitude
Toward Social Enterprise on Donor Behavior. Journal of Public Policy & Marketing:
Spring 2012, Vol. 31, No. 1, pp. 142-157.
Bhuiyan, Z. H. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Zakir Hossain Bhuiyan, Chairman, Department of Marketing, University of Dhaka.
Bhattachargee, H. (2014). Expert Opinions on an Open-ended Questionnaire from Professor:
Dr. Haripada Bhattacharjee: Department of Marketing, University of Dhaka.
Begum, K. (2015). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Khurshida Begum, Department of Government and Politics, Jahangirnagar University,
Information Commissioner, Information Commission, Bangladesh
Cambell, A. Converse, P Miller, W and Stokes. D, (1966) Elections and the Political Order,
New York. John Wiley and Sons. Inc.
Crawford, C. Merle (1970), "Attitudes of Marketing Executives toward Ethics in Marketing
Research," Journal of Marketing (April), 46-52.
Christopher H. Lovelock and Charles B. Weinberg, (1977), “Cases in Public and Nonprofit
Marketing (Palo Alto, Calif.: Scientific Press, pp. 19-30
Christie, D. J., Tint, B. S., Wagner, R. V., & Winter, D. D. (2008). Peace psychology for a
peaceful world. American Psychologist, 63(6), 540.
431
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Chakraborty, G. (2015). Expert Opinions on an Open-ended Questionnaire from Professor
Gobinda Chakraborty, Depertment of Political Science, University of Dhaka
Chowdhury, A.I. (2014). Expert Opinions on an Open-ended Questionnaire from Professor
Dr. Md. Ashraful Islam Chowdhury, Department of Marketing, University of Dhaka
Christie, Daniel J.; Tint, Barbara S.; Wagner, Richard V.; Winter, Deborah DuNann American Psychologist, Vol 63(6), Sep 2008, 540-552.
Dudu, S. (2013). Opinion from National Leader, Samsuzaman Dudu, 2013, A Leader of BNP,
Advisor of the Leader of the Bangladesh Nationalist Party, major party of the
oppositions.
Datta. U. K (2012) Political Services Marketing for Peaceful Bangladesh. The Dhaka
University Journal of Marketing, Vol no. 15, 2012. Nov. 2014 pp 287-304
Deutsch, M. (1993). Educating for a peaceful world. American Psychologist,48(5), 510.
Daniel J. Sweeney,(1972) “Marketing: Management Technology or Social Process?” Journal
of Marketing, October 1972, pp. 3-10.
Dan Nimmo, (1970), “The Political Persuaders” ( Englewood Cliffs, N.J.: Prentice-Hall,
1970)
Deutsch, Morton American Psychologist, Vol 48(5), May 1993, 510-517.http://dx.doi.org/10.1037/0003-066X.48.5.510
E. Glick, (1967), “The New Methodology” (Washington, D.C.: American Institute for
Political Communication, P.1
Franck, T. M. (1970). Who killed Article 2 (4)? or: changing norms governing the use of
force by states. American Journal of International Law, 809-837.
Feldman, L. P. (1971). Societal adaptation: a new challenge for marketing. The Journal of
Marketing, 54-60.
Feldman, L. P. (1971). Societal adaptation: a new challenge for marketing. The Journal of
Marketing, 54-60.
Glaser, B. S., & Medeiros, E. S. (2007). The changing ecology of foreign policy-making in
China: the ascension and demise of the theory of “peaceful rise”. The China
Quarterly, 190, 291-310.
Greenwald, A. G., & Leavitt, C. (1984). Audience involvement in advertising: Four
levels. Journal of consumer research, 581-592.
Gilboa, E. (2009). Media and conflict resolution: a framework for analysis.Marq. L. Rev., 93,
87.
432
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Gene R. Laczniak, Patrick E. Murphy (2012) Stakeholder Theory and Marketing: Moving
from a Firm-Centric to a Societal Perspective. Journal of Public Policy & Marketing:
Fall 2012, Vol. 31, No. 2, pp. 284-292.
Howard, R. (2002). An operational framework for media and peacebuilding. Institute for
Media, Policy and Civil Society.
Haripada Bhattacharjee and Ashraful Islam Chowdhury,(1988),“Marketing of Political
Ideologies of Different Political Parties in Bangladesh.”1988 pp1-2, Bureau of
Economic Research, University of Dhaka, Bangladesh.
Hamid, S.A. (2015). Expert Opinions on an Open-ended Questionnaire from Associate
Professor Dr. Syed Abdul Hamid, Institute of Health Economics, University of Dhaka.
Inu, H.H. (2013). Opinion from National Leader, Hasanul Haq Inu MP, H E Minster, Ministry
of Information, President and Leader of the Jatio Samajtantric Dal,
Islam, A.B.M S. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
A.B.M Shahidul Islam, Department of Marketing, University of Dhaka.
Julie L. Ozanne, Canan Corus, Bige Saatcioglu (2009) The Philosophy and Methods of
Deliberative Democracy: Implications for Public Policy and Marketing. Journal of
Public Policy & Marketing: Spring 2009, Vol. 28, No. 1, pp. 29-40.
Jagdish N. Sheth and Can Uslay (2007) Implications of the Revised Definition of Marketing:
From Exchange to Value Creation. Journal of Public Policy & Marketing: Fall 2007,
Vol. 26, No. 2, pp. 302-307.
Khan, S.H. (2014). Expart Opinions on an Open-ended Questionnaire from Professor: Dr.
A.N.M. Sayeedul Hoque Khan: Department of Marketing, University of Dhaka.
Katherine E. Jocz, John A. Quelch (2008) An Exploration of Marketing's Impacts on Society:
A Perspective Linked to Democracy. Journal of Public Policy & Marketing: Fall 2008,
Vol. 27, No. 2, pp. 202-206.
Kool, V. K., & Keyes, C. L. (1990). Explorations in the nonviolent personality.
In Perspectives on nonviolence (pp. 17-38). Springer New York.
Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social
change. The Journal of Marketing, 3-12.
Kotler and Gerald Zaltman,(1971) “ Social Marketing: An Approach to planned Social
Change,” Journal of Marketing, July 1971. Pp 3-12
433
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Kenneth E. Boulding,(1970) “A primer on social dynamics”: History as dialectics and
development. New York: Free Press, 1970, x-153 pp.
Krugman, H. E. (1966). The measurement of advertising involvement. Public Opinion
Quarterly, 30(4), 583-596.
Keniston, A. H. (1990). Dimensions of moral development among nonviolent individuals.
In Perspectives on nonviolence (pp. 86-89). Springer New York.
Lane, R (1965) “Political Life: Why and How People get involved in Politics.” New York.
The Free Press, p.6
Levy, S. and Kotler P. (1969) “ Broadening the Concept of Marketing.” Journal of Marketing.
Lovelock and Weinberg, (1978) “Public and Nonprofit Marketing Comes of Age,” American
Marketing Association, Chicago: pp. 416-20.
Lazer, W. (1969). Marketing's changing social relationships. The journal of Marketing, 3-9.
Lavidge, R. J. (1970). The growing responsibilities of marketing. The Journal of Marketing,
25-28.
McGinnies, J. (1968) “The Selling of the President.” New York Pocket Books, 1970, “The
impact of television on Presidential Election” New York Trident Press, 1969
Merton, R (1997) Social Theory and Structure. New York. The Free Press. pp. 5-6
M. Joseph Sirgy (2008) Ethics and Public Policy Implications of Research on Consumer
Well-Being. Journal of Public Policy & Marketing: Fall 2008, Vol. 27, No. 2, pp. 207-
212.
Mayton, D. M., Diessner, R., & Granby, C. D. (1996). Nonviolence and human values:
Empirical support for theoretical relations. Peace and Conflict: Journal of Peace
Psychology, 2(3), 245-253.
Mayton, I. I., & Daniel, M. (2001). Nonviolence within cultures of peace: A means and an ends. Peace and Conflict: Journal of Peace Psychology, 7(2), 143.
Madhubalan Viswanathan, Srinivas Sridharan, Robin Ritchie, Srinivas Venugopal, Kiju Jung
(2012) Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to
Designing Public Policy. Journal of Public Policy & Marketing: Fall 2012, Vol. 31, No.
2, pp. 159-177.
Maibach, E. (1993). Social marketing for the environment: using information campaigns to
promote environmental awareness and behavior change. Health promotion
international, 8(3), 209-224.
434
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Mayton, D. M., & Daniel, M. (2001). Gandhi as peacebuilder: The social psychology of
satyagraha. Peace, conflict, and violence: Peace psychology for the 21st century, 307-
313.
Maibach, E. (1993). Social marketing for the environment: using information campaigns to
promote environmental awareness and behavior change. Health promotion
international, 8(3), 209-224.
Majumdar, S. (2014) Expert Opinions on an Open-ended Questionnaire from Political
Scientist Professor Dr. Shantanu Majumdar, Department of Political Science,
University of Dhaka
Mahiuddin, K.M. (2015). Expert Opinions on an Open-ended Questionnaire from Professor
Dr. K.M Mahiuddin, Department of Govt. and Politics, Jahangirnagar University.
Mannan, A. (2015). Expert Opinions on an Open-ended Questionnaire from Professor Md.
Abdul Mannan, Dept. of Govt. and Politics, Jahangirnagar University.
Masum, A.L. (2015). Expart Opinions on an Open-ended Questionnaire from Professor. Dr.
Abdul Latif Masum, Department of Government and Politics, Jahangirnagar
University.
Molla, G. (2015). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Gyasuddin Molla, Depertment of Political Science, University of Dhaka.
Mohammad, A. (2015). Expert Opinions on an Open-ended Questionnaire from Professor
Anu Mohammad, Department of Economics, Jahngirnagar University.
Nandi, S.R. (2014). Opinion from National Political Leader, Sujit Roy Nandi, Member,
Central Executive Committee, Bangladesh Awami League (BAL).
Nazneen, D.R.Z.A. (2015). Expert Opinions on an Open-ended Questionnaire from Professor
Dr. Dil Rowshan Zinnat Ara Nazneen, Depertment of Political Science, University of
Dhaka.
N. Craig Smith, Daniel G. Goldstein, and Eric J. Johnson (2013) Choice Without Awareness:
Ethical and Policy Implications of Defaults. Journal of Public Policy & Marketing: Fall
2013, Vol. 32, No. 2, pp. 159-172
Philip B. Niffenegger, (1988) Strategies for Success from the Political Marketing” Journal of
Services Marketing, vol. 2 Iss: 3, pp 15-21
Philip Kotler, “The Major Tasks of Marketing Management,” Journal of Marketing, October
1973, pp. 74-80.
435
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Philip Kotler, (2012), “Be part of a global movement to change the world” World Marketing
Summit 1-3 March, 2012, Bangabandhu International Conference Centre, Dhaka.
pp 6-7.
Philip Kotler and Sidney J. Levy, (1969) “Broadening the Concept of Marketing” Journal of
Marketing. January 1969. Pp. 10-12.
Philip Kotler, (1982), “Marketing for Non-profit Organizations” 2nd edition, Prentice hall,
Inc, Englewood cliffs, New Jersey, 07632
Philip Kotler and Eduardo L. Roberto, (1989) “Social Marketing: Strategies for Changing
Public Behavior” (New York: The Free Press, 1989).
Philip Kotler, Somkid Jatusripitak, and Suvit Maesincee, (1997) “The Marketing of Nations:
A Strategic Approach to building National Wealth” (New York: The Free Press. 1997).
Philiop Kotler, (2004) Principles of Marketing 10th Edition Prentice hall, Inc, Englewood
cliffs, New Jersey, 07632.
Paris, R. (2004). At war's end: building peace after civil conflict. Cambridge University Press.
Rashid, K.F. (2013). Opinion from National Leader, Kazi Firoz Rashid, Former Minister &
MP, Advocate, Bangladesh Supreme Court, Presidium Member, Jatio Party)
Rizvi, R.K. (2013). Opinion from National Leader, Ruhul Kabir Rizvi, Joint Secretary
General, Bangladesh Nationalist Party (BNP),
Ronald Paul Hill and Kelly D. Martin (2014) Broadening the Paradigm of Marketing as
Exchange: A Public Policy and Marketing Perspective. Journal of Public Policy &
Marketing: Spring 2014, Vol. 33, No. 1, pp. 17-33.
Rohit Varman, Per Skålén, Russell W. Belk (2012) Conflicts at the Bottom of the Pyramid:
Profitability, Poverty Alleviation, and Neoliberal Governmentality. Journal of Public
Policy & Marketing: Spring 2012, Vol. 31, No. 1, pp. 19-35.
Randle D. Raggio, Judith Anne Garretson Folse (2011) Expressions of Gratitude in Disaster
Management: An Economic, Social Marketing, and Public Policy Perspective on Post-
Katrina Campaigns. Journal of Public Policy & Marketing: Fall 2011, Vol. 30, No. 2,
pp. 168-174.
Rish, V. (2012). Why Can’t You Sell Peace Like You Sell Soap? Social Marketing: An
Approach to Communicating for Peace in Aceh. Forming a Culture of Peace:
Reframing Narratives of Intergroup Relations, Equity, and Justice, 213.
Rahman, M. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Mijanur Rahman, VC, Jagannath University.
436
Scope of Political Services Marketing for Peaceful Bangladesh, Social Science Research Council (SSRC), Planning Division, Ministry of Planning, Government of Bangladesh, 30 December, 2014
Rahman, A. (2014). Expert Opinions on an Open-ended Questionnaire from Professor Dr.
Anisur Rahman, Department of Marketing, University of Dhaka.
Sayeed, A. (2013). Opinon from Professor Dr. Abu Sayeed, Former Minister, a Leader of
Bangladesh Awami League
Shah, A.K.F.H. (2014). Expert Opinons on an Open-ended Questionnaire from Professor Dr.
A. K. Fazlul Haque Shah, Department of Marketing, University of Dhaka.
Shuptrine, F. K., & Osmanski, F. A. (1975). Marketing's Changing Role: Expanding or
Contracting?. The Journal of Marketing, 58-66.
Tomas M. Frank, (1970) changing Norms Governing the use of force by states, American
Journal of International Law, Vol 64. No.5. Oct. 1970.
Taylor, M. (2000). Media relations in Bosnia: A role for public relations in building civil society. Public Relations Review, 26(1), 1-14.
Vladas Griskevicius, Stephanie M. Cantú, Mark van Vugt (2012) The Evolutionary Bases for
Sustainable Behavior: Implications for Marketing, Policy, and Social Entrepreneurship.
Journal of Public Policy & Marketing: Spring 2012, Vol. 31, No. 1, pp. 115-128.
Attitudes and perceptions of 100 Political Leaders and Govt. Officers at Local
Government of Bangladesh (Result of Sample No. 2)
Opinions of 1000 Graduate Students in Major Marketing from Public and Private
Universities (Results of Sample No.3)
Top Related