Political Marketing: Is Market Orientation & Market Capabilities The Winning Formula? A Study On The 2004 General Election For The State Of Pulau Pinang
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Date
2004-04
Authors
Ujang, Masalina
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Abstract
The purpose of this study is to investigate the usage of marketing philosophies
such as Market Orientation and Market Capabilities by political candidates and the effect
these philosophies have on the candidates' performance in the form of the percentage of
votes the candidate received. This research used the recently announced official results of
the Malaysia.2004 eleventh general election and the involved candidates' feedback as the
core data input for the study. The respondents for the study were all the political
candidates contending for the parliamentary and state seats and cover all constituencies in
Penang only. The study begins with a brief overview on the background of the 2004
Malaysia General Election and moves on to review literatures pertaining to Market
Orientation activities as defined by Kohli and Jaworski (1990) and the market driven
approach postulated by Vorhies, Harker, and Rao (1998) and Vorhies and Harker (2000).
Analyses used were Factor analysis, Reliability test, Correlational Tests, Discriminant
and 2-Step Hierarchical Regression Tests. The findings suggests that Market Orientation
and Market Capabilities do to some extent provide the predictive power of election result
as well as affect the percentage of votes received by the candidates. Some limitations of
this study are highlighted with emphasis on the "timing" factor due to the short time span
given for candidates to campaign. The thesis concluded with the main findings indicating
that candidates focus effectively on voters' needs and respond effectively to those needs;
however it also reveals that candidates do not put emphasis on Constituency Research as
well as Marketing and Channel Distribution.
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Keywords
Political Marketing , General Election