scope of political services marketing for peaceful bangladesh

December 30, 2014

SCOPE OF POLITICAL SERVICES MARKETING FOR PEACEFUL BANGLADESH

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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

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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

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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

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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.

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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

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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

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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

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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

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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

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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

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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

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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

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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


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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


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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

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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

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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

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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

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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


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


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


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


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


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


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


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


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


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


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


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


3. Profession: Agriculture Business Services Holder Others/Students


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


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


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?


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?


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


11. Do you agree that all political organizations should political services marketing

practice to make a peaceful Bangladesh?


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?


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


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


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


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


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


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


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


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


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?


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


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?


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


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?


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?


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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

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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.

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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

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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

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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,

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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

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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.

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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,

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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.”

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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

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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

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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

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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

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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.

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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

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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

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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

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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

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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

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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

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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.

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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

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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

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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

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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

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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

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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

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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

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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.

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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

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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

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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

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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

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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.

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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

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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

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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

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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

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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.

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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.

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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

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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

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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.

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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.

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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).

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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

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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.

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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.

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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

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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

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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

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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

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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.

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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.

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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.

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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.

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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

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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.

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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

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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

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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,

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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.

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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

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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

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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-

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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

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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

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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

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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

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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

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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

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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.

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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

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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

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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.

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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

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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


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


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


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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

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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


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


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


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


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


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)

http://www.msw.gov.bd/

http://www.moa.gov.bd/

http://www.mohfw.gov.bd/

http://www.bfid.gov.bd/

http://www.moi.gov.bd/

http://www.mincom.gov.bd/

http://www.moc.gov.bd/

http://www.moca.gov.bd/

http://www.mod.gov.bd/

http://www.dmrd.gov.bd/

http://www.moedu.gov.bd/

http://www.moef.gov.bd/

http://www.mofl.gov.bd/

http://www.mofood.gov.bd/

http://www.mha.gov.bd/

http://www.moind.gov.bd/

http://www.mole.gov.bd/

http://www.molwa.gov.bd/

139


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)

http://www.mopt.gov.bd/

http://www.powerdivision.gov.bd/

http://www.mora.gov.bd/

http://www.mopa.gov.bd/

http://www.mopme.gov.bd/

http://www.railway.gov.bd/

http://www.mos.gov.bd/

http://www.most.gov.bd/

http://www.mowr.gov.bd/

http://www.moysports.gov.bd/

http://www.pmo.gov.bd/

http://www.ictd.gov.bd/

http://www.cabinet.gov.bd/

http://www.afd.gov.bd/

http://www.mopt.gov.bd/

http://www.parliament.gov.bd/

http://www.mof.gov.bd/

http://www.erd.gov.bd/

http://www.minlaw.gov.bd/

http://www.legislativediv.gov.bd/

http://www.lawjusticediv.gov.bd/

http://www.imed.gov.bd/

http://www.moc.gov.bd/

http://www.lgd.gov.bd/

http://www.sid.gov.bd/

http://www.rdcd.gov.bd/

http://www.mohpw.gov.bd/

http://www.minland.gov.bd/

140


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)

http://www.bangabhaban.gov.bd/

http://www.mochta.gov.bd/

http://www.mocat.gov.bd/

http://www.powerdivision.gov.bd/

http://www.plandiv.gov.bd/

http://www.giu.pmo.gov.bd/

http://www.islamicfoundation.org.bd/

http://www.dnc.gov.bd/

http://dpe.portal.gov.bd/

http://www.nbr-dhk.gov.bd/

http://www.betar.org.bd/

http://www.btrc.gov.bd/

http://www.tss.com.bd/

http://www.btcl.gov.bd/

http://www.bsccl.com.bd/

http://www.teletalk.com.bd/

http://www.presscouncil.gov.bd/

http://www.nsi.gov.bd/

http://www.nimc.gov.bd/

http://www.ssf.gov.bd/

http://www.bdpressinform.org/

http://www.beza.gov.bd/

http://www.masscom.gov.bd/

http://www.epzbangladesh.org.bd/

http://www.fdc.gov.bd/

141


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)

http://www.bfa.gov.bd/

http://www.pc.gov.bd/

http://www1.bssnews.net/

http://www.pppo.gov.bd/

http://www.hajj.gov.bd/

http://www.ngoab.gov.bd/

http://www.ashrayanpmo.gov.bd/

http://www.biamfoundation.com/

http://www.bcsadminacademy.gov.bd/

http://www.dpp.gov.bd/

http://www.bpatc.org.bd/

http://www.bibm.org.bd/

http://www.spcbl.org.bd/

http://www.bhbfc.gov.bd/

http://www.icb.gov.bd/

http://www.pksf-bd.org/

http://www.cse.com.bd/

http://www.dsebd.org/

http://www.sec.gov.bd/

http://www.cga.gov.bd/

http://www.fmrp.org.bd/

http://www.cagbd.org/

http://www.nbr-bd.org/

http://www.nationalsavings.gov.bd/

http://www.nbr-ctg.com/

http://www.supremecourt.gov.bd/

http://www.jscbd.org.bd/

http://barc.gov.bd/

http://www.moind.gov.bd/

http://www.iapp.gov.bd/

142


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

http://www.eprocure.gov.bd/

http://www.bab.org.bd/

http://www.badc.gov.bd/

http://www.plancomm.gov.bd/

http://www.dae.gov.bd/

http://www.boiler.gov.bd/

http://www.brri.gov.bd/

http://www.bari.gov.bd/

http://www.moind.gov.bd/index.php

http://www.cptu.gov.bd/

http://www.bcic.gov.bd/

http://www.bsec.gov.bd/

http://www.bjri.gov.bd/

http://www.bscic.gov.bd/

http://www.bina.gov.bd/

http://www.bim.org.bd/

http://www.bsri.gov.bd/

http://www.bforest.gov.bd/

http://www.bsti.gov.bd/

http://www.bmda.gov.bd/

http://www.bitac.gov.bd/

http://www.npo.gov.bd/

http://www.bof.gov.bd/

http://www.cdb.gov.bd/

http://www.bmd.gov.bd/

http://www.sca.gov.bd/

http://www.cgdf.gov.bd/

http://www.srdi.gov.bd/

http://www.bnfe.gov.bd/

http://www.cgdf.gov.bd/

143


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)

http://www.dam.gov.bd/

http://www.army.mil.bd/

http://www.baf.mil.bd/

http://www.sparrso.gov.bd/

http://www.mist.ac.bd/

http://www.ais.gov.bd/

http://www.sob.gov.bd/

http://www.dscsc.mil.bd/

http://www.ndc.gov.bd/

http://www.ban-hrdb.gov.bd/

http://www.nape.gov.bd/

http://www.saarcagri.net/

http://www.dgfood.gov.bd/

http://www.cegisbd.com/

http://www.dol.gov.bd/

http://www.clu-mole.gov.bd/

http://www.bhwdb.gov.bd/

http://www.rri.gov.bd/

http://www.drr.gov.bd/

http://www.iwmbd.org/

http://www.warpo.gov.bd/

http://www.silkfoundation.com/

http://www.bwdb.gov.bd/

http://www.dmb.gov.bd/

http://www.bjmc.gov.bd/

http://www.jrcb.gov.bd/

http://www.dot.gov.bd/

http://www.drr.gov.bd/

http://www.jrcb.gov.bd/

http://www.bhb.gov.bd/

144


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)

http://www.btmc.gov.bd/

http://www.bsrti.gov.bd/

http://www.bsb.gov.bd/

http://www.doj.gov.bd/

http://www.bddhc-karachi.org/

http://www.bdootnairobi.com/

http://www.apscl.com/

http://www.bpdb.gov.bd/

http://www.desa.com.bd/

http://www.bdembassyamman.com/

http://www.bmtti.gov.bd/

http://www.nactar.gov.bd/

http://www.desco.org.bd/

http://www.heqep-ugc.gov.bd/

http://kolkata.mofa.gov.bd/

http://www.dpdc.org.bd/

http://www.educationboard.gov.bd/

http://www.bteb.gov.bd/

http://www.banglaemb-paris.org/

http://www.egcb.com.bd/

http://www.wzpdcl.org.bd/

http://www.powercell.gov.bd/

http://www.pgcb.org.bd/

http://www.banglaembassy.com.bh/

http://www.reb.gov.bd/

http://www.bangladoot-canberra.org/

http://www.rpcl.org.bd/

http://www.hcbangladesh.org.bn/

http://www.brussels.mofa.gov.bd/

http://www.napd.ac.bd/

145


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

http://www.bdhc.org/

http://www.titasgas.org.bd/

http://www.bangladeshembassy.de/

http://www.rpgcl.org.bd/

http://www.petrobangla.org.bd/

http://www.bhcdelhi.org/

http://www.berc.org.bd/

http://www.dncrp.gov.bd/

http://www.dshe.gov.bd/

http://www.techedu.gov.bd/

http://www.nctb.gov.bd/

http://www.bmeb.gov.bd/

http://www.ugc.gov.bd/

http://www.naem.gov.bd/

http://www.bdtariffcom.org/

http://www.dia.gov.bd/

http://nestedlink.forms.gov.bd/

http://www.ntrca.gov.bd/

http://www.ntrca.gov.bd/

http://www.ccie.gov.bd/

http://www.jbc.gov.bd/

http://www.bangladeshembassyinitaly.com/

http://www.icab.org.bd/

http://www.bdembjp.com/

http://www.bangladesh-highcomkl.com/

http://www.sbc.gov.bd/

http://www.bangladeshembassy.ru/

http://www.roc.gov.bd/

http://www.bangladeshembassy.nl/

http://www.icmab.org.bd/

146


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

http://www.bdhcpk.org/

http://www.tcb.gov.bd/

http://www.epb.gov.bd/

http://www.caab.gov.bd/

http://www.parjatan.gov.bd/

http://www.biman-airlines.com/

http://www.doga.gov.bd/

http://www.pwd.gov.bd/

http://www.teaboard.gov.bd/

http://www.dls.gov.bd/

http://www.novotheatre.gov.bd/

http://www.bcsir.gov.bd/

http://www.bksp-bd.org/

http://www.dyd.gov.bd/

http://www.nib.gov.bd/

http://www.railway.gov.bd/

http://www.baec.org.bd/

http://www.bangladeshembassy.org.sa/

http://www.bansdoc.gov.bd/

http://www.rhd.gov.bd/

http://www.brtc.gov.bd/

http://www.nmst.gov.bd/

http://www.brta.gov.bd/

http://www.dtcb.gov.bd/

http://www.bcc.net.bd/

http://www.bba.gov.bd/

http://www.bcgjeddah.com/

http://www.cca.gov.bd/

http://www.bangladesh.org.sg/

http://www.htpbd.org.bd/

147


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

http://www.dncc.gov.bd/

http://www.bangladoot.se/

http://www.szbsantb.net.bd/

http://www.bhclondon.org.uk/

http://www.bangladoot.org/

http://http/www.dhakasouthcity.gov.bd/

http://www.ccc.org.bd/

http://www.un.int/

http://www.nfddp.gov.bd/

http://www.bdcgny.org/

http://www.bangladeshconsulatela.com/

http://www.ncc.org.bd/

http://www.dss.gov.bd/

http://www.bangladeshembassy.com.cn/

http://www.khulnacity.org/

http://www.sylhetcitycorporation.org.bd/index.htm

http://www.bnswc.gov.bd/

http://www.boesl.org.bd/

http://www.bmet.org.bd/

http://www.macademy.gov.bd/

http://www.ecs.gov.bd/

http://www.dwasa.org.bd/

http://www.bbs.gov.bd/

http://www.nazrulinstitute.org.bd/

http://www.bdshilpakala.org/

http://www.banglaacademy.org.bd/

http://www.bangladeshmuseum.gov.bd/

http://www.publiclibrary.gov.bd/

http://www.copyrightofficebd.com/

http://www.nanl.gov.bd/

148


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

http://www.ebek-rdcd.gov.bd/

http://www.prison.gov.bd/

http://www.bard.gov.bd/

http://www.coop.gov.bd/

http://www.brdb.gov.bd/

http://www.dmp.gov.bd/

http://www.dip.gov.bd/

http://www.bgb.gov.bd/

http://www.dgda.gov.bd/

http://www.ansarvdp.gov.bd/

http://www.dgfp.gov.bd/

http://www.coastguard.gov.bd/

http://www.dghs.gov.bd/

http://www.rab.gov.bd/

http://www.icddrb.org/

http://www.icddrb.org/

http://www.nememw.gov.bd/

http://www.nememw.gov.bd/

http://www.niport.gov.bd/

http://www.btv.gov.bd/

http://www.fcb-bd.org/

http://www.dwa.gov.bd/

http://www.lged.gov.bd/

http://www.bangladeshnavy.org/

http://www.banbeis.gov.bd/

http://transportdtr.bdgovportal.com/

http://www.biwta.gov.bd/

http://www.biwtc.gov.bd/

149


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

http://www.bsc.gov.bd/

http://www.dos.gov.bd/

http://www.bkkb.gov.bd/

http://www.cpa.gov.bd/

http://www.mpa.gov.bd/

http://www.rda.gov.bd/

http://www.bangladesh-bank.org/

http://www.mra.gov.bd/

http://www.idra.org.bd/

http://www.bpsc.gov.bd/

http://www.dphe.gov.bd/

http://www.architecture.gov.bd/

http://www.nha.gov.bd/

http://www.udd.gov.bd/

http://www.rajukdhaka.gov.bd/

http://www.portal.cda.gov.bd/

http://www.rdaraj.org.bd/

http://www.kda.gov.bd/

http://www.hbri.gov.bd/

http://www.cpp.gov.bd/

http://www.boi.gov.bd/



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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


http://www.rhdcbd.org/

http://www.hdcbandarban.org/

http://www.khdcbd.org/

http://www.bift.gov.bd/

http://www.bncu.gov.bd/

http://www.imli.gov.bd/

http://www.gsb.gov.bd/

http://www.energysector-bpi.org.bd/

http://www.berc.org.bd/

http://www.hcu.org.bd/

http://www.emrd.gov.bd/

http://www.emrd.gov.bd/bmd.html

http://www.bfri.gov.bd/

http://www.bfidc.info/

http://www.bnh.gov.bd/

http://www.fisheries.gov.bd/

http://www.bfri.org.bd/

http://www.blri.gov.bd/

http://www.bfdc-gov.org/

http://www.mofl-mfabd.net/

http://www.biiss.org/

http://www.aibs.net/

http://www.biliabd.org/

http://www.hed.gov.bd/

http://www.heu.gov.bd/

http://www.dns.gov.bd/

http://www.bsfic.gov.bd/

http://www.dfp.gov.bd/

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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

http://www.pib.gov.bd/




http://www.nlaso.gov.bd/


http://www.lrb.gov.bd/

http://www.nilg.gov.bd/

http://www.dwasa.org.bd/

http://www.cwasa.org/

http://www.khulnawasa.org/

http://www.pdbf-bd.org/

http://www.bangladeshpost.gov.bd/


http://www.mora.gov.bd/component/content/category/16-christian-welfare-trust.html?layout=blog


http://www.nmi.gov.bd/

http://www.jms.gov.bd/bn/

http://www.shishuacademy.gov.bd/

http://www.ds.gov.bd/

http://www.nsc.gov.bd/



http://www.infocom.gov.bd/

http://www.dhakaeducationboard.gov.bd/

http://www.bids.org.bd/

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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)

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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)

http://www.sylhetdiv.gov.bd/

http://www.dhakadiv.gov.bd/

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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

http://www.rangpurdiv.gov.bd/

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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

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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.

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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:

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• 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

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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]

http://a2i.pmo.gov.bd/content/ness-national-e-services-system

http://a2i.pmo.gov.bd/content/ness-national-e-services-system

160


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]

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Source: The training handout of Upazilla Ain- o maulik Bishayak Sadaran Prosikmhan , 2014, LGD

Figure-7: UZP Planning and Management Structure

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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

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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.

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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-

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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

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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.

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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

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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

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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

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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.

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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.

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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.

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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.

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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.

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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.

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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

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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

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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

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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.

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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.

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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.

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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

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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

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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

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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’.

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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

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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-

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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.

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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.

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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:

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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.

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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.

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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.

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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

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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

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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.

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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.

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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

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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

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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.

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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

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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.

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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]

http://www.bnpbangladesh.com/en/index.php/library/election-manifesto

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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

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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.

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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

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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


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.

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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.

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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.

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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

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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


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]

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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

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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]

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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;

http://www.msw.gov.bd/index.php?option=com_content&task=view&id=432&Itemid=437


216


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.

http://www.moa.gov.bd/site/page/b4afc7c3-ebee-431a-914e-be193f9eecf1

217


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).

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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.

http://www.moedu.gov.bd/index.php?option=com_content&task=view&id=297&Itemid=297

219


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.

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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]

http://mha.gov.bd/allocation-of-business

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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;

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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


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


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


41. All matters relating to administration of morgues.



Ministry.



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.

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226


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.


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.


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]

http://www.mofl.gov.bd/business_allocated.aspx

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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;

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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.

http://www.lged.gov.bd/CitizenCharters.aspx

229


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.


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]

http://www.lgd.gov.bd/index.php?option=com_content&view=article&id=24&Itemid=82&lang=en


230


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

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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,

http://www.mochta.gov.bd/index.php/index/othercontent/Charter-of-Duties__6/2/0/2

232


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

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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

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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

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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).

http://www.moi.gov.bd/about.php

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(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

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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.

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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

http://www.mopa.gov.bd/index.php?option=com_content&task=view&id=377&Itemid=419%20%20%5b10-09-2014


239


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


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]

http://www.moef.gov.bd/html/about/about_us.html

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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)


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.


Source:

http://www.ptd.gov.bd/site/page/a2a315f9-4261-4e42-aa2c-bc9f99dd271e



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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.

http://www.mowr.gov.bd/index.php/about-mowr/brief-history

242


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.



Ministry.



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]

http://www.moysports.gov.bd/aboutmoys.html

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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,

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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.

http://www.moca.gov.bd/en/index.php/en/

245


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.

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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.

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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]

http://www.bangla2000.com/election_2001/Manifesto_JP_E.shtm

http://www.moa.gov.bd/site/page/b4afc7c3-ebee-431a-914e-be193f9eecf1



http://www.moedu.gov.bd/index.php?option=com_content&task=view&id=297&Itemid=297

http://mha.gov.bd/allocation-of-business

http://www.mohfw.gov.bd/index.php?option=com_content&view=article&id=73&Itemid=81&lang=en

http://www.mofl.gov.bd/business_allocated.aspx




http://www.lged.gov.bd/CitizenCharters.aspx

http://www.mochta.gov.bd/index.php/index/othercontent/Charter-of-Duties__6/2/0/2

http://www.moi.gov.bd/about.php







http://www.moef.gov.bd/html/about/about_us.html

http://www.ptd.gov.bd/site/page/a2a315f9-4261-4e42-aa2c-bc9f99dd271e

http://www.mowr.gov.bd/index.php/about-mowr/brief-history

http://www.moysports.gov.bd/aboutmoys.html

http://www.moca.gov.bd/en/index.php/en/

http://www.bnpbangladesh.com/en/index.php/library/election-manifesto

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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

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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.

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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.



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.



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.



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

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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.


earlier provided political services as ruling party to influence the voter market by using


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.


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.



communication for all political organizations simultaneously?

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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


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.



Answer: The significant aspect of marketing concept is competitive advantage-based

competitive political environment which is remaining among the similar firms in an industry.

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In this regard, political organizations should practice marketing techniques to create a

peaceful political environment for the greater interest of the economy of Bangladesh.



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.



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

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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.



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.



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.



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.



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.

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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



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.



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.



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,

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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.



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.




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.




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.

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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.



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.



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.



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


organization (British). But marketing practices by the all political organizations can make a

peaceful Bangladesh. But it will take a long time.



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.



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.


organizations should based on competitive advantages instead of hortal, violence, terrorism,


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.


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

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hortal may influence the voter market. But forcing hortal can not attract the voter market.

Sometimes it negatively affects the organizational image.



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.



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.




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.



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


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



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.



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.



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


before winning the major market share, s/he is not getting chance to serve the voters of the

constituency.



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.




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.




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.




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




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.



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.



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.



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.



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

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activities. Some voters may withdraw the support to the next option considering better

political services than the present ruling political organization.





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.


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.



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.



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





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.



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



A. Yes B. No



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.



nation?

265


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.



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.



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.




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,

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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.




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.




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.



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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.



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



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.



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.






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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



marketing strategy.













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)


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.

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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.



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.





industry is trying to attract consumers without any conflict, hortal, blocking rail, road,


contact, publicity and public relation, advertising in both electronic and print Media, using




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

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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



A. Yes B. No



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.



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

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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.



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.



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.




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.


best alternative of hartal, firing vehicles, bomb blasting, killing of the oppositions, showdown


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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.




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.



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.



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

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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.



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.



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.



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.





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

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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.


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.



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.



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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.




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.



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.

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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.



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.



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

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incorporating the services desired by the voters and communicate those through effective

media.




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


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.



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

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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.


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.



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.



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.





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.


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

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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.



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.



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.




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.

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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



A. Yes B. No



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.



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.



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

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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.



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.




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.




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

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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.




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


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.



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.

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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.



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).



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.





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.

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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.



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.



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.




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.



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

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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



A. Yes B. No



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.



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.



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

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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.



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.




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.




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.

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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.




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.



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

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massage should be developed in their communication like commercial advertising in

electronic media.



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.



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.



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.





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

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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.


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.



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.



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.


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.



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

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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



A. Yes B. No



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.



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.



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.



services?

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Answer: Obviously agreed, in the synonym of marketing the present and potential ID holders

in Bangladesh is called political market.




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.




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.




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

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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.




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.



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.



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.

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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.



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.





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.


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).

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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.



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.




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.



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.

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Azad, A.K. (2014). Question: Would you believe that the ultimate mission of all political



A. Yes B. No



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.



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.



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.



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.

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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.




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.




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

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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.




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.



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.



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.



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).

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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.





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.


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.



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.

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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.




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.



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.

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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



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.



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.

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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.



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.




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.




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

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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.




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.



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.



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.



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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.



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.



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.





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,

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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.



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.



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

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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.




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.



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?)




A. Yes B. No

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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.



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.



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.


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.


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


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.


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.




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.



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


the best way. In this context, Indian High Court has given a time-relevant judgment for

ensuring public safety and security.



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.


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.



Answer: Ideology based loyal voters will continue their votes. Rational and switching voters

might run after the next option for better political services.





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)?

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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.


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.


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.




organizations?

Answer: I have no comments.


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





A. Yes B. No

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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.



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.



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.




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.




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.



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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.




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.



Answer: Yes, I think the services delivery chain is comparable with the marketing channels.



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.



Answer: I agree that all political organizations should practice marketing concept in their

politics or political competition.




Answer: Yes, all ministries are generating numerous services in multi-segment markets.



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.

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Answer: I think, political competition should be based on competitive advantages instead of

force creating attitude.




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.




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.



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.




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




313


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





A. Yes B. No



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.



nation?

Answer: Yes, there is an exchange between the government and the nation.



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.




314


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.




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.




power?

Answer: Yes, I agree that marketing communicating techniques might be the best alternative

of traditional political programs.




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.



Answer: I don’t know about marketing channel, but it is of course the public service delivery

channel.



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


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.



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.




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.



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.


organizations should base on competitive advantages instead of hortal, violence, terrorism,



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.




316


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.




Answer: No, present ministries are enough for ensuring best satisfaction of the voter-market

by using marketing concept.



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.




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




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





A. Yes B. No

317




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.



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.



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.




Answer: The ID holders of a democratic country can be called political market.




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.




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.

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Answer: Yes, Election Commission should have a television channel encouraging all

registered political organizations communications equally through this channel to the nation.



Answer: Yes, this channel can be called as the marketing channel for delivering the public

service.



Answer: Individual political organization should try to persuade the voter-market through

campaigning merely own political product instead of criticizing the oppositions.



Answer: I agree that all political organizations should practice political services marketing

philosophy in politics to be voter-market oriented.




Answer: I think all ministries are performing non-profit marketing under a corporate body

which is the cabinet of prime minister.



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.


organizations should base on competitive advantages instead of hortal, violence, terrorism,



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.

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Answer: Once upon a time, hortal attracted voter-market. But it is not a helpful tool to attract

voter market at present.




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.



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.




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



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


320




organization?

A. Yes B. No



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.



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.



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.



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





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.


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.




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.



Answer: I think, it is a service delivering channel.



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.

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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.



Answer: All ministries are controlled by prime minister’s cabinet. This body is comparable

with corporate body.



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.




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.


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.



Bangladesh?

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Answer: Every ministry can set a new desk for ensuring best satisfaction of the voters.



Answer: Sometimes traditional political programs can attract the voters for next election.




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.



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




organization?

A. Yes B. No


How would you define the given term?

324


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.



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.



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.


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.




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





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.




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.



Answer: The service delivery system may be called as the distributing channel. This system

may be defined by using different terms.



Answer: No comments.



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.



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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.




ways?

Answer: Of course, competition should be on the basis of competitive advantages.


Answer: No, hortal is not an effective tool to win voter-market for election.



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.



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.



training program for all political leaders at different levels of all political organizations?

327


Answer: Yes, training is needed on this new concept. This new knowledge would be

disseminated among the political leaders of all political organizations.



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?)



organization?

A. Yes B. No



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.



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.



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




services?

Answer: I agree that the present and potential voters of a constituency are comparable with

the voter-market.




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.




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.




Answer: Yes, election commission should have a television channel allowing all political

organizational political offering equally. But the commission should be impartial.



Answer: I think that this channel might be comparable with the service distribution channel.



329


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.



Answer: I agree that all the political organizations should follow this new concept in politics

to be voter-market oriented.



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.



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.




ways?

Answer: I think political competition among the political organizations should be on the

basis of competitive advantage in delivering services to the nation.


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




Bangladesh?

Answer: I think to implement this new model a strong neutral Election Commission is

imperative.



Answer: Some traditional political programs without violence can win the voter-market.




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.



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




organization?

A. Yes B. No



331


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.


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.



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.



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.


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.


best alternative of hartal, firing vehicles, bomb blasting, killing of the oppositions, showdown


332


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


Answer: It is the system of a government administration. Actually, services are generating

and delivering through this channel.



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.



Answer: I agree that all political organizations should practice this non-profit marketing

concept in politics for creating a peaceful political competitive environment.


segment markets as a strategic marketing under a corporate marketing strategy?

333


Answer: Yes, all ministries are providing services in multi-segment markets under a

corporate body of Prime Minister’s Cabinet.



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.




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.



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.



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.

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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.



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


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.

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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?)



organization?

A. Yes B. No

If the answer is yes, is this service may be called as Political Service Marketing,


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.



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.



services?

336


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..




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.




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


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.


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.


view point of marketing? Answer: There is no easy way.


service marketing to make a peaceful Bangladesh?

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Answer: All political organizations should be voter oriented not in a marketing sense, but

genuinely as an agent of the voter.



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.



Answer: A rational voter should find the other option in considering the short-term and long-

term interest of his/her class.




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.


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..



Answer: The present politics are no longer working well.




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!



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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?)



organization?

A. Yes B. No



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.



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.



339


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.



services?


the voter market. All political organizations should consider the potential voter-market

because they are the future of a country.




Answer: I think that all political organizations should communicate to influence the voter-

market by offering their political products through electronic and print media.




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.




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.



Answer: I think this channel is comparable with service distributing channel.



Answer: A neutral sensor board might be set up at election commission. But the election

commission and the sensor board must be impartial.

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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.



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.



Answer: It is a matter of individual voter’s consideration. But a rational voter should

consider the best option for getting better political services.




ways?

Answer: Yes, political competition should be on the basis of competitive advantages than the

other ex ruling political organizations who where in power.


Answer: I strongly disagree. Hortal is the older- age and force creating instrument in politics.

It damages the socio-economic development of a country.



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.

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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.




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.



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.

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4.5 Opinions of One Economic Expert from Jahangirnagar University

Mohammad, A. (2014). (Would you please answer the following questions after having the




organization?

A. Yes B. No

If the answer is yes, is this service may be called as Political Service Marketing,


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.



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


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.



services?


the voter-market.




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





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.




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.


upazella parishad to union parishad is a distributing channel of political service marketing?

Answer: Yes, the channel is comparable with the service distributing channel.



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.



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




Answer: All ministries are serving the nation in multi-group of people under the prime

minister’s cabinet.



Answer: The decision depends on individual voter’s considerations.

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ways?

Answer: Political competition should be based on superior services or competitive

advantages.


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


Bangladesh?

Answer: No needs the separate ministry, present ministries are enough to serve the nation.



Answer: I believe that traditional political programs are not being enough to win the voter-

market.




organizations?

Answer: I think that training will not be enough for the political leaders to be voter-market

oriented.



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.

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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



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.



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


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

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principles of the organization + past performance + election manifest). Therefore, s/he is a

marketer.



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.




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.




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.



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

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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.



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



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.



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.






348


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



marketing strategy.









organizations should based on competitive advantages instead of hartal, violence, terrorism,


baricade on rail, roads and high ways?


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.


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


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.



349


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.





industry is trying to attract consumers without any conflict, hartal, blocking rail, road,


contact, publicity and public relations, advertising in both electronic and print Medias, using




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.

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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.

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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


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,

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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

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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


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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?

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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?

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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?

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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


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

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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?)


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.


Answer: Delivering any benefits for the society.

Question: How would you define political services marketing as a political leader?

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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.


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




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.




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.

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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.




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.





services or products offerings and to ensure the fundamental needs of the nation?





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.

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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.


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.




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.




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



Answer: Marketing means creating, pricing, communicating and delivering something for a

group of people who share a similar need or want.


Answer: Any acts or benefits for the well being of the society and humanity.


Answer: Political services means to change the society and the future of 90% people through

revelatory movements and free fare election.

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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.


Answer. Voter market means the present and potential national ID holders who want some

expected products toward a political organization.



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.



Answer. In my experience, voters should consider a progressive political leader to select for

vote.



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.



Answer: Yes, but at present the alliance is not exchanging services with the voter market.




Answer: I am indifferent on this question.




Answer. No, I think the MPs are not playing a marketer role in political services marketing.

364





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.


environment?

Answer: I think, publicity and public relation is the best way to win the voters’ mandates.



Answer: The main marketing activities are to identify the fundamental problems of the

voters for solving those problems.





Answer. I am indifferent on this question.



competition?

Answer: I am indifferent on this question.



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.



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.

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Answer: Yes, but slightly.




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

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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



Answer: Marketing means creating, pricing, delivering and communicating of problem

solving products and services.


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.


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.


Answer. Instead of self interest, social marketing means influencing the behavioral changes

of a group of people for their greater interest.


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.



society as a whole?



whole.

367




Answer. The political organization who seems to be the best services (functional + emotional

benefits) provider in a competitive political environment.



Answer. The candidate who has higher problem solving capacity for the people in his locality

that those of competition.




the existing and potential voter-markets under a non-profit marketing concept.




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.




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.




Answer: Yes, I think, political competition should be derived on the basis of competitive

services for the society.


environment?

Answer: Dramatic advertising based on organizational ideologies, mission vision and

successfully implementing the election promises like television commercial and future

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believable commitment for the nation in broad-casting Media as well as communicating by

using publicity and public relation.



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.





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.



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.



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.



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





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.




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,


Bhuiyan, R.I. (2014). (Would you please answer the following questions after having the

basic marketing knowledge and how is it applicable in politics?)


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.


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.


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




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.



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.



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.


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.




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


Answer: Publicity and public relationship.





services or products and to meet the fundamental needs of the nation?





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.


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.




Answer: No, I did not agree with this question.

372





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

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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

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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.


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


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

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Table No. 5 : Perception on Marketing of the Politicians and Government Services

Holders


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


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


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.

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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


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


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.

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Table No. 9 : Perception on Voter-market of the Sample Respondents


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


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

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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


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.

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Table No. 12 : Factors affecting for choosing a Candidate for Vote


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


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


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

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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


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


Total 99 99.0 100.0


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.

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Table No. 15 : Perception on the MPs and Upazila Chairmans as the Marketer in

delivering Services from a Upazila as a Non-profit Organization


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


1. Yes 85 85.0 85.9 85.9

2. No 14 14.0 14.1 100.0

Total 99 99.0 100.0


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


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


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


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


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


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


Cumulative Percent


2. Agree 14 14.0 14.1 20.2


Disagree

44 44.0 44.4 64.6

4. Disagree 31 31.0 31.3 96.0


Total 99 99.0 100.0


Total 100 100.0

387


Table No. 20 : Attitude on Voter-market Oriented Marketing Strategies instead of

Traditional Political Culture


Cumulative Percent


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


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


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


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


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


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


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


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


1. Yes 91 91.0 91.9 91.9

2. No 8 8.0 8.1 100.0

Total 99 99.0 100.0


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


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


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


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


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


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


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


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


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


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


Total 1000 100.0

397


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


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


Total 1000 100.0

398


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


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


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


224 22.4 23.1 76.1

4. Disagree 152 15.2 15.7 91.8


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


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


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


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


2. Agree 295 29.5 29.9 63.8


Disagree

91 9.1 9.2 73.0

4. Disagree 98 9.8 9.9 82.9


Total 985 98.5 100.0


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


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


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


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


Cumulative Percent

Valid Yes 757 75.7 77.1 77.1

No 225 22.5 22.9 100.0


403


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


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


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


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


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


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


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


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


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


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


2. Agree 112 11.2 11.4 16.5


108 10.8 11.0 27.5

4. Disagree 234 23.4 23.8 51.3



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


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


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


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


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


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


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


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


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


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


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




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


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


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


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


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


CHAPTER-6: SUMMERY CONCLUSION AND

RECOMMENDATIONS

6.1 Summery Conclusion

6.2 Recommendations and Tentative Suggestions

6.3 Reference

419


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,

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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

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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.

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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.

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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

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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

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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

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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.

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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


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.

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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.

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