SUMMARY
Marketing, by means of exchanging, results in obtaining the required products and service. Exchanging, the proceeding steps of value creation, usually will benefit mutually and further the exchanging of mutual values. The essence of marketing is aimed at creating customers¡¦ value and satisfaction. A precise definition to the studies of marketing as given by Philip Kotler is that the profitably contented with the requirement. Marketing is derived from the deeds of profits seeking business, while it can be applied to those none profit seeking individuals or organizations as well. Other than marketing of product and service, the deeds of none profit seeking do care about the marketing of human, the local affairs, concepts and organizations.
Marketing for people means the efforts to work out and manage the best advantages for certain individual or a group of people. The most common and prevailing examples can be observed in election campaigns. The campaign assistants work with every effort to look for campaign donations, volunteers, supporters and all sorts of campaign activities. The series of this study will focus on how to manipulate the marketing strategies for the politician. Being as the wife of a political figure, the author nominates Lin Pin-kuen, the senator elected from Peng-hu Hsien, as of the subject of case studies. Throughout four election campaigns, from a rookie to a veteran, suffered the failure in his first campaign while succeed in three consecutive terms, Senator Lin Pin-kuen accumulated profound experience in campaign manipulation and strategies.
Senator Lin Pin-kuen¡¦s campaign for Peng-hu Hsien in 2001 is the main topics in this case study. Analyses are built on the basis of marketing strategies and further studies in political activities, the election campaigns. Hopefully, the fulfillment of this case study will accomplish the following concepts:
1. The applications of ¡§marketing concept¡¨ to political party, partisan, campaign strategy and management.
2. The proof of marketing creativity and manipulation is applicable to election campaign.
3. Hoping that the necessity and possibility to apply marketing concept in campaign is unavoidable, so as to upgrade the campaign morality, culture and quality.
4. To prove that marketing theory and technique can be both applied to non-profit seeking realms.
Key words¡Gmarketing¡Bcustomer orientation¡Bnonprofit marketing¡B
person marketing¡BSWOT analysis¡Bmarket segmentation¡Bmarket targeting¡Bposition¡B
integrated marketing communications
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0825104-154511 |
| Date | 25 August 2004 |
| Creators | Duan, Lin-chang |
| Contributors | Chang-yung Liu, Huang Jun-ying, Ming-Shen Wang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0825104-154511 |
| Rights | not_available, Copyright information available at source archive |
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