Seçim kampanyalarında milletvekili adaylarının ve partilerin kullandıkları pazarlama karması elemanları üzerine bir çalışma
Küçük Resim Yok
Tarih
2007
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Niğde Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Pazarlama ticari ürün ve hizmetleri kapsayan ekonomik boyut ile birlikte, sosyal, siyasal, çevresel ve kamusal alanları da içerecek boyutta her geçen gün kapsamını ve sınırlarını genişletmektedir. Bu durum pazarlamaya ticari niteliğinin yanı sıra sosyal ve siyasal bir nitelik eklemektedir. Pazarlamanın bu nitelikleri farklı çalışmalarda farklı yönleri ile tartışılmakta ve incelenmektedir.Bu çalışmada siyasetin pazarlamaya uyarlanması süreci, siyasal pazarlama konusunda açıklanmaktadır. Siyasetçiler rakiplerinden farklılaşmak, yeni seçmen kazanmak, seçmen kitlesinde parti bağımlılığının oluşmasını sağlamak için pazarlama biliminden yararlanmak zorunda kalmışlardır. Siyasetin vazgeçilmezlerinden olan seçimler demokratik hayatın en önemli dönemeçlerindendir. Seçim kampanyalarında pazarlama karması elemanlarının etkin bir şekilde kullanılması, seçmenlerin oy tercihini, parti ve aday farklılığını ve seçmen bağımlığını pozitif yönde etkileyecektir.Bu çalışmanın en önemli sonuçları arasında; birincisi, milletvekillerinin seçim kampanyalarında kullandıkları siyasal pazarlama karması elemanları ile elde ettikleri oy yüzdesi arasında anlamlı bir ilişkinin var olduğudur. İkinci olarak, seçim kampanyalarında milletvekillerinin kullandığı pazarlama karması elemanlarının kullanım düzeyinin milletvekillerinin demografik özelliklerine göre farklılık göstereceği varsayımından hareketle elde edilen sonuçlar değerlendirilen ürün, fiyat, dağıtım ve tutundurma karma elemanlarında bazı değişkenlerde bir farklılığın bulunduğunu göstermektedir. Üçüncüsü milletvekillerinin demografik özellikleri ile elde ettikleri oy yüzdesi arasında yaş, eğitim ve meslek ile elde edilen oy yüzdesi arasında anlamlı bir farklılığın olduğu, cinsiyet ve medeni durum ile elde edilen oy yüzdesi arasında anlamlı bir faklılığın olmadığı görülmektedir. Dördüncüsü, milletvekillerinin seçildikleri ilden elde ettikleri oy yüzdesi ile partinin aldığı oy yüzdesi arasında anlamlı bir ilişkinin bulunduğudur. Beşinci olarak, milletvekillerinin seçildikleri ilden elde ettikleri oy yüzdesi ile siyasal kampanyalarda siyasal danışman kullanma düzeyleri arasında anlamlı bir ilişkinin olmadığı elde edilen önemli sonuçlardır. Bunlara ilave olarak, milletvekillerinin partilere ve seçildikleri coğrafi bölgelere göre ankete katılım oranları, milletvekillerinin seçim kampanyalarında medyayı kullanma ve izleme oranları elde edilen diğer önemli sonuçlar olarak açıklanmaktadır.
Marketing gradually expands its limits and scope to include social, political, environmental, and public dimensions, in addition to its existing economical dimension which is about commercial products and services. This situation adds marketing a social and political property along with its commercial one. Such properties of marketing are being discussed and examined in diverse studies from different perspectives.In this study, the process adapting politics into marketing is explicated under the subject of political marketing. Politicians have been forced into make use of marketing science for distinguishing themselves from their rivals, for gaining new voters, and for securing the party loyalty of the electorate. Elections, a crucial part of politics, represent one of the most important defining moments of democratic life. Employing the elements of marketing mix effectively in election campaigns will positively influence the voters? preferences, electorate dependency, and the distinction of the party and candidate.Among the most important findings of this study, first, it should be pointed out that there is a meaningful relationship between the political marketing mix elements employed by the members of parliament during election campaigns and the percentage of votes they won. Secondly, findings --obtained under the assumption that the level of marketing mix usage vary in accordance with the demographical characteristics of the MPs-- show that there is a difference in some variables of product, price, placement, and promotion elements of the mix which have been evaluated. Thirdly, in terms of their demographical characteristics and the percentage of votes they got, while there is a meaningful difference between the percentages of votes they won and their age, education and occupation, there can be found no meaningful difference between the percentage of votes they won and their gender and civil status. The fourth finding establishes that there is a meaningful relationship between the percentage of vote they got from their respective provinces and the percentage of votes their party received nationally. An important fifth finding demonstrates that there exist no meaningful relationship between the percentage of vote they got from their respective provinces and the level of utilizing political consultants in their political campaigns. In addition to these findings, the results about questionnaire participation rates of the MPs in accordance with the geographical regions and the party from which they got elected and the results about their rates of media usage and tracking are among the remaining important results.
Marketing gradually expands its limits and scope to include social, political, environmental, and public dimensions, in addition to its existing economical dimension which is about commercial products and services. This situation adds marketing a social and political property along with its commercial one. Such properties of marketing are being discussed and examined in diverse studies from different perspectives.In this study, the process adapting politics into marketing is explicated under the subject of political marketing. Politicians have been forced into make use of marketing science for distinguishing themselves from their rivals, for gaining new voters, and for securing the party loyalty of the electorate. Elections, a crucial part of politics, represent one of the most important defining moments of democratic life. Employing the elements of marketing mix effectively in election campaigns will positively influence the voters? preferences, electorate dependency, and the distinction of the party and candidate.Among the most important findings of this study, first, it should be pointed out that there is a meaningful relationship between the political marketing mix elements employed by the members of parliament during election campaigns and the percentage of votes they won. Secondly, findings --obtained under the assumption that the level of marketing mix usage vary in accordance with the demographical characteristics of the MPs-- show that there is a difference in some variables of product, price, placement, and promotion elements of the mix which have been evaluated. Thirdly, in terms of their demographical characteristics and the percentage of votes they got, while there is a meaningful difference between the percentages of votes they won and their age, education and occupation, there can be found no meaningful difference between the percentage of votes they won and their gender and civil status. The fourth finding establishes that there is a meaningful relationship between the percentage of vote they got from their respective provinces and the percentage of votes their party received nationally. An important fifth finding demonstrates that there exist no meaningful relationship between the percentage of vote they got from their respective provinces and the level of utilizing political consultants in their political campaigns. In addition to these findings, the results about questionnaire participation rates of the MPs in accordance with the geographical regions and the party from which they got elected and the results about their rates of media usage and tracking are among the remaining important results.
Açıklama
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı
Anahtar Kelimeler
Halkla İlişkiler, Public Relations, Siyasal Bilimler
