The Impact of Marketing On The Growth of Democracy in Nigeria

IMO STATE UNIVERSITY
The Impact of Marketing on the Growth of
Democracy in Nigeria.
An essay submitted in partial fulfillment of the requirement for the course
MKT 601 (Basic Marketing) lectured by John I. Inyanga Esq.

Ohia Ogechukwu E.
Dec 2009

Post Graduate School (PGD Management)
Faculty of Business Administration
Imo State University
P.M.B 2000, Owerri, Imo State ‐ Nigeria
The Impact of Marketing on the Growth of Democracy in Nigeria: An Essay

Contents
Page
Introduction 3

Marketing Vs Democracy: Societal Functions 4

Marketing & Democracy: Similarities and Remedies 5

Role of Marketing in Democracy (The International Perspective) 7

Role of Marketing in Democracy (The Nigerian Perspective) 9

Summary 10

References
13

Introduction
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What is marketing? With no universal definition Marketing has been said to be the
process of planning and executing the conception, pricing, promotion and distribution
of ideas, and services to create exchange that satisfy individual and organization goal
(web.edu).
Marketing contributes enormously to economic development ‐ and it is also a force for
social good. The billions of mutually satisfying exchanges that occur daily in the
commercial marketplace are part of the glue that builds the trust and respect that hold
society together. The practice consumers gain choosing products makes them smarter
citizens when they come to choose among political candidates. A world without
marketing would be a wasteland of sameness, commoditization, and inertia. Marketing
fuels the creative industries that bring us entertainment. Marketing know‐how helps
public policy makers change citizen behaviors by, for example, encouraging seat‐belt
usage or good nutrition.
DEMOCRACY is a form of government in which state‐power is held by the majority of
citizens within a country or a state. According to Abraham Lincoln; he said that
"Democracy is the rule by the people and for the people".
In political theory, democracy describes a small number of related forms of government
and also a political philosophy. Even though here also, there is no universally accepted
definition of democracy, there are two principles that any definition of democracy
include. The first principle is that all members of the society (citizens) have equal access
to power and the second that all members (citizens) enjoy universally recognized
freedoms and liberties.
The majority rule is often described as a characteristic feature of democracy. An
essential process in representative democracies are competitive elections, that are fair
both substantively and procedurally.
Since democracy is the rule by the majority, the leader must be the choice of the people.
These people are popular among their people because of their programmes and plan for
their respective countries. So, people give them their mandate, this is one thing
democracy provide, people have the power to put the right person in office, perhaps
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because of his policies and programmes are people oriented and what people really
wanted.
Professor Aham Anyanwu in his paper “Marketing in Governance” published in
European Journal of Social Sciences and co‐authored by Gladson Nwokah and Christian
Umeh, offered a modified definition of Marketing as “consisting of human activities
aimed at anticipating the needs of the citizens and taking steps to meet them with a
view to enhancing their well‐being and satisfaction in return for their loyalty”. The
paper further established the string relationship between politics and marketing which
is the welfare of the citizen. The authors posited that “Leaders do not govern robots;
they govern people and if they are to succeed, they must take these people into account
in all they do ranging from economic policies and programs execution.
Marketing Vs Democracy: Societal Functions
Professor John A Quelch believes marketing delivers significant benefits to society. A
professor of business administration at the Harvard Business School. Drawing on the
contents of his recent book Greater Good: How Good Marketing Makes for Better
Democracy (Harvard Business Press, 2008), co‐authored with Katherine Jocz, Quelch
submitted that “marketing is under‐marketed”, especially given its importance in
today’s fast‐paced world.
He contended that marketing and democracy can learn from and benefit each other ‐
Marketing can widen its focus to embrace fairness and concern for the common good;
democracy can be enhanced if politicians view the voting public as consumers and
strive to engage them in inclusive, long‐term relationships.
According to Quelch, marketing and democracy offer six shared fundamental benefits to
society, albeit at varying degrees.
Marketing Democracy
1 Information Enlightened understanding
2 Choice Control of agenda
3 Engagement Effective participation
4 Exchange Voting opportunity
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5 Inclusion Inclusion (of voting adults)
6 Consumption Improved prosperity et al
According to John Quelch and Katherine Jocz in "Greater Good", marketing performs an essential
societal function, and does so democratically. They maintain that people would benefit if the
realms of politics and marketing were informed by one another's best principles and practices.
Quelch and Jocz lay out the six fundamental characteristics that marketing and democracy
share:
(1) exchange of value, such as goods, services, and promises
(2) consumption of goods and services
(3) choice in all decisions
(4) free flow of information
(5) active engagement of a majority of individuals, and
(6) inclusion of as many people as possible.
Without these six traits, both marketing and democracy would fail, and with them,
society. According to Quelch, marketing and democracy offer six shared fundamental
benefits to society, albeit at varying degrees.
Marketing & Democracy: Similarities and Remedies
According to Quelch, the benefits that marketing and democracy deliver to society are
remarkably similar.
Marketers provide consumers with information so that they can make better choices.
They see tremendous value in active customer engagement as it allows them to learn
about their customers’ needs and preferences; knowledge that can be applied to
marketing strategies and communications. Executed effectively, customers will buy
more, perhaps pay more, and tell their friends. Modern digital platforms help marketers
accelerate information dissemination, co‐create brand meaning and co‐produce
memorable service experiences. It has also provided consumers with unprecedented
power ‐ convenient means to conduct research, share information and experiences,
broadcast opinions and join interest (or disinterest) groups.
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Democracies involve “enlightened” citizens participating in the political process and
making their choices from among the available candidates. While marketing works for
the good of people in a similar fashion, through means like product differentiation,
democracies are perceived to promote a common good. This makes democracy
seemingly more inclusive of the general populace. However, in reality, this may not be
the case.
Given the nature of the political arena, especially the four to five‐year gap between
elections, characterised by intense campaigning to gain short‐term “market share”,
activities tend to include “negative advertisements” that cast opponents in bad light. At
the same time, communications in politics – the strategic messaging, the use and abuse
of language and impassioned rally speeches – would predictably contain less‐than‐
trustworthy “facts”.
In America, for example, the country’s constitution guarantees the right of free speech,
so slur campaigns are par for the course whereas marketing and advertising content is
regulated. During elections, attention is often paid only to the “swing states”, with the
belief that voters in these states can make or break a candidate’s quest for office.
Communication is also restrictive as candidates control the agenda to maximise impact
among their target audience. Citing the journey of US President Barack Obama, from
little‐known senator to the highest office in the world’s wealthiest nation, scoring
various firsts en‐route, Quelch reasoned that it was “better marketing” that elected
Obama.
He observed that the Obama campaign scored with the citizenry through a compelling
and positive vision. They maintained a consistent core message, they communicated
effectively, including and engaging people across all segments. The campaign team also
relied on the 4Ps of marketing – product, price, place and promotion. The political
contest was waged on all fronts and resulted in a convincing win – Obama won the
bigger market share on a bigger base. In fact, the presidential election saw a record
voter turnout, with 8.5 million new voter registrations. The “air war” was won through
an extensive use of the media; the “ground war” was won using a wide array of
“salespeople” who reached out to the populace, and the “dollar war” was won on the
perceived value he would bring if he were elected president.
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Finally, a marketer's success depends on an exchange occurring with a customer and
subsequent consumption of the goods and services purchased. These benefits are
equally relevant in the political marketplace.
Role of Marketing in Democracy
(The International Perspective)
With the privatisation trend sweeping through Europe in the 1980s and ’90s, and a
significant increase in population mobility, it can be said that political parties are losing
their grip on voters. The reverse is true in the world of marketing. More than ever,
marketers understand their consumers and know what makes them tick. A testament of
marketing’s influence is the emergence of ‘consumption communities’ – groups that
have sprung up alongside political parties, trade unions and community groups. “We are
consumers first, citizens second”, declared TV commentator Lou Dobbs. Incidentally,
Starbucks founder Howard Schultz received his vindication when the masses lapped up
his vision, once mocked for its audacity, that coffee houses will be so close to people’s
hearts that they would be referred to as the “third home” (right after the office).
Marketing has been very successful in garnering and sustaining brand loyalty, but it
cannot exist over a long term without an understanding of democracy, Quelch noted,
adding that companies go through a “perpetual referendum” – one that requires
constant innovation to meet the people’s expectations. For that matter, marketers
follow democratic principles in promulgating messages, so as to expand market share
and the overall market base.
By comparison, present democratic systems are less democratic as they lack this
“perpetual referendum”. By treating people as voters who only participate during
elections, once every four to five years, politicians may see less need to be as engaging
and persistent as marketers. Quelch suggests that politicians in a democracy can afford
to take a leaf from marketing ‐ to treat citizens as consumers with distinct voices and
needs, establish long‐term relationships and earn their loyalty. Democracies will be the
richer for it
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In a multi‐party democracy, where leadership is shared, such as in India, Malaysia
Indonesia, or even Nigeria, much time is typically spent “holding it together”, said
Quelch. Where there is much segmentation and fragmentation, governments can benefit
from more “inclusion” and “better representation”, so that the needs of the citizens are
heard. On how an opposition party can gain equivalency, he said that “the perpetual
referendum in the economic marketplace will inevitably spill into the political
marketplace”.
Any nation‐state marketing must have some buy‐in from citizens, he added, so that they
will not undercut the efforts. Quelch cited the example of Singapore, where small
geographical size facilitates nation‐state marketing. In contrast, ‘Cool Britannia’, a
marketing campaign closely associated with Tony Blair’s Labour Party, fell flat. The
campaign was aimed at showcasing a revitalised 21st century Britain. Yet, without
“internal salespeople” to support the campaign, it was not successful, said London‐born
Quelch.
Buy‐in from the citizenry depends on the perceived returns – just as buy‐in from
consumers rely on the perceived benefits of a product or service. Let’s take the example
of India and China, both of which started on a similar footing some 50 years ago. India
picked political over economic freedom, while China picked the opposite. Today, China’s
economic freedom gives it political freedom in the international arena. India’s economy
is doing well but its political scene is complex. The evaluation of perceived returns from
a “consumer” viewpoint is perhaps just as complex.
There is no mistaking that politicians, inspired by Obama’s campaign successes, will
increasingly employ marketing. It remains to be seen if “better marketing” is what it
takes to explain policies, resolve crisis and influence deep political beliefs; if it will
clarify or confuse. Just as Thomas Jefferson once said, “the remedy for the ills of
democracy is more democracy”, perhaps “the remedy for the ills of marketing is more
marketing”.

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Role of Marketing in Democracy
(The Nigerian Perspective)
In Nigeria, political candidates have seized on marketing techniques to promote
candidates and sway public opinion. Well‐funded candidates, political parties, and
interest groups seem to overwhelm opponents with costly marketing and advertising—
including negative, attack ads.
Utilizing marketing techniques are pivotal to the democratic process. However, it is the
type of marketing vehicle(s) utilized and the overall message quality which dictates the
success of the candidate or party. Utilizing the same communication vehicles and
similar message, a lackluster ‐ yet monied ‐ candidate with a known brand name or
incumbency will soundly trump a stellar candidate with low name recognition. In my
opinion, the only way to break the existing brand equity of a so‐so candidate or
incumbent, lies in creating entrepreneurial, impactul and "relate‐able" marketing
strategies highlighting innovative ‐ yet realistic ‐ political policies.
The constant, favorable "buzz" derived from such a strategy would be worth 10 times
more than airing monotonous jingles on our radio stations or pasting countless posters
and erecting billboards or even airing attack ads. The electorate, I believe, wants an
informed candidate who appears both intelligent, approachable and creative. However,
if no such candidate fills that void, the electorate is forced to vote based on
unimaginative marketing using brand equity/name recognition as a "seal of approval."
If marketing techniques were used to highlight a candidate's qualities and coherently
illustrate his/her vision, marketing would be a considered a necessary asset to winning
an election based on merit.
By assessing marketing's accomplishments, its shortcomings, and its achievements, it's
possible to shed light on ways marketing can support strong, vibrant, democratic
societies and contribute to the greater good.
People would benefit if the political and public realms were guided by the best of
marketing, and vice versa.
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Of course, marketing can be abused. A small minority of marketers deceive people. But
the vast majority know that respecting the customer is key to a profitable long‐term
relationship. Customers, with all their cumulative experience in the marketplace, are
rarely gullible. Yet a high percentage of consumers believe that marketing deceives
people, even though a much lower percentage agrees to ever having been deceived
themselves. That's one of the democratic niceties of marketing. Everyone can have an
opinion about the latest product.
Summary
In my opinion, Marketing by politicians and political parties can only help and not hurt
democracy. Political marketing ‐ with all its flaws ‐ helps democracy by legitimizing the
political process and encouraging debate. Our majority of less educated people can be
able to be more informed and be in a much more commanding position to decide about
the right candidate.
Politicians and political parties have seen that without marketing their candidates, they
can not be fully recognized or known.
Marketing helps to promote the candidates and introduce him or her to the world at
large. What marketing does it that it creates a brand name for the candidates and allows
the consumer to know whom they are dealing with. Nobody wants to buy what they
don't know.
Democracy works well, where people have choice and the ability to make that choice in
their candidates. We don't want a situation whereby our leader will be imposed on us as
a nation or state. We are a civilized nation and will want to share in the process of
electing our leaders.
Marketing and Democracy go hand in hand, and one cannot do without the other. But I
propose that what's needed in politics is not less marketing but better marketing:
focusing on current and emerging customer needs, developing product and service
solutions, informing interested citizens about them and making them easily accessible.
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Our politicians and parties must do a better job of marketing themselves. The
development of grass roots campaign and allowing voters to question candidates and
engage in debates can help. But a more fundamental shift in attitudes is called for.
Instead of neglecting the citizens or merely treating them as donors and voters,
politicians must engage citizens as effectively as marketers engage consumers. Branding
at its core delivers clarity and understanding, an 'intelligent buy‐in' which could be
considered for political branding. Instead of the 'sales pitch' just for election, how many
in the population understands the details of the short & mid‐term plans promised, and
the profiles of the team in their abilities to deliver, prior to voting? What would happen
if the mass education of the various candidates' plans becomes a prerequisite 6‐9
months prior to any marketing activities?
Still, some will wonder whether political marketing in less‐developed countries like
Nigeria might be more problematic given the poor education and low penetration of
modern technologies like the Internet and other research tools available for voters to
fact‐check the claims of candidates. Political branding is definitely a huge potential,
which perhaps the educational institutes may considering developing as a module. But
in this era, trust and integrity of the message/brand should be more crucial. How does
elections, which costs millions of naira, and thus necessitate sponsorships, not be
'stained' with commercial obligations like in the case of political “Godfatherism” upon
successful elections as opposed to "the common good for all?"

The remedy for democracy and marketing would involve more transparency, trust,
informed decisions, etc. People, though they are to be treated as Customers, are seldom
treated like that and as such they do not enjoy any of the wider powers a Customer
possesses. A customer has several redressal mechanisms if the product does not
perform what it promises. But in democracy, once elected the Politician becomes the
master, whereas in business the Customer is the undisputed King at all points of time.
The election manifestoes every politician released has value only till election and not
after that, where as for a product the relevance of the manual of instruction / use
becomes vital after the sales takes place.
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In democracy, after sales service is something unheard of. Once elected the leader
becomes purely unapproachable, and all the promises he makes go with that.
If one were to remove the names and symbols, the manifesto of every political party
reads very similar. Candidates with credentials do not enter politics. As a result, we pay
a heavy price in the form of elected representatives taking the country for a bumpy ride.
During election time, all kinds of promises are made ‐ only to be forgotten till the next
election.
How can we have better marketing in politics? For starters, we need to limit the number
of political parties at the national levels. This could be done by mandating a certain
minimum percentage of popular votes to be considered a national. Over a period of
time, we would do well to move toward a two‐party system.
The biggest problem that needs to be overcome is the lack of accountability.
Organizations can be penalized for producing / supplying products of poor quality; they
can be penalized for inadequate service. The only remedy available in politics is to vote
for a change at the next election. By then, the damage would already have been done.
Democracy badly needs the right to recall an elected representative. This might bring
about a semblance of values and deliverables in what is otherwise a murky atmosphere.
Equally important perhaps is to define the role of government. The most visible signs of
progress have been achieved in areas where government has had little or no role to play
‐ Communication. Therefore, we have a strong case for less of government and more of
governance.
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References
Quelch, John A. and Jocz Katherine (2008). Greater Good: How Good Marketing Makes
for Better Democracy: Harvard Business Press.
Anyanwu Aham et al (2009). Marketing in Governance. European Journal of Social
Sciences. Volume 9, Number 3: p482‐492.
Anyanwu Aham et al (1990). The Application of Marketing Tenents for a Stable Third
Republic Politics. Issues in National Development: ABIC Publishers, Enugu.
Ramphal, Shridath Sr (2001). Democracy in Nigeria: Continuing Dialogue(s) for
Nationbuilding. Being an assessment report presented to the Nigerian Government by
the the Chairperson of the Board of Directors of International IDEA.
Quelch, John A. (2008). How Marketing Helps Democracy in Marketing KnowHow:
Quelch’s blog for Havard Business Online. Retrieved on December 04, 2009 from
http://blogs.harvardbusiness.org/quelch/
http://www.hbs.edu/centennial/conversation/
http://www.web.edu/

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