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Marketing is important in everything. Government need to present what they are doing to the public. They need support of public in other to implement different projects or for example to get funds of other institutions for different projects etc. The question is a bit wide and it can be explained in so many different ways depending on which government sectors you are referring to. Nevertheless, it is equally important like in other sectors, but it is often neglected.
Marketing is important in every sector as some government sector entertain only some certified and approved organisation so if such organisation have such quality then it will be easily to enter their product into government sector.
Although marketing implementation within public services domain is considerable, and obstacles can often occur, the favorable consequences of the marketing reform in this sector are particularly important. The characteristics of marketing mix, and the three levels of public sector, which requires implementation of marketing, giving rise to the three concepts: macro-marketing specific to central public administration (Government, ministries, agencies), micro-marketing specific to individual public service providers (medical institutions, education units, public transport or public utility providers), and middle-marketing, which aims the marketing implemented in local public administration. In public sector, the prices are set independently of the demand volume or the company’s positioning on the market. In addition, public service prices must be acceptable to all categories of customers, since many public enterprises are financed based on taxes paid by citizens to the state and because of the obligation to meet the customers’ needs, in terms of fairness and equality. The public services delivery focuses on two issues: the offer typology (mandatory or optional) and the level of consumer interactivity with front-line staff (high or low). The promotion of public services is largely determined by the activity of central government bodies and political environment. The most effective means of communication of public enterprise is the personnel, because the organization’s image depends on their skills, courtesy and professionalism.
Ofcurse , because it is targeted market and has needs and demands
Marketing (( Needed )) for any entity , no market no company, by way or another by many channels ( media/ news / sites..etc...)
Marketing is important in different sectors including government because you have to find the way to link with local market.
Agreed to the experts..................... Thanks for the invitation
Marketing is important in each and every sector, if you want to increase your sales and business.
Governmental sectors are providers of:
1- services to the public (citizens) or
2- Products that are used as production inputs of other public or private industries
That is to say the governmental sectors operates on both B2C,B2B and some times G2G.
When looking at the target segments for governmental sectors, the following types of consumers/Customers are found:
1- Citizens (Consumers):
As individuals - Families - Societies
2- Other public - private institutions & Commercial enterprises.
3- Other Countries or governments.
Although consumers /customers of governmental sectors services/products may be viewed as captive consumers/customers within the context of the country boundaries, but still governmental sectors need to provide services/products that consumers/customers value for the following reasons:
1- Consumers/Customers satisfaction through value based marketing will move the general public (citizens) up the leader of loyalty as the experienced value governmental sector offerings. The consequences of these will be evident in cases of elections as the governors will be positioned in the mind of citizen based on their pervious performance (services/products/offerings rendered) and their electoral value propositions. (here marketing orientation and the use of political marketing in political campaigns are evident).
2- In many cases governmental sectors services may require social or community behavioral changes in order to maximize the benefits and/or profits. Marketing ( specially social marketing) will help the governmental sectors ( operating in fields such as health insurance, literacy campaigns, Drugs combat campaigns, etc.) to achieve the desired behavioral changes.
3- In cases where governmental sectors operating in business to business, marketing will help the governmental sectors to understand their customers needs, creation of value based offerings and delivering these offering. In addition to that marketing will help these sectors to understand the value of building, maintaining and sustaining relationships with other public/private institutions or commercial enterprises in the new offerings co-creations and realization. The consequences of these is better utilization of resources which maximize profits for both governmental sectors and other public/private institutions or commercial enterprises. In addition to that this will promote positive environment for investors.
4- From holistic perspective, the governmental sectors positive image will promote the country as brand with positive and strong associations that help the country (the government) in promoting its products/services/offerings to other countries (or other governments). The consequences of these are mainly economical and political stability in addition to acquiring influential regional and/or international power.
Mainly to create awareness and build trust in govt.
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