‘Govt needs to adopt business approach’
Sanjeevi Jayasuriya
‘The government needs to adopt a business approach in its governing
mechanism for better results as normally governments are slow to respond
to marketing mechanisms. The government should follow more businesslike
behaviour with a citizen driven approach, intellectual giant and
marketing guru Professor Philip Kotler said.
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Marketing Guru Professor Philip Kotler arrived in Sri Lanka on
June 3 to conduct a series of lectures for both public and
private sectors. Here, Prof. Kotler engrossed reading the
Tourism Development Strategy Report presented to him by Sri
Lanka Tourism Chairman Dr Nalaka Godahewa. |
‘The attitudes change behaviour of people and governments and
techniques such as total quality management matrix (TQM) can be used by
companies to raise quality and improve productivity. Addressing issues
on civil service and citizen orientation development needs better
programmes to improve distribution channels and develop the country’s
identity. Thus benefits from this kind of mindset could be achieved, he
said at a public sector marketing lecture held on Saturday.
The problem with many government agencies is that there is no
competition and without competition achieving high standard performance
is not possible.
The adoption and change in behaviour in government run campaigns are
not encouraging. The criteria for successful campaigns depend on high
incidence, high speed and high continuance of adoption, he said.
Elaborating on four Ps in marketing he said that marketing is
research oriented and it works well in today’s context. There are four
branches related to the public sector marketing such as product,
service, social and place marketing. The government must facilitate
marketing of businesses as it is a useful toolset in public, private and
non profit organizations.
Market segmentation is an absolute need in the public sector and it
is the key in finding out the right approach. The importance of internal
marketing campaigns as well as social marketing campaigns is on the
rise. This is where an integral approach is necessary, he said.
The marketing landscape has changed over time and it has become vital
to focus what binds the customers most. It is the love for the product
and the brand and this calls for companies to be more customer driven,
Professor Kotler said. |
