In the Public Sector What Special Issues Do Marketers Need to Take into Account? Use an Example to Illustrate Your Answer. Issues of Marketing in the Public Sector, the Case of Smoking

In the public sector what special issues do marketers need to take into account? Use an example to illustrate your answer. Issues of marketing in the public sector, the case of smoking

Sargeant refers to the ‘public sector’ as a “set of institutions that a given society feels is necessary for the basic wellbeing of its members” (2009, p.45). He proceeds to illustrate that their ‘mission’ is determined by the state, whereas their budgets are generally derived from local and national taxation. Resources collected are allocated to the various sectors as determined by government officials. Healthcare, education, social services, defence housing, policing and transport are a few examples of these sectors.While marketing is necessary, certain areas of the public sector, such as the department of health, special issues need to be taken into consideration. Since the 1960’s, the importance of marketing has been expanding to a wide ranges of areas, and research in the health department has shown that it must be analysed from distinct perspectives, depending on the product, environment and purpose. The public sector has been making use of marketing strategies for decades, however debate still stands regarding its use and suitability. “Public sector marketing, government marketing, social marketing, non-profit or not-for-profit marketing, non-business or non-commercial marketing and even third sector marketing” (Graham, 1994, p. 361) are all terms for public sector marketing, however they refer to specific aspects of it.

Tobacco control has been a concern for marketers since 1971 (The Cancer Council, 2015), beginning with low budget television advertisements and progressing to international campaigns, policies and control programs. In this sectors, marketers have been compelled to consider public health and wellbeing, needs and desires, as well as issues that emerge during public policy implementation. Some distinct issues that should be considered are the various roles of stakeholders in the public sector versus for profit or not-for-profit organisations, conflicting views of marketing intent between consumers and government bodies, and the communication and exchange process for the unique product in question. Lastly, the role played by marketing for public benefit faces difficulties in monitoring its success. It is paramount that marketers remember that government officials are the suppliers of public service, and are voted in by citizens, whose use of voting powers may be affected by marketing effectiveness (Sargeant, 2009).

The ANPHA Act 2010 defines the key functions^[1]for health control. In regards to the tobacco control campaign, the Department of Health needs to conduct educational, promotional and community awareness programs or activities, promote healthy lifestyles, collect and distribute preventative health information and encourage preventative health initiatives through certain programs. This also involves public policy initiatives, public policy having been defined by Kraft and Furlong (2009) as “what public officials within government, and by extension the citizens they represent, chose to do or not do about public problems. Public problems refer to conditions the public widely perceived to be unacceptable and therefore [that require] intervention” (cited in Stewart, 2013, p. 2). The implementation of public policy must be marketed to all stakeholders affected by the implementation and communication, being government officials including other public sectors, taxpayers/ citizens, and competition.

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