The theme of chapter “Optimizing Distribution Channels” is that the performance of the agency can be improved by meeting the needs of citizens.
- In this chapter, Kotler and Lee has described that the public service performance can be measured by analyzing how well the agency is meeting the requirement of common good that is paving the way to the creation of good for a number of people.
- The public sector goods are defined in terms of three measures that are commonly known as triple bottom line, it includes social good, environment good and the economic good.
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- Moreover, the authors have explicitly shown that how marketing strategies, principles and plans are beneficial for achieving these goals.
- When the public agencies show that they are offering quality programs and services, then they get increased interest of public interest, satisfaction and revenue. This is achieved by
- Reporting on the public performance. By doing this companies get more support for the programs.
- Communicating effectually, they become able to motivate the public in order to comply with the regulations.
- Providing trouble-free access to the services, and in this way they get more participation of the citizen and can decrease the operating costs.
- Working with the private sector with which they can expand the services and make them convenient and affordable.
Furthermore, in the article “Get involved rather than watch from the sidelines. Education For Primary Care”, the author has described that the public service sector can improve its services from the traditional way to modern way by doing work in collaboration with the concerned agencies, by developing mutual understanding and maintaining a healthy relationship between practitioners and the public in order to attain a common goal.
Improved customer service and better marketing can help my agency in order to communicate the product features effectively and help to gain customer confidence and ultimately revenue for the company.
References
Kotler, P., & N. Lee. (2007). Improving public sector performance by seizing opportunities to meet citizen needs. In Marketing in the Public Sector: A Roadmap for Improved Performance. (pp. 3-13). Upper Saddle River, NJ: Wharton School Publishing.
Glasby, J. (2006). Get involved rather than watch from the sidelines. Education For Primary Care, 17(3), 265-266.
