MARKETING policy Carlos Mora Vanegas we cannot ignore the significance and scope that marketing plays in political activity, more if you want to obtain results that favour those who really know how it to use. The cost of the political activity of his campaign, is impressive what is invested in it, in order to achieve the proposed goals. It should not surprise us that points, on par with the relative success of incorporation of this discipline in the electoral political field, appeared a series of publications and writings dealing with reporting on the best techniques and strategies that candidates and parties must use to reach power. Prof. Andres Valdez Zepeda, Universidad de Guadalajara of Mexico, gives us information, that is the field of study of political marketing are infinite in so far as the political phenomena linked with the process of legitimacy, access and permanence of persons and groups in the structures of political power also. Its dynamism, diversity and constant renewal makes political marketing discipline that allows only an incomplete approximation of reality. However, as a first approach one can say that the object of study of political marketing is limited to the analysis of five fundamental areas: the process of political exchange that occurs between individuals and political formations before the democratic renewal of public representation; the process of political communication between elites and citizens at election time; (efforts) campaigns electoral politician and proselytising and strategy plans accompanying them; the process of access to power and legitimation of the elites; and market or sociopolitical diagnostic studies. These areas of study unfold in other major series such as public image and opinion analyses, surveys, propaganda strategies, campaign plans, the persuasion of the elector, segmentation of the market, forms as it receives and processes the elector communicative stimuli, political culture and psychology of masses and the theories of human behavior in society, among others.

In the Venezuelan case, the deeper effect will be in the real economy, as a result of the fall of the oil prices. In the opinion of the expert, in 2009 the Venezuelan economy does not collapse, but finances will not be handled with the same criteria for the past four years. It is estimated that the Government, as it has announced, will be more selective with public spending e, could even see the need to devalue. A devaluation that we believe can give in the coming year and that will certainly cause serious problems, especially for producers. Although consumers will not escape them. Insists Oliveros to point out, that in times of crisis like this, the costs which are usually trimmed are the of transfers to governorates, mayors and decentralized institutions and infrastructure. He ruled out a reduction in public spending. Impact gives us in his writing Cecilia Pena, faced with a scenario of devaluation, calculated by Onuva in Bs.F 2.90 per dollar, the Government may have more bolivars, to change their income in dollars, but also almost all the products infringing because one way or another everything that is consumed in the country depends on imports.

Worse still, the purchases on international markets could be reduced, according to Oliveros – it is very likely that the Foreign Exchange Administration Commission (Cadivi) reduce further its priorities of import and the bulk of employers need to attend the unofficial market. Since then, this will be reflected in a reduction in employment, an increase in the prices of goods and services and, therefore, a fall in the purchasing power of Venezuelans. Even, does not rule out a possible scenario shortages. What is it recommended in this regard? Oliveros recommends that citizens begin to rationalize expenses and use part of the profits or bonuses in the payment of debts, so that it is not so exposed the next year.