Principles of Marketing

Fifth Canadian Edition

Philip Kotler, Gary Armstrong, Peggy H. Cunningham

What is Marketing?

Kotler et al:
Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others

Role of Marketing in a Business Organization

Marketing co-exists in companies as an equal partner with Operations and Finance/Accounting In many organizations, Marketing personnel are the natural future leaders (P&G, other consumer goods marketers) Some companies are naturally attuned to having Finance experts (most banks, investment companies); or scientists (NASA); or
Discussion:

is Marketing less important in such

companies?

Core Marketing Concepts1

1.
2. 3. 4.

5.

Needs, Wants, and Demands Products and Services Value, Satisfaction and Quality Exchange, Transactions and Relationships Markets

Evolution of Business Models and the role of Marketing

Selling
Marketing Societal Mktg

Product

Production

As business philosophy has evolved, so has the role of marketingcustomer satisfaction is now at the core of most successful corporations

The Marketing Concept itself has evolved

1) Catering to the customer

2) Anticipating the customer

3) Leading the customer

Prediksi Pergeseran Pasar

Spritual

Pasar Rasional

Emosional

Pasar Spiritual akan mempertimbangkan kesesuaian produk, keuntungan finansial dan nilai-nilai spiritual yang diyakininya.

Spritual

Syariah Marketing

Syariah Marketing sebagai solusi

Syariah marketing merupakan suatu proses bisnis yang keseluruhan prosesnya menerapkan nilai-nilai Islam. Syariah marketing sebagai sebuah disiplin bisnis strategis yang mengarahkan proses penciptaan, penawaran dan perubahan value dari suatu inisiator kepada stakeholdersnya, yg dalam keseluruhan proses sesuai dgn akad & prinsip muamalah (bisnis) dalam Islam

Sifat Rasul dalam berbisnis

Jujur atau benar

Amanah atau dapat dipercaya Fathanah atau cerdas dan bijaksana Tabligh atau argumentatif dan komunikatif

Konsep pemasaran syariah :

Syariah marketing strategy u/ mind-share Syariah marketing tactic u/ market-share Syariah marketing value u/ heart-share

Spiritual Marketing

Adalah puncak dari marketing itu sendiri Spiritual marketing as the soul of business Adalah bentuk pemasaran yg dijiwai nilai-nilai spiritual dlm segala proses & transaksinya hingga ia sampai pada tingkat ketika semua stakeholders utama dlm bisnis memperoleh kebahagiaan. Bagi seorang muslim, spiritual marketing mengandung nilai-nilai ibadah dan diyakini mendapat ganjaran pahala dari ALLAH SWT.