Principles of Marketing

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:
companies?
is Marketing less important in such
Core Marketing Concepts…1
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
Product
Production
Selling
Marketing
Societal
Mktg
As business philosophy has evolved, so
has the role of marketing…customer
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.