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. Needs, Wants, and Demands
2. Products and Services
3. Value, Satisfaction and Quality
4. Exchange, Transactions and
Relationships
5. Markets
Evolution of Business Models and the
role of Marketing

Selling Marketing Societal

Product Production Mktg

As
As business
business philosophy
philosophy has
has evolved,
evolved, so
so has
has
the
the role
role of
of marketingcustomer
marketingcustomer
satisfaction
satisfaction isis now
now at
at the
the core
core of
of most
most
successful
successful corporations
corporations
The Marketing Concept itself
has evolved
1) Catering
1) Catering to
to the
the customer
customer

2) Anticipating
2) Anticipating the
the customer
customer

3) Leading
3) Leading the
the customer
customer
Prediksi Pergeseran Pasar

Spritual
Pasar Emosional
Rasional

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.