MARKETING MIX MANAGEMENT MARKETING MIX MANAGEMENT FROM AN ISLAMIC PEERSPECTIVE: FROM AN ISLAMIC PEERSPECTIVE: SOME INSIGHTS SOME INSIGHTS Presented Presented by by: Professor Muhammad A. AlProfessor Muhammad A. Al-B Burae y urae y PProfessorrofessorof Managementof ManagementCIM, KFUPM, Dhahran, S.A. CIM, KFUPM, Dhahran, S.A. Victoria Management SchoolVictoria Management SchoolAugust 2007August 2007
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False marketing trends has broughtnegative aspects in the social culture andcreated too much materialism which is notin harmony with the business ethic.
A strong need arises and calls for how to
change the current marketing trend andintroduce a new technique which constitutemarketing practices based on Islamic ethic,and social culture.
The objective of this paper is simply tosuggest marketing practices from anIslamic viewpoint.
At the beginning it is appropriate to makeclear that Islamic approach in the businessis based on spiritual belief. Successfultycoons should not challenge these Islamicvalues irrespective of their success in the business.
Islam has developed a code of life dealingin all aspects of life either business,economic or social aspects that should beadhered to under all circumstances.
It is an obligation of the manufacturers andsuppliers that they should provide real andcorrect specifications of their products. Under no
circumstances the marketers hide any drawbacksof their products. Each product must havedetailed information about its contents andingredients as well as dates of expirations.
Pricing decisions should be formulatedaccording to Islamic concepts andregulations. Some of these can be takeninto considerations and should beavoided :
1.. Maisir ± means getting something easily or getting profit without working hard for it.
2. Tatfif- means changing quality or quantity of
the product without changing price.3. An-Najash: An increase in price by a buyer unwilling to buy to induce others to buy.
4. To buy a commodity after it has been sold toanother person.
5. To receive farmers before entering town and buycheaply their products in order to sell highly.
6. Ihtikar: hoarding or monopolizing aspecific good or commodity thus creatinga shortage so that the price would be veryhigh when they sell.
7. Iktinaz ± (Collecting and keeping goldand silver and not spending them in theway of Allah.) The Qur¶an specificallywarned those (who hoardup gold and silver, and spend them notin the way of Allah, announce untothem a painful torment)
MA RKETING PR ACTICES FRO M A N MA RKETING PR ACTICES FRO M A N
ISL AM IC PERSPECTIVE ISL AM IC PERSPECTIVE
National Biscuit & ConfectioneryCompany (NBCC). NBCC produces and
markets biscuits and confectionaries. In1987 its products comprised of three product lines, a dry biscuits line, cream biscuits line and hollow wafer line. This
was followed up with 3 flat wafer lines in1990, 1992, and 1993.
NBCC launched the 'Educational Flippo'(a plastic disc). NBCC launched acampaign in which customers were urgedto collect these 'flippo' discs in an albumcontaining five sheets for a total of 100'flippo' discs. While this campaign wassuccessful, the promotion itself can be
questioned from an Islamic perspective,mainly on the following grounds:
lippo' discs bear pictures or parts of a body and pictures, which Islam has strongreservations against it. This is also clearlyin violation of Islamic ethics and values.
Another major concern has been that somechildren use the disc in a game; a kind of gambling, which is strongly forbidden byIslam.
Children, their parents and other customers buy the product not for its value, or use butto collect these discs for the prizes.
The purpose of this study was to outlinemarketing management and suggest ideal practices from an Islamic perspective. Based
on the Holy Quran, Islamic Traditions andShariah Law, the paper suggests a number of ideal marketing practices for managing thedecisions related to some elements of the
marketing mix namely: product, pricing and promotion. A few suggestions have also been provided to ensure conformity withIslam.