Article: Islamic Marketing Strategy

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[. . .] (Miller, 1996) This is to differentiate the Islamic production process such that the Islamic process considers the impact the product would have on the whole society. Thus, more importance is given to the welfare of the society and satisfying human needs. (Al-Faruqi, 1992)

2.1.4 False advertisements prohibited.

The idea of propaganda through the media is prohibited in Islam. (Hassan et.al, 2008 p 32) That is to say that the supply and demand chain cannot be disrupted by flaunting one's products more than the other is. A major advertising technique that is out rightly declared wrong in Islam is to provide wrong proof for a product. (Hassan et.al, 2008 p 33) Thus, covering up any defects in a product or falsely flaunting the product is also considered wrong. The book of Muslims, al-Qur'an states that all types of false gestures, unproved assertions and false testimonies are not allowed. (Al-Qur'an, 43:19) When we take this law into marketing and the rules set down by Islam is that a sales person is not allowed to praise too much of the product. Any of the qualities that a product has should not be flaunted so much hat it goes on to give the customer a vision that is not true. The nutshell here is false impressions are not allowed and the product should be promoted just as the results they would give. The Islamic marketing ethics rules would thus be that sale tactics that mislead the person would not be allowed. Advertisements that fool people or market hem think that by using a certain brand their hair will go perfect will therefore will not be allowed. (Hassan et.al, 2008 p 32)

All the rules totally go against the rules that are being applied in the marketing strategies today. Almost none of the promotion ads today tell what the product does truthfully. False sweeping statements are made by experts that are not very credible. Models are chosen to portray the product that makes it seem like the product did all the magic and they are looking beautiful because they used a certain commodity. In Islamic marketing, the seller like all Muslims is known to be accountable to God. Thus, anything he or she asserts about the product has to be true or else he is fooling the customer into buying them. All the defects that a product has should be disclosed. Thus, for instance if a certain cream or shampoo has a side effect, it should be declared in public so everyone knows.

As mentioned above, most of the promotion advertisements made today is the ones that wouldn't be allowed in Islamic marketing. Use of emotional appeal, fear and sexual appeal is not allowed. Anything that would go on to exploit the basic instincts like looking pretty or getting rich is not allowed in marketing. Similarly, the use of fantasy or stereotyping of women is prohibited in marketing for products. (Hassan et.al, 2008 p 34) Excessive fantasy could be like if you smoke a certain cigarette then you get the best looking girl or get to live in a mansion or have an amazing car. Surely, everyone knows that all the luxuries in life are not available to a person just because he or she smokes a certain brand of cigarettes. Using certain behavior or language to attract the customers is not allowed in advertisements either. The basic concept being here is that products should be portrayed in an attractive manner and showed by showed as they are. This in essence removes the entire need for media because media does make everything look more amazing and dramatic.

2.1.5 Setting the price

Even the simplest rule dictating marketing states that the policy of pricing a product involves a lot of manipulation and thinking by the marketing strategists. The product is priced in such a way that the retail price is shown way more than what the retailers are actually charging. It is tactics like these that cause a customer to think he or she is getting a good deal and thus they eventually buy the product. (Shaw, 1996) Similar tactics are used in sales when the prices of products are increased before a certain sale is supposed to take place. All these tactics go on to affect the customer at a psychological level and thus it convinces them to buy the product.

The aforementioned tactics and clever tricks as one might say are not allowed in Islamic law. The religion forbids a person or a firm in this matter for getting something that they didn't do the labor for. In other words, if their labor allows them a lower profit, then it is reduced profit that the person or the organization should attain. (Shaw, 1996) Another important thing is that in marketing for goods under Islamic law, a product's price should not be changed without fixing the quantity or quality of the product. These methods also lead to unfair gain by the organization and is thus not allowed. (Ibn Taymiyah, 1982). Here it should be argued that controlling or changing the price in order to meet the requirements of the market is allowed. (Hassan et.al, 2008 p 31) The conventional rule of supply and demand is also allowed in Islam. Thus, when a certain commodity is decreasing, it is allowed to increase the prices and thus provide better opportunities for the sellers. However, it is not permitted to decrease the prices so that the competitors are left in loss. One time, the second Caliph Umar Ibn Al-Khattab was passing by and noticed that one of the vendors was selling raisins at a decrease price only to put rivals at loss. The Caliph told him himself to increase the price or leave the market right this instant. (Malik, 1989) Even though competition in a healthy way is allowed in Islamic market, there shouldn't be any unfair dealings. Thus competition is allowed if a certain vendor doesn't collect all the products, doesn't make corner products, manipulates the price such that he sells products at a much lower rate and if trade isn't restricted. (Niazi, 1996)

2.1.6 Distribution of a product.

In the Islamic marketing strategy it is noted that allotting the sale of products in a certain area should be done to exploit the so. Many a times, there is distribution of a product in ways that would go on to damage the society in the long run. For instance, there is utilization of packaging designs without enough security. Toxic products like petrol and gasoline are transferred over public highways. These can pose a great risk for the public. The distribution channels that are made so the product is delivered to the customer should be fair and easy to access. Delivery of the product was an important aspect mentioned earlier. Thus, delays in the delivery that causes the customer to come again and again would be unethical. The basic trend seen is that firms and organizations should make it easy for the customer to gain access to their products. This rule of Islamic marketing is still developed in the conventional techniques and is applied in most places around the world.

2.1.7 Importance of People

Islamic law gives importance to the people and to the concept of fair treatment. Thus, it becomes false practice to fool the customer into believing something that is not true. Similarly, it is also wrong to make them think or believe that they want something. A much clearer example of this is when people see slim super models acting in advertisements; subconsciously they are affected by it. They want to look like that person and thus be attractive. Along with stereotyping, these sort of advertisements mess with the intellect and the subconscious mind of the person. Along with making them feel bad about themselves, these sorts of promotion ads also cause the person to change their decision. Impairment of the decision making process is prohibited in Islam. Conventional marketing strategies take over the freedom of intellect of the person. They force the person into believing that they want a certain commodity. Consequently, their decision making power is taken over. Another important concept is that the person who does hard labor to earn money, he should spend it with proper consent and freedom. He or she shouldn't not be a victim of stereotypes by the media that force him to purchase a certain service.

3.1 Researches and Reviews

Needless to say the Islamic marketing strategies are now being applied in the banking sector more than ever. The Islamic banking system is gaining popularity among the economists as well as bankers. Many international banks have now opened their special branches that are in accordance with the Islamic Shariah principles pertaining to banking and marketing strategies. It is expected that the Islamic banking system will have to face intense competition from the Islamic banks as well as… [END OF PREVIEW]

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