By Helen Coster

Gold Bond, a century-old concoction of zinc oxide and menthol, is best known for alleviating jock itch and diaper rash. But its owner aims to conquer a wider swath. Chattem, its corporate parent, wants consumers to dab Gold Bond just about anywhere. In a recent brainstorming meeting 12 Chattem executives debated the best puffery for a possible line of Gold Bond lip balm. “‘Soothing’ is good,” said J. Blair Ramey, the company’s cohead of marketing, “but ‘healing’ is even stronger.” A few folks nodded in agreement. “What about ‘restoring’?” asked Alexander (Zan) Guerry, chief executive of the company. “I like the idea of putting ‘restoring’ and ‘healing’ on a product that will moisten your lips.” (more…)

By Justin Petruccelli

Steve Astephen’s legacy is everywhere. It’s in the oceans. It’s in the mountains. It’s on the street. But more than anywhere, it’s in the air, where his clients’ exploits inspire the next generation of action sports stars. Ten years ago, Astephen revolutionized the action sports industry when he recognized the marketability of its larger-than-life athletes and created an agency focused on turning them into brands. (more…)

Market consists of all potential customers who have specific needs and wants the same, which may be willing and able to implement the exchange to satisfy the needs and wants. First, the market is where buyers and sellers gather to exchange their goods. Economists use the term refers to a set of buyers and sellers conduct transactions on the product or the product of a particular class, as the term market goats, cattle market, housing market, and others. Business use the term market for customer group. While the marketing industry as a forced seller and the buyer as the market.

Marketing is the process of working with the market to realize the potential transaction in order to satisfy human needs and wants. Marketer is someone who is looking for one or more prospective buyers who will be involved in the exchange value. While the buyer is someone who is identified by marketer as possible who are willing and able to engage in the exchange value.

Summary of marketing is to create customer value greater than that created by competitors. Value is above all customer estimates the ability of products to satisfy their own needs. Value can be formulated as follows:

Benefits (Satisfaction), which is felt
Value = ——————————————–
Price (Cost)

From the above equation, value for the customer can be increased by expanding or improving the benefits of the product or lower prices (which exclude the cost of customers) or a combination of both. Companies that use price as a weapon to compete must have cost leadership strategy in creating a competitive advantage that can be maintained. Meanwhile, companies that use the benefits (superior) product as a weapon to compete must have a differentiation strategy in creating a competitive advantage that can be maintained.
The concept of value (the value of order) in the marketing of sharia is a concept that is more extensive than the concept of value to the equation above. Values above only consider the material only. The value of marketing in order to sharia known as maslahah, by Malik bin Anas. The subject is made clear by liters, Ibn Qayyim, Shatibi, Tufi, Izzudin ibn Abdussalam and Quraf. In fact, the concept Maliki is similar to the analysis of the value (utility) from the western philosophers like Jeremy Bentham and JSMill (Shiddiq, 1982). Jeremy Bentham can be inspired and JSMill from Malik bin Anas. Maslahah form refers to the broad welfare of mankind. According to Al-Shatibi, maslahah is the ownership or the power control products that the basic elements and goals of human life in the world. There are five basic elements of life in the world, namely life (dimensions), ownership (al-mal), the (ad-din), intelligence (al-aql) and the descendants of (al-nasl). All the products have the power to raise the five basic elements that have said maslahah and products that have maslahah will be declared as needed. The desire in the economy is determined by the conventional concept of value to the needs of marketing is determined by the concept of sharia maslahah (Khan, 1989). The concept of product marketing in different sharia. In marketing the product of sharia, which is a gift of God in the best of mankind. According to the Al-Koran product consumption is a product that symbolizes the moral values and ideology they (men). In the Al-Koran, the product is expressed in two terms, namely, al-tayyibat and al-Hufford. Al-tayyibat word used 18 times, while the words al-Hufford used 120 times in Scripture. Al-tayyibat refers to a good, a pure and good, something clean and pure, something good and thorough, and the best food. Al-Hufford, referring to the food Blessed Lord, and that the provisions of God (Ali, 1975). According to sharia marketing, consumer products are efficient, material that can be consumed a useful value in order to generate the repair material, moral, spiritual for customers. Something that is not efficient and is prohibited in Islam is not a marketing product marketing in the sense of sharia. In the conventional product marketing is the product that can be exchanged. But the marketing of products in the sharia is the product that can be efficient and morally.

According to Philip Kotler, marketing is the process of social and managerial groups to obtain or someone they need and want through the creation and exchange of products and value. Meanwhile, according to the American Marketing Association defines marketing is the process of planning and implementation of conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. But marketing management can be defined as the process of planning, implementation and evaluation of conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.