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Integrating faith and learning is a common practice in religious institutions. Faith and learning are intertwined such that when learning occurs without faith, knowledge is limited. Therefore, it is imperative for people to integrate the two to achieve greater knowledge. One area of learning that integrates scripture is marketing management.
The bible contains verses that address human attributes that are required in organizational marketing management. Kotter and Keller (2012) provide that marketing management is the process of formulating and organizing marketing strategies to control the organizational activities as well as allocate the marketing resources.
Character is a human attribute that is addressed by many Bible verses. For instance, the book of Mathew 7: 12 states that “therefore, whatever you want people to do for you, do the same for them, for this is the law and prophets.”
It is clear from the verse that good character entails treating people well in all aspects of life. In marketing management, entrepreneurs ought to give customers reasonable prices, satisfaction, and good customer care so that they can receive revenues or sales from the customers.
This is a simple marketing principle that comes with success when utilized optimally. Customers need constant attention to remain faithful and loyal to the business. Thus, marketers or businesses should handle their customers with respect so that they can develop a sense of belonging to the business, and hence become regular customers (Patterson, 2008).
Supplying the customers with valuable products and services naturally compels them to pay promptly and remain loyal to the business. In fact, this bible verse offers a golden rule, do good to your customers so that they will reciprocate in the same measure to the business. This is the reason organizations with character perform better in the long run even though they begin slowly.
Organizational reputation is better that profits gained in a short while. Marketing tempts marketers to lie over the quality of the product or satisfaction the customers will get if they buy the product (Patterson, 2008). This occurs when competition is stiff. However, the bible rebukes deceit as it brings self-destruction.
For instance, the book of 1Peter 3: 10 states that “for the person who wants to love life and see good days must keep his tongue from evil and his lips from speaking deceit.”
For an organization to live long and enjoy constant income and profits, it must not lie to its customers over the products or services they offer. Deceit eventually destroys the business because if consumers discover that the products or services do not offer them 100% satisfaction as they were promised, they will not buy them next time.
However, if the business delivers the value it promises without deceit, it is likely to build its reputation and benefit longer from the profits and constant income from the returning customers.
According to Kotler and Keller (2012), releasing products or services into the market requires the organization to assure people the real value they will get by using the products or services. A true marketing message that addresses the product’s attributes such as durability, effectiveness, or high quality can produce good results than a false message in marketing management.
Conclusion
Integrating religion and marketing management is likely to produce excellent marketing and organizational reputation. Religion enhances morality and the development of good interpersonal values that are vital in marketing management. The marketing managers, who integrate religion with marketing management, end up building character that enhances better business performance in the long run.
References
Kotler, P. & Keller, K., (2012). Marketing Management, 14th Ed. New Jersey: Prentice Hall.
Patterson, L. (2008). Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization, 1st Ed. Chicago: Racom Communications
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