Read the following article on The Influence of Religion and the Marketing Concept: A Case of…

Read the following article on The Influence of Religion and the Marketing Concept: A Case of Halal Culture, composed by Dr. Soleman Mozammel and Dr. Perry Haan. Examine the purpose. conclusion and recommendations sections of the report below and write the executive summary/the abstract between 150 to 200 words.


Cultural influences have a huge impact on marketing concepts in different territories of the world. Culture also plays an influential part on ethics since the latter is dependent on the social norms. The purpose of the study is to analyze and explore the cultural influence on the marketing concept so both practitioners and scholars are assisted to understand that although there is an existence of global marketing strategies, there is also a need for local strategies to sell in different cultures. This paper will discuss and elaborate the seminal theories, principles of the marketing concept and its relationship with cultural influence using the example of Halal brand marketing in different origins, including Bangladesh, a country that is a known as an Islamic country in nature of religion as well as is known to possess an authentic Indian culture by being part of Indian subcontinent.


This paper attempted to elaborate the cultural influence on marketing concept. Islamic culture and Halal branding was used as an example to analyze the exploration of marketing concept in a different market segment, in order to conduct the study, the author explored through the Islamic culture, and the lifestyle of a Muslim consumer in regards to Halal products. The study also explored to the different t segment of Islamic branding se g such as by compliance, by origin and by customer. The finding of the study clearly states that Halal certification is by Shariah-compliance, therefore not necessarily all the products that are originating from the Islamic countries are Halal certified. Halal is a way of life based on Shariah. The study also stated that despite being a different culture the marketing of Halal product falls under the same marketing strategy of 4 Ps. The marketing of Halal soap in Bangladesh was used as an example of marketing concept. The case of Bangladesh also showed that being Islamic country does not guarantee Halal lifestyle.


Therefore, it is very important for marketers to understand the philosophy behind Halal and market their product accordingly. The author also elaborated about standardized versus adaptive method of marketing According to Barter (2008), it is better for international marketers to adapt to the culture in order to enter the segment instead of using standardized method. The existence of an uncontrollable environment factor such as culture does not threaten the future of marketing concept; rather each challenge opens a new segment for marketers to explore and expand.

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