١٢ﻡ ﻳﺎﺳﺮ ﻋﺒﺪﺍﳊﻤﻴﺪ ﺍﳋﻄﻴﺐ ﻭ ﺣﺒﻴﺐ ﺍﷲ ﳏﻤﺪ ﺭﺣﻴﻢ ﺍﻟﺘﺮﻛﺴﺘﺎﱏ ﺍﳌﺴﺘﺨﻠﺺ ﻣﻘﺪﻣﺔ ﺍﻟﺒﺤﺚ: ﺍﳌﺒﺤﺚ ﺍﻷﻭﻝ ﻣﺸﻜﻠﺔ ﺍﻟﺒﺤﺚ ﺃﳘﻴﺔ ﺍﻟﺒﺤﺚ □ □ □ ﺃﻫﺪﺍﻑ ﺍﻟﺒﺤﺚ □ □ □ □ □ □ □ ﻓﺮﻭﺽ ﺍﻟﺒﺤﺚ ﺍﻟﻔﺮﺽ ﺍﻷﻭﻝ ﺍﻟﻔﺮﺽ ﺍﻟﺜﺎﱐ ﻣﻨﻬﺞ ﺍﻟﺒﺤﺚ ﺍﳌﺼﺎﺩﺭ ﺍﳌﻜﺘﺒﻴﺔ ﺍﳌﺼﺎﺩﺭ ﺍﻷﻭﻟﻴﺔ ﳎﺘﻤﻊ ﺍﻟﺒﺤﺚ ﻗﺎﺋﻤﺔ ﺍﻻﺳﺘﻘﺼﺎﺀ Tull D. and Hawkins D., Marketing Research, New York: Macmillan Publishing Co., 1987. Karl Schuesaler, Analyzing Data: A Statistical Orientation (Boston: Houghton Mifflin Co., 1971, P. 321. ﻃﺮﻳﻘﺔ ﲨﻊ ﺍﻟﺒﻴﺎﻧﺎﺕ ﲢﻠﻴﻞ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﻹﻃﺎﺭ ﺍﻟﻨﻈﺮﻱ ﻟﻠﺪﺭﺍﺳﺔ: ﺍﳌﺒﺤﺚ ﺍﻟﺜﺎﱐ ﺍﻟﺘﺴﻮﻳﻖ ﻣﻦ ﺍﳌﻨﻈﻮﺭ ﺍﻹﺳﻼﻣﻲ ● ● ● ● )ﺃﻭﻻ( ﺍﻟﻀﻮﺍﺑﻂ ﺍﻷﺧﻼﻗﻴﺔ ﻟﻠﺘﺴﻮﻳﻖ ﻣﻦ ﺍﳌﻨﻈﻮﺭ ﺍﻹﺳﻼﻣﻲ ( ﺗﻘﻮﻯ ﺍﷲ١) : ... ( ﺍﻟﺼﺪﻕ٢) ( ﺍﻷﻣﺎﻧﺔ٣) ( ﺍﻹﺣﺴﺎﻥ٤) ( ﺍﻻﺳﺘﻘﺎﻣﺔ٥) ( ﺍﻟﻨﺼﻴﺤﺔ٦) ( ﺍﻟﺼﱪ ﻭﺍﻟﺘﺴﺎﻣﺢ٧) ( ﺍﻻﻋﺘﺪﺍﻝ ﻭﲡﻨﺐ ﺍﻟﺒﺨﻞ ﻭﺍﻹﺳﺮﺍﻑ ﻭﺍﻟﺘﺒﺬﻳﺮ٨) ﺍﻟﻀﻮﺍﺑﻂ ﺍﻟﺸﺮﻋﻴﺔ ﺍﻟﱵ ﲢﻜﻢ ﺍﳌﻤﺎﺭﺳﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ: ﺛﺎﻧﻴﺎ )ﺃﻭﻻ( ﺍﻟﻀﻮﺍﺑﻂ ﺍﻟﺸﺮﻋﻴﺔ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺎﳌﻨﺘﺠﺎﺕ )ﺃ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺗﺪﺍﻭﻝ ﺍﻟﺴﻠﻊ ﺍﳌﺴﺮﻭﻗﺔ ﺘﻤﻊ)ﺏ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﻟﺘﻌﺎﻣﻞ ﰲ ﺍﻟﺴﻠﻊ ﺍﻟﻀﺎﺭﺓ ﺑﺎ )ﺟـ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﻟﺘﻌﺎﻣﻞ ﰲ ﺑﻌﺾ ﺍﻟﺴﻠﻊ ﻭﺍﳋﺪﻣﺎﺕ ﺎ)ﺩ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺑﻴﻊ ﺍﻟﺴﻠﻊ ﻗﺒﻞ ﺣﻴﺎﺯ ﳏﻤﺪ ﻋﺒﺪ ﺍﳌﻨﻌﻢ ﻋﻔﺮ )ﻫـ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺑﻴﻊ ﺍﻟﺜﻤﺎﺭ ﺣﱴ ﻳﺒﺪﻭ ﺻﻼﺣﻬﺎ )ﻭ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﻟﻐﺶ ﰲ ﻣﻮﺍﺻﻔﺎﺕ ﺍﻟﺴﻠﻊ ﺍﳌﻌﺮﻭﺿﺔ ﻟﻠﺒﻴﻊ )ﺯ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﻟﻐﺶ ﰲ ﻣﻘﺪﺍﺭ ﻭﻣﻴﺰﺍﻥ ﺍﻟﺴﻠﻊ ﺍﳌﻌﺮﻭﺿﺔ ﻟﻠﺒﻴﻊ : : ﺍﻟﻀﻮﺍﺑﻂ ﺍﻟﺸﺮﻋﻴﺔ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺎﻟﺘﺴﻌﲑ:ﺛﺎﻧﻴﺎ : ٢٣٠ﻃﺎﻫﺮ ﻣﺮﺳﻲ ﻋﻄﻴﺔ )ﺃ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﻻﺣﺘﻜﺎﺭ )ﺏ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺗﻐﺮﻳﺮ ﺍﳌﺸﺘﺮﻱ ﺑﺎﻟﺴﻌﺮ )ﺟـ( ﺍﻟﻨﻬﻲ ﻋﻦ ﲣﻔﻴﺾ ﺍﻟﺴﻌﺮ ﻟﻸﺿﺮﺍﺭ ﺑﺎﻵﺧﺮﻳﻦ ﳏﻤﺪ ﻋﺒﺪﺍﳌﻨﻌﻢ ﻋﻔﺮ ﻋﺒﺪﺍﷲ ﺍﳌﺼﻠﺢ ﻳﻮﺳﻒ ﺇﺑﺮﺍﻫﻴﻢ ﻳﻮﺳـﻒ ٦ ﳏﻤﺪ ﳒﺎﺓ ﺍﷲ ﺻﺪﻳﻘﻲ ١ )ﺩ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﻟﺘﻌﺎﻣﻞ ﺑﺎﻟﺮﺑﺎ ﰲ ﺍﳌﻌﺎﻣﻼﺕ : : ﺍﻟﻀﻮﺍﺑﻂ ﺍﻟﺸﺮﻋﻴﺔ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺎﻟﺘﻮﺯﻳﻊ:ﺛﺎﻟﺜﺎ ﻋﺒﺪﺍﻟﺮﲪﻦ ﺍﳊﻤﺎﺩ ﻋﺒﺪ ﺍﻟﺴﻤﻴﻊ ﺍﳌﺼﺮﻱ )ﺃ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﻟﻨﻘﻞ ﻭﺍﻟﺘﺨﺰﻳﻦ ﺍﳌﺮﺗﺒﻂ ﺑﺴﻠﻊ ﻣﻌﻴﻨﺔ )ﺏ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﻟﺘﺨﺰﻳﻦ ﺍﳌﺴﺒﺐ ﻟﻼﺣﺘﻜﺎﺭ ﺍﻟﻀﻮﺍﺑﻂ ﺍﻟﺸﺮﻋﻴﺔ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺎﻟﺘﺮﻭﻳﺞ:ﺭﺍﺑﻌﺎ )ﺃ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﺴﻠﻊ ﺍﳌﺴﺮﻭﻗﺔ ﻭﺍﻟﻀﺎﺭﺓ ﻭﺍﶈﺮﻣﺔ ﺷﺮﻋﺎ ٤١٤ )ﺏ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻹﻋﻼﻧﻴﺔ ﺍﳌﺨﺎﻟﻔﺔ ﻟﻠﺸﺮﻳﻌﺔ ﺍﻹﺳﻼﻣﻴﺔ □ ﺍﳋﱪ ﰲ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻹﻋﻼﻧﻴﺔ □ ﺍﻟﺼﻮﺕ ﺍﳌﺴﺘﺨﺪﻡ ﰲ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻹﻋﻼﻧﻴﺔ ﳛﲕ ﻋﺒﺪ ﺍﷲ ﺍﳉﻔﺮﻱ □ ﺍﻟﺼﻮﺭﺓ ﺍﳌﺴﺘﺨﺪﻣﺔ ﰲ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻹﻋﻼﻧﻴﺔ )ﺝ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﻟﻜﺬﺏ ﻭﺍﻟﻐﺶ ﻭﺍﳋﺪﺍﻉ ﻭﺍﻟﺘﻀﻠﻴﻞ ﻣﻦ ﺭﺟﺎﻝ ﺍﻟﺒﻴﻊ ٤ ٤ ٣ ٤ )ﺩ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺍﺳﺘﺨﺪﺍﻡ ﻭﺳﺎﺋﻞ ﺗﻨﺸﻴﻂ ﺍﳌﺒﻴﻌﺎﺕ ﺍﳌﺨﺎﻟﻔﺔ ﻟﻠﺸﺮﻳﻌﺔ ﺍﻹﺳﻼﻣﻴﺔ )ﻫـ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺇﺛﺎﺭﺓ ﺍﻟﻐﺮﺍﺋﺰ ﻭﺍﻹﻏﺮﺍﺀ ﺑﺎﶈﺮﻣﺎﺕ )ﻭ( ﺍﻟﻨﻬﻲ ﻋﻦ ﺇﺛﺎﺭﺓ ﺍﻟﻔﱳ ﻭﺍﻟﺒﻐﻀﺎﺀ ﺑﲔ ﺍﳌﺴﻠﻤﲔ ﺇﱃ ﳛﻴﻲ ﻋﺒـﺪﺍﷲ ﺍﳉﻔـﺮﻱ ٣ ٣ ﻳﻮﺳﻒ ﺇﺑﺮﺍﻫﻴﻢ ﻳﻮﺳﻒ ﳏﻤﻮﺩ ﻋﺴﺎﻑ ﲢﻠﻴﻞ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﳌﻴﺪﺍﻧﻴﺔ ﺍﳋﺎﺻﺔ ﲟﺴﺌﻮﱄ ﺍﻟﺘﺴﻮﻳﻖ: ﺍﳌﺒﺤﺚ ﺍﻟﺜﺎﻟﺚ ﰲ ﺍﳌﻨﺸﺂﺕ ﺍﻟﺼﻨﺎﻋﻴﺔ ( ﺍﲡﺎﻫﺎﺕ ﻣﺴﺌﻮﱄ ﺍﻟﺘﺴﻮﻳﻖ ﰲ ﺍﳌﻨﺸﺂﺕ ﺍﻟﺼﻨﺎﻋﻴﺔ ﳓﻮ ﺑﻌﺾ ﺍﳌﻤﺎﺭﺳﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ١) ( ﺍﻻﲡﺎﻫﺎﺕ ﳓﻮ ﺍﻻﻟﺘﺰﺍﻡ ﺑﺘﻄﺒﻴﻖ ﺍﳌﻨﻬﺞ ﺍﻹﺳﻼﻣﻲ ﰲ ﺍﳌﻤﺎﺭﺳﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ١/١) ( ﺍﻻﲡﺎﻫﺎﺕ ﳓﻮ ﺍﻷﺳﺒﺎﺏ ﺍﳌﺆﺩﻳﺔ ﻟﻀﻌﻒ ﺍﻻﻟﺘﺰﺍﻡ ﺑﺎﻟﻀﻮﺍﺑﻂ ﺍﻟﺸﺮﻋﻴﺔ٢/١) ( ﺍﻻﲡﺎﻫﺎﺕ ﳓﻮ ﻣﺪﻯ ﻭﺿﻮﺡ ﺍﳊﻜﻢ ﺍﻟﻔﻘﻬﻲ ﻣﻦ ﺍﻟﻘﻀﺎﻳﺎ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﳌﻌﺎﺻﺮﺓ٣/١) ( ﺍﻻﲡﺎﻫﺎﺕ ﳓﻮ ﺍﻵﺛﺎﺭ ﺍﳌﺘﺮﺗﺒﺔ ﻋﻠﻰ ﺍﻻﻟﺘﺰﺍﻡ ﺑﺎﻟﻀﻮﺍﺑﻂ ﺍﻟﺸﺮﻋﻴﺔ ﰲ ﺍﳌﻤﺎﺭﺳﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ٤/١) ( ﺍﻻﲡﺎﻫﺎﺕ ﳓﻮ ﺑﻌﺾ ﺍﳌﻤﺎﺭﺳﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﰲ ﳎﺎﻝ ﺍﻟﺴﻠﻌﺔ٥/١) ( ﺍﻻﲡﺎﻫﺎﺕ ﳓﻮ ﺑﻌﺾ ﺍﳌﻤﺎﺭﺳﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﰲ ﳎﺎﻝ ﺍﻟﺘﺴﻌﲑ٦/١) ( ﺍﻻﲡﺎﻫﺎﺕ ﳓﻮ ﺑﻌﺾ ﺍﳌﻤﺎﺭﺳﺎﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﰲ ﳎﺎﻝ ﺍﻟﺘﺮﻭﻳﺞ٧/١) ( ﺍﻻﲡﺎﻫﺎﺕ ﳓﻮ ﺍﳊﺮﺹ ﻋﻠﻰ ﻣﻌﺮﻓﺔ ﺍﳊﻜﻢ ﺍﻟﻔﻘﻬﻲ ﻣﻦ ﺍﻟﻘﻀﺎﻳﺎ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﳌﻌﺎﺻﺮﺓ٨/١) ( ﺍﳌﻌﻮﻗﺎﺕ ﺍﻟﱵ ﲢﻮﻝ ﺩﻭﻥ ﺗﻄﺒﻴﻖ ﺍﻟﻀﻮﺍﺑﻂ ﺍﻟﺸﺮﻋﻴﺔ ﻋﻨﺪ ﳑﺎﺭﺳﺔ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ٢) ﺎﻝ ﺍﻟﺘﺴﻮﻳﻘﻲ( ﻣﻘﺘﺮﺣﺎﺕ ﻣﺴﺌﻮﱄ ﺍﻟﺘﺴﻮﻳﻖ ﻟﺘﻄﺒﻴﻖ ﺍﻟﻀﻮﺍﺑﻂ ﺍﻹﺳﻼﻣﻴﺔ ﰲ ﺍ٣) ﺍﻟﻨﺘﺎﺋﺞ ﻭﺍﻟﺘﻮﺻﻴﺎﺕ: ﺍﳌﺒﺤﺚ ﺍﻟﺮﺍﺑﻊ ﺍﻟﻨﺘﺎﺋﺞ ﻭﺍﺧﺘﺒﺎﺭ ﺻﺤﺔ ﺍﻟﻔﺮﻭﺽ:ﺃﻭﻻ ﲤﻴﻞ ﺍﲡﺎﻫﺎﺕ ﺍﳌﺴﺌﻮﻟﲔ ﻓﻴﻪ ﺇﱃ ﺍﻟﺮﻓﺾ ﺍﳌﻄﻠﻖ: ﺍﻟﻘﺴﻢ ﺍﻷﻭﻝ ﲤﻴﻞ ﺍﲡﺎﻫﺎﺕ ﺍﳌﺴﺌﻮﻟﲔ ﻓﻴﻪ ﺇﱃ ﺍﻟﺮﻓﺾ ﺍﳌﺘﺤﻔﻆ ﺍﶈﺪﻭﺩ: ﺍﻟﻘﺴﻢ ﺍﻟﺜﺎﱐ ﲤﻴﻞ ﺍﲡﺎﻫﺎﺕ ﺍﳌﺴﺌﻮﻟﲔ ﻓﻴﻪ ﺇﱃ ﺍﳊﻴﺎﺩ: ﺍﻟﻘﺴﻢ ﺍﻟﺜﺎﻟﺚ ﺍﳋﻼﺻﺔ ﻭﺍﻟﺘﻮﺻﻴﺎﺕ: ﺛﺎﻧﻴﺎ ﺍﳌﺮﺍﺟﻊ ﺍﳌﺮﺍﺟﻊ ﺍﻟﻌﺮﺑﻴﺔ: ﺃﻭﻻ ، ﺍﻹﻣﺎﻡ ﻣﺎﻟﻚ،ﺍﺑﻦ ﺃﻧﺲ ﺃﲪﺪ ﺑﻦ ﻋﻠﻲ،ﺍﺑﻦ ﺣﺠﺮ ﺍﻟﻌﺴﻘﻼﱐ ﻋﺒﺪ ﺍﷲ،ﺍﺑﻦ ﺣﻨﺒﻞ ﳏﻤﺪ،ﺃﺑﻮ ﺯﻫﺮﺓ ﺃﲪﺪ ﺇﺑﺮﺍﻫﻴﻢ،ﺃﺑﻮ ﺳﻦ ١٦ ﳏﻤﺪ ﳏﻤﻮﺩ،ﺇﲰﺎﻋﻴﻞ ﻋﻴﺴﻰ،ﺍﻟﺘﺰﻣﺬﻱ ﳛﲕ ﻋﺒﺪ ﺍﷲ،ﺍﳉﻔﺮﻱ ، ﻋﺒﺪ ﺍﻟﺮﲪﻦ،ﺍﳊﻤﺎﺩ ، ﺍﻟﺴﻴﺪ،ﺳﺎﺑﻖ ﳏﻤﺪ ﳒﺎﺓ ﺍﷲ،ﺻﺪﻳﻘﻲ ﳏﻤﻮﺩ،ﻋﺴﺎﻑ ﻃﺎﻫﺮ ﻣﺮﺳﻲ،ﻋﻄﻴﺔ ﳏﻤﺪ ﻋﺒﺪ ﺍﳌﻨﻌﻢ،ﻋﻔﺮ ﺍﻟﻐﺮﻓﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻟﺼﻨﺎﻋﻴﺔ ﻋﺒﺪ ﺍﷲ،ﺍﻟﻘﺰﻭﻳﲏ ﳎﻠﺔ ﺍﻟﺒﺤﻮﺙ ﺍﻟﻔﻘﻬﻴﺔ ﺍﳌﻌﺎﺻﺮﺓ ﺍﻹﻣﺎﻡ،ﻣﺴﻠﻢ ﻋﺒﺪ ﺍﻟﺴﻤﻴﻊ،ﺍﳌﺼﺮﻱ ﻋﺒﺪ ﺍﷲ،ﺍﳌﺼﻠﺢ ﺯﻛﻲ ﺍﻟﺪﻳﻦ ﻋﺒﺪ ﺍﻟﻌﻈﻴﻢ ﺑﻦ ﻋﺒﺪ ﺍﻟﻘﻮﻱ،ﺍﳌﻨﺬﺭﻱ ﻋﺒﺪ ﺍﻟﺮﲪﻦ،ﺍﻟﻨﺴﺎﺋﻲ ﺯﻛﺮﻳﺎ ﳛﲕ ﺑﻦ ﺷﺮﻑ،ﺍﻟﻨﻮﻭﻱ ﻳﻮﺳﻒ ﺇﺑﺮﺍﻫﻴﻢ،ﻳﻮﺳﻒ ﺍﳌﺮﺍﺟﻊ ﺍﻷﺟﻨﺒﻴﺔ: ﺛﺎﻧﻴﺎ Schuesaler Karl., Analyzing Data: A Statistical Orientation, (Boston: Houghton-Miffln Co., 1981). Tull D. and Hawkins D., Marketing Research (New York: Macmillan Publishing Co., 1987). The Evaluation of the Saudi Firms’ Marketing Practice from Islamic Point of View YASSER A. AL-KHATIB HABIBALLAH M. AL-TORKISTANI Professor Associate Professor Department of Business Administration King Abdulaziz University Jeddah, Saudi Arabia ABSTRACT. This study investigated the way of practicing the marketing activities by Saudi Firms from an Islamic point of view. The objective was to examine whether the local firms adhere to the Islamic principles when they market their products and practice the marketing activities. It also examined the obstacles encountered by the marketing management personnel when they apply the marketing activities. The study found that there were few firms which follow the Islamic principles because of the lack of Islamic knowledge and the influence of Western methods. The study recommended that the local firms apply the Islamic principles when they market their product.
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