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词条 Faith-based marketing
释义

  1. Market segments

  2. Costs of faith-based marketing

  3. References

  4. Further reading

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Faith-based marketing is the integration of religious faith into marketing and business.[1] Such agencies specialize in marketing faith-based products and creating partnerships that target specific groups, such as the family-based audience. In the United States this type of marketing can help reach Christians, who enjoy an estimated purchasing power of over $5.1 trillion a year.[2][3] Marketing research conducted by Nokia has shown that one of the most-desired features that adherent Muslims look for in cell phones is a Qibla finder that will orient them towards Mecca during prayer.[4] As the desire for religion-on-demand grows, more modern, technologically-advanced products are being designed to help believers maintain traditional religious practices.[5] Faith-based design allows companies to reach strong existing markets in new ways.

Market segments

{{see also|Inspirational fiction}}

Many Christian book and music titles have become successes in the mainstream world.[6] The best-selling Purpose Driven Life by Christian pastor Rick Warren became the bestselling hardback non-fiction book in history, and is the second most-translated book in the world, after the Bible.[7] In 2004, the Mel Gibson-directed The Passion of the Christ opened to $83.8M domestically and went on to gross $611M worldwide.[8] In 2014, the Christian films Son of God, Noah, Heaven Is for Real and God's Not Dead, enjoyed box-office success.[9][10]

Faith-based marketing is also seen in the tourism industry. The UN World Tourism Organization estimates that 300 million to 330 million people a year participate in faith-based travel.{{citation needed|date=May 2014}} The U.S. Travel Association reports that 25% of all travelers are interested in a spiritual vacation.[11]

Many companies incorporate faith-based ideas in their operations, mission statements, or even their packaging, subtly or overtly.[12]

Costs of faith-based marketing

Efforts to market or run a business based on religious faith can face unique challenges.

In 2012, Chick-fil-A, who has "made a name [for itself] promoting Christian principles in its charity work", drew controversy after its CEO Dan Cathy suggested that he opposed same-sex marriage, which led to protests.[13] Those protests did not appear to damage the company's sales.[14] Hobby Lobby, another Christian business,[15] filed a lawsuit, now styled Sebelius v. Hobby Lobby, arguing that the Patient Protection and Affordable Care Act's mandate for coverage of emergency contraception violated their First Amendment, religious rights.[16] Oral arguments were heard by the Supreme Court of the United States in March 2014.

References

1. ^{{cite book|last1=Hutchins|first1=Bob|last2=Stielstra|first2=Greg|title=Faith-Based Marketing: The Guide to Reaching 140 Million Christian Customers|url=https://books.google.com/books?id=Q7CNXC_a3zwC|accessdate=2014-05-31|date=2009-04-06|publisher=John Wiley and Sons|isbn=9780470483060}}
2. ^{{cite web|url=http://smallbusiness.foxbusiness.com/entrepreneurs/2011/09/28/faith-based-marketing-can-tap-into-powerful-consumer-base/|title=Faith-Based Marketing Can Tap Into Powerful Consumer Base | Fox Small Business Center|author=Liza Porteus Viana|publisher=smallbusiness.foxbusiness.com|accessdate=2014-04-06}}
3. ^The 2007 Leisure Market Research Handbook. (2007). Faith Based Activities, p. 180-183.
4. ^{{Cite news|url=|title=Can the Cellphone Help End Global Poverty?|last=Corbett|first=Sara|date=13 April 2008|work=New York Times Magazine|access-date=|via=}}
5. ^{{Cite journal|last=Gorman|first=Carma R.|date=2009|title=Religion on Demand: Faith-based Design|url=|journal=Design and Culture|volume=1|issue=1|doi=|pmid=|access-date=|via=}}
6. ^{{cite web|url= http://www.taipeitimes.com/News/biz/archives/2003/12/28/2003085498/2|title=The Great Christian Cash-In|publisher=TaipeiTimes|accessdate=2014-04-07}}
7. ^{{cite web|url=http://religion.blogs.cnn.com/2012/11/29/short-takes-gauging-the-impact-of-purpose-driven-life-10-years-on/|title=Short Takes: Gauging the impact of 'Purpose Driven Life,' 10 years on – CNN Belief Blog - CNN.com Blogs|publisher=religion.blogs.cnn.com|accessdate=2014-04-06}}
8. ^{{cite web|url=http://www.deadline.com/2014/03/biblical-and-faith-based-movies-hollywood/|title='Noah', 'Son of God' Part of Recent Hollywood Faith-Based Film Trend -- But Will It Last?|publisher=deadline.com|accessdate=2014-04-06}}
9. ^{{cite web|url=http://www.thedailybeast.com/articles/2014/04/01/the-biblical-blockbuster-circuit.html#url=/articles/2014/04/01/the-biblical-blockbuster-circuit.html/|title=Why Christians Now Rule Hollywood - The Daily Beast|publisher=thedailybeast.com|accessdate=2014-04-06}}
10. ^{{cite web|url=http://www.washingtontimes.com/news/2014/mar/31/year-of-the-faith-film-movies-that-tell-stories-of/|title=Year of the faith films: Movies that tell stories of religion doing well at the box office - Washington Times|publisher=washingtontimes.com|accessdate=2014-04-06}}
11. ^{{cite web|url=http://www.travelmarketreport.com/articles/Faith-Travel-Evolves-into-Diverse-and-Profitable-Niche/|title=Travel Market Report :: Login|publisher=travelmarketreport.com|accessdate=2014-04-06}}
12. ^{{cite web|url=http://religion.blogs.cnn.com/2012/07/24/7-religious-companies-besides-chick-fil-a/|title=9 religious companies (besides Chick-fil-A)|publisher=CNN|accessdate=2014-04-07}}
13. ^{{cite web|url=http://www.csmonitor.com/USA/2012/0803/Chick-fil-A-Will-the-controversy-hurt-chain-s-expansion-plans|title=Chick-fil-A: Will the controversy hurt chain's expansion plans? - CSMonitor.com|publisher=csmonitor.com|accessdate=2014-04-06}}
14. ^{{cite news|url=http://www.ajc.com/news/business/chick-fil-a-keeps-growing-despite-uproar/nT85n/|title=Chick-fil-A keeps growing despite uproar|last=Stafford|first=Leon|date=January 29, 2013|work=The Atlanta Journal-Constitution|accessdate=2014-05-31}}
15. ^Hutchins, p. 207
16. ^{{cite web|url=https://www.washingtonpost.com/blogs/the-fix/wp/2014/03/24/heres-what-you-need-to-know-about-the-hobby-lobby-case/|title=Here’s what you need to know about the Hobby Lobby case|publisher=washingtonpost.com|accessdate=2014-04-06}}

Further reading

  • {{Citation |last=Einstein |first=Mara |year=2007 |title=Brands of Faith: Marketing Religion in a Commercial Age |publisher= Routledge. |publication-place=London and New York |page= |url= |accessdate= }} {{ISBN|0415409772}}
  • {{cite journal |last=Van Wyk |first=K |last2=Ratliffe |first2=C |year= 2007|title= Developing and Marketing a Faith-Based Practice: Mission and Business |url= |journal= Journal of Psychology and Christianity |publisher= |volume=26 |issue= 3 |pages=246–250 |doi= |accessdate= }}

2 : Marketing techniques|Economy and Christianity
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