Marketing your library or information service CLLG Oct 1999
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Marketing your Library or Information Service
Susan Mansfield
Legal Services Information Manager
Shell International Limited
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Marketing
• a process
• a philosophy
• a management function
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Marketing
“Marketing is the management process which identifies anticipates and supplies customer requirements efficiently and profitably”
Chartered Institute of Marketing
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Marketing
“Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas”
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Marketing
Planning Process
• mission
• strategic planning
• goals
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Marketing
Planning Process
• internal audit strengths and weaknesses
• external audit opportunities and threats
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Marketing
Planning Process
• analyse marketing opportunities
• select target markets
• develop marketing mix
• manage marketing effort
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Marketing
Ansoff’s Model
Existing products New products
Existing markets MARKET PENETRATION PRODUCT DEVELOPMENT
New markets MARKET DEVELOPMENT DIVERSIFICATION
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Marketing
market segment
“relatively homogenous group of customers who respond to the marketing mix in the same way”
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Marketing
Specific targets
• geographic segmentation
• behaviour segmentation
• customer segmentation
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Marketing
Market coverage
• undifferentiated
• differentiated
• concentrated
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Marketing
Marketing Mix
• product core product actual product augmented product
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Marketing
Marketing Mix
• price mark up discounts target pricing discriminatory pricing perceived value promotional pricing going rate psychological pricing
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Marketing
Marketing Mix
• place location environment
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Marketing
Marketing Mix
• Promotion advertising public relations sales promotion personal selling direct mail
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Marketing
Good
• object
• device
• thing
Service
• deed
• performance
• effort
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Marketing
Why services are different from products
• intangibility
• inseparability
• variability
• perishability
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Marketing
Creating tangibility
• promote the role of plant
• keep customer informed
• develop relationship between provider and customer
• improve accessibility
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Marketing
Marketing Mix
• people
• physical evidence
• process
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Marketing
Types of risk
• performance risks
• physical risks
• financial risks
• psychological risks
• social risks
• time loss risks
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Marketing
Reducing risk
• determine expectations
• exercise care with promises
• assist consumers to evaluate service
• pay attention to customer-contact personnel
• encourage trials
• reduce customer anxiety
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Marketing
• Tangibles• Reliability• Responsiveness• Competence• Courtesy
• Credibility• Security• Access• Communications• Understanding the
customer
Dimensions to service quality