IML506

INFORMATION MARKETING IN LIBRARIES & INFORMATION CENTERS

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Marketing Mix Concept

The objectives of this chapter are:

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to

define marketing mix for librarians and information professionals to outline the nature of the elements of the marketing mix to discuss the traditional 4Ps of the marketing mix: product, place, price and promotion to introduce 4Cs as more appropriate for libraries and information services: user considerations, user cost, user convenience and user communication.

Introduction
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Three parts of marketing audit (kotler):

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2.

3.

Evaluating the marketing environment of the organization, specifically its markets, customers, competitors and macro environment. Evaluating the marketing system within the organization specifically the objectives, programs, implementation and organization Evaluating the major areas of marketing activity in the organization, specifically its products, pricing, distribution, personal contact, advertising, publicity and sales promotion

Definition
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A marketing audit is a comprehensive, systematic, independent, and periodic examination of an organization's marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of action to improve the organization's strategic marketing performance (Kotler and Andreasen, 1987)

Marketing Audit
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The Chartered Institute of Marketing: 1. External Audit Economic environment political, social, cultural, technological, legal Competitive environment threat of: new entrants, substitute products, bargaining power of customers and suppliers & competitors. Marketing environment market size, customers/ consumers, products, prices, industry practices Internal Audit own situation: sales, market shares, profit, cost.

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The 4Ps Of Marketing Mix

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The 4Ps Of Marketing Mix

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The marketing audit analyzes the 4 Ps of marketing:

PRODUCT library services available to clients

such as interlibrary loan, reference, childrens programming, or web access.

PRICE OF SERVICE includes direct and

indirect costs to produce and deliver the product, or actual fees if any

PLACE considers delivery any distribution of the products and services, location of services, availability and accessibility.
PROMOTION how libraries let users know what products are available.

The 4 Ps of Library Marketing

(from Weingand)
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Product
Price

Place

Promotion

Library programs and services Cost of producing the products Space where product connect with patrons (can be virtual) Communications with patrons

The 4Ps and Benchmarks of Quality

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PRODUCT reliability, appearance, functionality,

competence, credibility, understandable.

facet at a high level.

PRICE OF SERVICE the cost of providing each

PLACE access, security responsiveness.

PROMOTION

communication, responsiveness, understanding.

courtesy,

Darlene E. Weingand (2002)

Products
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Definitions: A bundle of attributes (features, functions, benefits, and uses) capable of exchange or use; usually a mix of tangible and intangible forms. Thus a product may be an idea, a physical entity (a good), or a service, or any combination of the three.

http://www.marketingpower.com/live/mg-dictionary-view2557.php?

The Product Circles within circles

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1. Product mix the set of all product lines and items that a particular organization makes available to users. 2. Product line a group of products within a product mix that are closely related, either because they function in a similar manner, are made available to the same users, or are marketed through the same types of outlets. 3. Products item a distinct unit within a product line that is distiguishable by size, apperarence, price, or some other attribute.

Products in library/ resource centre

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o Provide resources and encouragement for lifelong learning. o Provide a place for all ages to gather and learn o Offer adult, young adult and childrens programming o Develop and circulate collections of print and multimedia

materials o Provide local, regional, state-wide , and national access to resources o Provide reference and research resources , services and collections o Provide online information resources

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o Offer training in use of online and print resources to o o o o o o o o

contribute to information literacy Promote information, social and cultural literacy Work with local schools to support curriculum Introduce children to reading Work with literacy programs Provide information for local businesses Provide genealogy and other materials for special interests Maintain archives of local historical resources Provide meeting areas.

Place
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Marketing designed to influence target audiences to behave in some positive manner with respect to the products or services associated with a specific place.
Place refers to any way that the customer can obtain a product or receive a service Place can be physical location, or it can be discussed in terms of accessibility and availability.

Place
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Place is more than the physical location of a product offered.

The selection of "place" for a library product (service or

program) should reflect the results of the internal analysis and market research of the planning process. Place can be physical location, or it can be discussed in terms of accessibility and availability. For instance, "availability and accessibility" to users could mean how far they have to travel to get a book or how long they have to wait for a new book that has been placed on hold.

Price
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Definition The formal ratio that indicates the quantities of money, goods or services needed to acquire and a given quantity of goods or services.
o o o

Price is another part of the marketing mix that must be assessed during the planning process. Free services at the library have a price the tax RM to supply them. What does the library have to offer customers that worth the convenience of one more stop on a busy day?

Price
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For a product, look at the funding required staffing needed, materials to be purchased, and the amount of the marketing budget to promote it If you have fee-based services, such as database searching, document delivery, photocopying, ILL, printer paper etc. consider the competition and compare your prices with local copy shops, document delivery services, and office supply stores.

Price
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How do users of what is free at the point of access actually pay?

Through the time and energy they have to spend getting to it By adjusting to the hours of opening (not always convenient) Through the emotional energy required to deal with staff who may not all be helpful, and with frustration in not finding what they want Through overcoming bureaucracy to register Through overcoming bureaucracy to borrow

Promotion
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Definition All forms of communication other than advertising that call attention to products and services by adding extra values toward the purchase. Includes temporary discounts, allowances, premium offers, coupons, contests, sweepstakes, etc.

Generally, it is a communication with the public in an attempt to influence them toward buying your products and/or services.

Promotion
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o o

Promotion lets users know what the library has to offer. It may be the most familiar part of the process to you or may be what you think of when you hear the word marketing, but promotion doesn't happen until the marketing planning is completed. Understanding library strengths and weaknesses and knowing the customer are assets in successful promotion strategies.

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End of Chapter 2