mlis

1. Marketing of Information
Products and Services
UNIT- I
Marketing Information
Handled by Dr.C.Sivakumar

2. WHAT IS MARKETING?
Marketing is the ongoing promotion of a
brand, product or service through
various mediums to induce a target
audience to take action for buy and sell.

3. Why is it called marketing?
• The term, marketing, is a derivation of the
Latin word of mercatus its meaning of
market-place or merchant.
• Marketing is called a social process due to its
concern for the long-term welfare of the
society. It builds the long-term relationship
between buyers and sellers through an
integrated marketing program which involves
customer satisfaction, research, product
planning and development.

4. Marketing and Example
• Marketing refers to activities of a
company to promote the buying or
selling of a product or service.
• Marketing includes advertising,
selling, and delivering products to
consumers or other businesses.
• Some marketing is done by affiliates
on behalf of a company

5. What are the marketing types?
Several marketing strategies include
content marketing, search engine
optimization, social media marketing,
email marketing, retargeting, influencer
marketing, database marketing, event
marketing, and product marketing.

6. What are main factors of marketing?
The marketing Management refers
to planning, organizing, directing,
control of the activates which facilitate
the exchange of goods and services
between the producers to end
consumers

7. Marketing Kotler and Keller
According to Kotler & Keller marketing is how
to identify and meet human needs and social
needs.

8. Who is the father of marketing and why?
• Philip Kotler is known around the world as
the “father of modern marketing.” For over
50 years he has taught at the Kellogg
School of Management at Northwestern
University.
• Kotler's book Marketing Management is the
most widely used textbook in marketing
around the world

9. Definition of the Philip Kotler
Dr Philip Kotler defined marketing as “The
science and art of exploring, creating, and
delivering value to satisfy the needs of a
target market at a profit.

10. Introduction of Philip Kotler
Philip Kotler (born May 27, 1931) is
an American marketing author, consultant,
and professor emeritus; the S. C. Johnson &
Son Distinguished Professor of International
Marketing at the Kellogg School of
Management at Northwestern University
(1962–2018).

11.  Information is an indispensable factor for
promoting the development of society
 Information is the life blood of planning,
directing, and controlling any enterprise. It
makes the satisfaction of the demands of
the population possible in an efficient way.
 The present age is rightly characterized as
the age of information, The fact that
Information as a Resource

12.  The present age is rightly characterized as
the age of information, The fact that
information is a key resource for the progress
and development of a nation is nothing but
the socio-economic, cultural, and political
development of its citizenry.
 Information is a commodity or economic good
of worldwide significance, which contributes
to the national economy.
 Information has become a commodity that
people buy. The criteria that determine power
have shifted from industry ownership to the
information ownership, as the global
economy has shifted from industry-based to
information-based.

13.  The quality and quantity of the information
resources of the country are two of the
parameters for development. Countries with
adequate information infrastructure and
information technology can create artificial
demand for superfluous products and use it
as a weapon against the economy of other
countries.
 Information is an essential input for
technological and economic development. It is
a negotiable product that moves about in
international markets. In today's
international developing economies, a
country that is incapable of providing
information to its citizens will lose autonomy
and be at the leniency of developed countries

14.  Information is the substance of cultural
enrichment, entertainment, and amusement.
 Information can be a product, a commodity
— something produced as a package.
 Information can be a service. Indeed, the
majority of business services (the national
economic account that includes consulting)
are information based.
 Information is easily and cheaply
transported. The first copy represents most of
 the costs in creation, and reproduction costs
are relatively small. As a result, it that can be
produced and distributed with minimal
depletion of physical resources.

15.  There is a complex relationship between the
time of acquiring information and the value
of it. For some, the value lies in
immediacy—yesterday's stock information
may be worthless tomorrow. For others, the
value is likely to be received in the future
rather than the present.
 There are immense economies of scale.
Combined with the value in accumulation,
this provides strong incentives for sharing
information, especially since, once
available, it can be distributed cheaply,
which makes sharing easy.

16.  Information is not consumed by being used
or transmitted to others. It can be resold or
given away with no diminution of its
content. Many persons may possess and
use the same information, even at the same
time, without diminishing its value to
others. All these imply that information is a
public good.
General Economic Policies
 1. Encourage entrepreneurship
 2. Shift from low technology to high
technology
 3. Shift from production of physical goods
to information goods

17. Develop the ―Information Economy
1. Encourage effective use of information in business
2. Provide incentives for information industries
3. Develop information skills
Management of Information Enterprises
 Establish technical information skills
 Develop information support staff skills
There is the need to invest in the creation,
production, and distribution of information and that
implies a wish to recover the investment.
Furthermore, there may be value associated with
exclusivity in knowledge, so there must be an
incentive to make it available to others. This implies
that information is a private good.

18. Economics of Information
A fundamental shift in the economics of information is
under way—a shift that is less about any specific new
technology than about the fact that a new behavior is
reaching critical mass.
Millions of people at home and at work are communicating
electronically using universal, open standards. This
explosion in connectivity is the latest—and, for business
strategists, the most important—wave in the information
revolution.
Over the past decade, managers have focused on adapting
their operating processes to new information technologies.
Just as the free flow of information is essential to well-
functioning democracies, it is essential to well-functioning
consumer marketplaces.

19. Consumers need accurate, complete, and timely information to
learn about alternatives and make good choices.
Marketers need information about consumers to learn what they
want (when and where and how much) and how much they
value alternatives. Such information equips firms to offer the
right product at the right place at the right time and at the right
price.
Marketers‘ use of information about consumers must be
balanced against consumer‘s privacy. Traditionally, the
marketing research profession has agreed on codes of ethics to
protect consumer information, such as walling off from sales
and ensuring respondent anonymity.
However, now that digital technologies enable marketers to
gather, store, and connect multiple pieces of behavioral data
about individuals and products accordingly, consumer privacy.

20. Information issues are central to debates over
marketers‘ rights versus consumers‘ rights, and
governments are involved in mediating these clashes.
Not everyone has equal access to information or
equal ability to process it- for example, the poor of
the world, the illiterate, and those living in remote
areas.
According to ―new growth economic theory, rapid
sharing of new ideas and accurate information are
essential to economic expansion. For long-term
market growth, it may be in marketers‘ best interest
to contribute to investments, possibly through
publicprivate partnerships, grants, and by
developing new ways to give consumers access to
information.

21. Information, Persuasion, and Advertising
In the consumer marketplace, much of the
information about products and services comes
directly from marketers, supplemented by personal
experience and word of mouth.
In the political marketplace, much of the information
comes from the media.
Interactions with sales-people, assuming that they
are knowledgeable and well trained, are information
rich for buyers and sellers alike. Whether a consumer
is shopping for a new computer or looking for the
proper nut-and-bolt combination, expert assistance
can help match the right product or service to the
circumstance.

22. Customers - Top Priority
• The new customers do not know about
library rules and regulation, therefore it is
duty of library staff to give orientation for
maximum utility of library. They do not care
about rules and ways of doing business.
They care to adapt its products and
services to fit their problems. This
represents the evolution of marketing to
the customer-driven.

23. We must always remember the following points:
Customers are the most important people to be
served in library and information centers.
1. They are not dependent on the library; rather the
library depends on them.
2. They are not just from outsiders but part of the
library.
3. They are not just statistics, but also they are
human beings.
4. They are the people who bring their wants and
needs and we are there to meet their information
needs exceedingly

24. Customers – Expectation
Library and information professionals should strive
hard to gain a far vision of 'who our customers are',
'what they want', and 'what are their social
characters, values, desires, and aspiration‘. The
advancement of information and communication
technologies (ICTs) has enabled education and
technology in self-help and do-it-yourself activities in
libraries. The 21st century customer will place high
value on self-reliance, adaptability and survival
under difficult conditions and the ability to do things
of his/her own.

25. Quality Services
The user of the service is the ultimate judge of the quality.
S/he weighs the value s/he receives from a service
organization against the time spent and/or the efforts
involved besides the monetary burden in getting the
desired service and thus decides the quality. Users seldom
define the quality of the library and its services in terms of
stock size, annual budget, physical facilities, staff and the
mere number of services. No doubt, these are some of the
essential criteria for providing quality services; it benefits
the service itself that users look for. Quality service in part
depends on how well various elements function together in
a service system

26. Marketing Strategies
• A strategy is a long-term plan to achieve certain
objectives. A marketing strategy is therefore a marketing
plan designed to achieve marketing objectives. For
example, marketing objective may relate to becoming
the market leader by delighting customers. The strategic
plan therefore is the detailed planning involving
marketing research, and then developing a marketing
mix to delight customers. Every organisation needs to
have clear marketing objectives, and the major route to
achieving organisational goals will depend on strategy. It
is important, therefore, to be clear about the difference
between strategy and tactics.

27. • Marketing strategy is a process that can allow an
organization to concentrate its resources on the optimal
opportunities with the goals of increasing sales and
achieving a sustainable competitive advantage.
Marketing strategy includes all basic and long-term
activities in the field of marketing that deal with the
analysis of the strategic initial situation of a company and
the formulation, evaluation and selection of market-
oriented strategies and therefore contribute to the goals
of the company and its marketing objectives.

28. There are three basic types of marketing
strategies that all businesses, big and small
use. All marketing plans can be broken down
into one or all of these types.
They are:
• 1. Online or internet marketing.
• 2. Offline marketing.
• 3. Word of mouth or relationship

29. Developing a marketing strategy
Marketing strategies serve as the fundamental
underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans
and objectives are generally tested for measurable
results. Commonly, marketing strategies are
developed as multi-year plans, with a tactical plan
detailing specific actions to be accomplished in the
current year. Time horizons covered by the marketing
plan vary by company, by industry, and by nation,
however, time horizons are becoming shorter as the
speed of change in the environment increases.
Marketing strategies are dynamic and interactive.
They are partially planned and partially unplanned.

30. • Marketing strategy involves careful scanning of the
internal and external environments. Internal
environmental factors include the marketing mix,
plus performance analysis and strategic
constraints. External environmental factors include
customer analysis, competitor analysis, target
market analysis, as well as evaluation of any
elements of the technological, economic, cultural or
political/legal environment likely to impact
success. A key component of marketing strategy is
often to keep marketing in line with a company's
overarching mission statement.

31. Once a thorough environmental scan is
complete, a strategic plan can be constructed
to identify business alternatives, establish
challenging goals, determine the optimal
marketing mix to attain these goals, and
detail implementation. A final step in
developing a marketing strategy is to create a
plan to monitor progress and a set of
contingencies if problems arise in the
implementation of the plan.

32. Types of strategies
Marketing strategies may differ depending on the
unique situation of the individual business. However
there are a number of ways of categorizing some
generic strategies. A brief description of the most
common categorizing schemes is presented
below:Strategies based on market dominance - In this
scheme, firms are classified based on their market
share or dominance of an industry.
Typically there are four types of market dominance
strategies:
• Leader
• Challenger
• Follower
• Nicher

33. UNIT I COMPLETED
Thank you for listening