The document discusses the need for libraries to adopt marketing strategies to remain competitive in today's environment. It defines marketing and explains how libraries now face threats from competitors providing similar information services like Google. Unless libraries respond by better promoting their unique value proposition and services to users, they risk losing their monopoly and seeing reduced usage. The document advocates that libraries learn from business sector strategies, market themselves more effectively, and explore new service opportunities to ensure their long-term survival and growth.
Easy Tours of India is one of the best boutiques Destination Management Company. This gives best services for all type of India tours, luxury India tours, and group vacations tour.
Easy Tours of India is one of the best boutiques Destination Management Company. This gives best services for all type of India tours, luxury India tours, and group vacations tour.
Jewelry has been a really unstructuredsomewhat chaotic with resp.docxvrickens
Jewelry has been a really unstructuredsomewhat chaotic with respect to in innovation. and also had sSome advancements in technology have been leverage throughout these past years, but innovative new technologies are not leverage nearly as regularly as in other industries. In the past, it was thejewelry businesses were used to passed on and run through the generations and family properties or entities. However, with the But now when emergence of technological advancesy emerged and introduce itself with different numerous businesseswithin the parallel industries, the jewelry business is finally incorporating innovations to boost production, sales, and profitability. it also develop some new surprising technologies for the jewelry business too, which really changed this stereotype in this business. This technological stigma has slese restrictions slowly but surely has worn off, and allowing jewelry firms showing the versatility of having an independence not seen in the days of the t nature of business with the unrestricted family run and bound and heritage business culture. The latest inventions in this business industry, such aslike the solution for the identification all items in the supply chain leveraging radio frequency identification (of RRFID) solution for the jewelry makes the better logistics management system and also the nearly effortless in the tracking system of valuable items. Another mature innovation invention for the for jewelry business areis the highly successful upcoming E-business through the ecommerce websites and applications for mobile devices. These applications are the fastest and most efficient way of selling the items to the customer. They increase profits through both accessibility of inventory for purchase online as well as reducing or eliminating the need for brick and mortar stores.It refrains the security threat and also the idea of touching the jewelry makes it dark or something like these dilemma. These are the real tides turning changes in this industry.Comment by Tim Stewart: Nusrat, the beginning of this sentence needs some clarity. If you are talking about the production of fine jewelry, then start your sentence, “The mining and manufacturing of fine jewels and jewelry…”
If you mean the selling, then you can just say, “The Jewelry business…”
There are several data analytic products which helps the user to verify the cut, quality, and clarity of the items they desire. One the data for the jewelry specific area of expertise exploitation which includes IRYS trinity. This tool do performsthe data analytics on the jewelry business in the area of the product viewership, staff performance analysis, inventory stock audit, and many more (Business Analytics for Jewellery - Irys Pte. Ltd.: Jewellery Analytics Software, Jewelry Business Intelligence Tool, n.d.).Comment by Tim Stewart: Best practice is to spell out the acronym and then put it in parentheses as I did above with RFID.
Over the couple of yearsRece ...
The Future of AI in Digital Marketing Transforming Customer Experiences.pdfAdsy
Can AI help marketers understand users better?
That's what we want to figure out in this presentation.
Firstly, let's see how AI can help with personalization. Also, let's see how artificial intelligence can help with user engagement.
Sure thing, we will talk about ethical concerns regarding AI.
But overall, you need to know that more and more companies use AI in their daily activities.
This is a short & sweet presentation on the work/ office scenarios where Whizle is very useful....
This focuses on optimising your company's capital, more than anything else. Please enjoy!
Jewelry has been a really unstructuredsomewhat chaotic with resp.docxvrickens
Jewelry has been a really unstructuredsomewhat chaotic with respect to in innovation. and also had sSome advancements in technology have been leverage throughout these past years, but innovative new technologies are not leverage nearly as regularly as in other industries. In the past, it was thejewelry businesses were used to passed on and run through the generations and family properties or entities. However, with the But now when emergence of technological advancesy emerged and introduce itself with different numerous businesseswithin the parallel industries, the jewelry business is finally incorporating innovations to boost production, sales, and profitability. it also develop some new surprising technologies for the jewelry business too, which really changed this stereotype in this business. This technological stigma has slese restrictions slowly but surely has worn off, and allowing jewelry firms showing the versatility of having an independence not seen in the days of the t nature of business with the unrestricted family run and bound and heritage business culture. The latest inventions in this business industry, such aslike the solution for the identification all items in the supply chain leveraging radio frequency identification (of RRFID) solution for the jewelry makes the better logistics management system and also the nearly effortless in the tracking system of valuable items. Another mature innovation invention for the for jewelry business areis the highly successful upcoming E-business through the ecommerce websites and applications for mobile devices. These applications are the fastest and most efficient way of selling the items to the customer. They increase profits through both accessibility of inventory for purchase online as well as reducing or eliminating the need for brick and mortar stores.It refrains the security threat and also the idea of touching the jewelry makes it dark or something like these dilemma. These are the real tides turning changes in this industry.Comment by Tim Stewart: Nusrat, the beginning of this sentence needs some clarity. If you are talking about the production of fine jewelry, then start your sentence, “The mining and manufacturing of fine jewels and jewelry…”
If you mean the selling, then you can just say, “The Jewelry business…”
There are several data analytic products which helps the user to verify the cut, quality, and clarity of the items they desire. One the data for the jewelry specific area of expertise exploitation which includes IRYS trinity. This tool do performsthe data analytics on the jewelry business in the area of the product viewership, staff performance analysis, inventory stock audit, and many more (Business Analytics for Jewellery - Irys Pte. Ltd.: Jewellery Analytics Software, Jewelry Business Intelligence Tool, n.d.).Comment by Tim Stewart: Best practice is to spell out the acronym and then put it in parentheses as I did above with RFID.
Over the couple of yearsRece ...
The Future of AI in Digital Marketing Transforming Customer Experiences.pdfAdsy
Can AI help marketers understand users better?
That's what we want to figure out in this presentation.
Firstly, let's see how AI can help with personalization. Also, let's see how artificial intelligence can help with user engagement.
Sure thing, we will talk about ethical concerns regarding AI.
But overall, you need to know that more and more companies use AI in their daily activities.
This is a short & sweet presentation on the work/ office scenarios where Whizle is very useful....
This focuses on optimising your company's capital, more than anything else. Please enjoy!
Smart Data Webinar (SLIDES): Agile Enterprise OntologyDATAVERSITY
An Enterprise Ontology is a formal representation of the meaning of an enterprise's information. Historically creating one has been a laborious process that took many months, often years to complete.
Recent advances in technology and methodology have now made it possible to build a core enterprise ontology in a matter of weeks, and to refine it gracefully over time. In this presentation we will describe what an enterprise ontology is and distinguish it from a conceptual or logical data model. We will present how the combination of structure free and formal inclusion gives power and flexibility simultaneously.
We will show through case studies how companies have been able to build ontologies rapidly and how they have leverage their enterprise ontology onto such diverse initiatives as: Enterprise Message Modeling, Integrating Structured and Unstructured Data, Model Driven Application Development and Master Data Management.
After attending this webinar, you will be able to:
* Describe what an Enterprise Ontology is
* Explain the value in creating an Enterprise Ontology
* Outline the approach and prerequisites for creating an Enterprise Ontology
* Suggest projects that could be greatly enhanced by applying an Enterprise Ontology
Data and Analytics are all the rage these days and the appeal to use data to inform comms strategy is coming from all sides. You're collecting data everywhere. In your CRM, in your offline database, from your direct mail programs, from your social media, your events, etc. Perhaps you're even doing data appends from outside sources. You’re swimming in data! However, data in and of itself is useless. How do you get to a place where you’re able to transform your data into something meaningful?
30 AI Tools for Educators, Librarians, and Researchers: Leveraging, AI Tools ...Lucky Gods
Supercharge Your Workflow: 30 AI Tools for Education Power Users
Feeling overwhelmed by lesson plans, research rabbit holes, and endless to-do lists? Fear not, knowledge warriors! The future is here, and it's packed with amazing AI tools ready to simplify your life and amplify your impact.
Imagine:
** Grading essays in a flash, with personalized feedback for each student.** ✍️✨
** Researching complex topics without drowning in a sea of articles.** ️♀️
** Creating engaging, interactive lessons that keep students glued to their screens.**
** Analyzing data like a pro, spotting trends and insights that would have taken days to find manually.**
** Collaborating with colleagues and experts from around the world, in real-time.**
This concise guide unlocks the door to 30 of the most powerful AI tools for educators, librarians, and researchers. We'll break down each tool, showing you how it can save you time, boost your productivity, and unlock new possibilities for learning and discovery.
Get ready to ditch the tedious tasks and focus on what you do best: inspiring and empowering the next generation!
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
4. What marketing … cont.
‘Marketing is the process of finding and then
keeping customers’.
– Theodore Levitt
“Marketing is the analysis, planning, implementation and
control of carefully formulated programs designed to bring
about voluntary exchanges of values with target markets for
the purpose of achieving organizational objectives. It relies
heavily on designing the organization's offering in terms of
the target market's needs and desires and as using effective
pricing, communication, and distribution to inform, motivate
and serve the markets.“
- Philip Kottler (1994)
Definition
5.
අ අ අ අඅ අ අ අ අ අ අ අ
අ අ අ
අ අ අ
අ අ අ
අ අ අ අ අ අඅ අ අ අඅ අ අ
අ අ අ අ අ
අ අ අ
අ අ
අ අ අ අඅ අ අ අ අ අ
අ අ අ
අ අ අ අ අ අ
(The most agreed in the library context is "to provide the
right information to the right user at the right place at the
right time“)
අ අ අ අ අ අ අ අ අ
අ අ අ අ අ අ අ අ අ
අ අ අ අ අ අ අ අ අ අ අ අ
අ අ අ අ අ අ අ අ අ අ අ අ
අ අ අ අ අඅ අ අ අ
අ අ අ අ
අ අ අ
අ අ අ අ අ
අ අ අ අ
Marketing has a theoretical part and a creative part.
19. අ අ අ අ අ අ අ අ අ
අ අ අ අ අ අ අ අ
Market of the library
The General Market
• අ අ අ අ අ අ අ අ අඅ අ අ
අ අ අ අ අ අ අ අ
අ අ අ
අ අ අ
අ අ අ
www.guardian.co.uk
The broad community that we serve :
–අ අ අ අ අඅ අ අ අ අ අ
අ අ අ අ
අ අ අ අ අ
අ අ අ අ අ අ students, faculty and staff of a college or
අ අ අ අ අ
other school.
– අ අ අ අ අ අ අ අ අ අ අඅ අ අ
අ අ අ අ අ අ අ අ අ අ
අ අ අ
අ අ අඅ අ අඅ අ අ අ අ
අ අ
අ අ
අ අ අ අ
The residents,
businesses and government offices of a town or city
–අ අ අ අ අ අ
අ අ අ අ අ අ
The departments, staff and management of a corporation or other
20. Different Viewpoints
User’s View
Librarian’s View
Books,
Videos &
More
Articles &
Databases
Reserves
Library
E-Journals
Library of Congress
Source: Jia Mi
Google
Email/IM
Friends
Other
Catalogs
Research
Resources
Digital
Collections
Course
Websites
Library Website
Frederick Nesta Shanghai International Library Forum 2006
Text Books
Assigned
Readings
21. ප ප ප පප ප ප
ප ප ප
ප ප ප
අ අ අඅ අ අ අ අ අ අ අ අ අ
අ අ
අ අ අ අ
අ අ අ අ
අ අ අ අ අඅ අ අ අ අ අ
අ අ අ අ
අ අ අ අ අ අ
අ අ අ අ අ අ අඅ අ අ අ
අ අ අ අ අ අ
අ අ අ අ
අ අ අ අඅ අ අඅ අ
අ අ අ
අ අ
අ අ
අ අ අ අ
අ අ අ අ
www.designrulz.com
It is important to know our general Community
However, no library serves 100% of their available
community.
A small segment of the general community
makes up the bulk of our business.
Repeat customers who could- and should- become our
22. අ අ අ අ අ අ අඅ අ අ
අ අ අ අ අ අ
අ අ අ
අ අ අ අ අ
අ අ අ අ අ
Core Customers: who your core customers are:
Who
• A variety of ways to find out
Surveys/ Questionnaires
Library Database
Circulation Records
Important to know their basic demographics:
Age
Sex
Income level
Children at home
Education level
Languages spoken at home
Religion
What products/ services do they want/ need
Whatever else seems important for your library
28. අ අ අ අ අ අ අ අ අ
අ අ අ අ අ අ අ අ අ
What can we produce
Any information resource/service user wants
Reference Information Service
Telephone Information Service
Interlibrary loan
SDI
Story hours
Programs: puppet shows, film series, tax
assistance, etc.
Learner’s adviser service
Information and referral
Circulation of materials
Lending of toys, tools, art prints, etc.
29. Collections of materials: bestsellers, video,
films, books, magazines, etc.
Access via cable television or computer
Online Catalog
CD-ROM database access
Use of audio visual equipment/computers
Books by mail
Bookmobile service
Study carrels
Meeting rooms
Reserve materials
And so on …
56.
The library building is the most obvious
presentation of the library to the community.
A library that is shabby, overcrowded, dated,
institutional or hard to use is sending the wrong
message to the community.
A library that is attractive, distinctive,
comfortable and easy to use is more likely to
become a vital part of the community
57. Check for
Is the library building friendly, welcoming and
barrier free?
- Does the library have an inviting reading area
with comfortable furniture?
- Is the library overcrowded?
- Is the library making good use of the available
space?
- Is the library in good repair?
- Are the grounds attractive?
- Is the lighting soft but strong?
- Are the restrooms clean?
- Is the signage large and clear?
- Are the staff members genuinely friendly?
58.
59. අ අ අ අ අ
අ අ අ අ
Promotion of products
අ අ අ අ අඅ අ අඅ අ අ අ අ
අ අ අ අ
අ අ
අ අ අ අ
අ අ අ අ අ අ අ අඅ අ අ අ
අ අ අ අ අ අ අ
අ අ අ අ
අ අ අ අ අ අ අඅ අ අ අ
අ අ අ අ අ අ
අ අ අ අ
Business companies not only produce products
but also give publicity
Make aware of new products
Promotional programmes
Awaken the sleeping markets
Create needs
66. අ අ අ අ අ අ අ
අ අ අ අ අ අ
Public Relations
News releases
Articles in magazines, journals, etc.
Open houses, coffees, etc.
Customer care
Other
81. The building itself
The interior of any service environment is important..
Packaging.
Internet/web pages.
Paperwork (such as invoices, tickets and dispatch notes).
Brochures.
Furnishings.
Signage (such as those on aircraft and vehicles).
Uniforms and employee dress.
Business cards.
Mailboxes.
Many others .
82. Evaluate
Do our users know that library can serve
better than web resources as there is a
personalized assistance?
If no, aware them
Is the library reaching every one which could
use the resources available? Service
available?
What resources / services do users actually
want?
If not positive, revise the plan. Revise the
marketing mix.
86. අ අ අ අ අඅ අ අ අඅ අ අ
අ අ අ අ
අ අ අ
අ අ
(Marketing planning)
;;aj
ú.zyh - Analysis/Audit - where are we now?
wruqKq ksrAKh - Objectives - where do we
want to be?
WmdhudrA.
- Strategies - which way is best?
Wmlzu
- Tactics - how do we get there?
lzshdldrs;ajh - Implementation - Getting
there!
md,kh
- Control - Ensuring arrival /are we on the
right track?
99. Why is marketing planning
necessary?
• Systematic futuristic thinking by management
• better co-ordination of company efforts
• development of better performance standards for
control
• sharpening of objectives and policies
• better prepare for sudden new developments
• managers have a vivid sense of participation
100. Objectives of the marketing plan
• Acts as a roadmap
• assist in management control and monitoring the
implementation of strategy
• informs new participants in the plan of their role
and function
• to obtain resources for implementation
• to stimulate thinking and make better use of
resources
101.
Assignment of responsibilities, tasks and
timing
Awareness of problems, opportunities and
threats
Essential marketing information may have
been missing
if implementation is not carefully controlled by
managers, the plan is worthless!
102. wf,ùlrK jevigyk - wka;rA.;h
The contents and structure of the marketing plan
idrdxYh (The executive summary )
wdh;kfha WmdhudrA.sl ikaorANh
;;aj ú.zyh yd b,lal fj<|fmd< (situational
analysis and target market)
wf,ùlrK wruqKq (marketing objectives )
wf,ùlrK WmdhudrA. (marketing strategies)
wf,ùlrK lzu (marketing tactics)
ldrAh igyka iy wh jeh (schedules and
budgets)
uQ,H úia;rh yd md,kh(financial data and
control)
116. ;dlaIKsl
Technological
New discoveries and innovations
Speed of technology transfer
Rates of obsoletescence (l,abl=;ajk
fú.h)
Internet
Information technology
Others?
117. Five forces analysis
Potential
entrants
Threat of
entrants
Suppliers
COMPETITIVE
RIVALRY
Buyers
Bargaining
power
Bargaining
power
Threat of
substitutes
Substitutes
Source: Adapted from M. E. Porter,
Competitive Strategy, Free Press,
1980, p. 4.
118. Five Forces Analysis: Key
Questions and Implications
• What are the key forces at work in the competitive
environment?
• Are there underlying forces driving competitive
forces?
• Will competitive forces change?
• What are the strengths and weaknesses of
competitors in relation to the competitive forces?
• Can competitive strategy influence competitive
forces (eg by building barriers to entry or
reducing competitive rivalry)?
119. mdrsfNda.sl yeisrSu
Buyer Behaviour
Dominant Family Purchase (mjq,a ixia:d
iajNdjh)
Demographic Factors (mqoa., idOl)
The Consumer Buying Process (mdrsfNda.sl
.ekqï lzshdj,sh)
Maslow’s hierarchy of needs (ueiaf,daf.a mqoa.,
wjYH;dj,sh)
UK socioeconomic classification scheme
Types of buyer behaviour
The Buying Decision Process
Organisational Buyer Behaviour
120. Dominant Family Purchase - Cozenza 1985
PRODUCT
T Y P IC A L
D E C IS IO N
W om en’s casu al
clo th ing
V acatio ns
D O M IN A N T
D E C IS IO N
M AKER
W ife
S yn cratic (bo th )
W h eth er to go , w h ere
M en ’s casu al clo th ing
H u sb an d
T yp e, p rice, sty le
L ife in su ran ce
H u sb an d
C o m pany , cov erag e
H om eow n er’s
in suran ce
H ou seh o ld ap p lian ces
H u sb an d
C o m pany , cov erag e
W ife
S ty le, b rand , p rice
P rice, sty le
121. Demographic Factors
Age
Stage in family life cycle
Occupation
Economic circumstances
Lifestyle
social influence variables
family
background
reference groups
roles and status
122. The Consumer Buying Process
Marketing Inputs
Marketing
Product
Inputs
Price
Product
Consumer
Promotion
Price
Place
Product
Choice
Location
Choice
Promotion
Place
Purchase
Decisions
Psychological Inputs
Brand Choice
Culture
Other
Choices
Attitude
Learning
Perception
Based on Cohen (1991)
124. Types of buyer behaviour
Complex buyer behaviour e.g. Intel Pentium
Processor
Dissonance-reducing behaviour (brand
reduces after-sales discomfort)
Habitual buying behaviour e.g. salt - little
difference
variety seeking behaviour - significant brand
differences e.g soap powder
125. The Buying Decision Process
recognition of the need e.g a new PC
choice of involvement level (time and effort
justified) e.g. two week ends
identification of alternatives
e.g. Dell, PC
World
evaluation of alternatives I.e. price, customer
service, software support, printer/scanner
package
decision - choice made e.g Epsom
Action e.g buy Epsom model from PC world
post-purchase behaviour I.e. use, breakdowns, etc
126. Organisational Buyer Behaviour
‘The decision-making process by which formal
organisations establish the need for purchased
products and services, and identify, evaluate,
and choose among alternative brands and
suppliers’
Kotler and Armstrong 1989
127. Characteristics of organisational
buyer behaviour
Organisation purpose - providing library service
Derived demand – curriculum, additional reading,
entertainment
Concentrated purchasing – Develop the collection
Direct dealings - large purchaser of books, journals
CDs
Specialist activities – processing, classification,
shelving, cataloguing
Multiple purchase influences – Librarian, principle,
Library Committee- Decision making unit
128. wf,ùlrK WmdhudrA. ie,iqï
lsrSu
(marketing strategies)
fuysoS jHdmdrsl ïYzKh úYaf,aIKh lrk w;r
my; i|yka kHdihka ta i|yd fhdod.; yelshs
Product Life Cycle (ksIamdok cSjk plzh)
Ansoff’s product – Market Expansion Grid
Boston Consultan Group Matrix ( BCG kHdih)
Bowman’s Competitive Strategy Options
New Product Development (NPD)
129.
130. Five stages of the PLC
Product development - sales are zero,
investment costs are high
Introduction - profits do not exist, heavy
expense of product introduction
Growth - rapid market acceptance and
increasing profits
Maturity - slowdown in sales growth. Profits
level-off. Increase outlay to compete
Decline - sales fall-off and profits drop
133. Bowman’s Strategy Clock
Source: Based on the work of Cliff Bowman. See C.Bowman and D.Faulkner.
Competitive and Corporate Strategy, Irwin, 1996.
134. The Strategy Clock: Bowman’s Competitive Strategy Options
•1
Low price/low added value
•2
•
Low price
Risk of price war and low
margins/need to be cost leader
•3
•
Hybrid
Low cost base and reinvestment in
low price and differentiation
•4
•
•
•
•
Differentiation
(a) Without price premium
(b) With price premium
Likely to be segment specific
Perceived added value by user,
yielding market share benefits
Perceived added value sufficient to
bear price premium
135.
5
Focused differentiation Perceived added value to a
particular segment, warranting
price premium
6
Increased price/standard
Higher margins if competitors
do not value follow/risk of
losing market share
7
Increased price/low value
Only feasible in monopoly
situation
8
Low value/standard price
Loss of market share