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Marketing your library or information service CLLG Oct 1999

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A presentation on marketing your library or information service. Originally given to a training session run by CLLG in October 1999 but most of this is still relevant since it focuses on the more theoretical aspects of marketing

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Marketing your library or information service CLLG Oct 1999

  1. 1. Marketing your Library or Information Service Susan Mansfield Legal Services Information Manager Shell International Limited
  2. 2. Marketing • a process • a philosophy • a management function
  3. 3. Marketing “Marketing is the management process which identifies anticipates and supplies customer requirements efficiently and profitably” Chartered Institute of Marketing
  4. 4. 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”
  5. 5. Marketing Planning Process • mission • strategic planning • goals
  6. 6. Marketing Planning Process • internal audit → strengths and weaknesses • external audit → opportunities and threats
  7. 7. Marketing Planning Process • analyse marketing opportunities • select target markets • develop marketing mix • manage marketing effort
  8. 8. Marketing Ansoff’s Model Existing products New products Existing markets MARKET PENETRATION PRODUCT DEVELOPMENT New markets MARKET DEVELOPMENT DIVERSIFICATION
  9. 9. Marketing market segment “relatively homogenous group of customers who respond to the marketing mix in the same way”
  10. 10. Marketing Specific targets • geographic segmentation • behaviour segmentation • customer segmentation
  11. 11. Marketing Market coverage • undifferentiated • differentiated • concentrated
  12. 12. Marketing Marketing Mix • product  core product  actual product  augmented product
  13. 13. Marketing Marketing Mix • price  mark up  discounts  target pricing  discriminatory pricing  perceived value  promotional pricing  going rate  psychological pricing
  14. 14. Marketing Marketing Mix • place  location  environment
  15. 15. Marketing Marketing Mix • Promotion  advertising  public relations  sales promotion  personal selling  direct mail
  16. 16. Marketing Good • object • device • thing Service • deed • performance • effort
  17. 17. Marketing Why services are different from products • intangibility • inseparability • variability • perishability
  18. 18. Marketing Creating tangibility • promote the role of plant • keep customer informed • develop relationship between provider and customer • improve accessibility
  19. 19. Marketing Marketing Mix • people • physical evidence • process
  20. 20. Marketing Types of risk • performance risks • physical risks • financial risks • psychological risks • social risks • time loss risks
  21. 21. 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
  22. 22. Marketing • Tangibles • Reliability • Responsiveness • Competence • Courtesy • Credibility • Security • Access • Communications • Understanding the customer Dimensions to service quality

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