Chapter 2 - Marketing Mix 4P's

8/3/2019 Chapter 2 - Marketing Mix 4P's

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IML506

INFORMATION MARKETING IN

LIBRARIES &INFORMATION CENTERS

Marketing Mix Concept



The objectives of this chapter are:2

to define marketing mix for librarians andinformation 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 usercommunication.



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Three parts of marketing audit (kotler):

1. Evaluating the marketing environment of theorganization, specifically its markets, customers,competitors and macro environment.

2. Evaluating the marketing system within theorganization specifically the objectives, programs,implementation and organization

3. Evaluating the major areas of marketing activity in the organization, specifically its products,pricing, distribution, personal contact,advertising, publicity and sales promotion

Introduction



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Definition

A marketing audit is a comprehensive,systematic, independent, and periodicexamination of an organization's marketing

environment, objectives, strategies, andactivities with a view of determining problemareas and opportunities and recommending aplan of action to improve the organization's

strategic marketing performance

(Kotler and Andreasen, 1987)



Marketing Audit5

The Chartered Institute of Marketing:

1. External Audit

Economic environment – political, social, cultural,

technological, legalCompetitive environment – threat of: new entrants,

substitute products, bargaining power of customers andsuppliers & competitors.

Marketing environment – market size, customers/consumers, products, prices, industry practices

2. Internal Audit – own situation: sales, market shares,profit, cost.



The 4Ps Of Marketing Mix

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The marketing audit analyzes the 4 Ps of marketing:

PRODUCT – library services available to clientssuch as interlibrary loan, reference, children’s programming, or web access.

PRICE OF SERVICE – includes direct andindirect costs to produce and deliver the product,or actual fees if any

The 4Ps Of Marketing Mix



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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.



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The “4 Ps” of Library Marketing (from Weingand )

Product Library programs andservices

Price Cost of producing theproducts

Place Space where productconnect with patrons (can be virtual)

Promotion Communications withpatrons



The 4Ps and Benchmarks of Quality

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PRODUCT – reliability, appearance, functionality,competence, credibility, understandable.

PRICE OF SERVICE – the cost of providing each

facet at a high level.PLACE – access, security responsiveness.

PROMOTION – communication, courtesy,

responsiveness, understanding.

Darlene E. Weingand (2002)



Products11

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 (agood), or a service, or any combination of the three.

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



The Product – Circles within circles12

1. Product mix – the set of all product lines and itemsthat a particular organization makes available tousers.

2. Product line – a group of products within aproduct mix that are closely related, either because they function in a similar manner, aremade available to the same users, or aremarketed through the same types of outlets.

3. Products item – a distinct unit within a productline 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 children’s programming

o Develop and circulate collections of print and multimediamaterials

o Provide local, regional, state-wide , and national access toresources

o Provide reference and research resources , services andcollections

o Provide online information resources



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o Offer training in use of online and print resources tocontribute to information literacy

o Promote information, social and cultural literacy

o Work with local schools to support curriculum

o Introduce children to reading

o Work with literacy programs

o Provide information for local businesses

o Provide genealogy and other materials for special interestso Maintain archives of local historical resources

o Provide meeting areas.



Place15

Marketing designed to influence target audiences to behave in some positive manner with respect to theproducts 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 16

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

The selection of "place" for a library product (service orprogram) 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 andaccessibility" to users could mean how far they have to travelto get a book or how long they have to wait for a new book that has been placed on hold.



Price17

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 Price is another part of the marketing mix that must beassessed during the planning process.

o Free services at the library have a price – the tax RM tosupply them.

o What does the library have to offer customers that worththe convenience of one more stop on a busy day?



Price 18

o For a product, look at the funding required staffingneeded, materials to be purchased, and the amount of themarketing budget to promote it

o If you have fee-based services, such as databasesearching, document delivery, photocopying, ILL, printerpaper etc. consider the competition and compare yourprices with local copy shops, document delivery services,

and office supply stores.



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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

Price



Promotion20

Definition

All forms of communication other than advertising that callattention 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/orservices.



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o Promotion lets users know what the library has to offer.

o 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, butpromotion doesn't happen until the marketing planning iscompleted.

o Understanding library strengths and weaknesses andknowing the customer are assets in successful promotionstrategies.

Promotion



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End of Chapter 2

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Chapter 2 - Marketing Mix 4P's