Marketing your library or information service CLLG Oct 1999

Marketing your Library or Information Service

Susan Mansfield

Legal Services Information Manager

Shell International Limited

Marketing

• a process

• a philosophy

• a management function

Marketing

“Marketing is the management process which identifies anticipates and supplies customer requirements efficiently and profitably”

Chartered Institute of Marketing

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”

Marketing

Planning Process

• mission

• strategic planning

• goals

Marketing

Planning Process

• internal audit strengths and weaknesses

• external audit opportunities and threats

Marketing

Planning Process

• analyse marketing opportunities

• select target markets

• develop marketing mix

• manage marketing effort

Marketing

Ansoff’s Model

Existing products New products

Existing markets MARKET PENETRATION PRODUCT DEVELOPMENT

New markets MARKET DEVELOPMENT DIVERSIFICATION

Marketing

market segment

“relatively homogenous group of customers who respond to the marketing mix in the same way”

Marketing

Specific targets

• geographic segmentation

• behaviour segmentation

• customer segmentation

Marketing

Market coverage

• undifferentiated

• differentiated

• concentrated

Marketing

Marketing Mix

• product core product actual product augmented product

Marketing

Marketing Mix

• price mark up discounts target pricing discriminatory pricing perceived value promotional pricing going rate psychological pricing

Marketing

Marketing Mix

• place location environment

Marketing

Marketing Mix

• Promotion advertising public relations sales promotion personal selling direct mail

Marketing

Good

• object

• device

• thing

Service

• deed

• performance

• effort

Marketing

Why services are different from products

• intangibility

• inseparability

• variability

• perishability

Marketing

Creating tangibility

• promote the role of plant

• keep customer informed

• develop relationship between provider and customer

• improve accessibility

Marketing

Marketing Mix

• people

• physical evidence

• process

Marketing

Types of risk

• performance risks

• physical risks

• financial risks

• psychological risks

• social risks

• time loss risks

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

Marketing

• Tangibles• Reliability• Responsiveness• Competence• Courtesy

• Credibility• Security• Access• Communications• Understanding the

customer

Dimensions to service quality