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Marketing

This overview delves into key aspects of marketing, focusing on processes that ensure customer satisfaction and organizational success. It highlights the marketing mix, including the four Ps (Product, Price, Place, Promotion) alongside the additional three Ps (People, Process, Physical Evidence). The framework aids in structuring approaches to various markets and includes models for the consumer decision journey. Topics such as customer benefits, convenience, cost, and communication strategies, including advertising and promotions, are covered, emphasizing the importance of feedback mechanisms to enhance library services.

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Marketing

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Presentation Transcript

  1. Marketing Brief overview

  2. Main Aspects • Process of informing and meeting customers needs satisfactorily • Process of meeting organisational gaols as a result of receiving customs – tangible and intangible • Involves four Ps/ Cs and other three Ps • Product/ service, price, place, promotion; (people, process, physical evidence) • marketing mix and buying models

  3. Marketing mix • Framework to structure an approach to each market • Variables to offer and influence a customer • Customer benefits (product/ service advantages) • Convenience (where and when product/ service is available – delivery, distribution) • cost to customer (price to charge) • Communications (promotion – product/ service image: advertising, PR, sales promotion, direct marketing, a word-of-mouth <viral marketing>, publicity, direct mail, bazaar/ exhibitions)

  4. Buying/ Access process models • Simple model • problem recognition • information search • Evaluation • Decision • Purchase/ access • post – purchase/ access dissonance • dissatisfaction = brand rejection • satisfaction = loyalty, repeat purchase

  5. Buying/ Access process models • The consumer decision journey • Consider • Evaluate • Buy • Enjoy • Advocate • bond • (the loyalty loop is: bond – buy – enjoy – advocate)

  6. Practical work • Identify two core information products and services your library offer • Tell us the most aspects of communication mix are highly used • Mention the element of buying process that miss in the communication mix is currently used • Tell us the way you get feedback from library users

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