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Marketing

Marketing. Brief overview. 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

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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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