8/12/2019 Inf. Mar. Ser.

1/18

LIBRARYLIBRARYINFORMATIONINFORMATION

PRODUCT &PRODUCT &

SERVICESSERVICESPresented By:Presented By:--

JagmohanJagmohan SinghSingh RathoreRathoreCollege of Technology & EngineeringCollege of Technology & Engineering

UdaipurUdaipur,, RajasthanRajasthan

8/12/2019 Inf. Mar. Ser.

2/18

Introduction

Marketing has been one of the oldestprofessions of course the formal study ofmarketing started in 1920s. Marketing hasbeen maligned and misunderstood for mostof its existence as wasteful, intrusive and

unprofessional. It is also equated sometimeswith advertising or selling. These activitiesand many more are part of modern marketing

operations. Perhaps one can be successful inmarketing by giving the customer what bewants at the right price and by making it

available at the right place and at the rightquantity.

8/12/2019 Inf. Mar. Ser.

3/18

Definitions

1. Philips Kotler a well known marketing

scholar and writer define marketing asthose human activities directed atsatisfying needs and wants through

exchange processes.2. In the words of Stanton marketing is a

total system of interacting businessactivities, viz to plan, price, promote anddistribute want, satisfying products and

services and to present these to potentialcustomer.

8/12/2019 Inf. Mar. Ser.

4/18

Subject Matter of Marketing

Marketing is the fundamental concept of humanneed, which is a state of felt deprivation. A basic

need is shaped by culture and personality into ahuman want. This want, when backed by buyingpower, becomes a demand. Marketers address

these demands by creating appropriate productsand services. These products satisfy needs andwants by offering customer value, the customersperception of the difference between the benefits

of owning and using the product and what it costsof obtain it. If the product offers good value, itwill create customer satisfaction.

8/12/2019 Inf. Mar. Ser.

5/18

Marketing of Library services andMarketing of Library services and

ProductsProductsLibraries have been ignored in much of the

marketing literature published up to 1970Kotler basic texts Marketing for Non-Profit

organization, second edition published in

1982 Libraries appears in the list. The

passage of time has conceptualized the

marketing into library and informationscience by various authorities.

8/12/2019 Inf. Mar. Ser.

6/18

The libraries are suffering from rising costs

because they have no profit makingoperations, and that they are the first tosuffer because of diminishing support and

grants. Like all other organizations,libraries are a group of people, materialsand facilities seeking the accomplish a

purpose in the world. In order to survive,they need to attract resources from theirfrom their donors or funders, they need to

convert them to products, services andideas and then to distribute them to areceptive, consuming public.

8/12/2019 Inf. Mar. Ser.

7/18

Roshan RainaRoshan Raina has suggested followinghas suggested followingneeds for marketing of Library products andneeds for marketing of Library products and

services:services:--1. Information's is a powerful tool for developments andshall have due importance for all the societies.

2. Information Technology has immense value for handling

the knowledge of the world as a whole.3. Increasing resource constraints particularly financial

resources are a big difficulty to obtain by governmentsupport only.

4. Inadequate resources utilization resources in terms ofknowledge available with libraries if opened to the pubicin general can be utilized fully.

5. Increasing cost of Information and IT which can bemanage only through the finance generated throughmarketing.

8/12/2019 Inf. Mar. Ser.

8/18

Marketing Strategy inMarketing Strategy in

LibrariesLibrariesOnce marketing opportunities have been

identified, a strategy must be formulatedfor taking advantages of them. Strategy in

the broadest sense is a dynamic, action

oriented blue print accomplishing the

organizations mission, goals and

objectives. Marketing strategy involvesdetermining the level, mix and allocations

of the marketing effort over a time.

8/12/2019 Inf. Mar. Ser.

9/18

A productive marketing strategy requires

that all aspects of the marketing mix be

considered. The components of an overall

marketing strategy are product planning,

distribution strategy, promotional strategyand pricing strategy. Marketing mix

components are subsets of the overallmarketing strategy. Marketing mix or 4Ps

namely product, price, promotion andproduct, price, promotion and

place.place.

8/12/2019 Inf. Mar. Ser.

10/18

1.1. ProductProduct-- Consumer Needs and Wants:Consumer Needs and Wants: --KotlerKotlerss definition of product is anything that canbe offered to a market for attention, acquisitions,

use or consumption that might satisfy a want orneed. It includes physical objects, services,persons, places, organizations and ideas.

The library products include all goods andservices, which are made available throughlibrary. The librarys products can be arranged

within the following three dimensional structure:

8/12/2019 Inf. Mar. Ser.

11/18

(i) COLLECTION

Books, Periodicals, videos and films, audio

recording, CD-ROM etc.

(ii) SERVICES

Circulation, inter-library loan, On-line

searches, reference service etc.(iii)PROGRAMS

Bibliographic instruction, displays, lecturersetc.

8/12/2019 Inf. Mar. Ser.

12/18

2. Price Cost to the Consumer:

Price has various names in the society:

Fare for taxi, train travel; tuition fee for education,honorarium for lecture, rent for a house, and wagefor a worker. From the customer point of views it iscost and is one of the major deterrentsconsumption of the product. Price is the amountwe pay for the goods or service. According toKotlerKotler price is the amount of money charged for

a product or service, or the sum of the values thatconsumers exchange for the benefits of having orusing the product or service.

8/12/2019 Inf. Mar. Ser.

13/18

Libraries are not free, and that there is in mostcases, a large capital investment. Funding too is

required annually to maintain the Library . In timesof declining budgets, libraries may find chargesessential in order to remain viable. If such a

situation does arise the fee for services willdepend not only on the cost of the services, buton the price that the market is willing to pay. The

major pricing strategies are:(i)Cost based pricing.

(ii)Demand oriented pricing,

(iii)Competitor oriented pricing.

8/12/2019 Inf. Mar. Ser.

14/18

3. Place3. Place Convenience to theConvenience to the

Consumer (Physical Distribution)Consumer (Physical Distribution)In the marketing mix elements, place or distribution refers tothe creation of special utility to the consumers. It comprises

of management of distribution channel and physicaldistribution of product. Physical distribution is set ofinterdependent organization involved in the process ofmaking a product or service available for use or consumptionby the consumer. There are two dimensions of the physical

distribution process the flow of information from theindividual consumer or organizer to the producer and to theconsumer or the user. So far as the library is concerned,place become a major issue for library service. Traditionally,

place has meant the physical location of branch, academicand central libraries. Computerized networks, remote accessthrough computer modems, and electronic mail and deliverysystems have changed the sense of place to include morethan physical access to the library. Communication media,

such as, mail, telephone, TV and computer terminals formimportant distribution channels.

8/12/2019 Inf. Mar. Ser.

15/18

4. Promotion4. Promotion CommunicationCommunication

with the Consumers.with the Consumers.After an information product or service has beendeveloped, the price for it has been determined

and the way to reach it to the users, at the place,where they want it has been worked out, then thepotential clients must know about the product orservice. Without this basic information awareness,they cannot act. Therefore the fourth P inmarketing, after product, price and place standsfor promotion. Promotion is any marketing effort

whose function is to inform consumer about themerits of a products or service for the purpose ofintroducing the product or service at the someprice.

8/12/2019 Inf. Mar. Ser.

16/18

Normally libraries are not involved in

promotion activities, directly, but they useadvertising, point of sale displays, publicity

and personal contact for existing users for

expansion of their services. Brochures,

Leaflets, Posters, Newsletter are some

methods for promotion of libraryinformation products and services.

8/12/2019 Inf. Mar. Ser.

17/18

ConclusionConclusion

Due to enormous growth of literature users havebeen find it difficult to keep track of the latest

developments in the subjects of their concern. Toovercome this problem, different kinds ofinformation products and services have started byLibraries. In order to continue, these product andservices or bring about improvement, applicationof marketing mix are essential in Libraries. IfLibraries does a good job of understanding users

needs; develops products that provide superiorvalue; and price, distribute and promote theneffectively these products will sell very easily.

8/12/2019 Inf. Mar. Ser.

18/18

THANKSTHANKS