Thelma kim developing marketing plan
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Transcript of Thelma kim developing marketing plan
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DEVELOPING AND ENHANCING MARKETING PLANProf. Thelma S. Kim
April 29-May 1. 2009Lyceum of Aparri
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INTRODUCTION
Marketing is the process of understanding what your customers want, and then designing and delivering products and services that fit those needs
[Workman, 1999]
DEFINITIONS
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Marketing is the process of informing and educating a population about a good product or service in a way that users information known about the targeted population, and determining what products or services would benefit them
[Thomas, as cited by Alman, 2007]
DEFINITION
INTRODUCTION
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DEFINITION
Advertising which means merely high pressure attempts to make people buy what they don’t need
[Woodward, 2007]
INTRODUCTION
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This paper is anchored on:
A. Poor image of the Library
B. Dwindling library customers
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A. Poor Image of the Library
1. Structure and Architecture
a. Location : where is the library?
b. Exterior and façade : Is the library building impressive?
c. Interior : Ambience/Atmosphere : is the library welcoming?
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BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]
Customers need to be informed : this means their first impression of a library must not seem confusing
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BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]
Customers need to be entertained : the library should make customers say “WOW” when they enter the front door
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BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]
Customers need to get a good buy : Customers want to feel satisfied at the discovery of a library materials one is looking for
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BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]
Customers need fast service: There should be no obstacle or irritants to customers like walking “a mile” to a checkout desk, wait or endure other customers pushing in front of them
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BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]
Customers need to feel safe : Customers want the library building to feel solid and permanent
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BASIC NEEDS OF CUSTOMERS [WOODWARD, 2007]
Customers need to feel special : Customers want the library to have a space just for them, a niche where they can read without people bumping into them
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PERSONNEL: Librarians need to learn how to speak out
[Maxwell, 2006]
The need for the physical library building
The Libraries’ active role in transmitting culture and immortality
The spiritual aspect of librarian’s work to the next generations of librarians
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B. Dwindling Library Users
Everybody should fully grasp the essence of service encounter. This relates to the interaction between the librarian or other members of the library staff, and the library users
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Types of Service Encounter (Choudhery, et al., 2008]
a. The remote encounter : This is where customers interact with the service but not with staff or premises
b. The indirect personal encounter : This primarily relates to telephone, e-mail, or website queries or even instant messaging where the user is interacting with the staff member but is doing so without any
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Types of Service Encounter (Choudhery, et al., 2008]
The direct personal encounter : This relates to a direct encounter with the service via a visit to the library
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KEY ISSUES TO CONSIDER
Signage Physical lay out of the service
Atmosphere or ambience of the premises
Attitude and motivation of the staff
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ACCOMPLISHING MARKETING REQUIREMENT
[Steauart, 2007]
Determining what customers and potential users want and how they perceive the library as the most appropriate instrument for meeting those needs
Segmenting the population so that specific services can be identified and tailored to the needs of those specific groups
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ACCOMPLISHING MARKETING REQUIREMENT
[Steauart, 2007]
Recognizing and enumerating what it will take to provide these services in terms of staff, expertise physical lay out, access, collections, technology, etc.
Developing affordable strategies to satisfy information delivery goals and objectives based on the results of that audit and research
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ACCOMPLISHING MARKETING REQUIREMENT
[Steauart, 2007]
Detailing the place/s that is the most convenient location of services from the perspective of the customer
Promoting the results of that effort through identified channels so that users and potential users know what products and services are available
Periodically and routinely evaluating the process
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CONCLUSION
Marketing is a valuable tool available to libraries in demonstrating their organizational effectiveness. It is a means of establishing stakeholders and it ensures that libraries are responding effectively to what their public wants and needs.
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THANK YOU