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LIBRARYLIBRARYINFORMATIONINFORMATION
PRODUCT &PRODUCT &
SERVICESSERVICESPresented By:Presented By:--
JagmohanJagmohan SinghSingh RathoreRathoreCollege of Technology & EngineeringCollege of Technology & Engineering
UdaipurUdaipur,, RajasthanRajasthan
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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:
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(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.
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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.
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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.
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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.
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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.
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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.
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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.
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THANKSTHANKS