marketing information literacy programmes
TRANSCRIPT
![Page 1: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/1.jpg)
Marketing information literacy programmes
Aira LepikInstitute of Information Studies
Tallinn University
![Page 2: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/2.jpg)
Session outline
Background, approach, contextMarketing as strategy Marketing as set of techniquesRelationship marketing: Added and shared values
![Page 3: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/3.jpg)
Session objectives
To enable participants to identify and understand the marketing activities of information literacy programmes;
Consider how these activities could be applied in an information and knowledge environment;
![Page 4: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/4.jpg)
Background
Philip Kotler: Marketing is human activity directed at satisfying needs and wants through exchange processes.
Christian Grönroos: Marketing is to establish, maintain and enhance long-term customer relationships at a profit, so that the objectives of the parties involved are met. This is done by mutual exchange and fulfilment of promises.
![Page 5: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/5.jpg)
What is Marketing?
Marketing is an organizational function and a set of processes
for creating, communicating and delivering value to customers andfor managing customer relationships in ways that benefit the organization and its stakeholders (AMA, 2004)
![Page 6: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/6.jpg)
What is marketing?“Marketing”, say Philip Kotler & Sidney Levy in “Broadening the concept of marketing” in which he first introduced the idea of applying commercial marketing principles and srategies to the non commercial organisation, is “customer satisfaction engineering”.
Kotler, P. & Levy, S. Broadening the concept of marketing. Journal of Marketing, 1969, 33, 1, 10-15.
![Page 7: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/7.jpg)
What is marketing?
Benson Shapiro agreed with the need for marketing nonprofit organisations in this article “Marketing for nonprofit organisations” – he isolates resource attraction, resource allocation, and persuasion as the primary marketing duties of nonprofit institution manager.
Shapiro, B. Marketing for nonprofit organisations. Harvard Business Review, 1975, 5, 123-132.
![Page 8: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/8.jpg)
What is marketing?
Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer.
![Page 9: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/9.jpg)
What is marketing?
“…analyzing the needs of customers, designing products and processes to meet those needs, and communicating the availability of these to the customer.”
Dictionary of Business and Management
![Page 10: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/10.jpg)
Core Marketing Concepts
Products – this includes; goods, services, experiences, people, places and ideas;Value, satisfaction and quality;Exchange, transactions and relationships;Markets and market segments;Needs, wants and demands;
![Page 11: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/11.jpg)
What is the marketing mix?
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing activities.Jeroen McCarthy (1960)Booms, Bitner (1982)
![Page 12: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/12.jpg)
4 “P”s … 7 “P”s: extended marketing mix?
Product (service, Product Life Cycle etc);Price (penetration pricing, psychological pricing etc);Place (distribution, channel, or intermediary etc);Promotion (personal selling, Public Relations, fairs and exhibitions etc);People (training etc);Process (value chain, measure the achievement marketing objectives etc);Physical evidence (Internet/web pages, brochures, business cards etc);
![Page 13: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/13.jpg)
What is the marketing mix?
From promotion to promice?The promise concept was introduced in the marketing literature by Henrik Calonius (1983);Promice making & promice keeping;
![Page 14: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/14.jpg)
Promise concept
When prospective customers can’t experience the product/service inadvance, they are asked to buy/use what are essentially promises –promises of satisfaction.What we can promise?
![Page 15: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/15.jpg)
Unique selling proposition
The Unique Selling Proposition (also Unique Selling Point) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns;Reeves: Buy this product, and you will get this specific benefit.
![Page 16: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/16.jpg)
The Philosophy Marketing and the Marketing Concept
Marketing is not only much broader than selling, it is not a specialized activity at all.It encompasses the entire business.It is the whole business seen from the point of view of the final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.
Drucker
![Page 17: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/17.jpg)
The Philosophy Marketing and the Marketing Concept
This customer focused philosophy is known as the 'marketing concept'. The marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires.
Barwell
![Page 18: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/18.jpg)
Library and Information Marketing
Primitive Marketing Concepts 1876-1970
Non for Profit Marketing1970ties
Services Marketing1990ties
Relationship Marketing2000ties
Internet Maketing, Cyberm@rketing, Wired Marketing etc
![Page 19: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/19.jpg)
Application of marketing in libraries
1970ties … 1980ties: marketing and its application were new in the LIS field – texts theoretical and descriptiverather than evaluative (Yorke, Dragon, Gwynn, Jennings, Cronin);one aspect of marketing, mostly promotion, public relations (Butler, Howie, Hall, Stern);public and university libraries (Oldman,Rzasa & Norman, Whatley, Yorke);
![Page 20: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/20.jpg)
Application of marketing in libraries
1980ties … 1990ties: market research and segmentation (Kinnel & MacDougall, Stueart & Moran);customer focus (Johnson, Rowley, Lozano)marketing planning (Cronin, Morgan & Noble, Weingand, Wood); marketing audit (Cram, Coote & Bachelor, Dworkin);
![Page 21: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/21.jpg)
Application of marketing in libraries
Since 2000 ~: relationship marketing (Lozano, Rowley, Besant & Sharp, Broady-Preston & Felice);marketing planning (Kassel, Dodsworth);marketing & quality (Hernon & Nitecki, Rowley, Poll, Brophy);market orientation as a strategic option for libraries (Singh, Sen, Gupta & Jambhekar, Harrison & Shaw, de Sáez);
![Page 22: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/22.jpg)
Application of marketing in libraries
Marketing strategies for digital library services(Henderson, Baker & Wallace)
Marketing library services to the Net Generation (Mi & Nesta)
![Page 23: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/23.jpg)
Remark
The library literature shows a development fromgeneral discussion based mainly on the functional aspects of marketing, to research in the form of case studies grounded in the management literature, more concerned with strategic issues. There are no wide reaching studies across sectors, no longitudinal studies, and no meta-analysis.
![Page 24: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/24.jpg)
Philip Kotler
"Today's smart marketers don't sell products; they sell benefit packages. They don't sell purchase value only; they sell use value."
- Philip Kotler in Kotler on Marketing
![Page 25: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/25.jpg)
Three basic questions
What are you marketing?To whom are you marketing?Why are you marketing?
![Page 26: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/26.jpg)
What are you marketing?
Can you easily describe your services/programms?Can you describe the value/benefits they bring?What is the message you are trying to put forward?
![Page 27: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/27.jpg)
To whom are you marketing?
People – the original “P”Who are your customers?
Now: core marketFuture: prospectsHidden audience?
What are your customers needs?How well are you providing for them?
![Page 28: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/28.jpg)
Why are you marketing?
Create a desire/need for your services?Create understanding of the value of your services – develop identity?Validate your existence?
![Page 29: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/29.jpg)
Relationship Marketing
Relationship marketing has emerged as a dominant paradigm with consequences for marketing and management of a relationship-type marketing strategy.Relationship marketing refers to all activities directed to establishing, developing, and maintaining successful long-term relationships (Berry, 1995; Morgan & Hunt, 1994)
![Page 30: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/30.jpg)
Term Relationship Marketing
Relationship Marketingdefined by Leonard Berry in 1983: Relationship marketing is attracting, maintaining and -service organisations –enhancing customer relationships.
![Page 31: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/31.jpg)
Relationship Marketing
Relationship marketing
in the 1960s and emerged in the 1980s, in which emphasis is placed on building longer term relationships with customers rather than on individual transactions. It involves understanding the customers' needs as they go through their life cycles. It emphasizes providing a range of products or services to existing customers as they need them.
![Page 32: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/32.jpg)
Conceptual categories of relationship marketing (M. Harker)Primary construct (Other common constructs)
Creation (Attracting, establish, getting)Development (Enhancing, strengthening, enhance)Maintenance (Sustaining, stable, keeping)Interactive (Exchange, mutually, co-operative)Long term (Lasting, permanent, retaining)Emotional content (Commitment, trust, promises)Output (Profitable, rewarding, efficiency)
![Page 33: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/33.jpg)
Definitions of RM
Relationship marketing is to and , and and when
necessary also to with customers and other stakeholders, at a profit, so that the objectives of all parties are met
Grönroos, C. (1994), “From marketing mix to relationship marketing: towards a paradigm shift in marketing”,
Management Decision, Vol. 32 No. 2, pp. 4-20.
![Page 34: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/34.jpg)
Theoretical foundations of Relationship Marketing
![Page 35: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/35.jpg)
Christian Grönroos
The framework of Relationship Marketingincludes an interaction process as the core, a planned communicationprocess as the marketing communications support through distinct communications media, and a customer value process asthe outcome of relationship marketing.
![Page 36: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/36.jpg)
Key Processes of Relationship Marketing
Communication;Interaction;Value;
If the interaction and plannedcommunication processes are successfully integrated and geared towards customers’ value processes, a may merge.
![Page 37: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/37.jpg)
Adrian Payne
The Six Markets Model (1991);
Relationship Marketing as Internal Marketing;
![Page 38: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/38.jpg)
The Six Markets Model
Adrian Payne (1991) identifies six marketswhich he claims are central to relationship marketing. They are:
internal markets, supplier markets, recruitment markets, referral markets, influence markets,
and customer markets.
![Page 39: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/39.jpg)
Relationship marketing in libraries
Besant & Sharp have created a practical model for visualizing relationship marketing in libraries. This model lists
librarians should consider.
Besant, L., Sharp, D. Libraries need Relationship Marketing. Information Outlook, March, 2000,17-22.
![Page 40: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/40.jpg)
Relationship marketing (1)
1. Customer markets
![Page 41: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/41.jpg)
Relationship marketing (2)
2. Internal markets
customers and internal suppliers. Good internal working relationships enhance external relationships.
![Page 42: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/42.jpg)
Relationship marketing (3)
3. Supplier and alliance markets
![Page 43: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/43.jpg)
Relationship marketing (4)
4. Referral markets
![Page 44: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/44.jpg)
Relationship marketing (5)
5. Recruitment markets
![Page 45: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/45.jpg)
Relationship marketing (6)
6. Influence markets
![Page 46: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/46.jpg)
Relationship marketing
If numbers less than 10 don't impress you, you can go for Evert Gummesson’s 30Rs of relationship marketing,
("the classic dyad: the relationship between supplier and customer")
("the owner and financier relationship").Relationship Marketing - It's About Them and Us – Together!
![Page 47: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/47.jpg)
Evert Gummesson
Its core is the identification of 30 tangible relationshipsthat exist in business and other organizations (Gummesson 1994, 1995, 1996) and their consequences.
![Page 48: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/48.jpg)
Relationship marketing
From relationship marketing to CRM (Customer Relationship Management) and one-to-one marketing, Gummesson went to many-to-many marketing, or marketing as networks.It is not a single customer meeting a single supplier, it is a customer network meeting a supplier network.
![Page 49: Marketing Information Literacy Programmes](https://reader034.vdocuments.mx/reader034/viewer/2022042701/559f01411a28ab21378b4628/html5/thumbnails/49.jpg)
Many-to-Many Marketing
Identify your networks;Differentiate the relationships;Interact in the networks;Customize;Learning networks.
Gummesson 2007