Transcript Marketing Presentations - Guru Nanak Dev Engineering College

INFORMATION MARKETING
Dr. H.S. Chopra
PhD. (History); PhD.(Library and Inf. Science)
Head, Bhai Gurdas Library,
Guru Nanak Dev University,Amritsar
[email protected]
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The word ‘marketing’ is generally
mistaken for ‘selling’
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Marketing in its wider context is “the
directing of the flow of goods and
services from producers to consumers or
users.
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Information is almost a new product,
therefore, unless and until it is marketed
efficiently the promotion of flow or use
of information would be almost minimal.
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In certain cases marketing is essential to
create awareness and thereby demand for
a product
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There is no information need perception
on the part of the information needy.
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Why Information Marketing
• The information centres spend / invest huge funds on
collections, processing and storage of information
resources and these resources are put to very meager
use which implies wastage of funds. For the promotion
of the use of information resources, there is need for
marketing.
• The needy has casual or almost nil need perception
because of which he does not use and demand
information.
• It is almost identified as the fifth need of man
ranking after air, water, food and shelter.
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• Information
may be considered to be the life blood of
planning, directing, and controlling any enterprise.
• As a matter of fact every demand or need is very
intensive.
• Lack of realization of this aspect puts one to
disadvantage and deprivation and thereby loss of fruits
reaped by proper information use. Marketing of
information eliminates these lacunas and renders every
information needy an information rich.
• The information providers confine themselves to
their corners which is not good for the promotion of
information use. They have to come out of their
corners and publicize their products or resources. The
only optimum use of information can be ensured.
• Status of information centres and the profession,
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marketing is essential.
How Marketing
•
•
•
Marketing is a complex and challenging task.
Marketing process involves skills and strategies.
The following may have to be considered as
essentials for information Marketing:
1.
2.
3.
Community Surveys
Innovations
Publicity and Public Relations
1. Advertising
2. Communication Skills
3. Dynamism (in establishing contacts)
4.
5.
6.
7.
Nomenclature Dynamics
Staff Training and Motivation
Networking
Pricing
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Community Surveys
• No effort of marketing will be effective unless we
have knowledge or idea of the behavioural pattern of
the potential customers and also the idea of the
community composition.
• According to Kotler, “Culture is the most
fundamental determinant of a person’s wants and
behaviour.
• The information provider must develop skills to
conduct community studies or surveys in other words
customer research.
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• Customer psychology is typically slanted towards
newness / innovations.
• Every customer seeks the latest, the improvised, the
most cost effective and cost benefit products.
• Every product and service needs to be improvised,
modified, customized and update.
• Staff of the information centres may have to
commit themselves to research and development
activities.
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Publicity and Public Relations
• It is with this, one can market his products more
efficiently. It is a known fact that some of the
companies turn out heavy sales only because of their
attractive and seductive ads.
• Information providers are not good at publicity and
public relations due to various reasons such as
psychological barriers, historical reasons, professional
and social status etc.
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• Main cause for lack of due demand and
recognition for their products and services.
• Communication skills are essential for every
information provider / worker.
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Nomenclature Dynamics
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Staff Training and Motivation
Marketing is an art, and a technique which
requires skills, tact and imagination unless and
until one acquires these he cannot efficiently
market products / services.
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Networking
Katz rightly pointed out, the rule of the game for
information workers be “ ‘No’ is never an
answer”.
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Pricing
Pricing is an essential factor for marketing
information.
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Marketing of Information
Information
Sources &
Services
Integrated
Marketing
Activity
Use Promotion
Customer
Satisfaction
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Economic Features of Information
• Research in the field of information economics has
proved beyond doubt that information is an economic
resource.
• Gordon Thomson, a Canadian information economist,
has established ground rules for treating ethereal goods
such as intangible information as if they are concrete
economic goods.
• Information is a collective commodity.
• The end users of information are not always the
purchasers of information because the information
centres buy it for them.
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Utility Dimensions of Information
•Every economic resource has utility and obviously, the
phrase economic goods and service’s encompasses the
concept of economic value of utility. Information has
too utility.
• The utility of all products including information
products and services includes time, place and
possession utility dimensions as well as form utility.
•User’s possession at a desired place of use and
available when he wants them to use.
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• Value of information products and user needs
seem to be interrelated concepts.
• Broad concept of utility theory applied to
information products and services offers
information scientists a useful way of assessing and
interpreting user needs.
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User Need Studies
• A good number of research studies have
investigated information user needs.
• To study needs and users mean primarily to study
the behaviour.
• The mental process (the mind) and decision
making have long been studied by psychologists.
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Market segmentation and Product
Differentiation
• The twin concepts of market segmentation and
product differentiation first conceptualized by
Wendell R. Smith have many implications for
information professionals.
• Market segmentation is separating the market for
an item into categories of location.
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Training Programmes
• The importance of marketing of information is
being increasingly realized by information
professionals all over the world.
•Identify and understand their potential users in
relation to their resources and facilities.
• Understand the information needs of such users
accurately and precisely.
• Generate information products and services that
are tailored to meet the exact needs of such users.
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• Market research and segmentation, consumer
analysis, market positioning (prioritizing clients,
groups and information services.
•Marketing programmes (optimal mix of products,
costing and pricing, promotion, distribution,
delivery mode).
• Market audit (evaluation of plan and
implementation)
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Survey of Literature
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Meaning of Marketing
• Marketing in its most general definition is the
direction of the flow of goods and services from
producers to consumers or users. It is not confined
to any particular type of economy, since goods must
be marketed in all economies and societies except
perhaps the most primitives.
• Nor is marketing a function only of profit-oriented
business; even such service institutions as hospital,
schools, and museums engage in some form of
marketing (Encyclopedia Britannica Vol. 11,1974.
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• Marketing is the process of creating value through
the creation of time, place and form utilities
(J. Goldhor).
• Products are developed from the user’s point of
view, not the producers (P. Kotler).
• Marketing is a managerial process involving
analysis, planning, implementation and control.
• Marketing is concerned with carefully formulated
programmes.
• Marketing seeks to bring about voluntary
exchanges.
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•Marketing selects target market and does not seek
to be all things to all people.
• Marketing places emphasis on the target markets
(consumer’s) needs and desires rather than on the
producer’s preferences.
• Marketing utilizes what has been termed the
‘marketing mix’ otherwise known as 4 P’s:
Product, Pricing, Place / distribution and
Promotion/ communication.
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Components of Marketing
• Product: The product is the heart of the system. It
may be associated with the material (books, nonbook material, software etc.) marketing, access
channels (reference assistance, computer searches
etc.) and programmes (instructions, demonstrations,
films etc.).
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Parameters:
i.
ii.
iii.
iv.
v.
vi.
Type of library /
information centre
User’s requirements
Purpose
Periodicity
Sources of information
Presentation of
information
vii. Coverage
viii.Distribution
ix. Pricing and promotion
x. Manpower requirement
xi. Finance-revenue and
expenditure
xii. Technology-computer,
communication,
reprography, are to be
considered
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The possible products of an information agency
would be:i.
ii.
iii.
iv.
v.
vi.
Reference / Information
service
On-line service
Inter-library loan
Selective dissemination
of information
Programmes such as
films and puppet shows
User education
vii. Circulation of materials
viii.Collections of materials
ix. CD-ROM databases
access
x. Books by mail
xi. Mobile-library
xii. Study carrels or cubicals
xiii.Reservation of
materials.
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Price
• Pricing of information services and products is
relatively a new concept. It has not been considered
seriously since library services were being provided
‘free’.
• Accountability and self-sufficiency in relation to
resources it has become necessary to cost the
various activities.
• However, it should be remembered that no
charging is also a price decision.
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• What is the cost involved in the generation of
information services and products?
• What factors need to be considered in arriving at
costs?
• If the services/products are to be charged for, what
should be the criteria for pricing?
• Who should be charged?
• Would demand fall and to what extent if products
are priced?
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Place (Distribution)
This component of the marketing mix is the channel
that links product and consumer. When considering the
distribution possibilities, its is important to remember
that the product is removed not only in space from the
location of the consumer, but also may be removed in
time from when the consumer wishes to use it.
a) Person-to-person-products personally delivered either
on request or in anticipation of a need.
b) Group personal delivery- products delivered to a
whole group of user.
c) Strategic placement- product placed at strategic
location.
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d) In-house dissemination-reference, referral, etc.
e) Local depositors-products through co-operative
arrangements.
f) Mass media-dissemination through newspapers,
professional journals, etc.
g) Broadcasting-radio, television, etc.
h) Written request-via mail, computer network,
facsimile transmission, etc.
i) Telephone
j) What should be the level and quality of the services.
k) Who are the target markets (consumers)?
l) Who shall pay the relative cost of distribution?
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Promotion (Communication)
•Promotion, although an important element in the
marketing mix, has received more attention than its
share as it has been considered synonymous with
marketing. The misconception has led to an over
emphasis on promotion than other partners in the
marketing process. Promotion involves mechanisms
by which the target groups are informed about the
resources available, services and products offered
by the library/information centre.
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Information Marketing
i. U.S.A. Strong example of information
seller
ii. Databases
iii. e-books
iv. e-journals
v. Internet
vi. Information Society
vii. Information Industry
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Creating a need and awareness of
Library product





Library Catalogue
Bibliographies
Indexing Services
Abstracting Services
Translation Services
 Reprographic Services
 SDI Services
 Current Awareness
Services
 Digest Services
 e-mail Service
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