Transcript im - Asiaa

指導教授：卜小蝶老師
報告人：097153113 曲惠君
097153115 蔡佩珊
Professor Jennifer Rowley
School of Management and Social Sciences
Edge Hill College of Higher Education
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 The
following questions are explored:
 What
is marketing?
 What is information marketing?
 Are you marketing or selling?
 When does marketing end and service
delivery begin?
 Is it possible to brand an information
service?
 Is it possible to “make friends and
influence people” through a screen?
 Does marketing have any impact?
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 American

Marketing is the process of planning and
executing the conception, pricing, promotion
and distribution of ideas, goods and service to
create, exchange and satisfy individual and
organisational objectives.
 Chartered

Marketing Association
Institute of Marketing
Marketing is the management process, which
identifies, anticipates and supplies customer
requirements efficiently and profitably
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traditional
marketing vs.
relasitonship marketing
 traditional

marketing focuses on:
the focus is on the benefits from each individual
transaction
 Relationship

the focus shifts to the value of the relationship
and concepts such as customer lifetime value.
 But


marketing focuses on:
what of:
Convenience, Commitment and Captivity
Customers who don’t want relationships
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Rowley
(2001) defines information
marketing as:
marketing of information-based
products and services’
 Products – books, CDs, videos, journals,
journal articles, databases, electronic
resources…
 Services – public libraries, academic libraries,
workplace information centres, electronic
current awareness services, business
consultancy services, subject gateways,
organisational web sites…
 ‘The
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 marketing
needs to address six different
audiences: including internal markets, and
supplier markets
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


One feature of that marketplace is its increasing
digitisation.
Whilst digital delivery is only one channel of information
and service delivery, it is an increasing important channel
that is setting some of the parameters for future libraries.
This has a number of implications for information
marketing:






Hybrid Libraries
Service devlivery at a distance
Training
Online learning and the knowledge economy
Internet use experiences：Users who are accustomed to
accessing the Internet for leisure, and study purposes
A global marketplace for any products or services that can
be accessed over the Web
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Hybrid
Libraries
Service
at a
distance
Internet use
experiences
Global
marketplace
Training
Knowledge
economy
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 Hybrid

libraries.
Some products and services are delivered through
electronic channels, whereas other services,
require a visit to a bricks and mortar library,
face-to-face interaction with library staff,
telephone communication between users and
staff, collection of print materials from the
library, and the use of print documents in the
library. This means that library managers need to
manage both channels in parallel, and to
understand the different needs that the different
channels can meet. Marketing messages that
communicate the complementary value of
different channels clearly and simply are
essential.
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 Service

delivery at a distance.
Many users, and this in an academic institution might
include a high percentage of the academic staff who
may facilitate and encourage student use of library
resources, may never visit the library building. All of
their access to library resources may be through inter
library loans delivery of articles, access to electronic
journals, and use of electronic searching facilities,
which can be executed from any workstation at home
or in the office. Much of this service delivery at a
distance will be unsupported by a human interaction,
and will therefore be self-service. This might include
independent searching, renewal of books, and even
departmental subscription to additional electronic
resources that might compliment those available
through the library.
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 Training.

In an environment where users function in a selfservice mode, their satisfaction depends upon
their ability to use the service effectively.
Training, both in formal and informal person-toperson based training sessions, and in online
mode become more important. This training
context in some senses substitutes for service
delivery as an arena in which relationships
between the library and users are built and
cultivated. Interactions in this model may be less
frequent and less habitual than in the more
traditional library context, but they often have
the potential to be more meaningful.
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 Online

learning and the knowledge economy.
Policy makers understand the importance of
developing learners (both staff and students) so
that they are able to function effectively in a
digital knowledge based economy. In this context
students need to be supported in the
development of their ICT and information skills,
and the development of these skills needs to be
embedded in the curriculum. This opens up a
further arena in which relationships with users
can be forged and strengthened.
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 Users
who are accustomed to accessing the
Internet for leisure, and study purposes.

Some will have developed good searching skills,
but many others are satisfied with the
information at their fingertips, and are
undiscriminating in respect of the authority or
relevance of the information that they retrieve.
Nevertheless, as consumers their expectation in
respect of the quality of the Web experience are
ever increasing.
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A
global marketplace for any products or
services that can be accessed over the Web.

This includes learning. Universities are aware that
some of their most lucrative markets, such as
part-time management and professional
education, may be challenged by online learning
providers. In such a context it is important that
universities be able to demonstrate that they
offer their students the best of traditional and
online learning if they are to compete with virtual
universities in a global marketplace. The quality
of the online learning options available to the
user in this environment is crucial, and cannot be
delivered without seamless access through
specifically designed learning environments to a
wide range of electronic information resources.
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 Marketing
orientation is a philosophy that
places customers and their needs at the
heart of what the organisation does.
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 Production
orientation, where the emphasis is
on making products that are affordable and
available; price is seen as the differentiating
factor between products, and customer are
assumed to buy the cheapest (or most
convenient?) product.
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 Product
orientation, where the focus is on
quality of the product, and consumers are
assumed to seek the highest level of quality
for their money.
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 Sales
orientation, where the assumption is
that consumers are reluctant to purchase,
and therefore need encouragement, and
products are pushed towards them.
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A
loyal customer base is a valuable asset to
any organisation.
 Retaining customers is all about ensuring that
customers want to return.
 Marketing becomes embedded in the service
experience.
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 Service
delivery is an opportunity for tailored
marketing communication.
 Satisfaction plays a pivotal role in
subsequent behaviour and recommendations
to others.
 The service episode is an opportunity for
developing relationships and impressions.
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 Good
customer care is not simply about
delivering a service that has a positive
evaluation.
 The competencies of these staff are key in
forming impressions of the service.
 Appropriate training and development for
some of the lowest grades of staff in libraries
is paramount.
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 Brands
allow producers to differentiate their
product from that of their competitors, and
assist customers in the selection of an
appropriate product.
 Branding is concerned with the creation of
images and expectations in the minds of the
consumer.
 A brand can be viewed as the seller's promise
to deliver consistently a specific set of
benefits and services.
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 Kotler
(1994) defines a brand thus:
A brand is a name, term, sign, symbol or design, or a
combination of them, intended to identify the goods or
services of one seller or group of sellers and to differentiate
them from those of the competitors.
 De
Chernatony and Dall'Olmo Riley (1998)
Proposed a number of other definitions of the concept of
brand, including the brand as an image, an identity system, a
value system, a relationship and a personality.
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 These
are not the types of brands that
concern library and information professionals.
 They are more likely to be concerned with
the concept of brand from one of the
following perspectives:
 the creation of a corporate
identity for their own products
and services
 the evaluation of branded products and services provided
by others in the information marketplace in the selection of
goods and service that support their activities with endconsumers.
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 Brand


marks
Representing ‘information’ – colour- symbols
Recall?
 Values
– fun, authoritative, relevant, timely,
accessible?
 Brand personality? – soft and cuddly, with
attitude, dry and lacking in warmth and
humour, innovative, helpful
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 Marketing
communication and relationship
building is increasingly dependent on the
content that can be captured on one small
screen.
 Both retail outlets and libraries have
traditionally involved elements of self-service.
 Most information services aspire to the status
of portal or "first port of call" for certain types
of information use.
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 Despite
all of these worthy portals to
authoritative information sources, students
have unreservedly embraced the search
engine Google. Now why might this be?
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 Many
marketers would argue that
communication with customers is important
in forging relationships. E-mail is used
extensively as an avenue for dialogue.
 E-mail
needs to be: relevant and, if uninvited,
targeted; timely and infrequent; and
personalised.
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What are the objectives?
 Are objectives achieved?
 Any good business manager will ask about return
on investment. They will want to assess the
impact of marketing activities.
 In order to measure impact it is important to be
explicit about the objectives of marketing
strategies, and to develop a range of measures
to demonstrate that these objectives have been
achieved.
 How can the effect of marketing be detected?

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 They
may contribute towards the
measurement of the effectiveness of
marketing communication in terms of:
•
•
•
•
•
Awareness efficiency - target Web users/all Web users.
Locatability/attraction efficiency - number of individual
visits/number of seeks.
Contact efficiency - number of active visitors/number
of visits,
Conversion efficiency - number of purchases/number of
active visits.
Retention efficiency - number of repurchases/number of
purchases
(Berthon et al., 1998)
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 行銷的本質
• 一種交換關係（an
exchange relationship）
• 一種需求管理
 行銷的主要概念
• 以「顧客為中心」的管理哲學，並具有競爭意識
• 重視「消費者研究」及「市場調查」
• 以「市場區隔」為手段，選擇目標市場
林珊如，「21世紀大學圖書館：行銷服務時代的來臨」，大學圖書館，1：1（民國86年1月），頁37-54。
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 本文並未正式提出該如何進行圖書館行銷與資
訊服務，而是分析了一些行銷上的關鍵理論，
目的在於樹立行銷理論的觀點或發掘產生的問
題，而這些都是行銷實踐者所會遇到的問題，
文中並未直接回答此七大行銷問題，就是因為
這些問題很難明確回答，所以行銷才使人感興
趣！
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