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Once, the marketing segments are established and needs of users are known, the marketing strategy
can be developed by the library using the marketing tool known as ‘marketing mix’. The term “ the
term marketing mix’ was first coined by Neil H. Borden to describe the combination of the fair
inputs which constitute the core of a company’s marketing system : the product, the palace or the
distribution system, the price structure, and the promotional activities, these four elements are
traditionally known as 4P’s (Product, Place Promotion and Price).
COMPONENTS OF INFORMATION MARKETING
The literature on marketing both in management and science
and library science appears to be unanimous in accepting the 4
P’s to be the ingredients of marketing i.e. product, place, price
and promotion.
The 4 P’s are the ingredients of successful marketing strategy
these ingredients have different components. All these have to
be mixed in the right promotion to achieve the desired results.
Hence these are also known as “Marketing mix”:
1. Product: - The product is the heart of the system it
proposed to be marketed. The products are produce by all
organizations which could be either tangible or intangible.
In marketing, product means both product and services e.g.
SDI services, or Journal circulation, are products etc. With the
advent of information technology, access to international
database, online research results on diskettes, database on CD
ROM also constitute information product.
Price: - Pricing of information services and product is relatively a new
concept. It has not been consider seriously since library services where
being provided “free”, but with the increased emphasis on
accountability and self sufficiency in relation to recourse it has been
come necessary to cost the various activities to recover cost as such as
possible further for the fact that information brokers and consults are
charging high fees for services provided and are their being successfully
is indicative of the users willingness to pay for good product.
Personal Contact.
Public Relations.
Advertisement.
Personal selling.
Incentives.
Publicity.
PLANNING AND DEVELOPMENT OF NEW
PRODUCTS AND SERVICES. :
PRODUCT LIFECYCLE
Introduction
Growth
Maturity
Decline
PRODUCT LIFE CYCLE:
New products are not always produced. Sometimes the old products
are repackaged and promoted in a different place or for a new segment
of consumers. The purpose is to promote the product initially with an
influential segment of the population whose support and satisfaction
will ensure that other sections of consumers probably will also
become consumers of the product.
• A new service can first be tested with few carefully chosen users whose comments
and suggestions may be taken into account in modifying the service, if necessary,
before launching it more widely, Academic librarians consciously build awareness of
new product and service soon after the service is introduced.
• Awareness is usually built through brochures, announcements, presentations,
personal selling and other promotional methods like display and charts. if the product
meets the expectations of the target group, demand for it will grow during the second
and third phase of its cycle.
• Finally, it is quite possible that the product or service is no longer capable of
satisfying needs possibly because of other better products or services that have since
appeared on the scene or because it is no longer cost-effective. When this happens,
the product is withdrawn and the user is encouraged to seek alternative products.
INFORMATON MARKETING
a) OBJECTIVES:-
Recognizing the vital of libraries in education and research the present
study has been undertaken with the following objectives:
1. To examine some approach of marketing products and services for
solving the problems of libraries in India
2. To examine the level of customer’s satisfaction for the products and
services offered with traditional methods;
3. To examine the new information and products and services which can
improve the collection of libraries; and
4. To examine the level of penetration already achieved by libraries.
b) NEEDS: -
The present age is rightly characterized as the age of information. The
fact that information is a key for the economics, socio-cultural and political
development of a nation is gaining increasing acceptance.
This being so, availability of right information at right time and right cost becomes critical. It means that
LIMs will have to chip in accept the challenge and make it happen by playing a more pro-active role.
LIMs will have to appreciate that just having information and storing it will serve no purpose unless it is
put to effective use by those who need it i.e. ,LIMs will have to bring the user and information closer.
Information Technology (IT) has ushered in a variety of media that can help LIMs in efficient and
effectiveness acquisition. Computer and CD-ROMs have found increasing acceptance in LICs;
multimedia has shown much potential for LICs; and information networks have broken down time and
space barriers. By virtue of using a variety of IT tools and techniques LICs are now able to generate
various kinds of information products and services in addition to performing the routine takes. However,
it is a little unfortunate that these remain largely under utilisized, or even in case, wholly unutilized.
c) TRINITY CONCEPT IN MARKETING: -
PRODUCT BOOK
MARKETING LIBRARY
STAFF READER
SELLER CONSUMER
• In a library book, staff and reader make a trinity. Without any of
these element library becomes non functional. In the same
manner, marketing also has a trinity product, seller and
consumer. Seller acts as a mediator between product and
consumer. Seller brings the product and consumer together.
In the context of library, consumer is the user, librarian is the seller who
creates different types of products and services keeping in mind the well
defined need of his/her users. In this trinity consumer is very important
element because if the consumer needs will not be fulfilled then there will
be no products and thus no seller therefore, consumer is very important.
User Survey:-
User survey should be done so as to know about
views of the users. It could be done with help of various
techniques like questionnaire, interview schedule. But both
the questionnaire as well as interview should be kept short
so as to encourage a better response frame the users.
Suggestion Box :-
The library or information centers should maintain
suggestion box or registers where users can drop there
suggestions for improving (LIPS).
The feedback, thus obtained from above discussed
ways can help in improving or substituting the LIPS in
accordance with the requirements or expectations of the
users. This will lead to the optimum use of the available
LIPS and, thus archive the aim and objectives thereof.
CONCLUSION
From the above discussion it is clear that the library can be called an information
market and the library user is a consumer. The present information society is Digital
Era and maximum literature is available in Electronic/Digital form. It is information
which revolutionizes the society. In such a society information forms the vital
resources and the key products. Therefore it is information marketing which will be
in the forefront of marketing arena. In this way the purpose of marketing
information products and services is to make service more responsible to user needs,
wants and improve people’s satisfaction. Like any other commodity information can
also be produced, sold and consumed.
In view of this, information marketing is very essential. Library acquisition,
organization and dissemination must be based on the modern concept of marketing
to achieve reader satisfaction. It must endeavor to nurture culture of customer
service to enhance its image in the eyes of the users.
Whether, the information is marketed with a price tag or without a price tag, with a
profit motive or without a profit motive, training for the information of the
worker /providers is necessary.
REFERENCES