MARKET MIX 7Ps of marketing 1

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“Marketing Mix is a combination of marketing tools that a company uses to satisfy their target customers, and achieving organizational goals.” 3

The term marketing mix was coined in an article written by Neil Borden in 1953 called “The Concept of the Marketing Mix.” The marketer, E. Jerome McCarthy, proposed a four Ps classification in 1960 Robert F. Lauterborn proposed a four Cs classification in 1993 History 4

Understand your client Identify your client market (segment and target) Identify your strengths as a competitive business (position) Know the products your clients want and where they want to use it (product and place) Develop effective and efficient procedures and systems that facilitate outcomes for clients (processes) Employ and train staff in both work skills and client relationship marketing (people) Communicate the benefits and advantages of your product over competitors, such as the chaos of the internet (integrate marketing) 5

 Basic components of a marketing plan  Collectively called 4 p’s of marketing. Product P Price P P Place P Promotion 6

Booms and Bitner included three additional 'Ps' to accommodate trends towards a service or knowledge based economy: People Process Physical Evidence 7

The 7 PsThe 7 Cs Organisation Facing Customer Facing Product=Customer/ Consumer Price=Cost Place=Convenience Promotion=Communication People=Caring Processes=Co-ordinated Physical Evidence=Confirmation 8

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“ A Product is anything that can be offered to a market to satisfy a want or need of the customer. Product may be tangible (goods) or intangible (services).” It includes, Design Technology Quality Packaging Warranties Accessories Branding Features Customer Service Use Occasion Availability 10

“Market mix is determining the price for a particular product/ service designed for particular clients.” P rice decisions include: Skimming Penetration value based Cost plus Discount Positioning 11

“To ensure the availability of the product to the targeted customers. Availability of the product at the right place, At the right time and in the right quantity is crucial in placement decisions. Placement decisions include: Internet Distribution channels Direct sale Mail order Peer to peer Retail/wholesale Multi channel i.e. trade 12

“ Promotion is the methods used to communicate the features and benefits of your products or services to your target customers.” Promotion decisions include: Public relations/publicity Direct marketing Advertisement Special offer User trail Telemarketing E-marketing Word of mouth 13

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“They are the target consumers of the company. They are the ones who are the consumers” It includes, Employees Management Organization culture Customer orientation Recruitment Remuneration Individual on customer contact 15

“Process is a chain of operations and activities by which the service is created and delivered to the ultimate clients in a convenient manner.” It includes, Service delivery Service consumption Customer Focus Design features 16

“The environment in which service is assembled and delivered Combined with tangible commodities that facilities performance or communication of service.” It includes, Infrastructure Physical facilities Sale/Staff contact experience of brand 17

All 7ps must be aimed to cater the target Customer need and wants because everything is not for every one in library. Today the user has many options with regard to accessing timely information. The rapid growth of internet has especially changed the information paradigm. To continue to remain relevant, libraries needs to market their services as per the target market needs. Libraries need to treat their users as ‘customers’ and understand that they exist for their customers. Thus, a library that recognizes the marketing concept will be closest to its users. so that, to develop the effective marketing-mix strategies for LIS marketing. 18

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