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1. MARKET MIX
7Ps of marketing
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3. “Marketing Mix is a combination of marketing
tools that a company uses to satisfy their target
customers, and achieving organizational goals.”
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4. 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
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5. 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)
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6. Basic
components of
a marketing
plan
Collectively
called 4 p’s of
marketing.
Product
P
Price
P
PPlace
PPromotion
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7. Booms and Bitner included three
additional 'Ps' to accommodate
trends towards a service or
knowledge based economy:
• People
• Process
• Physical Evidence
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8. The 7 Ps The 7 Cs
Organisation Facing Customer Facing
Product = Customer/ Consumer
Price = Cost
Place = Convenience
Promotion = Communication
People = Caring
Processes = Co-ordinated
Physical Evidence = Confirmation
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10. “
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
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11. “Market mix is determining the price for a particular
product/ service designed for particular clients.”
Price decisions include:
• Skimming
• Penetration
• value based
• Cost plus
• Discount
• Positioning
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12. “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
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13. “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
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15. “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
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16. “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
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17. “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
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18. 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.
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