Marketing%20is%20the%20social%20process%20by%20which%20individuals%20and%20groups%20obtain%20what%20they%20need%20and%20want%20through%20creating%20and%20exchanging%20products%20and%20value%20with%20others - PowerPoint PPT Presentation

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Marketing%20is%20the%20social%20process%20by%20which%20individuals%20and%20groups%20obtain%20what%20they%20need%20and%20want%20through%20creating%20and%20exchanging%20products%20and%20value%20with%20others

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Marketing Strategies. E-Marketing E-Library. 39. ?????????????? ????????? ... Marketing Strategies. 48. Imagination is More Important than Knowledge... – PowerPoint PPT presentation

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Title: Marketing%20is%20the%20social%20process%20by%20which%20individuals%20and%20groups%20obtain%20what%20they%20need%20and%20want%20through%20creating%20and%20exchanging%20products%20and%20value%20with%20others


1
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2
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3
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5
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6
??????? (Marketing)
Marketing is the social process by which
individuals and groups obtain what they need and
want through creating and exchanging products and
value with others

Kotler
7
??????????????
  • ?????????????? ????????????????????
    ??????????????????????????????????
  • ???????????????? / ?????? ????????????????????????
    ????????????????

???????????????????????????...???????????
????????????????????
8
10 Reasons for Marketing Library and Information
Services
  1. Competition for customers
  2. Competition for resources
  3. Maintain your relevance
  4. Stop being taken for granted
  5. Promote an updated image
  6. Visibility
  7. Valuable community resource
  8. Rising expectations
  9. Survival
  10. Beneficial to library image

Sass, Rivkah K. "Marketing the Worth of Your
Library."Library Journal June 15, 2002.
http//libraryjournal.reviewsnews.com/index.asp?la
youtarticlearticleIdCA220888
9
????????????????? (Marketing Strategy)
  • Core Strategy
  • Segmentation
  • Targeting
  • Positioning

??????????????????????????????????????????????????
???
  • Marketing Mix Strategy
  • Product ?????????/??????
  • Price ????
  • Place ?????????????????
  • Promotion ??????????????????

?????????? ???????????????? 4 ???????????????
10
???????????????? / ?????? (Product Strategy)
  • Branding Positioning
  • Product Mix Strategy Wide , Depth /
    (Assortment Strategy)
  • Product / Service Differentiation
  • New Product/Service Development
  • Growth Strategy (Product-Market Matrix)

11
Branding Positioning
???? Questia.com faster, easier research !
Answers NOW! Not Next Year
12
Product Mix / Assortment Strategy Wide ,
Depth Decision
13
Product / Service Differentiation
Avoid Marketing Myopia Think outside the
BOOK
14
New Product / Service Development
15
New Business The Library Hotel, New York
16
???????????????????? Cybrarian (Blended
Librarian)
  • ?????????????????????? Blended Librarian
  • ??????????????????????????????
  • ????? ?????? IT hardware/software skills
  • ???????????????????? (Instructional Design)
  • ???????????? Blended Librarian
  • ??????????????????????????????????????????????????
    ? ???????????????????????????????????????????????
    ??????????????????????????????????

17
Product / Market Expansion Grid
???????????????????????????
P R O D U C T
Existing
New
Market Penetration
ProductDevelopment
Existing
M A R K E T
Market Development
New
Diversification
18
??????????? (Pricing Strategy)
  1. Cost-plus Pricing ?????????????
  2. Competitive Pricing ??????????????
  3. Value Pricing ???????????????
  4. Bundle Pricing ????????????????????
  5. Loss-leader Pricing ?????????????????????/??????
    ??????????????????
  6. Multiple Unit Pricing ???????????????????

19
Place
20
???????????????????????? (Place Strategy)
  • Location.. Location.. And.. Location
    ????????????????
  • Multi-channel Marketing ??????????????????
  • Horizontal Marketing Systems ????????????????????
  • Alliances / Network Outlets ??????????????????????
    /?????????
  • New forms of Channels ?????????????????????????
  • Delivery Service
  • Drive-thru
  • E-Channels / Bricks-and-Clicks Strategy
  • M-Channels
  • Chain / Franchising / Branches ???????????
    ????????
  • Cross-selling ?????????????????????

Drive-thru Library
21
Multi-channel Marketing
22
(No Transcript)
23
Horizontal Marketing Systems
..??? ????????????????????????????????????????????
??????????????????? ??????????????????????????????
?????????????????????????????
24
New forms of Channels
25
M-Channels
M-Learning
Dial-a-Drink
??????????????? ?????? ???????
26
?????????????????????? (Promotion Strategy)
  • Customer Relationship Management (CRM)
  • Direct mail / E-mail Marketing
  • Event Marketing
  • Guerrilla Marketing
  • Buzz Marketing
  • Cause-related Marketing
  • Social Marketing
  • PR / Press Release
  • Radio Spot

27
Customer Relationship Management (CRM)
28
Social Marketing Cause-related Marketing
Born to Read T-shirt
Social Marketing _at_your library
Biggest morning tea _at_ your library
29
Exhibition Event Marketing
30
Guerrilla Marketing
To achieve conventional goals, such as profits
and joy, with unconventional promotional
activity, such as investing energy or creativity
instead of money.


Guerrilla World Water Day
31
???????? Guerrilla Marketing
Homeless Pakistani children will wear this
winter? Help them with a gift at the pay desk.
32
Expanded 7 Ps forServices Marketing
  • Product
  • Price
  • Promotion
  • Place
  • ------------------
  • People
  • Process
  • Physical Evidence

33
?????????????????????????????????(Physical
Evidence Ambience)
???????????????????? ????????? ??????
???????????? ??? ??????????????????????
...?????????????????????????????????? ???
???????????????????? ??????
  • Space Allocation
  • Fixture Selection
  • Merchandise Presentation
  • Visual Merchandising
  • Layout
  • Circulation
  • Store Front
  • Exterior Design
  • Accessible
  • Visual cues
  • Inviting
  • Ambience
  • Lighting
  • Retail Identity
  • Graphics
  • Visible Signage

34
Physical Evidence Ambience
35
??????
  • ??????????? ?????????????? ????? (2549)
    ??????????????????????????????
  • ??????????????????????????????????? ???? 7
    ?????????
  • ?????????????????????????? ??????????????
    ?????????????? ???????????????????
    ??????????????????????????????????????????????????
    ??????????????????????????????????
    ??????????????????????????????????????????????????
    ???????? ?????????????????????????
    ??????????????????????????????????????????????????
    ??????????????????????????????????

36
Marketing Library
37
4Ps Marketing Mix
  • Product
  • Price
  • Promotion
  • Place

38
????????????????????????
  • Information Service
  • Service Mind
  • Marketing Strategies
  • E-Marketing E-Library

39
??????????????gtgt ????????????????????????
  • ????????? ???.
  • ????????? ?.???????
  • ????????? Library_at_Orchard
  • ????????? TK Park
  • Parliament Library on Mobile

40
Search Engine
41
??????? "?????????????????????????????????????
?????????????????????????????? ????????????
????????????????"
  • ??????????????????????????????????????????????????
    ??????????????????? ??????????????????????????????
    ? ????????????????????????????????????????????????
    ???????????? ?????? ??????????????????????????????
    ?????????????? ???????????????????????????????????
    ???? ????????????????????? 50 ???
    ?????????????????? ????? 20 ??? ?????????????
    ??????????????????????????????????????????????????
    "??????????????" ???????????? ????????????????
    ????????????????????????????????????
    ?????????????????? ??????? ??????????????
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    ???????? ???????????????????????? ??????????
    ???????? ???????? ??????? ????? ??????
    ??????????????????????????? ??????????????
    ?????????????????????????????? ??????????????????
    ??????????????????????????????????????????????????
    ????

42
????????? SET Corner ?????????
??????????????? ??????????????????
  • ????????????????????? ????????????????????????????
    ?????????????????????????? 15-16 ???????? 2550
    ????????????? ??????????????? ??????????????????
    ????????????????????? SET Corner ?????????
    ????????????????????????? BigC ???????????????????
    ??????????????????????????????????????????????????
    ???????????? ?????????????????????

43
Parliament Library on Mobile
44
Library_at_Orchard
45
TK Park http//www.tkpark.or.th
46
http//www.libraryhotel.com/
The Library Hotel , Newyork
47
???????????????????
  • Best Practice
  • KM
  • Sufficiency Economy
  • Value Added
  • Delivery
  • Channel of Distribution
  • Marketing Strategies

48
  • Imagination is More Important than
    Knowledge...
  • Albert Einstein (1879 - 1955)
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