ࡱ> CEB5@ bjbj22 ".XX |||||||4H,w$Rq!|||1YYY||YY,YV@||~t o`dj G0wx "L "~|||| "|~xXY|n O  Understanding the Marketing Process: Auditing and Designing Marketing Programs For Library Services Edwin R. Stafford, Ph.D. Associate Professor of Marketing College of Business Utah State University September 27, 2002 Utah Library Association Workshop Brigham City, Utah Agenda Marketing Introduction/Discussion Introducing Realm Fragrances A Primer on Marketing Definition, Marketing Mix, Target Marketing, and Marketing Concept Brainstorm/Discussion What is the Librarys Marketing Mix and Target Market? Overview of Marketing Audit Process Realm Fragrances Initial Marketing Mix Product: Unique (Differentiated) no other cologne or perfume contains human pheromones Price: Comparatively high -- $60 for 1.7-ounce bottle Promotions: Late-night Infomercials Place (Distribution): Mail Order Is this an effective marketing strategy? Why or why not? A Primer on Marketing Marketing Definition: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organization objectives. or Marketing is manipulating the four Ps (product, price, place, and promotion) to facilitate exchange and make a profit. Marketing Concept Philosophy that holds that achieving organizational goals requires determining needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do Development of four Ps (also known as marketing mix) must be based on known customer needs Research of target markets and their needs Matching/developing organizational strengths with target needs Tailoring of marketing mix with target needs to attain customer satisfaction and loyalty Research is the cornerstone of the marketing concept research of consumers, competitors, and macroenvironmental variables Components of the Marketing Mix and Target Market Product: Product features, packaging, brand name, and services and warranties (What is being sold) Promotion: Advertising, personal selling, sales promotions (coupons, samples), and public relations (How it is being sold) Place (Distribution): Retail locations, channel networks, inventory control, transportation modes, and warehousing facilities (Where it is being sold) Price: List price, discounts and allowances, and credit and transportation terms (How much it is being sold) Target Market: A set of buyers sharing common needs or characteristics that the organization decides to serve (To whom it is being sold) Brainstorm Session What is the Marketing Mix of a Utah Library? Who are a Utah Librarys key Target Markets? How can a Utah Library Modify its Marketing Mix to Better Appeal to its Target Markets? Understanding the Marketing Audit Process Marketing Audit: A marketing audit is a survey of an organizations marketing programs in the face of a dynamic social and competitive environment. The marketing auditors task is to: identify evolving opportunities and threats in the marketplace evaluate the organizations strengths and weaknesses as an effective marketer propose strategic policy recommendations to improve the marketers position gi     ! 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