This presentation addresses four aspects of marketing and is applicable to academic, special, school and public libraries

Fisher, Pat

Pride, Marcy M

English

Liberty University Digital Commons

Liberty UniversityDigitalCommons@LibertyUniversityFaculty Publications and Presentations Jerry Falwell Library5-2006Lining Up The P'sMarcy M. Pride614, mpride@liberty.eduPat FisherFollow this and additional works at: http://digitalcommons.liberty.edu/lib_fac_pubsPart of the Other Education CommonsThis Conference Presentation is brought to you for free and open access by the Jerry Falwell Library at DigitalCommons@Liberty University. It hasbeen accepted for inclusion in Faculty Publications and Presentations by an authorized administrator of DigitalCommons@Liberty University. Formore information, please contact scholarlycommunication@liberty.edu.Recommended CitationPride, Marcy M. and Fisher, Pat, "Lining Up The P's" (2006). Faculty Publications and Presentations. 39.http://digitalcommons.liberty.edu/lib_fac_pubs/39Lining Up the P’s:  Marketing from any Position  Learning Outcomes: 1. Attendees will be able to list at least 4 P’s of marketing 2. Attendees will be able to identify two marketing strategies for various library positions (trustee, administrator, librarian, support staff, technical staff) 3. Attendees will be able to list the 10 sections of a marketing plan  11:00 – 11:03 Introductions: Simmona (3 minutes) 11:03 – 11:08 Opening Exercise: Marcy (5 minutes)    Ask participants:  Identify their position; What are you hoping to get from session?  11:08– 11:15 Marketing Definition: Marcy (7 minutes)  Ask participants: What does marketing mean to you? • Write responses on easel sheets • Distribute handout 1: two definitions of marketing; lining up P’s: Mktg from any position exercise and 10 sections of marketing plan (our book fig. 3.1) [2 page handout] • Can’t Discuss comparison of responses on sheet and definitions  11:15 – 11:25 Marketing Process Diagram: Pat (10 minutes) • Distribute handout 2: marketing process diagram • Explain briefly • Discuss • Refer participants to 2nd page of handout 1(our book fig. 3.1)  11:25 – 11:45 Lining Up the P’s: Marketing from any position exercise: Marcy (20 minutes)  Ask participants: What are strategies that can be used under each or any of the P’s for each or any of the positions? • We record responses on grid created on easel sheets • Tell participants they can use grid in their handout to make notes  • Discuss  11:45– 12:00 Wrap –Up : Pat (15 minutes)  General Q&A     Handout 1 Page 1 of 2  Lining Up the P’s:  Marketing from any Position  Marketing Definitions  • Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.[underline emphasis is mine]  Phillip Kotler – Marketing Management, 5th edition, 1984  • Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.[underline emphasis is mine] American Marketing Association, 2005 Accessed via the Internet at  http://www.marketingpower.com/mg-dictionary.php?SearchFor=marketing&Searched=1  Exercise  Positions Product (service) Place - Partnerships Price Promotions - Public Relations -Partnerships      Trustee         Administrator         Librarian         Support staff          Technical staff           Handout 1 Page 2 of 2 Blueprint for your Library Marketing Plan Figure 3.1  Contents of a Marketing Plan Section Purpose Table of Contents Allows several members of a review board to quickly get to their section of interest. Executive Summary Synopsis of the entire plan for quick management skimming. I. Introduction Presents an explanation of the details of your product/service.  After reading it the evaluator should understand what the product/service is and what you propose to do with it. II. Target Market Description Describes your target market in detail by using demographics; psychographics; behavioral data, with respect to your product/service; geography and lifestyle.  It indicates how large the target market is and why you selected it for your product/service. III. Current Market Situation  Analyzes where and how the product/service is currently being obtained (Place); the Price being paid (negative barriers to use or fees); the competitive alternatives; the product/service’s current position in the customer’s mind and relevant background information on the macro environment. IV. Opportunity & Issue Analysis  Summarizes the main opportunities/threats for the product/service, the strengths/weaknesses of the library and the issues facing the product/service that the plan must deal with. V.  Marketing Goals & Objectives  States precisely the goals and objectives in terms of measurable changes in variables such as:  awareness, usage, funding, etc. and the time needed to achieve them. VI.  Marketing Strategies  Presents the broad marketing approach that will be used to meet the plan’s goals and objectives and how budget decisions will be made to support the strategies. VII.  Marketing Tactics/Action Plan Answers What will be done.  Who will do it.  When will it be done and How much will it cost in terms of the product, price, place, partnerships and promotion. VIII.  Implementation and Controls Outlines the controls that will be applied to monitor the plan’s progress.  Typically tactics are monitored to determine if they are being implemented on schedule and according to budget. IX.  Summary Summarizes the advantages the product/service has over the competitive alternatives and why the plan will succeed. X.  Appendices Include all supporting information. Source: Adapted from W.A. Cohen, The Marketing Plan. 2nd ed. ( New York, John Wiley & Sons, Inc. 1998); and P. Kotler, Marketing Management: Analysis, Planning and Control.  (Englewood Cliffs, N.J. Prentice-Hall, Inc., 1984)  

Lining Up The P\u27s

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Lining Up The P\u27s

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