1. The document discusses the information industry and how it markets information products. 2. It describes how the information industry packages and delivers information through coordinated activities to meet user needs. 3. Several key factors that affect the information industry are discussed, including assessing user needs, identifying users, marketing strategies, and applying marketing concepts.

1. Presenting by
Shivakumar G.T.
II M.L.I.Sc
Dos in Library and information
Science
Manasagangothri

2. What is information industry ?
All computer communication and electronics related
organizations, including hardware software and
service.
Marketing information in information
industry
 Information Industry
 Attribute of Information as a product
 Marketing of knowledge
 Factor affected to Information Industry

3.  Assessment the Users need.
 Identification of users.
 Searching tendencies of users.
 Expectation of users from Information
Centers.
 Relationship between Information gathering.
and delivery.
 Marking Strategies.
 Application of Marketing Strategy.

4. Information Industry
1. The Information industry is growing fast .
2. It Package information in variety of ways.
3. It contains high growth and low growth sections;
and growth within each sections change by new
knowledge, new technology, new packaging and
govt. intervention.
4.Marketing tries to provide information that
satisfy the user’s need through a coordinated set
of activities to achieve the goals of organization.

6. Attribute of Information as a product
1. Information is not lost when it is given or sold to
others.
2. The value of Information is not readily quantifiable.
3. It has no intrinsic value , the value being dependent
upon context and user.
4. Information can multiple life style as ideas and
authors move in and out fashion.
5.Technology facilitate and constraints the delivery of
Information. It is crucial to delivery.
6. Information may be acquired, as with the purchase or
lease of a CD-ROM, or accessed via the Internet.

7. Marketing of knowledge
Once it is realized that knowledge is a
commodity, with researchers as producers
and industry as consumers, it becomes clear
that in the marketing that in the marketing of
knowledge or information services , following
factors have to kept in mind.

8.  Examination of structure of the prospective
market.
 The diversification of demand.
 Development and stimulation of demand.
 Active presentation of related commodities.
 Training in searching for and utilization of.
 commodities available.
 Lesion service between users of Information
bank.

9.  Examination of structure of the
prospective market.
 The diversification of demand.
 Development and stimulation of demand.
 Active presentation of related
commodities.
 Training in searching for and utilization
of.
 commodities available.
 Lesion service between users of
Information bank.

11.  Factor affected to Information
Industry
 Market Size
 Characteristics of product and size
 Services offered
 Number of Suppliers
 Competitiveness
 Government policy
 Influence of Technology

12. Market Size
Changing face of society make changes
in information market. The information
networks coming up at national , regional
and global level. The individual services
will not successfully develop market share
if there is no coherence between the
offerings and general bases of different
services, the there will be no market to
share.

13.  Characteristics of product
 A physical product is anything that is
produced to satisfy the needs of user ’s which
can be acquired, stored and consumed where
as services are not stored and used.

14. Services offered
 Library and Information Centers are
essentiall yengaged in offering services are
intangible then physical product.
 This is due to very fact the services can not
putto test. It cannot be stored, displayed,
demonstrated, possessed, tasted, seen,
heardand smelled before they are used.
 Reference services, On-line searching and
referral services are few services which are
of this kind.

15.  Relationship between external services and
internal information flow and management
will become more important
 The rise of brokers will further change the
information distribution chain
 Coming into existence of high price and
high performance services aimed at quite
specific market segment
 Rising cost of paper based documents
leading to automated services

16.  Most of the cases the services arege nerated and
supplied against on demand.
 A literature search made upon the receipt of
demand will not affect the original source.
 The life span of the services is very short. As the
result , a library service is generated only when it is
required by a user.

17. Number of Suppliers
 There will be an exponential growth of
suppliers, as it involves specification, huge
financial backing and enormous efforts.
 The larger services become progressively
more dominant.
 There may be an increase in middle –men
as distributors or consultants.

18.  Change in the structure of the chain of
supply-involving brokers, networks
internal systems which has an effect on
present role of suppliers.
 Change in the range of price (substantial
revenue to new high performance
services)

19. Competitiveness
 Networks and more aggressive approach to
multilingual problem can be enable suppliers to
reach in to local market although the required
new remote marketing initiatives which may be
costly.
 Standardization of format and procedural
aspects of supply may put a supplier at
advantage. User awareness will expose suppliers
to greater competition.

20.  New suppliers with huge resources keep
competition high.
 A private supplier has to develop new
services and new packages in order to
with stand and competition and earn an
edge in the market.

21.  Government policy
 The role of government agencies as
suppliers of information will bring a lot of
competition.
 The position of government may the
market permanently unprofitable in area
covered by subsidies
 Influence of Technologys
The impact of technology both upon
suppliers own process and in the user
environment onto which their services are
marketed.

22. Assessment the Users need
1. Identification of users.
2. Searching tendencies of users.
3. Purpose and frequency for using library
by users.
4. Expectation of users from Information
Centers.
5. Management of Information services on
their expectation.

23. Identification of users
1. Behavior studies.
2. Use studies.
3. Information flow studies.

24. These three factor covered in following points-
 Identification of user’s group.
 Assessment of user information need.
 Identification of user approaches and attitude in
finding , locating and obtaining the information.
 Orienting the user in finding , locating and
obtaining the information.
 Matching the user and his information in such a
way that the maximum benefits could be
sderived from library and Information system.

25.  Difference between subject interest of different
users make their identity.
 The Subject coverage of the information center
also
help to identify the users.
Engineering collage library has Faculty members
and
students as members of it.
 An University library has broad category of their
users.
Research Scholars, special member (students of
competitive exam) college students of PG and UG ,
member list of University library

26. Searching tendencies of
users
Physiological needs
 Society and security needs
 Belonging and social activity needs
 steem of self respect
 Self actuation and fulfillments

27.  Purpose and frequency for using
library by users
Most of the users visit library for
borrowing books, periodicals and news
paper. They also visit library for internet
surfing and view audio-visual material.
Faculty of the institution use library mostly
for research journals and other reading
materials.

28.  Expectation of users from
 Information Centers
 Adequate resources/ collection
 Staff’s prompt services and willingness to solve
user’s problems
 Excellent physical facilities and services
 Easy access & convenient working hours
 Providing timely information to users
 Attractive display of document in library
 Understanding specific needs of users
 Staff ‘s personalize attention toward users

29.  Marketing Strategies
 Issue of Regular Press releases
 Distribution of Pamphlets
 Reviews
 Connection to students and teachers
 Prepaid coupon book system
 Lectures and Paper presentation
 Talk with publication industry
 User’s group meet
 Quick response to users

30.  Application of Marketing Strategy
 L&I Centers are the business of acquiring,
storing and retrieving various information
sources.
 User is the core of information services.
 Marketing is an integral part of management
and advocate the involvement of staff in it.
 A market oriented staff is more successful in
responding to technological change and in
seeing that new services reflect the need of the
library’s users.

32.  We are in the midst of a for reaching
transformation of how information is
produced and delivered, until recently, over
the air broadcasting was the nearly exclusive
source of electronically delivered, widely
distributed information with cable television
systems serving essentially as an adjunct
delivery system dependent on broad cast
programming. Now a new information
industry has emerged multiple outlets widely
distribute voice.