Executive Marketing Report: Derby University Library Services Analysis

This report examines service and experiential marketing strategies within the context of Derby University's library services. The report begins with an analysis of the library's current services, emphasizing its digital library system and the features that enhance customer experience, such as intangibility, variability, perishability, and inseparability. It then critically evaluates two marketing strategies: business-to-business and business-to-customer, recommending the former as more suitable for the library's objectives. The report highlights the importance of promotional videos in showcasing customer experience, particularly through the application of the 4E's theory (Entertainment, Education, Esthetics, and Escapism). The report also discusses the servuction model and its elements, including physical evidence, people, and processes, to improve the overall service delivery. Ultimately, the report underscores the significance of marketing in the library context, focusing on customer satisfaction, market position, and the impact of promotional activities.

Services and Experiential Marketing: 2

EXECUTIVE MARKETING
Service Marketing strategy has been increased the business process all over the world and
delivered the customer experience. It has differed from the other promotional activities in the
organization. This report has been discussed about the library services in the Derby university
which maintain the performance and efficiency in effective manner. Furthermore, It has been
critically evaluated the various marketing strategies which suitable for the library services in the
derby university. It should be discuss about the promotional videos that highlights the customer
experience by using 4E's theory.

Table of Contents
EXECUTIVE MARKETING..........................................................................................................2
INTRODUCTION...........................................................................................................................5
TASKS.............................................................................................................................................5
Analysis and evaluation of Library service at derby university..................................................5
Critically evaluate two marketing strategies and recommended a suitable marketing strategy
for library services.......................................................................................................................7
Specify that how the promotional video useful and highlight the customer experience with the
help of 4E's theory. .....................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Service marketing strategy is mainly concern about for delivering the experiences and
processes to the consumers. Marketing services are differs from other promoting the product and
services in the marketplace. This marketing approach will help for providing the best quality of
facilities and services in marketplace. This report will discuss about the evaluation and analysis
of current service on the basis of derby university in the library services to customers.
Furthermore, It will be critically evaluate the different marketing strategies which suitable for the
library services in the derby university. Afterwards, This assignment will discuss about the
promotional videos that can highlights the customer experience by using 4E's theory.
TASKS
Analysis and evaluation of Library service at derby university.
Library services needed for university to provide the best quality of facilities to choose
the book according to the requirement and need. Library quality can be used on the basis of
experience of practitioners and considered to be the one of quality academic libraries services
and provisions (Akaka and Vargo, 2015). It can be analyse that library service system which
consists of different types of articles and information store in the books. Derby university is used
the digital library service system to provide the various benefits to their customers. New and
Advance technology has been change the entire education system of university and adopt the
new technology for learning process. This technology is transformed the librarians for collecting,
storing and organizing the information in proper manner. In this way, customer can be increase
the knowledge in the form of intangible assets, information resources and devices to easily
access the information at any place. There are different types of features added in the library
services that help for increase the customer experience and also increases the demand of
consumers towards the services.
Features of services
 Intangibility- It is concept that used in the purpose of marketing to describe the inability
for assess the values gain to engage with the different activities with the help of tangible
evidence. This approach is based on the physical product which concrete and viable and
this library service is also intangible. In digital library system, It can be applied the
feature in the library system to maintain their services and provide to the customer.

 Variability- Derby university can be changed their services according to the based on the
customer demands. It is likely to change the quality and their facts in the library system.
This will help for increasing the customer demands and attract towards the services.
 Perishability- This system will use in the marketing that describe the best way to store
the information for sales (Chanavat and Bodet, 2014). Perishability can applied in both
ways in the library system services. Sometimes, it is difficult to promote and also
distributed in the perishable services that compare to another. This feature will provide
the benefit to the customer and maintain their demands in proper manner. In this way, it
can be identified that library service provide the fresh and new information to their
customer so that they can build their knowledge and skill.
 Inseparability- Derby university is used the digital services where the customer access
information with the help of device. This firm is also provided the best quality of services
to create and consumed the personalized services of individual customers.
On the another ways, it also evaluates the servuction model in the library service that used for
promoting their facilities and services to the customers. There are different type of servuction
model element in the entire system in effective manner (Chao, 2015).
 Physical evidence- It is based on the tangible representation of library services. In this
way, Derby university will provide the service to maintain their content of information
and give the new updates for customers. This service will help for customer to track all
the details of books and their specific content of articles.
 People- It is needed in the university where all the employee can be maintain their
services in proper manner. They communicate with their consumer in polite ways to
exchange the information in perfect ways. In this way, it will create positive impact
towards the customer and also huge impact on their experience. In derby university, it can
be choose the best suitable person that motivate the customer to select the best services. It
will help for increasing the popularity and demand of services.
 Processes- There are various ways to deliver the service to the customer and also follows
the processes such as invisible and visible. In visible process, it can show the order and
best choice of customers. In Derby university, it also identified the more preference of
customer towards the service quality, management system and different types of books

that available in the online. Staff members are update the official website of library
system in proper manner.
 Customer- There are various type of customer in the university and the level of
experience will impact on the services. In this way, the librarians can handle the situation
in proper manner and give their services according to their demand and need. Many
customers shared their own experience towards the library system and directly impact on
the other people because many people influence and motivate to the other customer
experience (Cuellar, Eyler and Fanti, 2015).
These are different types of elements that applied in the library system that help for identifying
the need and requirement of customer. Derby university is provided the best services to their
customer effectively and efficiently. These model will help for improve the services because the
university easily identify the demand of customer. In this way, they also increase the
performance and efficiency in the entire management system of library.
Critically evaluate two marketing strategies and recommended a suitable marketing strategy for
library services.
Marketing strategies are applicable in the library system to promote their services in the
entire marketplace. Derby university is mainly focused towards their library system to provide
the various types of benefits. This university can be used the innovative idea and platform to
promote their services in different areas. Marketing strategy is applicable in the firm to
collaborate with the customer and also aware about the specifications and benefits of their
services. There are two main marketing strategies discuss in the followings.
Business to business strategy- This strategy is used for the business process that provide
the services to different consumers. It can create collaboration between the different firms and
individual customers. In Derby university, the employee is communicated and interact with the
customer by using social media platform to share their information related the library services. In
this way, it will create communication between the different companies and consumers that's
why, it is known as business to business strategy (Lovelock and Patterson, 2015). This strategy is
implemented for increasing the enterprises process in different areas and also share the
information from one companies to another by using email etc. In this way, it can be easily
create connection with the other people in effective manner.

Business to customer strategy- This strategy is basically used for directly interact with
the customer to provide the best library services according to their demand. Business to
consumer is differs from business to business because it can build the connection between the
consumers and directly interact with the customer. In this way, Derby university is focus towards
the consumer to provide the best quality of services in effective ways. This strategy is also
implemented in the business development. It is also used in the business process because it is
directly communicate with the client to find their specific need related to the services.
According to the analysis, It is recommended the business to business strategy which
suitable for library system in the customer experience because derby university is also provided
the service to another library customers. This strategy is useful for connecting with client of
another company to provide the information related the services. This strategy will help for
connecting many customers of another library (Sargeant and MACQUILLIN, 2016). In this way,
this strategy is applied in the business process to increase their service all over the world.
According to the survey, it can be applied the business to business strategy in the library service
to provide the customer satisfaction and their experience. In Derby university, this firm is used
the strategy to increase their value and maintain the market positions. Business to business
strategy will help for target the people to increase the services.
It also mainly focus towards the marketing of information practices identifying the
development of marketing and also review the information provisions in order to check the
polices and strategies for the improvement of organization. The strategic plan is created by the
employee in the firm to offer many services to customers. This concept will help for marketing
in the library services where the potential customers are only identify the specific need and
requirement(Shobeiri, Mazaheri and Laroche, 2015). This services will provide the best facilities
to the peoples and determine the success of business on the basis of preferences and perceptions.
There are lot of competition in the marketplace because different firms provide the services with
the help of marketing approach. Information marketing becomes popular to minimize the
services in the worldwide.
Derby university understand and interact with the global market and marketing strategy
that applied the library services for business development. This enlightenment has been affected
the overall disciplines. The importance of quality services is mainly focused towards the
customer which emphasized towards the growth and development.

Specify that how the promotional video useful and highlight the customer experience with the
help of 4E's theory.
Promotional video is basically used for promoting their product and service in the
marketplace. This video is creating a good impression in front of consumers. In this way, it can
be determine that customer experience is long lasting and unique terms that understand the
customer services support and customer care etc. In Derby university, librarians always maintain
their services in proper manner because they know very well to the customer experience will
help for increasing the demand of customer. It is needed to easily sense the theoretical and
practical context (Smilansky, 2017). This is the possible only the consumer experience.
Customer experience is the most important key aspects of business to give the power to gain the
importance of services. In this way, this firm will maintain the good relationship with their
customer to provide the best quality of library services. 4E's theory is applicable in the
promotions and marketing the library services. There are different types of 4E's theory such as
Entertainment, Education, Esthetics, Escapism etc.
 Entertainment- This is the approach that applicable in the business services to manage
the operations and functions of services. In the television, there are various types of
entertainment option available where the firm can promote their services with the help of
entertainment channel. This is important part of marketing because many customer watch
the entertainment channel. In this way, Derby organization easily promoting their
services on the television (Wang, and et.al., 2017). This process will help for celebrity or
brand sponsorship that utilize the entertainment world to promote their services. This
approach is used in the library service to easily satisfied the customer experience because
the firm identified the need and requirement of people with the help of entertainment.
This marketing is based on the advertising publicity, product branding, online trends etc.
 Education- In the education field, student or customer satisfaction is needed for the firm
to manage their services in effective manner. Marketing is informed the customer about
the particular services. Derby university is concern about the customer educations to
interact with the people to share the information related the new product and services.
Sometimes, it can be determined that customer education is indirect approach that
compare to the marketing but Derby university still need to ensure about the education
subjects and easily connected with the business. This firm is focused on the business

goals and objective to maintain the library services therefore, librarian is recognised the
need and requirement in the growth and development of services. They also known about
the information related to the education and aware about the latest technique that increase
the library services all over the world. In this way, many other people found the articles
and blogs or talk about the university and their marketing strategies. This approach is
useful for build the good relationship with the customer and build the positive experience
towards the services. Education field is the fastest growing areas that applicable the
marketing strategy and other platform for providing the best services to their customers.
For Example- Many student used the digital library services to issue the book and also
check the availability of articles. In this way, they also connecting with the librarians to
inquiry related the new updates.
 Esthetics- This marketing approach will help for engage with the customer at different
level related the sense, feel, act and think etc. This is beneficial for people to create
memorable customer experience on the basis of service experience at different levels.
Derby university is used this marketing approach to understand the requirement of
customers. This firm also used the different platform such as Facebook, email, twitter,
referral etc. These all are the marketing platform for promoting their services in
marketplace (Yuksel, Milne and Miller, 2016). Librarians always update their website
and also promote their services by using online mode. Website is one of the most
important platform that set up their display related the services. Librarians can be post
regarding the services and also maintain the promotions and blogging to increase the
personal brands.
 Escapism- It is more involvement with the customer related the services. Brand always
choose the powerful platform to develop their business all over the world. In this way,
Derby university is interacted with the customer with the help of smartphone where the
consumer easily access the information by using devices. Escapism is an idea about the
business development that implement on the process in effective manner. This is the best
marketing process that applicable in the library services for providing the best customer
experience therefore, they can easily use this platform to directly interact with the
librarian to determine the services. This is the important for consumer to track all the
activities of services in easily.

Marketing is the important concept that help for managing the business operations and function
in proper manner. Promotional video is also main component that beneficial for sharing the
information to the customers. 4E's theory is applied in the concept of marketing to communicate
and interact with the people to identify their need and requirement. Customer experience is build
towards the services with the help of different platform because this tool will create effective
environment therefore, customer easily understand and found the best deals with the Derby
university. This organization is provided the service where student can be used this digital library
service to increase their skill and knowledge. Sometimes, Promotional videos are encouraged
people towards the services and also attracts towards due to their quality. This will help for both
organizational and customers to build a good relationship. According to library service, Derby
university use the platform to increase the efficiency to provide the best services to their
customers. This is an essential for increasing their profitability all over the world. Each and
every business need to develop and maintain the positions in marketplace.

CONCLUSION
As per discussion, it concluded that Service marketing strategy is provided the best
quality of service and deliver the own experience towards the customers. This marketing
strategy is help for providing the best quality of facilities and services in marketplace. This report
discuss about the evaluation and analysis of current service on the basis of derby university in the
library services to customers. It summarized that different types of marketing strategies which
suitable for the library services in the derby university. At task, This assignment discuss about
the promotional videos that can highlights the customer experience by using 4E's theory.