action research on using participatory method to improv academic performance
The Product Concept is the "better mousetrap" philosophy that assumes consumers will favor those titles that offer the most quality in terms of appearance and content. Here the emphasis is on cover design and writing quality where book marketers are sometimes caught up in a love affair with their titles. They lose sight of the fact that the market may be less enamored.
Product-oriented publishers often create their titles with little or no reader input. They trust that their authors and editors know what the market wants. Very often they will not even examine competitors’ titles and believe readers cannot know what kind of books they want until they see what is available. These companies are too often looking into a mirror when they should be looking out the window.
The Selling Concept believes that consumers, if left alone, will ordinarily not buy enough of the publisher’s books. The company must therefore undertake an aggressive selling and promotion effort to coax readers into making a purchase. Publishers adhering to this philosophy seek to attract customers through heavy promotion that accentuates the features of the book.
These first three viewpoints focus on the needs of the company and its desire to convert a title into cash. The emphasis is on making the sale by selling what they publish rather than publishing what the market wants. This is a short-term outlook that typically leads to lower profits and possibly, eventual failure.
Conversely, the Marketing Concept is a long-term business philosophy contending that the key to achieving success lies in giving prospective readers what they want to read. In this case, customer retention is as important as customer attraction. The marketing concept rests on four pillars: target market, customer needs, integrated marketing and profitability.
The selling concept starts with the publisher and its need for profits, focuses on its books and calls for heavy selling and promoting to sell more books. The
Product-oriented publishers often create their titles with little or no reader input. They trust that their authors and editors know what the market wants. Very often they will not even examine competitors’ titles and believe readers cannot know what kind of books they want until they see what is available. These companies are too often looking into a mirror when they should be looking out the window.
The Selling Concept believes that consumers, if left alone, will ordinarily not buy enough of the publisher’s books. The company must therefore undertake an aggressive selling and promotion effort to coax readers into making a purchase. Publishers adhering to this philosophy seek to attract customers through heavy promotion that accentuates the features of the book.
These first three viewpoints focus on the needs of the company and its desire to convert a title into cash. The emphasis is on making the sale by selling what they publish rather than publishing what the market wants. This is a short-term outlook that typically leads to lower profits and possibly, eventual failure.
Conversely, the Marketing Concept is a long-term business philosophy contending that the key to achieving success lies in giving prospective readers what they want to read. In this case, customer retention is as important as customer attraction. The marketing concept rests on four pillars: target market, customer needs, integrated marketing and profitability.
The selling concept starts with the publisher and its need for profits, focuses on its books and calls for heavy selling and promoting to sell more books. The