Museum Market Strategy.

MARKETING STRATEGY FOR A PUBLIC SECTOR MUSEUM. content 1.INTRODUCTION 1.1Definitions of commercialiseplace 1.2Public skillfuls 1.3 trade in non for profit organisations 1.4The social trade 1.5Why market 2.SEGMENTATION 2.1Types of market 2.2Responses to segmented markets 2.3Product & service development 3MARKETING mixture 3.1Product 3.2Price 3.3Promotion 3.4Place 3.5People 3.6Physical evidence 3.7Process 4.MARKET RESEARCH 4.1Research methods 4.2Internal sources 4.3External sources 4.4Quantitative methods 4.5Qualitative methods a) 1.INTRODUCTION 1.1Definitions of Marketing The UK chartered Institute of Marketing exposition is The management process creditworthy for matching resources with opportunities, at a profit, by identifying, anticipating, influencing and satisfying guest demand. Clearly this definition reflects the aspirations and interests of an organisation that is run for profit as strange to a museum that is run primarily for objectives other t han profit generation. Considering marketing in terms of a broader range of organisations there ar numerous different academic definitions of marketing but what they all in all have in common is emphasis on the fundamental interaction amongst an organisation and its customers or between and organisation and its stakeholders. For a museum the customers could be considered to be the visitors whilst the stakeholders are little obvious and all-embracing ranging. Mercer discusses three elements of the marketing triad: - · confabulation - to establish what is required · kin - exchange process ·Co-ordination - take shape to deliver Which applies equally well for customers or stakeholders.

1.2Public right(a)s A museum is a type of public good (actually something which has common ownership) for which the free market with its considerations of supply & demand and competition does not operate. The topical policy of not charging for entrance makes the museum a non-excludable common good. That is, no one is excluded from partaking of the offering (all can benefit from government proviso of funds) there is no incentive to seek profit with charging. If a change in... Interesting insight to the world of marketing. You said toward the fountain that this was a UK strategy, I wonder if it applies worldwide? Really good info. If you want to get a full essay, order it on our website: BestEssayCheap.com

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