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MARKETING STRATEGY FOR A PUBLIC SECTOR MUSEUM CONTENTS 1INTRODUCTION 11Definitions of marketing 12Public goods 13Marketing in not for profit organisations 14The social market 15Why market 2SEGMENTATION 21Types of market 22Responses to segmented markets 23Product service development 3MARKETING MIX 31Product 32Price 33Promotion 34Place 35People 36Physical evidence 37Process 4MARKET RESEARCH 41Research methods 42Internal sources 43External sources 44Quantitative methods 45Qualitative methods a 1INTRODUCTION 11Definitions of Marketing The UK Chartered Institute of Marketing definition is The management process responsible for matching resources with opportunities at a profit by identifying anticipating influencing and satisfying customer demand Clearly this definition reflects the aspirations and interests of an organisation that is run for profit as opposed to a museum that is run primarily for objectives other than profit generation Considering marketing in terms of a broader range of organisations there are many different academic definitions of marketing but what they all have in common is emphasis on the interaction between 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 less obvious and wide ranging Mercer discusses three elements of the marketing triad - Dialogue - to establish what is required Relationship - exchange process Co-ordination - organise to deliver Which applies equally well for customers or stakeholders 12Public goods 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 current 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 provision of funds there is no incentive to seek profit through charging If a change in policy were to result in charging entrance fees then it would become an excludable common good However entrance fees would be
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