MARKETING STRATEGY

Marketing Strategy



Executive Summary

In this study we try to explore the concept of “Marketing Strategy” in a holistic context. The main focus of the research is on “Marketing Strategy” and its relation with “The Workshops Rail Museum”. The research also analyzes many aspects of “Marketing Strategy” and tries to gauge its effect on “The Workshops Rail Museum”. Finally the research describes various factors which are responsible for “Marketing Strategy” and tries to describe the overall effect of “Marketing Strategy” on “The Workshops Rail Museum”

Table of contents

Executive Summary2

Introduction4

Market Research, Analysis and Target Market6

Rail Museum strategies and objectives6

Promotional Concept8

Product tactics8

Price tactics10

Distribution Strategy11

Promotion tactics12

People/participants tactics13

Process tactics13

Conclusion14

Recommendations15

References16



Marketing Strategy

Introduction

In measuring the presentation of marketing strategies it has been attempted in many contexts, it presents exclusive trials and lighting possibilities for nonprofit organizations. Profit-oriented companies usually assess their presentation utilising economic measures (Morgan et al., 2002 and Sheth and Sisodia, 2002). However, in the nonprofit world, where the aim of the association is probable to be nonfinancial (Gallagher and Weinberg, 1991), the measurement of the presentation of marketing strategies desires to be carried out in periods of total effectiveness (Morgan et al., 2002 and Sheth and Sisodia, 2002), which entails a nonprofit organization's presentation should be assessed in both economic and nonfinancial terms. Some nonprofit marketing strategies are conceived to lift capital with which to farther the objectives of the association (Kotler and Andreasen, 1996), while other marketing strategies exactly goal the general objective. Investigation of this occurrence is required in alignment to gain an comprehending of the connections between a marketing strategy conceived to lift capital for nonprofits, a marketing strategy with a aim of furthering the nonprofit organization's altruistic objectives and their respective presentation measures. Additionally, development of entails for measuring the nonfinancial presentation in nonprofits is needed.

This reseaeach study was conducted for to study the difficulty in museums. The number and dimensions of museum retail procedures are escalating, and museums are progressively relying on them as a source of funding (Lovelock and Weinberg, 1989), particularly in a time when government support for many museums is worsening (Dess, 1998 and Hughes and Luksetich, 1999). Museum stores supply an opening to recognise and differentiate a marketing strategy that is affiliated solely with the economic or fund-raising objectives of the museum as well as a strategy that may be seen as running contradict to the economic strategy of the museum —that of education. This study sets up two exclusive objectives for the American museum: (1) to lift capital and (2) to teach the public. These objectives are manifested by two specific marketing strategies (financial and educational) that are recognised by the literature. Measures of presentation in periods of these two strategies are recognised, and a comprehensive measurement vehicle for informative presentation for museum stores is developed.

Market Research, Analysis and Target Market 

Rail Museum Strategies And Objectives

The overall marketing of museums (McLean, 1994) and the marketing of the creative pursuits in general (DiMaggio, 1986 and Mokwa et al., 1980) have been considered in the publications as ...