Marshant Museum Response Paper (MKTG 368W)

Marshant Museum Response Paper (MKTG 368W) - Name: _...

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Name: _________________ Marshant Museum of Art and History Case Analysis Marshant Museum of Art and History (MMAH) Board of Trustees, based on our thorough and personal knowledge of MMAH’s history and financial status it is our expert advice that MMAH strongly implement these recommendations. Our recommendations include implementing a marketing strategy to create a strong museum image, educating the public to know what the museum has to offer and to whom we serve. Other recommendations are cost cutting strategies to eliminate MMAH’s annual net loss and to generate a year ending profit. These recommendations are: Downsizing museum personnel and administration by ten percent. Instituting a dollar admission fee to adults twelve years and older to view the permanent collection for museum non-members. Focus on selling more associate, partner, and director’s club memberships. Increasing prices to the Skyline Buffet restaurant by ten percent. Increasing prices to the museum gift shop by fifteen percent. Based on marketing research the MMAH has two very different and incorrect images. One is that the public does not know what the museum has to offer and the second is that the public thinks that the MMAH is only for specific demographics. The MMAH needs to include in their press releases and public announcements on the local radio stations specific facts about the museum, not just information about the special exhibit. If the MMAH only promotes the special exhibits the public will think that is all the MMAH has to offer. This significantly decreases our target market for only those individuals who are interested in that specific collection. By stating that the MMAH’s Skyline Buffet restaurant offers a variety of food options, that the museum gift shop contains numerous
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Marshant Museum Response Paper (MKTG 368W) - Name: _...

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