What is the marketing mix developed by Norwich Castle Museum?
Subsequent to the marketing audit, undertaken by the Marketing and Development Officer, the marketing mix can be developed. This is the Museum’s marketing strategy which combines the four Ps: getting the Museum’s ‘product(s)’, with the correctly determined price(s), placed (distributed) in the market using various types of promotion. The mix of these 4 elements can be seen as the ‘tools’ or ‘tactics’ we use to market the museum. Two marketing strategies were developed following the audit: a strategy for the re-development period of the Castle, the fifteen or so months from 2000-2001, and a strategy for the re-opened Castle in 2001. The following extracts are from ‘The Castle Museum Marketing Audit 1999’ and ‘The Marketing Strategy for 2001 – the re-opened Norwich Castle’. The Product ‘Norwich Castle Keep an exceptional example of an early royal castle is a spectacular exhibit, standing on the largest motte in Britain. For 600 years the Castle was used as the county gaol and therefore h
