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Group Members:

1Services Marketing

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Context 1: Services Marketing in Museums

Context 2: Services Marketing for Charities

The chapter highlights the complexity of delivering and

managing appropriate service dimensions for two not-for-profit situations- Museums and Charitable sector.Services Marketing involves carrying out a careful balancingact in these not-for-profit sectors, balancing the tangible andintangible service dimensions.Building and maintaining a reputable image is crucial to thelong-term success of any Charitable and Museum service.

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Context characteristics for Museum services:

Characteristics Impacts upon Lead to

Traditional How collections Focus on qualityofCustodial role are cared for and collections and

lessmanaged focus on service

delivery tocustomers

Requires Public/ Collections, scope Need foraccountability,Private funding of services available efficiency

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Museums need to balance the artistic needs of the museumproduct with servicing visitor requirements within onelocation

Museum products attract audiences through audienceparticipation and entertainment value

Museums being the part of not-for-profit sector, depend

upon Govt. funding for up to 70% of their income. For this theyneed to offer clear value to govt. by attracting increasing no. ofpeople.

Managing museums entails balancing Custodial role with theneed to attract visitors.

There is increasing pressure on museums to widen their

appeal in order to attract larger and more diverse audiences.

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Service dimensions for Museums:

The tangible and Intangible dimensions of Museum servicedelivery are as follows,

The Collections:Nature and scope

Accessibility/ Availability:Physical facilities, Accessibility of core products, Range of

offering/different markets, Availability of museum services

Communications:Nature and scope, attracting visitors, interaction,

entertainment, interpretation, guidance, education.

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Context characteristics of Charitable services:

Characteristics Impacts upon Leads to

Generally pursue Scope & range Many diverseSocial goals of activities activities

Broad range of How they respond Many diverseStakeholders & communicate to activities needto

different groups tailor messages

for each group

Demand exceeds Ability to reach Need to focus onSupply all markets core activities

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Charities exist in a very competitive environment. To

be successful, they need to constantly seek fundingand public support. They have distinctive purpose in that they generallypursue social goals and have a distinctive culture

emphasizing on value-based or ethical decisionmaking. They serve at least two client groups, funders andEnd users, both of which require marketing activities. they need to take account of the duality of publicswith respect to resource allocation and resourceattraction.

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Service dimensions for Charities:

Service Suitability

Service Accessibility

Communication

Perceived value