Marketing mix

Flyer for Black History Month, 2002 There are a number of controllable marketing factors that can affect customer motivation and behaviour: product, price, place, promotion.

Product

There are different ways of thinking about and marketing the Museum's various products:

• The whole of Greenwich can be marketed as a tourist destination
• More specifically, the three sites of the Museum can also be marketed as separate products

Specific products include:

• Permanent and temporary exhibitions
• Special events such as Black History Month and half-term holidays
• Educational resources, especially school visits
• Souvenir and gift shops linked to our collections
• School visit in the Queen's House ©National Maritime Museum, Greenwich, London Cafes located at NMM and Royal Observatory
• Corporate hire

Price

Entry to Museum sites is free. Where a fee is charged for special exhibitions, a message of 'good value' is communicated.

Place

Volvo corporate event, 2002 ©National Maritime Museum, Greenwich, London The Museum is situated in the heart of Maritime Greenwich World Heritage Site. There are two factors the Museum highlights with regard to its location:

• World-class architecture set in beautiful surroundings
• Strong promotion of good transport links: accessible by road, rail and boat, while London Bridge is only 20 minutes away

Promotion

This includes various components, e.g. advertising, personal selling (trade exhibitions, etc), public relations, direct marketing and sales promotion. The Marketing department ensures that the most suitable promotional materials are targeted at travellers' decision-making points.