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The document discusses the context and definitions of museums and marketing as they relate to museums. It provides several definitions of a museum from different years that emphasize museums as institutions that collect, preserve, research and exhibit objects for public education and enjoyment. The definitions also note that museums are non-profit organizations. The document discusses the dilemma museums face in balancing their roles as temples of knowledge versus public forums, and in balancing collection preservation with public outreach. It notes that marketing for museums must align with their nonprofit mission to identify and satisfy user needs, rather than only responding to commercial interests.

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Kuroki Oro
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41 views2 pages

Bab 1

The document discusses the context and definitions of museums and marketing as they relate to museums. It provides several definitions of a museum from different years that emphasize museums as institutions that collect, preserve, research and exhibit objects for public education and enjoyment. The definitions also note that museums are non-profit organizations. The document discusses the dilemma museums face in balancing their roles as temples of knowledge versus public forums, and in balancing collection preservation with public outreach. It notes that marketing for museums must align with their nonprofit mission to identify and satisfy user needs, rather than only responding to commercial interests.

Uploaded by

Kuroki Oro
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Museum Context

‘A museum, as now understood, is a collection of the monuments of antiquity, or of other


objects interesting to the scholar and the man of science, arranged and displayed in
accordance with scientific method’ (Murray 1904: Introduction).

‘A museum is an institution which collects, documents, preserves and interprets material


evidence and associated information for the public benefit’ (Museums Association 1984).

the museum is, ‘a notfor-profitmaking, permanent institution, in the service of society and
of its development, and open to the public, which acquires, conserves, researches,
communicates, and exhibits, for purposes of study, education and enjoyment, material
evidence of man [sic] and his environment’ (ICOM 1974; 1987)

The dilemma of the modern museum was foreshadowed in the complicated roots of the
museum both as a word and as a phenomenon. A number of factors have contributed to
this dilemma: between the image of a museum as a temple and as a public forum;
between the museum as a pedagogic pursuit and as a place for enjoyment; between the
museum as a process of collecting and research, and the outreach of education and
exhibition; between the scholar and the layman; between objects as unique items and
objects as specimens; and between museums as private and public.

If the artefacts are wrested from their original role, then the dilemma is compounded by
the creation of a role for the public. The museum collection was not originally created for
the public, nor is it in its natural setting. The result is that the museum may not even be
relevant to the public. Balancing the role of the collection with the role of the public is the
key to the current purpose of museums. This can only be achieved through an
understanding of the public in relation to the collection, which requires therefore an
understanding of the collection and the museum in which it is housed. As Weil
commented: ‘The question we must ultimately ask ourselves is this: do our museums
make a real difference in, and do they have a positive impact on, the lives of other
people?’ (Weil 1990:56).

Marketing Context

Marketing is the management process responsible for identifying, anticipating and


satisfying consumers’ requirements profitably. (UK Chartered Institute of Marketing)

Marketing is the process of planning and executing the conception, pricing, promotion,
and distribution of ideas, goods, and services to create exchanges that satisfy individual
and organizational goals. (American Marketing Association)

Those museums forced into the market, along with the heritage industry, rarely respond
to the needs of the visitor. They merely respond to the perceived needs of an abstract
element within a marketing niche, where revenue performance is the prime factor in any
equation. (Walsh, Kevin 1992:64)

More specifically for museums:


Marketing is the management process which confirms the mission of a museum or gallery
and is then responsible for the efficient identification, anticipation and satisfaction of its
users.
Museums are service organisations, and are usually non-profit. In order to understand the
unique position of museums, it is necessary to consider them in relation to both of these
sectors.
Non-profit museums are generating income not for shareholders but in order to recycle it
into the museum, to justify or attract funding or sponsorship and to ensure the ontinuance
of the objects in their care.

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