Museum Marketing - Wonderful Science Museum

The Wonderful Science Museum is a new museum, which focus in providing an ideal and unique place for learning science. In contrast to traditional museums, the Wonderful Science Museum encourages visitors to put their hands on, eyes on, ears on and minds on while they are operation the interactive exhibits. Through presenting quality exhibitions and fun science programs in an enjoyable environment, the Museum serves to popularize science to the public and support science education in schools. Visitors at the Science Museum are encouraged to explore exhibits in their own way and thus experience the fun of discovery learning and exploring the mystery of the universe. Apart from permanent exhibitions, the Museum regularly presents temporary exhibitions on a wide variety of topics related to science and modern technology. The Museum also organizes and develops a multiple of extension activities and educational programs for the public.

The Museum aims to provide services in promoting public interest in science, space and technology and develops the Museum as a science centre both locally and internationally. Missions of the Museums include:

(1) Encourage creativity and promote professionalism and excellence in Science Museum services.

(2) Provide activities to establish the museum as an event centre.

(3) Provide good quality educational exhibits and activities.

(4) Provide quality and safe museum services and achieve a high level of customer satisfaction.

(5) Establish a good collection on the heritage of science and technology in Hong Kong.

(6) Participate actively in relevant international activities.

We need to go through segmentation before identifying the target audience. Market segmentation is the process through which the total market is broken down to create distinctive groups. Philip Kotler defines a market segment as "consumers who respond in a similar way to a given set of marketing stimuli". Wendell Smith says "Segmentation is disaggregative in its effects and tends to bring about recognition of several demand schedules where only one was recognizable before .... market segmentation .... consists of viewing a heterogeneous market (one characterized but divergent demand) as a number of smaller homogeneous markets in response to differing product preferences among important market segments. It is attributable to the desires of consumers for their carrying wants".