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Essay / Research Paper Abstract
This 10 page paper looks at the hypothetical opening of a new Tate Gallery. The paper considers the target market, and how that target market can be reached and satisfied. Included in the paper are consideration of the value of visitors studies as well as the application of marketing theory, brought together with the use of the 4 P’s. The bibliography cites 6 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEartgal.rtf
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Unformatted sample text from the term paper:
and how they will be attracted. In this case the Tate is considering opening in Munich in Germany and we will look at the target market and the way
that this fits in with marketing theory. 2 The Target Market The Tate, as an art gallery, may be see as appealing to different groups of potential visitors for different
reasons. There are two main target groups, however to avoid marketing confusion there is the need to select only one group from the potentials. Whilst the regular art visitors may
be more educated and easier to attract they are also a much smaller group than the cusp group. If this cusp group ca be attracted they will be a larger
groups and also provide a level of increased visitation to art galleries in the area rather than merely adding another gallery to the same consumers. This will also facilitate increase
strategic alliances with other galleries and museums in the area. Therefore, our target marker is the cuspers as this will provide a greater level of potential. The individuals in
this group are those who are on the cusp of visiting an art galleries. Overall they are likely to make a visit when on holiday, such as the to Louvre
in Paris, or may visit mainstream exhibitions that receive publicity. They are not well verses in art matters, but are interested. The demographics of the group may be wide ranging,
they are likely to be between their twenties and forties, to have a high level of education, but not in art, otherwise they would fall into the buff category. Related
to this higher level of education there is also likely to be an above average level of income and the target market are likely to be middle to upper middle
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