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 Having also taught social marketing and non-profit marketing, i agree that certain products are not necessarily delivered to those with means, for the simple fact that there is a social marketing mission as opposed to pure profit. however, to some degree, in the case of museums and some non-profit organisations a certain degree of the marketing concept that you speak of in your first paragraph is necessary. for example, the Sierra Club has to market to environmentally conscious people in order to obtain membership. The National Space Society must market to space advocats, so therefore, there is some degree of marketing concept even in the non-profit sector. however in the social service sector the degree of marketing concept becomes nil. i hope this is clearer. edith
	


> De: "Eric Siegel (optonline)" <[log in to unmask]>
> A: [log in to unmask]
> Objet: marketing--religion, science and inclusion
> Date: Tue, 29 Mar 2005 22:05:42 -0500

> <pre>ISEN-ASTC-L is a service of the Association of Science-Technology Centers
> Incorporated, a worldwide network of science museums and related institutions.
> *****************************************************************************
> 
> Hello, Edith:
> 
> Its interesting you are a marketing professor.  I got an MBA nearly 25  
> years ago, and at the time, the marketer's mantra was that the most  
> efficiently spent marketing dollar was in product research and design.   
> In other words, it is better, more efficient, and generally savvier to  
> develop products that people want rather than trying to sell products  
> into a market that is either uninterested, saturated, or even negative  
> to your product.
> 
> I always use that as an example of where nfp's are different than for  
> profits.  We are here as nfp's specifically because the product we are  
> selling is not tailored to the market, but is rather driven by a  
> specific social mission.  It is clearly not going to be a profitable  
> venture to supply meals to indigent people, but nfp's do it anyway.   
> There seem to be some who think that it would be better for us to find  
> a way to provide meals for those who can pay, but of course that  
> obviates our mission.
> 
> That is an extreme case of what I think is at hand with the current  
> question.  If we were purely market driven, then screw it, we would  
> just give the people the version of truth they are most comfortable  
> with, or only provide it to those who already agree with us.  But that  
> is not our mission, it is to present ideas that may be unfamiliar to  
> the public in a way that might challenge them.  That is why we deserve  
> philanthropy and why we are in business.
> 
> Ideally, you can do some of both...delivering the truth as we see it in  
> forms that are accessible to visitors.  I think everyone in the science  
> center field, even those most adamantly opposed to accommodating  
> different perspectives on issues like evolution, are working toward  
> that goal.
> 
> Eric Siegel
> Executive VP
>     Programs and Planning
> NY Hall of Science
> 47-01 111th Street
> Queens, NY 11368
> www.nyscience.org
> On Mar 29, 2005, at 8:15 PM, Edith Piaf wrote:
> 
> > ISEN-ASTC-L is a service of the Association of Science-Technology  
> > Centers
> > Incorporated, a worldwide network of science museums and related  
> > institutions.
> > *********************************************************************** 
> > ******
> >
> >  
> > 	I am a professor of marketing and i agree. one must target the  
> > marketing campaign toward a reach market or target market that is most  
> > likely to buy the product. if the product is scientific museum  
> > education and the target market is scientists than the packaging of  
> > the product should geer toward the scientists and not creationalists.  
> > The promotional strategy must also use buying motives that would  
> > target the scientific target market. Here you would use rational  
> > buying motives. perhaps if the target market was the creationalists,  
> > one may use emotional buying motives. think of Abraham Maslow's  
> > heirarchy of needs./
> > Edith
> 
> ***********************************************************************
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> </pre>

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