Subsequent to the marketing audit, undertaken by the Marketing and Development Officer, the marketing mix can be developed. This is the Museum’s marketing strategy which combines the four Ps: getting the Museum’s ‘product(s)’, with the correctly determined price(s), placed (distributed) in the market using various types of promotion. The mix of these 4 elements can be seen as the ‘tools’ or ‘tactics’ we use to market the museum. Two marketing strategies were developed following the audit: a strategy for the re-development period of the Castle, the fifteen or so months from 2000-2001, and a strategy for the re-opened Castle in 2001. The following extracts are from ‘The Castle Museum Marketing Audit 1999’ and ‘The Marketing Strategy for 2001 – the re-opened Norwich Castle’. The Product ‘Norwich Castle Keep an exceptional example of an early royal castle is a spectacular exhibit, standing on the largest motte in Britain. For 600 years the Castle was used as the county gaol and therefore h