预提费用的会计分录附件3
形容口才好的词语外文翻译
怀旧有内涵的句子原文1
Experiential Marketing
The purpo of this paper is to show peculiarities of traditional and experiential marketing and describe why experiential marketing is better way to understand consumer behaviourparative analysis shows the main characteristics of traditional and experiential marketing. Traditional marketing characteristics are there: product functional characteristics and superiority, narrow determinate product categories, point of view to the consumer as a rational thinker, application analytical, quantitative and verbal methods, mechanical standpoint to the consumer“Stimulus- Reaction”. Experiential marketing prent the characteristics: orientation to the consumer experience, looking to the consumer experience holistically, point of view to the consumer as rational thinker
and emotional too, exclectizm of methodical, “from Stimulus to Reaction”. As we can e out of traditional marketing characteristics this standpoint to the consumer is insufficient, becau it evaluate just one side of consumer behaviour: rational conduct so looking the biggest benefit from purcha. Meanwhile experiential marketing estimate both sides of consumer: rational and emotional, this standpoint to the consumer is more personal, individual.
Key words: traditional marketing, experiential marketing, product superiority, consumer, emotions, rationality
In this article, I contrast traditional marketing with a new approach to marketing called Experiential Marketing
酒糟汤圆的做法
Nowadays then the world is very quickly change, coming new tech-nologies, communication, comes changes in to the marketing too. In the Great Britain, USA and similar counties markets are overfill with products and rvices. There are big competitions so principles and actions of traditional marketing do not work. How attract n
ew consumers, cau? The opportunities have experiential marketing.
Some propositions of traditional marketing are discusd. In the traditional marketing commodity is understanding as accomplice of attributes. K. Lancaster expresd this standpoint the first time in 1966. Then this standpoint was developing by F. Kotler, T. Nagle. In the newest science literature we can find good description as a complex of characteristics and superiority Many consumer behaviour rearches such as Kotona, Engel, Black-well, Minard 1999 consumer estimate like rational thinker. This standpoint is bad on concept of information remaking. This concept widely comes from cognitive psychology.
Marketing-mix inventor Neil Borden 1964 asrts that united components in the marketing-mix are not. Marketing-mix theory was criticising due to its mechanical point of view stimulus- reaction. Now is proved that between stimulus and reaction is process.
The notion of experience has entered the field of consumption and marketing through Holbrook and Hirschman’s 1982 pioneering article. Twenty years after, this notion has gai
ned ground to be recognid as important for what it can contribute to marketing knowledge of the consumer. As a conquence, it is the pillar of the socalled experience economy and experiential marketing. Building on Arnould and Price’s well-known 93’s “River Magic” paper on extraordinary experiences, marketers tend to engage consumers in a memorable way, offering them extraordinary experiences. For them, experiences provide consumers a way to engage physically, mentally, emotionally, socially and spiritually in the consumption of the product or rvice making the interaction meaningfully real.
会议感想
生活感悟图片 Experiential marketing is everywhere. In a variety of industries, companies have moved away from traditional "features-and-benefits" marketing toward creating experiences for their customers. This shift toward experiential marketing has occurred as a result of three simultaneous developments in the broader business environment
With the experience economy era,with the incread competition is narrowing rather than as a natural advantage;
花语
Enterpris in product, pricing, channels and promotion, marketing rvices, operating at the level of competition, due to the operation of the market norms of transparency and information, and made to imitate and learn from each other at an increasing rate, I would like to establish long-term competitive advantage has become increasingly impossible;
The various communication activities, and enhance the customer experience needs,so that customers receive the material and spiritual concept of the dual meet marketing - Experiential marketing
In many cas, customers may have turned a deaf ear to product advertising overwhelming. Becau there are too many ads, and many advertising commitments to honor the integrity of a number of emerging issues, with the changes in values, the confidence of customers for the advertirs are increasingly reduced. In fact, customer care is reflected in the details of the real experience, a good brand in the details for customers to get real comfortable experience times in fact, a hundred times better than advertising Consumer value is the core of marketing attention to what customers value is
the fundamental question of winning. Traditional textbook lists four kinds of consumer value, namely, functional value, emotional value, social value and personal value. At prent, the company has "experience" to the "experience economy" brought about by the new value. "Consumer experience" has become the first five kinds of consumer value, namely, the pursuit of consumer purchas and the value of the experience.
森系短发
