体验营销外文翻译.doc

体验营销外文翻译 外文翻译原文experiential marketing Material Source: Journal of Marketing Management Author:Schmitt,Bernd H The purpose 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 present these 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 see out of traditional marketing characteristics this standpoint to the consumer is insufficient, because it evaluate just one side of consumer behaviour: rational conduct so looking the biggest benefit from purchase. 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 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 services. There are big competitions so principles and actions of traditional marketing do not work. How attract new consumers, cause? These opportunities have experiential marketing. Some propositions of traditional marketing are discussed. In the traditional marketing commodity is understanding as accomplice of attributes. K. Lancaster expressed 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 researches such as Kotona, Engel, Black-well, Minard 1999 consumer estimate like rational thinker. This standpoint is based on concept of information remaking. This concept widely comes from cognitive psychology. Marketing-mix inventor Neil Borden 1964 asserts 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 gained ground to be recognised as important for what it can contribute to marketing knowledge of the consumer. As a consequence, 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 service making the interaction meaningfully real. 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 increased competition is narrowing rather than as a natural advantage; Enterprises in product, pricing, channels and promotion, marketing services, 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 cases, customers may have turned a deaf ear to product advertising overwhelming. Because 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 advertisers are inc。