文章基本信息

标题：EXPERIENTIAL MARKETING: A CONTEMPORARY MARKETING MIX
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作者：Dr. Rachna Sharma ; Dr. Vishal Sharma
期刊名称：International Journal of Management and Strategy
电子版ISSN：2231-0703
出版年度：2011
卷号：2
期号：3
出版社：International Journal of Management and Strategy
摘要：Since last one and half decades the marketing trends have been significantly transforming at lightening pace and the marketer has had to cope up with the drivers of the change. Every facet of the marketing scenario observed by the marketers is significant and needed to be given a separate focus on the contemporary marketing mix. The consumer’s perception and attractiveness changes gradually with the availability of ample substitute goods and services in the market. Consumers become more susceptible to their sensory stimuli apropos goods and services and their convincing attitude is more dependable on sensory stimuli they have. Though the traditional marketers are more focused on the product development and consumer needs the consumers during the course of market development, develop a different kind of attitude regarding the selection of goods and services. They come up with the development of experience attitude. Many proactive companies which are engaged in ATL (Above The Line – Activities, that the agency receives a income from the media company. E.g.: Advertisements on Newspaper, Magazines, TV & Radio) and BTL (Below The line - Activities in the promotional mix like: Sales promotions, Personal selling, Direct marketing & PR) activities develop a new trend of TTL (Through The Line - Advertising for reaching the consumers at all touch points”). All the activities are concerned with the functional features and benefits of the goods and services but TTL itself explains about the actual or real experience of the goods and services. This development in marketing leads to the generation of a new distinct and contemporary marketing process i.e. Experiential Marketing. Experiential marketing is a focus on customer experiences and on consumption as a holistic experience, the use of drivers/eclectic methods and tools and the beliefs that customers are rational and emotional. This new marketing mix is trying to bring brands (goods and services) to life through experience. In this paper, we have attempted to discuss the relevant processes and strategies related with Experiential Marketing. I have observed two concepts of experiential marketing viz Experience Providers (ExPros) and Strategic Experiential Modules (SEMs). An attempt has been taken to elaborate these concepts and some live cases have also been added at the end to justify relevance of the experiential marketing.
关键词：Experiential Marketing; Marketing Mix; Direct Marketing; Traditional Promotion