房地产营销中英文对照外文翻译文献.docx

房地产营销中英文对照外文翻译文献.docx

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房地产营销中英文对照外文翻译文献

中英文对照翻译

（文档含英文原文和中文翻译）

ExperientialMarketing

AnInsightintotheMindoftheConsumer

Abstract

ExperientialMarketingistheprocessofengagingcustomerswithin-depthexperiencesoftheproductorabrand.Itcanalsobetermedasalivemarketingengagementwherethereisafacetofaceinteractionbetweentheconsumerandaproductorabrand.Itspurposeistoappealtotheemotionalsensesofthecustomersandtoinfluencetheirchoicedecision.Thispaperaimsatinvestigatingconsumer'sresponsetoretailexperientialmarketing.Asadescriptiveandexplanatorystudy,itestablishesaconnectionbetweenconsumerlifestyleandbehaviorinmodernretailingandhowitaffectscustomersatisfaction.Thepapersuggestsvariouscharacteristicsandspecificationsthataretailoutletshouldhaveinordertoappearmostappealingtotheconsumerandcreateanexperimentaltouchintheentireretailingprocess.

Keywords:

Shoppingexperience,customer,experientialmarketing,customersatisfaction,emotionalattachment.

1.INTRODUCTION

Inrecentyears,therehasbeenincreasedinterestinbuildingandenhancingcustomerexperienceamongresearchersandpractitioners.Companiesareshiftingtheirattentionandeffortsfrompremiumpricesorsuperiorqualitytomemorableexperiences.Also,thevaluecreatedbymemorableoruniquecustomerexperiencesandemotionsexertsignificantimpactonorganizationalperformanceintermsofcustomersatisfaction,retentionandloyalty.Experientialmarketingisthenewapproachwhichviewsmarketingasanexperienceandtreatsconsumptionlikeatotalexperiment,bytakingcognizanceoftherationalandemotionalaspectsofconsumptionusingeclecticmethods.

Weareintheeraof„experienceeconomy‟andthemainconcernandpreoccupationofproactiveorganizationishowtocreatetotalexperienceanduniquevaluesystemforcustomers,whichnecessitatetheneedtounderstandthelifeofcustomerfromperspectiveoftheirshoppingexperience.Experiencesisinherentinthemindofeveryone,andmayresultintophysical,emotional,andcognitiveactivitieswhichinvariablymaygeneratestrongfeelingsthatthecustomermighttakeaway.Experiencetendstocomefromtheinteractionofpersonalmindsandevents,andthusnotwoexperiencesmaybethesameinanyoccasion（Schmitt1999）.

Schmitt（2003）distinguishesbetweenfivetypesofexperiencethatmarketerscancreateforcustomerstoinclude;sensoryexperience（sense）affectiveexperience（feel）,creativecognitiveexperience（think）,physicalexperience,behaviorsandlifestyles（act）,andsocial-identityexperience,allrelatingtoareferencegrouporculture（relate）.Theauthorpositsthattheultimategoalofexperientialmarketingistocreateholisticexperiencethatseektointegratealltheseindividualtypesofexperiencesintototalcustomerexperience.

AccordingtoPineandGilmore（1999）,economicdevelopmentisgeneratinganewanddynamiceraofexperiences,whichchallengethetraditionalsalesapproachfocusingonproductsalesandserviceoffering.Andinordertoenhanceconsumers'emotionalconnectionstothebrandandprovideapointofdifferentiationinacompetitiveoligopoly,retailershaveturnedtheirattentiontocreatingmemorableretailexperiences,whichtrytoappealtoconsumersatbothphysicalaswellaspsychologicallevels.

Theemergenceandspreadofshoppingmalls,supermarketsandhypermarketsinbothdevelopedanddevelopingcountries,heightenedcompetitionforconsumers‟spendableordiscretionaryincomes.Therearethereforemorechoicesavailableforconsumersthaneverbefore.Insuchasituationretailersseekstodevelopbusinessstrategiesthatfocusoncreatingandmaintainingcustomers,byofferingcustomersadifferentiatedshoppingexperience.

Theterm"ExperientialMarketing"referstoactualcustomerexperiencewiththe

product/servicethatdrivesalesandincreasebrandimageandawareness.Whendoneright,it'sthemostpowerfultechniquetowinbrandloyalty.Olorunniwoetal（2006）concludedthatcustomerexperienceisrelatedtobehavioralintentionsandconnectingtheaudiencewiththeauthenticnatureofthebrandisoneoftheprimegoalofexperientialmarketing.Thisisachievedthroughparticipationinpersonallyrelevant,credibleandmemorableencounters.

Shoppinghasbeenconsideredasearchprocesswhereshopperswouldliketoensurethattheymaketherightdecisions.Inaddition,theyalsointendtoderiveemotionalsatisfaction（Tauber1972）.Ithasbeenfoundthatahighlevelofbrandawarenessmaynottranslateintosales.Proactiveorganizationshouldconsidereveryvisitoftheshopperasadistinctencounterandamomentoftruth.Unlesstheinteractionissatisfactory,thenextvisitmaynotguaranteed.Therefore,ifthestoredoesnotprovideacompellingreasonforarepeatpatronage,theamountof