房地产营销中英文对照外文翻译文献.docx

1、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)Experiential Marketing An Insight into the Mind of the ConsumerAbstractExperiential Marketing is the process of engaging customers with in-depth experiences of the product or a brand. It can also be termed as a live marketing engagement where there is a face to f

2、ace interaction between the consumer and a product or a brand. Its purpose is to appeal to the emotional senses of the customers and to influence their choice decision. This paper aims at investigating consumers response to retail experiential marketing. As a descriptive and explanatory study, it es

3、tablishes a connection between consumer lifestyle and behavior in modern retailing and how it affects customer satisfaction. The paper suggests various characteristics and specifications that a retail outlet should have in order to appear most appealing to the consumer and create an experimental tou

4、ch in the entire retailing process.Keywords:Shopping experience, customer, experiential marketing, customer satisfaction, emotional attachment.1. INTRODUCTIONIn recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companie

5、s are shifting their attention and efforts from premium prices or superior quality to memorable experiences. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalt

6、y. Experiential marketing is the new approach which views marketing as an experience and treats consumption like a total experiment, by taking cognizance of the rational and emotional aspects of consumption using eclectic methods.We are in the era of experience economy and the main concern and preoc

7、cupation of proactive organization is how to create total experience and unique value system for customers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emot

8、ional, and cognitive activities which invariably may generate strong feelings that the customer might take away. Experience tends to come from the interaction of personal minds and events, and thus no two experiences may be the same in any occasion (Schmitt1999).Schmitt (2003) distinguishes between

9、five types of experience that marketers can create for customers to include; sensory experience (sense)affective experience (feel), creative cognitive experience (think), physical experience, behaviors and lifestyles (act), and social-identity experience, all relating to a reference group or culture

10、 (relate). The author posits that the ultimate goal of experiential marketing is to create holistic experience that seek to integrate all these individual types of experiences into total customer experience.According to Pine and Gilmore (1999), economic development is generating a new and dynamic er

11、a of experiences, which challenge the traditional sales approach focusing on product sales and service offering. And in order to enhance consumers emotional connections to the brand and provide a point of differentiation in a competitive oligopoly, retailers have turned their attention to creating m

12、emorable retail experiences, which try to appeal to consumers at both physical as well as psychological levels.The emergence and spread of shopping malls, supermarkets and hypermarkets in both developed and developing countries, heightened competition for consumers spendable or discretionary incomes

13、. There are therefore more choices available for consumers than ever before. In such a situation retailers seeks to develop business strategies that focus on creating and maintaining customers, by offering customers a differentiated shopping experience.The term Experiential Marketing refers to actua

14、l customer experience with theproduct/service that drive sales and increase brand image and awareness. When done right, its the most powerful technique to win brand loyalty. Olorunniwoetal (2006) concluded that customer experience is related to behavioral intentions and connecting the audience with

15、the authentic nature of the brand is one of the prime goal of experiential marketing. This is achieved through participation in personally relevant, credible and memorable encounters.Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions.

16、 In addition, they also intend to derive emotional satisfaction (Tauber1972). It has been found that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless the interaction is satisfactory, the next visit may not guaranteed. Therefore, if the store does not provide a compelling reason for a repeat patronage, the amount of