1、1本科毕业论文外文翻译外文文献译文标题体验营销资料来源营销管理作者贝恩德施密特在这篇文章中，对比传统营销，我提出了一个新的营销方式叫做体验营销，并且给体验营销做出一个战略性的框架。传统营销考虑消费者是合理的决策者，关心功能上的特征和利益。相反，体验营销者考虑消费者人类理性与情感有关以达到让人体验到愉快的经历。五种不同类型的经验,或战略体验模块SEMS，市场营销者可以为客户创造特质感官体验SENCE；情感经验FEEL；创造性认知经验THINK身体经验，行为和生活方式ACT；社会辨别经验的结果与参考群体或文化RELATE。这些经验是实施所谓的经验通过供应商EXPROS，如通讯、视觉和语言的身份，产
2、品存在，电子传媒等，体验营销的终极目标是创造整体的经验，整合成一个整体的格式的个人经验。本文以考试的战略问题结束，讨论如何创造以体验为方向的组织。体验营销在一个多样性的产业,公司已经离开了传统的“特征AFFECTIVEEXPERIENCESFEELCREATIVECOGNITIVEEXPERIENCESTHINKPHYSICALEXPERIENCES,BEHAVIOURSANDLIFESTYLESACTANDSOCIALIDENTITYEXPERIENCESTHATRESULTFROMRELATINGTOAREFERENCEGROUPORCULTURERELATETHESEEXPERIENCE
3、SAREIMPLEMENTEDTHROUGHSOCALLEDEXPERIENCEPROVIDERSEXPROSSUCHASCOMMUNICATIONS,VISUALANDVERBALIDENTITY,PRODUCTPRESENCE,ELECTRONICMEDIA,ETCTHEULTIMATEGOALOFEXPERIENTIALMARKETINGISTOCREATEHOLISTICEXPERIENCESTHATINTEGRATEINDIVIDUALEXPERIENCESINTOAHOLISTICGESTALTTHEPAPERCONCLUDESWITHONEXAMINATIONOFSTRATEGI
4、CISSUESANDADISCUSSIONABOUTHOWTOCREATETHEEXPERIENCEORIENTEDORGANIZATIONEXPERIENTIALMARKETINGEXPERIENTIALMARKETINGISEVERYWHEREINAVARIETYOFINDUSTRIES,COMPANIESHAVEMOVEDAWAYFROMTRADITIONAL“FEATURESANDBENEFITS”MARKETINGTOWARDCREATINGEXPERIENCESFORTHEIRCUSTOMERSTHISSHIFTTOWARDEXPERIENTIALMARKETINGHASOCCUR
5、REDASARESULTOFTHREESIMULTANEOUSDEVELOPMENTSINTHEBROADERBUSINESSENVIRONMENTEXPERIENTIALMARKETINGFOURKEYCHARACTERISTICSFIGURE1SHOWSTHEKEYCHARACTERISTICSOFEXPERIENTIALMARKETING1AFOCUSONCUSTOMEREXPERIENCESINCONTRASTTOITSNARROWFOCUSONFUNCTIONALFEATURESANDBENEFITS,EXPERIENTIALMARKETINGFOCUSESONCUSTOMEREXP
6、ERIENCESEXPERIENCESOCCURASARESULTOFENCOUNTERINGUNDERGOINGORLIVINGTHROUGHTHINGSEXPERIENCESPROVIDESENSORY,EMOTIONAL,COGNITIVE,BEHAVIORAL,ANDRELATIONALVALUESTHATREPLACEFUNCTIONALVALUES2AFOCUSONCONSUMPTIONASAHOLISTICEXPERIENCE9EXPERIENTIALMARKETERSDONOTTHINKSHAMPOO,SHAVINGCREAM,BLOWDRYERANDPERFUMEINSTEA
7、D,THEYTHINK“GROOMINGINTHEBATHROOM”ANDASKTHEMSELVESWHATPRODUCTSFITINTOTHISCONSUMPTIONSITUATIONANDHOWTHESEPRODUCTS,THEIRPACKAGING,ANDTHEIRADVERTISINGPRIORTOCONSUMPTIONCANENHANCETHECONSUMPTIONEXPERIENCEFIGURE1CHARACTERISTICSOFEXPERIENTIALMARKETING3CUSTOMERSARERATIONALANDEMOTIONALANIMALSFORANEXPERIENTIA
8、LMARKETER,CUSTOMERSAREEMOTIONALLYASWELLASRATIONALLYDRIVENTHATIS,WHILECUSTOMERSMAYFREQUENTLYENGAGEINRATIONALCHOICE,THEYAREJUSTASFREQUENTLYDRIVENBYEMOTIONSBECAUSECONSUMPTIONEXPERIENCESAREOFTENDIRECTEDTOWARDTHEPURSUITOFFANTASIES,FEELINGS,ANDFUNHOLBROOKANDHIRSCHMAN1982MOREOVER,ITISUSEFULTOTHINKOFCUSTOME
9、RSASANIMALSWHOSEPHYSICALANDMENTALAPPARATUSFORGENERATINGSENSATIONS,THOUGHTSANDFEELINGSEVOLVEDBYNATURALSELECTIONTOSOLVETHEPROBLEMSFACEDBYTHEIREVOLUTIONARYANCESTORSUNFORTUNATELY,THISBROADVIEWOFTHECUSTOMER,WHICHINCORPORATESTHELATESTCONCEPTSANDFINDINGSFROMPSYCHOLOGY,COGNITIVESCIENCE,SOCIOLOGYANDEVOLUTION
10、ARYBIOLOGY,HASHADLITTLEIMPACTINTHEFIELDOFMARKETING4METHODSANDTOOLSAREECLECTICINCONTRASTTOTHEANALYTICAL,QUANTITATIVE,ANDVERBALMETHODOLOGIESOFTRADITIONALMARKETING,THEMETHODSANDTOOLSOFANEXPERIENTIALMARKETERAREDIVERSEANDMULTIFACETED10INSUMMARY,THEN,EXPERIENTIALMARKETINGISDISTINCTINFOURKEYWAYSFOCUSINGONC
11、ONSUMEREXPERIENCES,TREATINGCONSUMPTIONASAHOLISTICEXPERIENCE,RECOGNIZINGBOTHTHERATIONALANDEMOTIONALDRIVERSOFCONSUMPTION,ANDUSINGECLECTICMETHODOLOGIESNEXT,IWILLPRESENTASTRATEGICFRAMEWORKFORMANAGINGEXPERIENCESASTRATEGICFRAMEWORKFORMANAGINGEXPERIENCESTHETWOMOSTESSENTIALCONCEPTSOFEXPERIENTIALMARKETINGARE
12、STRATEGICEXPERIENTIALMODULESSEMSANDEXPERIENCEPROVIDERSEXPROSSTRATEGICEXPERIENTIALMODULESSEMSSEMSARESTRATEGICEXPERIENTIALMODULESTHATMANAGERSCANUSETOCREATEDIFFERENTTYPESOFCUSTOMEREXPERIENCESFORTHEIRCUSTOMERSTHETERM“MODULE”HASBEENBORROWEDFROMRECENTWORKINCOGNITIVESCIENCEANDTHEPHILOSOPHYOFMINDTOREFERTOCI
13、RCUMSCRIBEDFUNCTIONALDOMAINSOFTHEMINDANDBEHAVIORMODULESHAVEDISTINCTSTRUCTURESANDPROCESSESFOLLOWINGRECENTWORKINCOGNITIVESCIENCE,IPOSITTHATEACHSEMHASITSOWNOBJECTIVES,ASWELLASINTERNALSTRUCTUREANDPRINCIPLESLETMEDISCUSSEACHSEMONEBYONESEEFIGURE2FIGURE2STRATEGICEXPERIENTIALMODULESSEMSSENSETHESENSEMODULEORS
14、ENSEMARKETINGAPPEALSTOTHESENSESWITHTHEOBJECTIVEOFCREATINGSENSORYEXPERIENCES,THROUGHSIGHT,SOUND,TOUCH,TASTEANDSMELLSENSEMARKETINGMAYBEUSEDTODIFFERENTIATECOMPANIESANDPRODUCTS,TOMOTIVATECUSTOMERSANDTOADDVALUETOPRODUCTSEG,THROUGHAESTHETICSOREXCITEMENTONEOFTHEKEYPRINCIPLESOFSENSEIS“COGNITIVECONSISTENCY/S
15、ENSORY11VARIETY,”IE,THEIDEALSENSEAPPROACHPROVIDESANUNDERLYINGCONCEPTTHATISCLEARLYDETECTABLEBUTAPPEARSALWAYSFRESHANDNEWTHELONGLASTINGCAMPAIGNFORABSOLUTVODKAPROVIDESAGOODEXAMPLE,INWHICHONEUNDERLYINGIDEAANDCONCEPTISCOMBINEDWITHCONSTANTLYFRESHEXECUTIONSFEELFEELMARKETINGAPPEALSTOCUSTOMERSINNERFEELINGSAND
16、EMOTIONS,WITHTHEOBJECTIVEOFCREATINGAFFECTIVEEXPERIENCESTHATRANGEFROMMILDLYPOSITIVEMOODSLINKEDTOABRANDEGFORANONINVOLVING,NONDURABLEGROCERYBRANDORSERVICEORINDUSTRIALPRODUCTTOSTRONGEMOTIONSOFJOYANDPRIDEEGFORACONSUMERDURABLE,TECHNOLOGY,ORSOCIALMARKETINGCAMPAIGNWHATISNEEDEDFORFEELMARKETINGTOWORKISACLOSEU
17、NDERSTANDINGOFWHATSTIMULICANTRIGGERCERTAINEMOTIONSASWELLASTHEWILLINGNESSOFTHECONSUMERTOENGAGEINPERSPECTIVETAKINGANDEMPATHYSTANDARDEMOTIONALADVERTISINGLACKSBOTHBECAUSEITDOESNOTTARGETFEELINGSDURINGCONSUMPTIONITISDIFFICULTTOCREATESUCCESSFULFEELCAMPAIGNSONANINTERNATIONALSCALEBECAUSEBOTHTHEEMOTIONINDUCIN
18、GSTIMULIANDTHEWILLINGNESSTOEMPATHIZEINAGIVENSITUATIONOFTENDIFFERFROMCULTURETOCULTURETHINKTFIINKMARKETINGAPPEALSTOTHEINTELLECTWITHTHEOBJECTIVEOFCREATINGCOGNITIVE,PROBLEMSOLVINGEXPERIENCESTHATENGAGECUSTOMERSCREATIVELYTHINKAPPEALSTOTARGETCUSTOMERSCONVERGENTANDDIVERGENTTHINKINGTHROUGHSURPRISE,INTRIGUEAN
19、DPROVOCATIONTHINKCAMPAIGNSARECOMMONFORNEWTECHNOLOGYPRODUCTSAGOODEXAMPLEISMICROSOFTSCAMPAIGN,“WHEREDOYOUWANTTOGOTODAY”BUTTHINKMARKETINGISNOTRESTRICTEDONLYTOHIGHTECHPRODUCTSTHINKMARKETINGHASALSOBEENUSEDINPRODUCTDESIGN,RETAILINGANDINCOMMUNICATIONSINMANYOTHERINDUSTRIESACTACTMARKETINGENRICHESCUSTOMERSLIV
20、ESBYTARGETINGTHEIRPHYSICALEXPERIENCES,SHOWINGTHEMALTERNATIVEWAYSOFDOINGTHINGSEG,INBUSINESSTOBUSINESSANDINDUSTRIALMARKETS,ALTERNATIVELIFESTYLESANDINTERACTIONSRATIONALAPPROACHESTOBEHAVIOURCHANGEIETHEORIESOFREASONEDACTIONSAREONLYONEOFMANYBEHAVIOURALCHANGEOPTIONSCHANGESINLIFESTYLESANDBEHAVIOURSAREOFTENM
21、OREMOTIVATIONAL,INSPIRATIONALANDEMOTIONALINNATUREANDOFTENMOTIVATEDBYROLEMODELSSUCHASMOVIESTARSORATHLETESNIKES“JUSTDOIT”HASBECOMEACLASSICOFACTMARKETING12RELATERELATEMARKETINGCONTAINSASPECTSOFSENSE,FEELTHINKANDACTMARKETINGHOWEVER,RELATEMARKETINGEXPANDSBEYONDTHEINDIVIDUALSPERSONAL,PRIVATEFEELINGS,THUSR
22、ELATINGTHEINDIVIDUALTOSOMETHINGOUTSIDEHIS/HERPRIVATESTATERELATECAMPAIGNSAPPEALTOTHEINDIVIDUALSDESIREFORSELFIMPROVEMENTEG,AFUTUREIDEALSELFTHATHEORSHEWANTSTORELATETOTHEYAPPEALTOTHENEEDTOBEPERCEIVEDPOSITIVELYBYINDIVIDUALOTHERSEG,ONESPEERS,GIRLFRIEND,BOYFRIENDORSPOUSEFAMILYANDCOLLEAGUESTHEYRELATETHEPERS
23、ONTOABROADERSOCIALSYSTEMASUBCULTURE,ACOUNTRY,ETCHOWEVER,EXPERIENTIALAPPEALSRARELYRESULTINONLYONETYPEOFEXPERIENCEMODULESARECIRCUMSCRIBEDBUTTHEYARENOTSELFCONTAINEDSTRUCTURESINSTEADTHEYARECONNECTEDANDINTERACTMANYSUCCESSFULCORPORATIONSEMPLOYEXPERIENTIALHYBRIDSTHATCOMBINETWOORMORESEMSINORDERTOBROADENTHEE
24、XPERIENTIALAPPEALIDEALLY,MARKETERSSHOULDSTRIVESTRATEGICALLYFORCREATINGHOLISTICALLYINTEGRATEDEXPERIENCESTHATPOSSESS,ATTHESAMETIME,SENSE,FEELTHINK,ACTANDRELATEQUALITIESTHEIMPLEMENTATIONTOOLSOFEXPERIENTIALMARKETINGEXPROSHOWARETHESEMSIMPLEMENTEDTHEIMPLEMENTATIONOFTHESTRATEGICSENSE,FEEL,THINKACTANDRELATE
25、MODULESOCCURSBYMEANSOFWHATICALL“EXPERIENCEPROVIDERS“OREXPROSEXPROSINCLUDECOMMUNICATIONS,VISUALANDVERBALIDENTITYANDSIGNAGE,PRODUCTPRESENCE,COBRANDINGSPATIALENVIRONMENTS,ELECTRONICMEDIA,ANDPEOPLETOCREATEANEXPERIENCE,EXPROSMUSTBEMANAGEDINTHREEWAYS1COHERENTLYIEINANINTEGRATEDFASHION2CONSISTENTLYOVERTIMEA
26、ND3BYPAYINGATTENTIONTODETAILANDUSINGEACHEXPROSTOITSFULLESTPOTENTIALFORCREATINGTHEEXPERIENCESTRATEGICISSUESOFEXPERIENTIALMARKETINGISSUE1STRATEGICISSUESRELATEDTOTHEEXPERIENTIALGRIDTHECRITICALSTRATEGICISSUESOFWHATICALLTHEEXPERIENTIALGRIDAREIDENTIFIEDINFIGURE3THESEISSUESARERELATEDTOTHEDEPTH,INTENSITY,BR
27、EADTHANDLINKAGEOFEXPERIENCES13FIGURE3STRATEGICISSUESOFTHEEXPERIENTIALGRIDINTENSITYINTENSIFYINGVSDIFFUSINGTHEINTENSITYISSUE“INTENSIFYINGVSDIFFUSING”CONCERNSINDIVIDUALGRIDCELLSSHOULDTHESPECIFICEXPERIENCEPROVIDEDINAGIVENEXPROBEEXPERIENTIALLYENHANCEDORDIFFUSEDLETSSAYYOUAREHALLMARKCARDS,ANDYOUARECREATING
28、AFEELEXPERIENCEBYSHOWINGAFEELCOMMERCIALYOUKNOW,THOSE“SLICEOFAPPLEPIE”TWOMINUTECOMMERCIALSSHOWINGTHEBROTHERCOMINGHOMEALMOSTLATEFORCHRISTMASDINNER,JUSTINTIMETOSINGACHRISTMASCAROLWITHHISYOUNGERBROTHERTHEQUESTIONISWHATISEXACTLYTHERIGHTLEVELOFINTENSITYTOGETVIEWERSTODABTHEIREYESANDFEELGOODABOUTHALLMARKWIT
29、HOUTOVERDOINGITANDCOMINGACROSSASTACKYTHISISNOTANEASYBALANCETOSTRIKEWITHOUTTHERIGHTKINDOFTESTING,YOUCANOVERSHOOTYOURMARKORFALLFARSHORTBREADTHENRICHINGVSSIMPLIFYINGTHEBREADTHISSUE“ENRICHINGVSSIMPLIFYING”CONCERNSTHEMANAGEMENTACROSSEXPROSSHOULDTHEORGANIZATIONENRICHAGIVENEXPERIENCEBYADDINGADDITIONALEXPRO
30、STHATPROVIDETHESAMEEXPERIENCE,ORSIMPLIFYTHEEXPERIENCEBYCONCENTRATINGITINTOCERTAINEXPROSAGAIN,YOUAREHALLMARKSHOULDYOURRETAILSTORESBEEXPERIENTIALFEELENVIRONMENTSINORDERTOENRICHTHEEXPERIENCE,ORSHOULDTHEYBEMOREFUNCTIONAL14SELLINGSPACESORCONVERSELY,SHOULDYOUEVENDROPTHEFEELADVERTISINGDESCRIBEDEARLIERANDUS
31、EAMORESIMPLIFIEDAPPROACHBYRELYINGSOLELYONTHEMESSAGESANDIMAGERYOFTHECARDSTHEMSELVESINFACT,HALLMARKSCHOICEHASBEENTOENRICHITSRETAILOUTLETS,CREATINGNEWHALLMARKCREATIONSSHOPSTHATPROVIDEAWARMANDWELCOMINGATMOSPHEREDEPTHBROADENINGVSFOCUSINGTHEDEPTHISSUE“BROADENINGVSFOCUSING”CONCERNSTHEMANAGEMENTACROSSSEMSSH
32、OULDTHEORGANIZATIONBROADENITSEXPERIENTIALAPPEALFROMINDIVIDUALEXPERIENCESTOEXPERIENTIALHYBRIDSANDHOLISTICEXPERIENCES,ORSHOULDITSTICKTOORFOCUSONONESINGLEEXPERIENCEFOREXAMPLE,ASPARTOFITSSTRATEGICPLANNING,HALLMARKMAYASK,“WHATISTHEFUNCTIONANDMEANINGOFGREETINGCARDSINTHEELECTRONICAGEDOESITSTILLMAKESENSETOS
33、ENDGREETINGSVIAMAILANDWHATIFGREETINGCARDSARESENTBYEMAIL,ORPERSONALLYCREATEDANDSTOREDONWEBSITES”ASTHESEQUESTIONSILLUSTRATE,INTHEELECTRONICAGE,HALLMARKMAYCONSIDERBROADENINGITSEXPERIENTIALAPPROACHFROMFEELTOTHINKANDPERHAPSEVENEXPLORERELATEANDACTINFACT,THECOMPANYHASCAPITALIZEDONTHESEOPPORTUNITIESBYINAUGU
34、RATINGONEOFTHEMOSTEXCITINGANDTHOUGHTPROVOKINGSITESONTHEWORLDWIDEWEBLINKAGECONNECTINGVSSEPARATINGFINALLY,THELINKAGEISSUE“CONNECTINGVSSEPARATING”CONCERNSTHEINTERRELATIONSAMONGSEMSASWELLASEXPROSITISOFTENNOTENOUGHMERELYTOADDSEMSSEMSNEEDTOBECONNECTEDWITHONEANOTHERINSOMECASES,HOWEVER,ITMAYBEBENEFICIALTOSE
35、PARATEEXPERIENCESTHATHAVEBECOMETOOBROADANDTHUSRUNTHERISKOFBEINGMEANINGLESSSHOULDHALLMARKCREATELINKAGESANDCONNECTIONSBETWEENITSTRADITIONALFEELAPPROACHANDITSNEWTHINKAPPROACHBY,FOREXAMPLE,BYADDINGMULTIMEDIATOITSPHYSICALGREETINGCARDSORSHOULDELECTRONICGREETINGCARDSANDPRINTEDONESBERUNASSEPARATEBUSINESSESI
36、SSUE2CORPORATEBRANDINGANDSUBBRANDINGTHISISSUECONCERNSCORPORATE/BRANDARCHITECTUREASITISPROJECTEDTOCUSTOMERSSUPPLIERS,BUSINESSCUSTOMERSORCONSUMERSTYPICALLY,ACOMPANYTHATHASVERYHIGHCORPORATEVISIBILITYEGFORDORSONYSHOULDCREATEANEXPERIENTIALIDENTITYFORITSELFBUTITMUSTALSOCREATEEXPERIENTIALIDENTITIESFORITSBR
37、ANDSANDPRODUCTS,ANDTHESESHOULDNOTCLASHWITHTHECORPORATEIDENTITYACORPORATIONTHATHASCREATEDSTRONGSTANDALONEBRANDIDENTITIESSUCHASGENERALMOTORSANDPROCTERANDGAMBLE15MAYFOREGOEXPERIENTIALBRANDINGBECAUSEITHASLESSVISIBILITYASACORPORATIONBUTITSTILLNEEDSTOMANAGETHEEXPERIENTIALIDENTITIESOFITSPRODUCTSANDBRANDSVE
38、RYCLOSELYISSUE3NEWPRODUCTSBRANDEXTENSIONSANDPARTNERSHIPSTRATEGIESUSINGTHETRADITIONALAPPROACH,THEGOALOFNEWPRODUCTDEVELOPMENTISOFTENSEENASADDINGNEWFEATURESANDBENEFITS,OLDPRODUCTSOROLDTECHNOLOGIESTRADITIONALMARKETINGMODELSVIEWBRANDEXTENSIONSINTENSOFTHEFITBETWEENPRODUCTCATEGORIESANDTHETRANSFEROFPOSITIVE
39、EQUITYFROMTHECURRENTBRANDTOTHEEXTENSIONPRODUCTINCONTRAST,NEWPRODUCTANDBRANDEXTENSIONDECISIONSUSINGANEXPERIENTIALMARKETINGAPPROACHAREDRIVENBYTHREEFACTORS1THEDEGREETOWHICHTHENEWPRODUCTANDEXTENSIONCATEGORYENHANCESTHEEXPERIENTIALIMAGEOFTHECOMPANYORBRAND2THEDEGREETOWHICHNEWPRODUCTSANDBRANDEXTENSIONSACIDN
40、EWEXPERIENCESTHATCANBELEVERAGEDINADDITIONALNEWPRODUCTSANDFURTHERBRANDEXTENSIONSAND3THEDEGREETOWHICHTHEYHELPINTHECREATIONOFHOLISTICEXPERIENCESISSUE4GLOBALEXPERIENTIALBRANDINGEXPERIENTIALBRANDINGEXTENDEDINTOTHEGLOBALARENARAISESARANGEOFCOMPLEXISSUES,INCLUDINGTHEFOLLOWINGARETHERECULTURALDIFFERENCESINPRE
41、FERENCESFORTYPESOFSEMSFOREXAMPLE,DOCUSTOMERSINONENATIONPREFERFEELINASECONDNATIONTHINK,ANDINATHIRDONERELATEHOWABOUTSPECIFICEXPERIENCESFOREXAMPLE,ARECERTAINNATIONSMOREATTUNEDTOAESTHETICSINSENSE,WHILEOTHERSLOVEEXCITEMENTORDOSOMELIKENATIONALISTICRELATEAPPEALSBUTOTHERSGLOBALAPPEALSDODIFFERENTEXPROEXECUTI
42、ONSAPPEALTOCUSTOMERSINDIFFERENTCOUNTRIESORGANIZATIONALISSUESEXPERIENTIALMARKETINGNOTONLYRAISESASETOFIMPORTANTSTRATEGICISSUES,ITALSOOFTENREQUIRESORGANIZATIONALCHANGESWHATISNEEDEDISNOTREALLYANEWORGANIZATIONALCHARTBUTRATHERANEWSPIRITTHATPERVADESTHEENTIREORGANIZATIONALCULTUREICALLSUCHACULTURE“THEDIONYSI
43、ANORGANIZATIONWHATARESOMEOFTHESPECIFICCHARACTERISTICSOFTHEDIONYSIANORGANIZATIONMANAGERSINTHEDIONYSIANORGANIZATIONASKWHATEXPERIENCEDOWEWANTTOCREATEINTHELONGTERMFOROURCUSTOMERS,ANDHOWCANTHEYGETITDONEINANUNUSUAL,INTERESTING,EVECATCHINGWAYTHEYGOFORWILDIDEASTHEYBRINGINTHEICONOCLASTS16ASCONSULTANTSTHEYDON
44、OTWASTETIMEWITHMEANINGLESSTERM,STRATEGYGIBBERISH,ANDMANAGEMENTPRETENCETHEYENCOURAGETHEIREMPLOYEESTOEXPRESSTHEMSELVESHONESTLY,DIRECTLYANDCREATIVELY,ANDCHALLENGETHEMTOEXPLORENEWMETHODOLOGIESMOREOVER,ANORGANIZATIONTHATISSERIOUSABOUTEXPERIENTIALMARKETINGPLACESANEMPHASISONCREATIVITYANDINNOVATIONANDFOLLOW
45、INGALONGTHESOCIOCULTURALCONSUMPTIONVECTORSCCVDISCUSSEDEARLIER,LOOKSFORBROAD,LONGTERMTRENDSINTHEENVIRONMENT,INOTHERWORDS,ITTAKESAHELICOPTERVIEWOFITSBUSINESSANDENVIRONMENTALSO,THEEXPERIENCEORIENTEDORGANIZATIONTREATSTHECREATIVITYANDINNOVATIVENESSDISPLAYEDBYITSEMPLOYEESASITSMOSTCRITICALINTELLECTUALCAPIT
46、ALASARESULT,CREATIVEHIRING,TRAININGANDEXPERIENTIALGROWTHASWELLASATTENTIONTOTHEPHYSICALENVIRONMENTBECOMEKEYHUMANRESOURCEREQUIREMENTSFINALLY,INTHEPROCESSOFSTRATEGIZINGANDDEVELOPINGEXPERIENTIALPROGRAMS,THEORGANIZATIONWILLRELYONTHEEXPERTISEOFOUTSIDECONSTITUENTS,WHOHELPTHEORGANIZATIONTOMANAGETHEEXPERIENC
47、EINANINTEGRATEDFASHIONCONCLUSIONTRADITIONALMARKETINGHASPROVIDEDAVALUABLESETOFSTRATEGIES,IMPLEMENTATIONTOOLSANDMETHODOLOGIESFORTHEINDUSTRIALAGENOWTHATWEHAVEENTEREDANEWERA,ITISNECESSARYTOSHIFTATTENTIONFROMTHEFEATURESANDBENEFITSAPPROACHADVOCATEDBYTRADITIONALMARKETINGTOCUSTOMEREXPERIENCESMANAGERSNEEDTOCONSIDERNEWCONCEPTSANDAPPROACHES,ANDMOSTOFALL,NEWAPPROACHESTHINTHEORGANIZATIONTOCAPITALIZEONTHENEWOPPORTUNITIESOFFEREDBYEXPERIENTIALMARKETING
