《EXPERIENTIAL MARKETING A CONTEMPORARY MARKETING MIX》.pdf

International Journal of Management and Strategy / (IJMS) 2011, Vol. No.II, Issue 3, J uly-Dec 2011 ISSN: 2231-0703 EXPERIENTIAL MARKETING: A CONTEMPORARY MARKETING MIX Dr. Rachna Sharma, Jaipuria Institute of Management Studies, Ghaziabad, INDIA Dr. Vishal Sharma, Jaipuria Institute of Management Studies, Ghaziabad, INDIA ABSTRACT 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 w