体验营销洞察消费者的消费心理市场营销毕业设计外文参考资料及译文.doc

毕 业 设 计（论 文）外 文 参 考 资 料 及 译 文 译文题目： 体验营销：洞察消费者的消费心理 学生姓名： 学 号： 专 业： 市场营销 所在学院： 指导教师： 职 称： 2015年12月25日 Experiential Marketing An Insight into the Mind of the Consumer Adeosun L P K, Ganiyu R A. Experiential Marketing: An Insight into the Mind of the Consumer[J]. Asian Journal of Business and Management Sciences, 2012, 2 Ladipo Patrick Kunle Adeosun，Rahim Ajao Ganiyu Abstract Experiential 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 face 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 establishes 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 touch in the entire retailing process. Keywords:Shopping experience, customer, experiential marketing, customer satisfaction, emotional attachment. 1. INTRODUCTION In recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies 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 loyalty. Experiential marketing is the new approach which views marketing as an