国际营销专业英语课件江春 ISBN9787810787369 PPTUnit Twenty.pptVIP

Experience Marketing at Its Best The Experience Economy A new stage of economic offering Further economic prosperity and increased automation has increased wages and decreased the hours worked. Service stage – so rooted and so prevalent More than a Service Providing experiences requires a new supplier perspectives. The experience is of a more sensitive or personal nature. Like all relationships, trust and bonding need to be developed. The Four Realms of an Experience Joseph Pine and James Gilmore identified four types of experiences: entertainment, educational, aesthetic, escapist The Four Realms of an Experience Delivery: you should aim to : theme the experience harmonize impressions with positive cues eliminate negative cues mix in memorabilia engage all five senses Beyond Experiences – Transformations Pine and Gilmore identified a fifth stage: transformations. Experience Marketing: the Next Big Thing, or old Hat? Inevitable Spiral to Commoditization the economic model – inevitable spiral towards commoditization the challenge for companies – to sustain profit margins experience marketing is not just about good service but also a part of equation B2B The same principles of active participation and education through absorption of the product and service – key elements that help to define experience marketing. B2B marketers need to avoid the commoditization of their products. Whatever you decide to do to exploit a product or service experience with your prospects, planning, developing key messages and using appropriate sales collateral to support the event should be the top priorities.