體驗營銷外文翻譯--體驗營銷 洞察消費者的消費心理

1、1880 單詞， 單詞，1.1 萬英文字符， 萬英文字符，3160 漢字 漢字Experiential MarketingAn Insight into the Mind of the ConsumerAdeosun L P K, Ganiyu R A. Experiential Marketing: An Insight into the Mind of the Consumer[J]. Asian Journal of Busine

2、ss and Management Sciences, 2012, 2Ladipo Patrick Kunle Adeosun，Rahim Ajao GaniyuAbstractExperiential Marketing is the process of engaging customers with in-depth experiences of the product or a brand. It can also be ter

3、med 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

4、decision. This paper aims at investigating consumer's response to retail experiential marketing. As a descriptive and explanatory study, it establishes a connection between consumer lifestyle and behavior in modern r

5、etailing 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 experiment

6、al touch in the entire retailing process.Keywords:Shopping experience, customer, experiential marketing, customer satisfaction, emotional attachment.The emergence and spread of shopping malls, supermarkets and hypermarke

7、ts in both developed and developing countries, heightened competition for consumers? spendable or discretionary incomes. There are therefore more choices available for consumers than ever before. In such a situation reta

8、ilers 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 actual customer experien

9、ce with theproduct/service that drive sales and increase brand image and awareness. When done right, it's the most powerful technique to win brand loyalty. Olorunniwoetal (2006) concluded that customer experience is

10、related to behavioral intentions and connecting the audience with the authentic nature of the brand is one of the prime goal of experiential marketing. This is achieved through participation in personally relevant, credi

11、ble and memorable encounters.Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber197

12、2). 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 interac

13、tion 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 purchase per visit may likely decline (Zeithaml1998).The growing

14、 significance of experiential marketing has resulted into diverse and fascinating study on the concept (e.g. Csikzentmihalyi1997Schmitt 1999; Pine and Gilmore 1999; Holbrook2000; Arnouldetal2002Caru and Cova 2003 to ment

15、ion a few). However, the dynamics of consumer behavior have necessitated the need for more papers. With few exceptions, the existing experiential retail literature has focused mainly on the isolated testing of static des

16、ign elements (i.e. atmospherics, ambient conditions, and services cape architecture) of retail stores (Turley and Milliman2000).McCole (2004) in particular recognizes this dearth of academic research in the areas of expe

17、riential and event marketing as an indication of the division between academia and business and calls for marketing theory in these areas to be more closely aligned with practice.Similarly, Gupta, (2003) identified a lac