顾客感知价值外文翻译

附件3外文翻译原文1Experiential MarketingThe purpose of this paper is to show peculiarities of traditional and experiential marketing and describe why experiential marketing is better way to understand consumer behaviourparative analysis shows the main characteristics of traditional and experiential marketing. Traditional marketing characteristics are there: product functional characteristics and superiority, narrow determinate product categories, point of view to the consumer as a rational thinker, application analytical, quantitative and verbal methods, mechanical standpoint to the consumer“Stimulus- Reaction”. Experiential marketing present these characteristics: orientation to the consumer experience, looking to the consumer experience holistically, point of view to the consumer as rational thinker and emotional too, exclectizm of methodical, “from Stimulus to Reaction”. As we can see out of traditional marketing characteristics this standpoint to the consumer is insufficient, because it evaluate just one side of consumer behaviour: rational conduct so looking the biggest benefit from purchase. Meanwhile experiential marketing estimate both sides of consumer: rational and emotional, this standpoint to the consumer is more personal, individual.Key words: traditional marketing, experiential marketing, product superiority, consumer, emotions, rationalityIn this article, I contrast traditional marketing with a new approach to marketing called Experiential MarketingNowadays then the world is very quickly change, coming new tech-nologies, communication, comes changes in to the marketing too. In the Great Britain, USA and similar counties markets are overfill with products and services. There are big competitions so principles and actions of traditional marketing do not work. How attract new consumers, cause? These opportunities have experiential marketing.Some propositions of traditional marketing are discussed. In the traditional marketing1 / 12commodity is understanding as accomplice of attributes. K. Lancaster expressed this standpoint the first time in 1966. Then this standpoint was developing by F. Kotler, T. Nagle. In the newest science literature we can find good description as a complex of characteristics and superiority Many consumer behaviour researches such as Kotona, Engel, Black-well, Minard 1999 consumer estimate like rational thinker. This standpoint is based on concept of information remaking. This concept widely comes from cognitive psychology.Marketing-mix inventor Neil Borden 1964 asserts that united components in the marketing-mix are not. Marketing-mix theory was criticising due to its mechanical point of view stimulus- reaction. Now is proved that between stimulus and reaction is process.The notion of experience has entered the field of consumption and marketing through Holbrook and Hirschman’s 1982 pioneering article. Twenty years after, this notion has gained ground to be recognised as important for what it can contribute to marketing knowledge of the consumer. As a consequence, it is the pillar of the socalled experience economy and experiential marketing. Building on Arnould and Price’s well-known 93’s “River Magic” paper on extraordinary experiences, marketers tend to engage consumers in a memorable way, offering them extraordinary experiences. For them, experiences provide consumers a way to engage physically, mentally, emotionally, socially and spiritually in the consumption of the product or service making the interaction meaningfully real.Experiential marketing is everywhere. In a variety of industries, companies have moved away from traditional "features-and-benefits" marketing toward creating experiences for their customers. This shift toward experiential marketing has occurred as a result of three simultaneous developments in the broader business environmentWith the experience economy era,with the increased competition is narrowing rather than as a natural advantage;Enterprises in product, pricing, channels and promotion, marketing services, operating at the level of competition, due to the operation of the market norms of transparency and information, and made to imitate and learn from each other at an increasing rate, I would like to establish long-term competitive advantage has become increasingly impossible;The various communication activities, and enhance the customer experience needs,so that customers receive the material and spiritual concept of the dual meet marketing - ExperientialmarketingIn many cases, customers may have turned a deaf ear to product advertising overwhelming. Because there are too many ads, and many advertising commitments to honor the integrity of a number of emerging issues, with the changes in values, the confidence of customers for the advertisers are increasingly reduced. In fact, customer care is reflected in the details of the real experience, a good brand in the details for customers to get real comfortable experience times in fact, a hundred times better than advertising Consumer value is the core of marketing attention to what customers value is the fundamental question of winning. Traditional textbook lists four kinds of consumer value, namely, functional value, emotional value, social value and personal value. At present, the company has "experience" to the "experience economy" brought about by the new value. "Consumer experience" has become the first five kinds of consumer value, namely, the pursuit of consumer purchases and the value of the experience.1. Focus on Functional Features and BenefitsTraditional marketing is largely focused on features and benefits.Traditional marketers assume that customers business customers or end consumers in a variety of markets industrial, consumer, technology, serviceWeigh fimctional features in tenns of their importance, trade off features by comparing them, and select the product with the highest overall utility defined as the sum of weighted features2.Product Category and Competition are Narrowly DefinedIn the world of a traditional marketer, McDonald's competes against Burger King and Wendy's and not against Pizza Hut Friendly's or Starbucks. Chanel fragrances compete ^igainst Dior fragrances and not against those of Lancome or L'Oreal, or against fragrances offered by the Gap or another mass-market retailer. For a traditional marketer, competition occurs primarily within narrowly defined product categories - the battleground of product and brand Managers.3. Customers are Viewed as Rational Decision MakersThroughout this century, economists, decision scientists and marketers have viewed customer decision-making as straightforward problem solving. As Engel, Blackwell and Miniard 1994 explain, problem solving refers to thoughtful, reasoned action undertaken to bring about need satisfaction.Customer decision-making processes typically ^lre assumed to involve several3 / 12steps: need recognition, information search, evaluation of altematives, purchase and consumption.4. Methods and Tools are Analytical, Quantitative and V erbal Standard traditional marketing methodologies are analytical, quantitative and verbal. Think about regression models. The input to most regression models and their stepchild the logit model consists of verbal ratings collected in interviews or surveys. The purpose is to predict purchase or choice based on a number of predictors and to assess their relative importance weights. Or consider positioning mapsA Focus on Customer ExperiencesIn contrast to its narrow focus on functional features and benefits,experiential liarketing focuses on customer experiences. Experiences occur as a result of encountering, undergoing or living through tilings. Experiences provide sensory, emotional, cognitive, behavioural, and relational values that replace functional values.Strategic Experiential ModulesThe SENSE module - or SENSE marketing - appeals to the senses with the objective of creating sensory experiences, through sight, sound, touch, taste and smell. SENSE marketing may be used to differentiate companies and products, to motivate customers and to add value to products FEEL marketing appeals to customers' inner feelings and emotions, with the objective of creating affective experiences that range from mildly positive moods linked to a brand THINK marketing appeals to the intellect with the objective of creating cognitive, problem-solving experiences that engage customers creatively THINK appeals to target customers' convergent and diver^gent thinking through surprise,intrigue and provocation.ACT marketing enriches customers' lives by targeting their physical experiences, showing them altemative ways of doing thingsRELATE marketing contains aspects of SENSE, FEEL, THINK and ACTMarketing. However, relate marketing expands beyond the individual's Personal。