BUS131D_Lecture3_Handout

BUS131D_Lecture3_Handout - Experiential Marketing Dr....

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Experiential Marketing Dr. Michael Merz College of Business San Jose State University
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Dr. Michael Merz College of Business, San Jose State University 2 Today’s Agenda Traditional Marketing Experiential Marketing Strategic Experience Modules (or, How to Create an Experience?) Experience Providers
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Dr. Michael Merz College of Business, San Jose State University Traditional Marketing Focus on functional features and benefits. Product category and competition are narrowly defined. Customers are viewed as rational decision makers. Methods and tools are analytical, quantitative, and verbal. Brands as identifiers: Brand = ID. 3
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Dr. Michael Merz College of Business, San Jose State University What Do Customers Really Want? Products, communication, and marketing campaigns that … dazzle their senses, touch their hearts, and stimulate their minds. they can relate to and that they can incorporate into their lifestyles. deliver an experience. 4
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College of Business, San Jose State University Experiential Marketing Focus on customer experiences. Consumption as a holistic experience. Customers are rational and emotional. Marketing methods and tools are eclectic.
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This note was uploaded on 09/08/2010 for the course BUS 131D at San Jose State.

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BUS131D_Lecture3_Handout - Experiential Marketing Dr....

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