Experiential Marketing

Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies Pub Date : 1900-01-01 DOI:10.4018/978-1-5225-6980-0.CH007

Rupa Rathee, Pallavi Rajain

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Abstract

Customers no longer seek a product just for its features or benefits, rather they look for unique experiences. This is provided by experiential marketing where experiences broadly are divided into five categories that include consumer, product & service, off-line & online, consumption and brand experiences. Most of the previous research in this area has focused on consumer experiences. However, nowadays product and services too are aligned according to multisensory environments. One of the upcoming industries that focuses on the experiential marketing is the leisure industry or leisure services. These services include businesses focused on recreation, entertainment, sports and tourism which include theme parks, adventure parks, adventure sports, concerts, etc. Some of the examples of the leisure services in top cities of the country include Adlabs Imagica in Mumbai, Kingdom of Dreams in Gurugram, Worlds of Wonder in Noida, and Aquatica in Kolkata. The chapter aims to study the growth of this sector in an experiential economy along with strategies used by the leisure industry.

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体验式营销

顾客寻找产品不再仅仅是为了它的功能或好处，而是为了寻找独特的体验。这是由体验营销提供的，体验大致分为五类，包括消费者、产品和服务、线下和线上、消费和品牌体验。这一领域之前的大部分研究都集中在消费者体验上。然而，如今的产品和服务也根据多感官环境进行调整。休闲产业或休闲服务是未来关注体验营销的行业之一。这些服务包括专注于休闲、娱乐、体育和旅游的业务，包括主题公园、冒险公园、冒险运动、音乐会等。该国顶级城市的一些休闲服务的例子包括孟买的Adlabs Imagica，古鲁格拉姆的梦想王国，诺伊达的奇迹世界和加尔各答的Aquatica。本章旨在研究该部门在体验经济中的增长以及休闲行业使用的策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies

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