Week- 1 Marketing impact on the most globalized world

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1. •Part 1: The Experiential Perspective on Consumption
•Part 2: The Production of Experiences
•Part 3: Process Model for Customer Journey and Experience
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Lesson Plans
DEPARTMENT OF MARKETING

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The Experiential Perspective on Consumption
•Conventional approaches in marketing usually ignore the role of
consumers in creating experiences and actual linking value
•Salient attributes of experiential consumption:
➢Consumers are not only consumers
➢Consumers act within situations
➢Consumers seek meaning
➢Consumption involves more than mere purchasing
Why is creating experience important in marketing?

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Hibachi Steakhouse
How does this experience differ from a regular
steakhouse?

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Fishing Ponds

5. 1.The pre-consumption experience: planning, searching for, day-dreaming
about, foreseeing or imagining the experience
2.The purchasing experience: choosing the item, payment, packaging, and
the encounter with the service and the environment
3.The core consumption experience: sensation, satiety,
satisfaction/dissatisfaction, irritation/flow, transformation
4.The remembered consumption experience: nostalgia
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4 Stages of Consuming Experiences

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Nostalgia Marketing

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Nostalgia Marketing
Why do these nostalgia appeals work even for Millennials?

8. Part 2: The Production of Experiences
DEPARTMENT OF MARKETING 9

9. Three main facets of production of experiences:
1.Décor, design, and staging for multisensorial stimulation
2.Active participation by the consumer, supported by
facilitators
3.The narrative, story, and intrigues that are created
DEPARTMENT OF MARKETING 10
The Production of Experiences

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Production of experiences

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Production of experiences

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Production of experiences

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Experiential marketing versus
consuming experiences
Experiential marketing Consuming experiences
Objective meaning Subjective episode
Consumers actively design
and produce the experience
(e.g. self-planned holidays)
Manipulative and pre-
determined (e.g. holiday
tours)
In what situations do you go for experiential marketing and in
what situations do you go for consuming experiences? Why?

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Experiential Marketing Continuum
Experiences
largely developed
by companies
(e.g. toys and
fashion)
Experiences
largely developed
by customers
(e.g. fresh
product, organic
products)
Co-developed
(e.g. sports
tourism, rock
concerts)

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Tour Packages

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A socio-experiential approach to consumption
Festival experience: opportunities for consumers to have an
embodied experience of the brand by enjoying direct
contact with the staff and other consumers (e.g.watching
movies with friends)
Each postmodern individual is a member of several
microgroupsin which h/she plays roles that sometimes
differ greatly

17. Part 3: Process Model of Customer Journey
and Experience
DEPARTMENT OF MARKETING 18

18. Amultidimensional construct focusing on a customer’s cognitive, emotional,
behavioral, sensorial, and social responses to a firm’s offerings during the
customer’s entire purchase journey
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Customer Experience Defined

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Customer Experience

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Purchase Phases in the CustomerJourney
Pre-purchase. The customer’s experience from the beginning of
the need recognitionto consideration of satisfying that need with
a purchase.
Purchase. All customer interactions with the brand and its
environment during the purchase event itself such as choice,
ordering, and payment. The myriad touch points and resulting
information overload may induce customers to stop searching
and either complete or defer the purchase.
Post-purchase. Customer interactions with the brand and its
environment following the actual purchase. This stage includes
behaviors such as usage and consumption, post-purchase
engagement, and service request

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Information Overload

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Type of Touch Points in the Customer Journey
Brand-owned touch points: touchpoints that are designed
and managed by the firm and under the firm’s control,
including brand-owned media (e.g., advertising, websites,
loyalty programs) and marketing mix (product, packaging,
service, price, convenience, sales force)
Partner-owned touch points: touchpoints that are jointly
designed, managed, or controlled by the firm and one or
more of its partners, such as marketing agencies,
multichannel distribution partners, multivendor loyalty
program partners, and communication channel partners.

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Brand-Owned Touchpoint

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Partner-Owned Touchpoint

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Type of Touch Points in the Customer Journey
Customer-owned touch points: customer actions that are
part of the overall customer experience that the firm, its
partners, or others do not influence or control (e.g.,
customers’ choice of payment or the way they use
products).
Social/external touch points: Other customers, peer
influences, independent information sources, environments
that may influence the customer journey process.

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Social/External Touch Points

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Customer Experience Management
The process of strategically managing a customers’ entire experience with a product or
company:
•Customer journey and touch point design
A seamless experience across channels through channel integration will create a
stronger customer experience. The effect of an individual touch point may depend on
when it occurs in the overall customer journey.
•Partner and network management
Firm could take a stronger role in the service delivery network to reduce uncertainty
in customer experience delivery; as partner networks become more ubiquitous,
choosing the appropriate governance models will be critical
•The internal organization
A customer-centric focus to create stronger customer experiences; requires a
multidisciplinary approach in which multiple functions cooperate to deliver a
customer experience. Firms require specific capabilities (e.g., partner network
management, customer analytics) to develop successful customer experience
strategies.

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Seamless customer experience