Characterizing our Experience Culture Chapter 3

Experience Realms Absorption entertainment educational Passive Active Participation esthetics escapist Immersion

Products Experiences Tangible Standardized Production separate from consumption Not perishable  Intangible  Context- dependent  Simultaneous production and consumption  Perishable

Economic Distinctions Offering ProductsServices Experiences Economic manufacturedeliver stage Nature tangibleintangible memorable Key attribute standardized customized personalized Supply inventorieddelivered revealed Seller manufacturer provider stager Buyer userclient audience Factors of featuresbenefits sensations demand

GAPS Model of Service Quality Audience expectations - standards of reference points brought to a situation; sources are from pricing, advertising, promotion and personal experience and word-of-mouth Audience perceptions - subjective assessments of the actual experience

Four Provider Gaps 1. Not knowing what customers expect 2.Not selecting the right experience designs and standards 3.Not delivering experience designs and standards 4.Not matching performance to promise  When have you experienced a service gap?

SERVQUAL elements  Access  Communication  Competence  Courtesy  Credibility  Reliability  Responsiveness  Security  Tangibles  Understanding customers

Valuing Entertainment Assets  Tangible assets: buildings, stock, venture capital  Intangible assets: franchises, licenses, royalties, copyrights, trademarks, good will, and brand or logo

Factors to consider when marketing experiences  Immediacy - one chance and it’s gone  Attention - awareness, evoked set  Convergence - weaving products and services together

Media, entertainment and stars converge to promote in:  advergames  advertainment  product integration  product placement  product advertising  service advertising  blogs  music-tie-ins What examples can you suggest of each?

Products are used to promote media and entertainment  licensed merchandise  advertiser funded programs  bottle cap and can top premiums  supermarket discounts  consumer-produced ads

Audience Types  Predicted audiences - segments likely to view or attend experience; changing  Measured audiences - size and composition of audience reached by media or attending performance; central economic currency  Actual audiences - globally fragmented; difficult to determine accurately

Cultural Dimensions  Long-term orientation  Power-distance  Individualism/collectivism  Masculinity/femininity  Uncertainty avoidance

Global Communication Strategies Promotion  Standard/central  Decentralized/autocratic  Central /locally produced Cultural considerations  Language  Collective or individual perspective  Expression  Social norms and cultural values  Gender roles

Communicating Across Borders  Same product/same communication  Same product/different communication  Different product/same communication  Different product/different communication

Questions  How do marketers incorporate products and services into both mediated and live experiences?  What aspects of feminine culture would help you promote a rock concert?