Characterizing Our Experience CultureCharacterizing Our Experience Culture

Chapter 3

Experience RealmsExperience Realms

Absorption

entertainment educational

Passive Active

Participation Participation

esthetics escapist

Immersion

Products Experiences Products Experiences

TangibleStandardizedProduction

separate from consumption

Not perishable

IntangibleContext-

dependentSimultaneous

production and consumption

Perishable

Economic DistinctionsEconomic DistinctionsOffering Products Services ExperiencesEconomic make deliver stageNature tangible intangible memorableKey attribute standardized customized personalSupply inventoried delivered revealedSeller manufacturer provider stagerBuyer user client guestFactors of features benefits sensations demand

Ticket-free ExperienceTicket-free Experience

GAPS Model ofService QualityGAPS Model ofService 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 GapsFour Provider Gaps

1. Not knowing what customers expect2. Not selecting the right experience

designs and standards3. Not delivering experience designs and

standards4. Not matching performance to promise

When have you experienced a service gap?

SERVQUAL elementsSERVQUAL elements

Access Communication Competence Courtesy Credibility Reliability Responsiveness Security Tangibles Understanding customers

Valuing Entertainment AssetsValuing 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 ExperiencesFactors to Consider When Marketing Experiences

Immediacy - one chance and it’s goneAttention - awareness, evoked setConvergence - weaving products and

services together

Media, entertainment, and stars converge to promote in: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?

Product PlacementProduct Placement

Products are used to promote media and entertainmentProducts are used to promote media and entertainment

Licensed merchandiseAdvertiser funded programsBottle cap and can top premiumsSupermarket discountsConsumer-produced ads

Audience TypesAudience TypesPredicted audiences - segments likely to

view or attend experience; changingMeasured audiences - size and composition

of audience reached by media or attending performance; central economic currency

Actual audiences - globally fragmented; difficult to determine accurately

Audience MarketplaceAudience Marketplaceaudience measurement firms < <

^ ^

^ ^

Consumer > > predicted measured actual Advert-

Sample v audience audience audience isers

v the audience product v v v

v v

media organizations < < < < <

Cultural DimensionsCultural Dimensions

Long-term orientationPower/distanceIndividualism/collectivismMasculinity/femininityUncertainty avoidance

Power-distancePower-distance

Masculine MachoMasculine Macho

QuestionsQuestions

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?