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 OfferingProductsServicesExperiences Economic make deliver stage Nature tangible intangible memorable Key attribute standardized customized personal Supply inventoried delivered revealed Seller manufacturer provider stager Buyer user client guest Factors of features benefits sensations demand

Ticket-free Experience

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?

Product Placement

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

Audience Marketplace audience measurement firms < < ^ Consumer > > predicted measured actualAdvert- Samplev audience audience audience isers vthe audience product v v v v media organizations < < < < <

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

Power-distance

Masculine Macho

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?