Transcript Characterizing our Experience Culture - Cal State LA

Characterizing our
Experience Culture
Chapter 3
Experience Realms
Absorption
entertainment
Passive
Participation
educational
Active
Participation
esthetics
escapist
Immersion
Products
• Tangible
• Standardized
• Production
separate from
consumption
• Not perishable
Experiences
 Intangible
 Context-
dependent
 Simultaneous
production and
consumption
 Perishable
Economic Distinctions
Offering
Economic
Nature
Key attribute
Supply
Seller
Buyer
Factors of
demand
Products
manufacture
tangible
standardized
inventoried
manufacturer
user
features
Services
deliver
intangible
customized
delivered
provider
client
benefits
Experiences
stage
memorable
personalized
revealed
stager
audience
sensations
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.
2.
3.
4.
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Not knowing what customers expect
Not selecting the right experience
designs and standards
Not delivering experience designs and
standards
Not matching performance to promise
When have you experienced a service gap?
SERVQUAL elements
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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
- one chance and it’s gone
 Attention - awareness, evoked set
 Convergence - weaving products and
services together
 Immediacy
Media, entertainment and stars
converge to promote in:
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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
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Language
Collective or individual perspective
Expression
Social norms and cultural values
Gender roles
Communicating Across Borders
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Same product/same communication
Same product/different communication
Different product/same communication
Different product/different communication
Questions
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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?