MKTG2501 Lecture Notes - Lecture 3: Wi-Fi, Emotional Contagion, Theme Building

• School: UQ
• Department: Marketing
• Course: MKTG2501
• Professor: Josephine Previte

Document Summary

Customer journey: the consumer considers an initial of brands, based on brand perceptions. set. Moment of purchase: consumers add or subtract brands as they evaluate what they want, ultimately, the consumer selects a the brand moment of purchase at. It consists of adding educational, esthetic, escapist and entertainment experiences to the business. The 4 experiences vary based on the customer"s active or passive participation and on absorption or immersion: entertainment, educational, escapist, esthetic. The 4es are differentiated by the form of customer involvement. Passive participation of the customer in an experience offered by the business characterizes entertainment and esthetic dimensions, while active participation characterizes educational and escapist experiences. The customer usually (cid:1688)absorbs(cid:1689) entertainment and educational experiences and (cid:1688)immerses(cid:1689) in esthetic and escapist experiences. Strategies that marketers use to create experiences: theme the experience moving beyond the commodity form. 1: harmonize customer experience store layout and visual signs, eliminate negative customer experience points, engage all 5 senses.