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1、附件3外文翻译原文1ExperientialMarketingThepurposeofthispaperistoshowpeculiaritiesoftraditionalandexperientialmarketinganddescribewhyexperientialmarketingisbetterwaytounderstandconsumerbehaviourparativeanalysisshowsthemaincharacteristicsoftraditionalandexperient
2、ialmarketing.Traditionalmarketingcharacteristicsarethere:productfunctionalcharacteristicsandsuperiority,narrowdeterminateproductcategories,pointofviewtotheconsumerasarationalthinker,applicationanalytical,quantitativeandverbalmethods,mechanicalstandpoint
3、totheconsumer“Stimulus-Reaction”.Experientialmarketingpresentthesecharacteristics:orientationtotheconsumerexperience,lookingtotheconsumerexperienceholistically,pointofviewtotheconsumerasrationalthinkerandemotionaltoo,exclectizmofmethodical,“fromStimulus
4、toReaction”.Aswecanseeoutoftraditionalmarketingcharacteristicsthisstandpointtotheconsumerisinsufficient,becauseitevaluatejustonesideofconsumerbehaviour:rationalconductsolookingthebiggestbenefitfrompurchase.Meanwhileexperientialmarketingestimatebothsides
5、ofconsumer:rationalandemotional,thisstandpointtotheconsumerismorepersonal,individual.Keywords:traditionalmarketing,experientialmarketing,productsuperiority,consumer,emotions,rationalityInthisarticle,Icontrasttraditionalmarketingwithanewapproachtomarketi
6、ngcalledExperientialMarketingNowadaysthentheworldisveryquicklychange,comingnewtech-nologies,communication,comeschangesintothemarketingtoo.IntheGreatBritain,USAandsimilarcountiesmarketsareoverfillwithproductsandservices.Therearebigcompetitionssoprinciple
7、sandactionsoftraditionalmarketingdonotwork.Howattractnewconsumers,cause?Theseopportunitieshaveexperientialmarketing.Somepropositionsoftraditionalmarketingarediscussed.Inthetraditionalmarketingcommodityisunderstandingasaccompliceofattributes.K.Lancastere
8、xpressedthisstandpointthefirsttimein1966.ThenthisstandpointwasdevelopingbyF.Kotler,T.Nagle.InthenewestscienceliteraturewecanfindgooddescriptionasacomplexofcharacteristicsandsuperiorityManyconsumerbehaviourresearchessuchasKotona,E
