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1、外文翻译原文experientialmarketingMaterialSource:JournalofMarketingManagementAuthor：Schmitt,BerndHThepurposeofthispaperistoshowpeculiaritiesoftraditionalandexperientialmarketinganddescribewhyexperientialmarketingisbetterwaytounderstandconsumerbehaviour.Comparativeanalysiss
2、howsthemaincharacteristicsoftraditionalandexperientialmarketing.Traditionalmarketingcharacteristicsarethere:productfunctionalcharacteristicsandsuperiority,narrowdeterminateproductcategories,pointofviewtotheconsumerasarationalthinker,applicationanalytical,quantitativ
3、eandverbalmethods,mechanicalstandpointtotheconsumer“Stimulus-Reaction”.Experientialmarketingpresentthesecharacteristics:orientationtotheconsumerexperience,lookingtotheconsumerexperienceholistically,pointofviewtotheconsumerasrationalthinkerandemotionaltoo,exclectizmo
4、fmethodical,“fromStimulustoReaction”.Aswecanseeoutoftraditionalmarketingcharacteristicsthisstandpointtotheconsumerisinsufficient,becauseitevaluatejustonesideofconsumerbehaviour:rationalconductsolookingthebiggestbenefitfrompurchase.Meanwhileexperientialmarketingestim
5、atebothsidesofconsumer:rationalandemotional,thisstandpointtotheconsumerismorepersonal,individual.Keywords:traditionalmarketing,experientialmarketing,productsuperiority,consumer,emotions,rationality.Inthisarticle,Icontrasttraditionalmarketingwithanewapproachtomarketi
6、ngcalledExperientialMarketingNowadaysthentheworldisveryquicklychange,comingnewtech-nologies,communication,comeschangesintothemarketingtoo.IntheGreatBritain,USAandsimilarcountiesmarketsareoverfillwithproductsandservices.Therearebigcompetitionssoprinciplesandactionsof
7、traditionalmarketingdonotwork.Howattractnewconsumers,cause?Theseopportunitieshaveexperientialmarketing.Somepropositionsoftraditionalmarketingarediscussed.Inthetraditionalmarketingcommodityisunderstandingasaccompliceofattributes.K.Lancasterexpressedthisstandpointthef
8、irsttimein1966.ThenthisstandpointwasdevelopingbyF.Kotler,T.Nagle.Inthenewestscienceliteraturewecanfindgooddescriptionasacomplexofcharacter
