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exp marketing read 03

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The Romanian Economic Journal Year XI, no. 29 (3) 2008 133 Experiental Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers Dainora Grundey The purpose of this paper is to show peculiarities of traditional and experiential marketing and describe why experiential marketing is better way to understand consumer behaviour. Comparative analysis shows the main characteristics of tra- ditional and experiential marketing. Traditional marketing characteristics are there: product functional characteristics and superiority, narrow determinate  product categories, point of view to the consumer as a rational thinker, applica- tion analytical, quantitative and verbal methods, mechanical standpoint to the consumer “Stimulus- Reaction”. Experiential marketing present these character- istics: orientation to the consumer experience, looking to the consumer experience holistically, point of view to the consumer as rational thinker and emotional too, exclectizm of methodical, “from Stimulus to Reaction”. As we can see out of tra- ditional marketing characteristics this standpoint to the consumer is insufficient, because it evaluate just one side of consumer behaviour: rational conduct so look- ing the biggest benefit from purchase. Meanwhile experiential marketing estimate both sides of consumer: rational and emotional, this standpoint to the consumer is more personal, individual. Key words: traditional marketing, experiential marketing, product superiority, consumer, emotions, rationality.  JEL classification:  M31, P23.

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