Hi, Monica:

The marketing of consumer services is continuously evolving, with the proliferation of the internet and social media, relationship marketing has been thrust into the spotlight. With the age of technology and the ease of data collection has come the ability for a firm to be proactive in motivating and servicing consumer relationships. There is a growing emphasis focuses on fostering long-term relationships with consumers. Relationship marketing has been said to increase customer loyalty, resulting in increased income to the firm. In a recent research study (Luczak, 2014) authors have written glowing reviews of how relationship marketing provides companies with opportunities for long-term growth, leading firms to believe that it is necessary to build a strong relationship with each and every consumer!

In another research stuy (Poulis, & Poulis, 2012) the authors explored the market-oriented behaviour and performance consequences for firms operating in a market characterised by national heterogeneity. Through a case-study design, a posteriori propositions based on interview data from six multinational firms operating in a polyethnic market are developed. Findings indicate a positive relationship between the need for responsiveness and a market's polyethnicity with firms customising elements of their product strategy to ethnic segments or European consumers at large. Moreover, findings indicate that market-oriented firms that customise their product strategies to the cultural idiosyncrasies of the Greek market enjoy the highest market share among foreign consumers. As a result, the authors opens up a discussion on the performance implications of adopting a market-oriented approach in polyethnic markets, which are, increasingly, a feature of our globalised world.

• Luczak, C. (2014). CONSUMER MARKETING ORIENTATIONS: DOES YOUR CUSTOMER WANT A RELATIONSHIP?. Academy Of Marketing Studies Journal, 18(2), 121-134.
• Poulis, K., & Poulis, E. (2012). Polyethnic market orientation and performance: A fast-moving consumer goods perspective. Journal Of Marketing Management, 28(5/6), 609-628.

Hope this helps!

Nadeem

Thank you!!! Kindest regards, Monica

Hi Mónica,

i think, experiential marketing focuses primarily on helping consumers experience a brand, and here we can create perceived quality and brand trust and gain market share.

On the other hand, sensorial marketing (Sensory branding) uses feeling to relate with customers on an emotional level, and here we can create brand loyalty and gain heart share.

And brand trust , perceived quality and brand trust were found to have

positive effect on brand equity, which creates Purchase Intention.

best regards.

Dear Monica

Experiential marketing and customer orientation go certainly hand to hand.

If customer orientation is looking to satisfy customers, then the experiential marketing is to satisfy customer by satisfying their sensory experience;

Hi Abdullah,

It is an interesting distinction. Do you know some literature to support your arguments? Especially the two inicial statements. Anyway, it will be a great help to build our theoretical model.

Kindest regards.

Monica

Dear Djamchid,

Then do you suggest that first the secquence is: sensorial marketing precedes experiential marketing that is an antecedent of customer satisfaction? It is what we thought but the are also other possible models. That is why we are looking for specific references to "make the link" among them.

Best regards,

Dear Monica,

First, I do not see any significant difference between sensorial marketing and experiential marketing. By impacting your senses, marketing aims to create a significant positive experience within customer's mind in relations with the brand in question.

Then, yes this process is supposed to satisfy the customer in a particular and reinforced way.

Cheers

Hi Monica,

Experiential marketing is a broader term and sensory marketing is just one part of experiential marketing. sensory marketing includes sight, sound, smell, taste and touch. whereas, experiential marketing includes think, feel, act, relate and sense. experiential marketing evokes emotions with the brand. customer orientation is an approach to increase the sales and service. I strongly feel there is a relationship.

Thanks for the comment. I have been working on the two topics for a while since I posed the question in RG three years ago. I am totally agree with you. My next steps are focusing on the impact of an experiential event (that involves different sensory experiences) and its impact on brand equity and wom.