...Experiential Marketing – A case study of Starbucks Abstract We extend our heartfelt thanks to our instructor, Ling-Hui Hsu, Ph.D., the assistant professor of Department of English at Ming Chuan University who herein her expertise and always provide support and opinion for our study at the leisure time, and with her professional skill and experience shared for us. Her valuable suggestions helped all of us to apply and comprehend the theories and help us to get more details for our paper. Starbucks is the top to become the most famous coffee chain store in the minds of customers. These researchers attempt to find out why Starbucks has been able to gain a lead in coffee chains. This research aims at verifying that the experiential marketing is not only a theory, but a practical strategy which can help an international coffee chain stabilize the repurchasing rate of customers and reach operational success. Table of contexts Abstract…………………………………………………………………………….......1 Chapter One: Introduction 1.1 Background…………………………………………………………………….3 1.2 Motivation……………………………………………………………………...4 1.3 Purpose of This Study………………………………………………………….5 1.4 Value of This Study……………………………………………………………6 Chapter Two: Literatures review 2.1Coffee Chains…………………………………………………………………..7 2.2Marketing Strategies…………………………………………………………....7 2.3Customer Relationship Management…………………………………………...8 2.4Schmitt’s 5-Stages Experiential Marketing...
Words: 4964 - Pages: 20
...to learn not only subject matter through traditional methods in a classroom, but foundational learning through experiences obtained directly in the workplace. The terminology used today for this student experience is referred to as experiential learning. This experiential learning comes in two forms, either (1) learning by yourself or (2) through experiential education (learning through programs established by others). You can kindly refer to learning by yourself as “nature’s way of learning” as it occurs as a direct participation in the life cycle. However experiential education can be defined more succinctly as a structured approach, using experiences and the direction of others to create the learning curve. The issue at hand is simple - does participatory (experiential) education create critical thinkers among our students and make them more aware of and able to more easily solve the problem(s) at hand? Our diligence has focused on two distinctly different courses in two different semesters (fall 2011 and spring 2012) in two different business disciplines (business marketing and entrepreneurship) at two distinctly different universities (Wagner College and Monmouth University) with one similar problem, is there a significant benefit to experiential learning over traditional classroom pedagogy? Our findings are profound in the respect that both the participating subjects (students) and the participating businesses achieved significant benefits when this...
Words: 5201 - Pages: 21
...“Experiential Marketing in Retail Environment” Prepared for: Jumana Rezwan Lecturer ULAB School of Business University of Liberal Arts Bangladesh Prepared By: Shah Feda Al-Gani ID: 091011141 ULAB School of Business University of Liberal Arts Bangladesh Date of Submission: 27th December, 2012 1 Experiential Marketing in Retail Environment Letter of Transmittal December 27, 2012 Jumana Rezwan Lecturer ULAB School of business University of Liberal Arts Bangladesh Subject: Submission of project report. Dear Madam, I am pleased to submit the project report as a partial fulfillment of BBA (Bachelor of Business Administration) program. I concentrate my best to present this report on my Project which is “Experiential marketing in retail environment”. I tried my best to work sincerely to cover all aspects regarding the matter. However, if you need any clarifications or directions for further improvement of the report, I will be obligate to provide with further explanation. I sincerely hope that you will appreciate my effort. Thank You Sincerely yours Shah Feda Al-Gani ID: 091011141 ULAB School of Business 2 Experiential Marketing in Retail Environment Acknowledgement First of all I would like to thank the great Almighty for giving me the strength to complete my research. Then to my parents after that I am very grateful to the some staff members of Aarong, Ecstasy, MENZ KLUB and Artisti who gave me some important information. Then I would like to thank my...
Words: 8906 - Pages: 36
...Key Words: customer experience, branding, differentiation, experiential platform. Esma Cavusoglu Postal Address: Kure İletisim Grubu Elmadag, Cumhuriyet Cad. Pegasus Evi 48/3B Taksim 34367 Istanbul / Turkey Customer Experience as a Means of Brand Differentiation Abstract In today’s customer–dominated business world, there exists the “brand indifferentiation” problem that concerns the difficulty of the customers to perceive the differences between a certain brand and its competitors. This situation calls for a close look at the relationship between the consumer behaviour, branding and differentiation. Taking into consideration the proliferation of products, increasing information flow through digital technologies, fast commoditization and competition in today’s world, differentiation and brand positioning relying on traditional frame, have no longer been resulting the expected performance. Constitution of brand differentiation in the minds/hearts of customers entails to re-evaluate the meaning of consumption for consumers, how consumers make their choices, what the brand the consumer prefered means to him, and what can make a brand different than the others for a customer. In this paper, these issues are examined and the solution to indifferentiation is linked with the concepts of “experience” and “experiential marketing”. Key Words: customer experience, branding, differentiation, experiential platform. 1. Introduction Since, a brand is a product...
Words: 2501 - Pages: 11
..."Experiential Marketing in Contemporary Retailing" Experiential Marketing is the process of identifying and satisfying customers’ needs and also the process of building relationships and push forward manufacturers and customers together for long term. It is a technique which always involves the focused audiences through two way interaction, Shaz Smilansky (2009). It`s a new system of promotion which includes cross media campaigns, huge campaigns, live item experience, and travelling display and function to advertise the item. Experiential marketing is the technique of promotion which is directly connected to consumers in mass and events which allows to allow further stage of feelings, gets to know much more personally, results better interaction and all at relatively small budget. Through these encounters of experiential marketing activities will makes a long term impression on audiences and also the way of getting more precise result. It is the ace in the hole of manufacturers and suppliers by offering focused clients a chance to communicate and gain knowledge about the items which allows to raise attention of the items, engage, create remembrances, improve commitment, makes item desire, change the mind of dissatisfied consumers, and allows in the improve return on promotion investment, studymode.com (2011). This hopefully results in a positive reaction of the item by the customer. It is about one on one interaction, unique method to link customers directly to the item, and...
Words: 3033 - Pages: 13
...A Study on Violence Against Buddhism by Korean Protestantism: Centering on the Wonmyeong Temple and Bongeun Temple Incidents Introduction: Violent Attacks on Buddhism by Protestants In the past, there have been numerous incidents where extremist Korean Protestants have damaged statues of the Buddha or Buddhist temples. Such incidents pose serious risks to society as these examples of destruction do not only disregard a certain religion, but are also highly violent in nature. Many high-profile cases have been reported: Arson of the Daejeokgwangjeon of Geumsansa Temple in 1986; the destruction of a stone pagoda and lantern of Okcheonam Temple in Hongeun-dong in 1989; the damaging of the Tangible Cultural Asset No. 17 stone-carved Buddha Statue in 1989; the enclosing of a shrine and burning of a Buddha statue by an army officer in Siheung, Gyeonggi-do in 1993; the arrest of a pastor and his fellows by local police officers for destroying a Buddha statue in Thailand in 1994; a Buddhist accidently killed while he was trying to prevent a Christian from intruding into a Buddhist monastery to distribute Christian missionary materials in 1996; the destruction, damage of 750 Buddha statues in Jeju by a Christian (named Kim) in his attempt to transform Wonmyeong Temple into a church in 1998; the damaging of the Buddha statue at Dongguk University in 2000; and the frenzy over a video clip about missionary students doing a performance involving stepping on the Bongeun Temple site...
Words: 7933 - Pages: 32
...CHAPTER 2 WHAT IS EXPERIENTIAL LEARNING? James W. Gentry Members of ABSEL are dedicated to the proposition that students can learn from experience. Most people adhere to the notion of “trial and error” learning. Various ABSEL participants have used the following quote, attributed to Confucius, to express their conviction that experiential learning is effective: I HEAR AND I FORGET I SEE AND I REMEMBER I DO AND I UNDERSTAND.1 Others have cited Sophocles’ quote from 400 B.C., “One must learn by doing the thing, for though you think you know it-you have no certainty, until you try.” Or, one could quote George Santayana, “The great difficulty of education is to get experience out of ideas.” It is hard to argue that experience will not lead to learning under the right conditions. However, it will be argued that the resultant learning can be in error unless care is taken to assure that those conditions occur. The purpose of this chapter is to delineate the components of “experiential learning” so that the necessary conditions for “proper” learning can be specified. While most pedagogies allow students to learn experientially to some extent, an attempt will be made to distinguish those approaches which would be more likely to facilitate experiential learning. While the title of the chapter implies a focus on learning (the student perspective), to a large extent the chapter actually focuses on the structuring of the experience (the teacher perspective). What the student takes away...
Words: 4625 - Pages: 19
...BBA340 Cross Cultural Management Department of Marketing and Management Faculty of Business and Economics Unit Guide E2 Evening; Offered in Session 2, North Ryde 2012 Table of Content Table of Content General Information 2 3 Convenor and teaching staff Credit Points Prerequisites Corequisites Co-badged status Unit Description 3 3 3 3 3 3 Learning Outcomes Graduate Capabilities 4 5 Capable of Professional and Personal Judgement and Initiative Engaged and Ethical Local and Global citizens Discipline Specific Knowledge and Skills Critical, Analytical and Integrative Thinking Assessment Tasks 5 5 6 6 8 Case Study and Presentation Media Report Analysis Final Examination 8 9 10 Unit Schedule Delivery and Resources 12 14 Classes Prizes Required and Recommended Texts and/or Materials Teachnology Used and Required Learning and Teaching Activities Policies and Procedures 14 14 14 15 15 17 Academic Honesty Grades Grading Appeals and Final Examination Script Viewing Special Consideration Policy Student Support Student Enquiry Service Equity Support IT Help Research and Practice 17 17 17 17 18 18 18 18 19 Page 2 of 19 General Information Convenor and teaching staff Unit Convenor: Meena Chavan Email: meena.chavan@mq.edu.au Other Staff: Choon-Hwa Lim Email: choon-hwa.lim@mq.edu.au Credit Points 3 Prerequisites 42cp Corequisites N/A Co-badged status ...
Words: 4289 - Pages: 18
... Although an unexpected high percentage (23%) of experientials patronized the restaurant in 2008 (Red Lobster Case, 2010), the shrinking middle class makes it embarrassing to serve both experientials who expect the best service and price sensitive customers at the same time. Neither the rich nor the poor will choose Red Lobster since rich people will directly go to fine dining restaurants because they expect top notch service, and the low income people tend to spend more time eating at home (Gustafson, 2012). For a chain restaurant as large as Red Lobster, it should not go premium and change its customer base to experientials because of potential market opportunities and its own operating features. Segmentation The revenue brought by more profitable experientials will be offset by the loss of other 70% price sensitive customers because they can not afford the costly upscale service. It is true that experientials account for 23% of total customers and contribute more to profits. Indeed, the three phase plan has attracted many experientials that the company has not expected. However, they could not represent the company’s new customer base since 23% of them are far from enough when compared to 70% of price sensitive customers that include indulgents, traditionals, and frugals. Moreover, the tragic story of K-mart tells a truth that turning too abruptly to another customer base may cause a company to lose its core brand value. Sticking to the original customers is a better choice...
Words: 1404 - Pages: 6
...hypothesis of the study was to determine if the Augmented Reality Experimental Marketing (AREM) is a sustainable marketing tool (Bulearca and Tamarjan,2010). This tool will allow more access and marketing opportunities online. The main focus was to determine if this tool is marketable and beneficial for companies or their brands. To conduct the testing focus groups were used. This method was chosen because it offers great discussions like everyday conversations with no restraints. A pilot study will be implemented to amend any questions prior to the focus group study. The technique of peer checking was instituted to find blind spots and ensure the validiality of the questions. Member checking was used to verify the accuracy of the study and enables the researcher to get valuable feedback from the focus group. A good description of participants was provided to ensure the case study focus groups were viable and can be used for further research. The use of Augmented Reality as a form of experiential marketing during the past two years has been raising numerous controversies regarding its long-term benefits, extending from AR being only a promotional tool, to AR effectively contributing to a positive customer-brand relationship and to customer satisfaction through the creation of perceived experiential value (Bulearca and Tamarjan,2010). There is little known data on the long term effects of this type marketing due to a lack of benchmarks, and research studies. However, the purpose...
Words: 430 - Pages: 2
...THE INTERNATIONALIZATION PROCESS OF THE FIRM-A MODEL OF KNOWLEDGE DEVELOPMENT AND INCREASING FOREIGN MARKET COMMITMENTS JAN JOHANSON' Center of International Business Studies University of Uppsala JAN-ERIK VAHLNE' Institute of International Business Stockholm School of Economics Abstract. O n the basis of empirical research, a model of the internationalization process of the firm is developed. The model fccuses on the gradual acquisition, integration and use of knowledge about foreign markets and operations, and on the incrementally increasing commitments to foreign markets. In particular, attention is concentrated on the increasing involvement in the individual foreign country. ' , .?.. . ' 1 .ti-. ;,..,, ,--.7p.p. . & , Several studies of international business have indicated that internationalization of the firms is a process in which the firms gradually increase their international involvement. It seems reasonable to assume that, within the frame of economic and business factors, the characteristics of this process influence the pattern and pace of internationalization of firms. In this paper we develop a model of the internationalization process of the firm that focuses on the development of the individual firm, and particularly on its gradual acquisltion, integration, and use of knowledge about foreign markets and operations, and on its successively increasing commitment to foreign markets. The basic assumptions of the model are that...
Words: 6267 - Pages: 26
...temasek polytechnic SCHOOL OF BUSINESS Diploma in Business AY 2014/2015 Apr Semester Product Development & Innovation PDI (BBS3005) STUDENT KIT Table of Contents OVERVIEW 3 SUBJECT AIMS AND SYNOPSIS 3 ACADEMIC CALENDAR 3 ASSESSMENT STRUCTURE 4 IMPORTANT DATES 4 DESCRIPTION OF ASSESSMENT COMPONENTS 5 PDI EXERCISE (ONLINE SUBMISSION VIA OLIVE) 6 Section 1: Individual Report 6 Section 2: Review Questions 7 GROUP PROJECT REPORT 8 PRESENTATION 9 SELF & PEER APPRAISAL (ONLINE) 11 TUTOR ASSESSMENT 11 SUBJECT CONTENT AND GENERAL LEARNING OUTCOMES 12 RESOURCE REFERENCES 14 REPORT FORMAT & REQUIREMENTS 15 Appendix I - Temasek Polytechnic’s Policy on Plagiarism 16 Appendix II - Declaration on Plagiarism Form (Individual Submission) 17 Appendix III - Declaration on Plagiarism Form (Group Submission) 18 Appendix IV - Academic Calendar 20 OVERVIEW This student kit introduces you to the subject, Product Development & Innovation (PDI) is a diploma elective subject. We are using the Inductive Approach for learning and you are required to PDI exercise, a group report and other assessment component deliverables that will demonstrate your understanding of the subject, learning process and problem solving skills. Besides the resource sessions and tutorial sessions scheduled, you may also contact your tutor in person or via phone or e-mail on matters pertaining to the subject. The subject will use OLIVE as the main platform of communication...
Words: 3866 - Pages: 16
...Developmental Game Part II: The Construction of a Developmental Game Appropriate for Adults: A Slide Presentation With Accompanying Notes Part II: The Construction of a Developmental Game Appropriate for Adults: A Slide Presentation With Accompanying Notes Rationale for Part II Project Application As an instructor, this writer is charged with the responsibility of challenging students to strengthen critical thinking skills while developing an understanding of course material. College students taking an adult development course are expected to apply critical thinking skills when studying developmental theory and research. This requires that they examine their own assumptions and discern their hidden values. In addition, critical thinking involves their evaluation of evidence and the assessment of conclusions. An important aspect of such a scientific approach is the attitude of humility. Critical thinking requires the humble scrutiny of competing ideas. Students must understand that they may have to reject their own preconceptions (Myers, 2004). One must acknowledge the potentially biasing effects of preconceived ideas. Such ideas can evolve from a number of sources including culture and environment. In contemporary American culture, some regard the aging process view as being undesirable. For them, the term old connotes an inevitable future involving physical frailty, narrow-mindedness, incompetence, and loss of attraction. ...
Words: 2318 - Pages: 10
...Global and Local Strategic Contexts: Expatriate Knowledge Transfer, Applications and Learning within a Transnational Organization Abstract In this paper we investigate how expatriates contribute to the transnational firm’s strategic objectives of global efficiency, national (‘local’) responsiveness, and worldwide learning. We focus on their knowledge applications and experiential learning, two assignment-based outcomes of potential strategic value to the firm. We assess how these outcomes are impacted by the expatriate’s everyday knowledge access and communication activities, measured by their frequency and geographic extent. Within our case organization, a prototype transnational firm, we find that the expatriates’ knowledge applications result from their frequent knowledge access and communication with the corporate headquarters and other global units of the firm. In contrast, their experiential learning derives from a frequent access to host country (local) knowledge that is subsequently adapted to the global corporate context. From a practical perspective we view the knowledge gained through experiential learning as an invaluable resource for both present and future corporate assignments. 1 In their analysis of global business strategy and organizational design, Bartlett and Ghoshal (1988, 1989)...
Words: 4907 - Pages: 20
...of quantitative research to readers especially novice researchers. It comprises types of research, definitions of quantitative research, different types and assumptions of quantitative research, when to use and not to use quantitative methods, advantages, common approaches and samples of quantitative research, and common misconceptions. Besides, a set of criteria for evaluating quantitative research proposal is provided. The main focus is on the assumptions underlying the quantitative research and some of the misconceptions that many researchers have when they are conducting a research study. Types of Research It is not easy to say how many types of research there are because different researchers or educators may use different criteria to classify research types. Generally speaking, research can be classified into 3 main groups based on the application of the research study, its objectives in undertaking the research and how the information is sought. Each group can be subdivided into different types as follows: (Kumar, 1996) Types of research Applications Pure research Applied research Types of information sought Objectives Descriptive research Correlational research Exploratory research Explanatory research Quantitative research Qualitative research Figure 1. Types of research Research can also be classified according to the time when the data are collected for investigation Therefore, it can be divided into 3 main...
Words: 6353 - Pages: 26
