The experiential approach of consumption of products and services: A marketing perspective

Essay from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 9,8, University of Valencia (Facultad de Economia), language: English, abstract: This essay is concerned with the evaluation and interpretation of the experiential approach of consumption of products and services in the context of experiential marketing. Do all products provide services to create need- or want-satisfying experiences? In this connection, the first section of this work will address the basic theoretical framework of marketing practises and the nature of marketing services. The second section represents the evolution of marketing from the traditional towards an experiential marketing approach. In this section the consumption experience will be illustrated and illuminated in more detail. Subsequently, a critical reflecting of the findings will be discussed in section three. Finally, the last chapter consist of a summarised view on the findings as well as an outlook of the future development of experiential marketing and consumption.