Experiential Marketing Processes and Their Importance for Businesses
Chapter from the book:
Yılmaz,
E.
S.
(ed.)
2024.
Academic Research and Evaluations in the Field of Social Sciences-III.
Synopsis
Developments in technology and customer preferences have recently caused a major change and transformation in marketing processes. We are going through a period where customer loyalty to the companies they receive service from is determined based on the experiences of the customers and the processes of meeting their expectations.
Marketing and its processes are a living process that is constantly in life (İslamoğlu, 2010: 7). In previous periods, human beings' limited expectations and needs later increased due to changing conditions and living conditions. It was no longer possible to meet these needs on its own and a socio-economic order process was formed. After these processes and transformations, marketing processes emerge and have developed and transformed rapidly up to the present day (Çağlar ve Kılıç, 2010: 3; İslamoğlu, 2010: 7). Marketing cannot be considered as just selling the needed services or products; it is an activity that covers all processes that appeal to a very wide range of needs.
Along with the changing world conditions, companies continue their struggle in a market structure dominated by customers, where there is extremely intense competition in the market, changing and established sales channels, changes in customers' purchasing and purchasing decisions, and where customers are at the focal point. In today's markets, the influence of traditional marketing techniques and traditional market processes is decreasing, and a market structure where experience is effective and this influence is dominant in customer behavior and purchasing decisions. It becomes possible for the customer to choose the same product or company again based on their satisfaction within the framework of their experiences as customers who make purchasing decisions in the market.
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Copyright (c) 2024 Emrah Sıtkı Yılmaz; Şahin Çaylı, Ebru Açık Turğuter, Ebrar Elveren, Selahattin Taylan, Salih Köseoğlu, Mehmet Yıldırım, Ayşe Yaşar Ümütlü, Turgay Toksoy, Özlem Balaban, Fazilet Nohut, Ahmet Küçük, Umut Turgut Yıldırım, Osman Ağır, Halil İbrahim Ada, Ezgi Tokdil, Erdoğan Keleş, Zeynep İskefiyeli, Fikrettin Yavuz, Berna İleri, Tuğba Konuk, Murat Nazlı, Bahar Moazami, Fatima Alwash, Mahmut Uçaktürk