TITLE

Atmospherics as a Marketing Tool

AUTHOR(S)
Kotler, Philip
PUB. DATE
December 1973
SOURCE
Journal of Retailing;Winter73/74, Vol. 49 Issue 4, p48
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
One of the most important recent advances in business thinking is the recognition that people, in their purchase decision-making, respond to more than simply the tangible product or service being offered. The tangible product, a pair of shoes, a refrigerator, a haircut, or a meal, is only a small part of the total consumption package. Buyers respond to the total product. It includes the services, warranties, packaging, advertising, financing, pleasantries, images, and other features that accompany the product. One of the most significant features of the total product is the place where it is bought or consumed. In some cases, the place, more specifically the atmosphere of the place, is more influential than the product itself in the purchase decision. In some cases, the atmosphere is the primary product. Businessmen, however, have tended to neglect atmosphere as a marketing tool. This is due to two factors. First, men of business tend to be practical and functional in their thinking; if they were poetic they probably would not be businessmen. Secondly, atmospheres are a "silent language" in communication.
ACCESSION #
4673250

 

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