Consumer Behavior : Building Marketing Strategy,9780073101378

Consumer Behavior : Building Marketing Strategy

by
Edition: 10th
ISBN13: 9780073101378
ISBN10: 0073101370
Format: Hardcover
Pub. Date: 2006-03-01
Publisher(s): Irwin/McGraw-Hill
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Table of Contents

Part One Introduction
2(34)
Consumer Behavior and Marketing Strategy
5(31)
Applications of Consumer Behavior
9(2)
Marketing Strategy
9(1)
Regulatory Policy
9(1)
Social Marketing
10(1)
Informed Individuals
11(1)
Marketing Strategy and Consumer Behavior
11(3)
Market Analysis Components
14(2)
The Consumers
14(1)
The Company
15(1)
The Competitors
15(1)
The Conditions
16(1)
Market Segmentation
16(3)
Product-Related Need Sets
16(2)
Customers with Similar Need Sets
18(1)
Description of Each Group
18(1)
Attractive Segment(s) to Serve
18(1)
Marketing Strategy
19(3)
The Product
19(1)
Communications
19(2)
Price
21(1)
Distribution
21(1)
Service
22(1)
Consumer Decisions
22(1)
Outcomes
22(4)
Firm Outcomes
22(2)
Individual Outcomes
24(1)
Society Outcomes
25(1)
The Nature of Consumer Behavior
26(4)
External Influences (Part Two)
27(1)
Internal Influences (Part Three)
28(1)
Self-Concept and Lifestyle
28(1)
Consumer Decision Process (Part Four)
29(1)
Organizations (Part Five) and Regulation (Part Six)
29(1)
The Meaning of Consumption
30(1)
Summary
31(5)
Part Two External Influences
36(242)
Cross-Cultural Variations in Consumer Behavior
39(42)
The Concept of Culture
42(2)
Variations in Cultural Values
44(12)
Other-Oriented Values
46(5)
Environment-Oriented Values
51(2)
Self-Oriented Values
53(3)
Cultural Variations in Nonverbal Communications
56(7)
Time
57(2)
Space
59(1)
Symbols
59(2)
Relationships
61(1)
Agreements
61(1)
Things
62(1)
Etiquette
62(1)
Conclusions on Nonverbal Communications
63(1)
Global Cultures
63(3)
A Global Teenage Culture?
64(2)
Global Demographics
66(2)
Cross-Cultural Marketing Strategy
68(3)
Considerations in Approaching a Foreign Market
69(2)
Summary
71(10)
The Changing American Society: Values
81(34)
Changes in American Cultural Values
82(11)
Self-Oriented Values
82(5)
Environment-Oriented Values
87(3)
Other-Oriented Values
90(3)
Marketing Strategy and Values
93(13)
Green Marketing
93(1)
Cause-Related Marketing
94(3)
Marketing to Gay and Lesbian Consumers
97(3)
Gender-Based Marketing
100(6)
Summary
106(9)
The Changing American Society: Demographics and Social Stratification
115(42)
Demographics
116(7)
Population Size and Distribution
116(1)
Occupation
117(1)
Education
117(3)
Income
120(1)
Age
120(3)
Understanding American Generations
123(12)
The Pre-Depression Generation
124(2)
Depression Generation
126(1)
Baby Boom Generation
127(2)
Generation X
129(2)
Generation Y
131(3)
Millennials
134(1)
Social Stratification
135(1)
Social Structure in the United States
136(8)
Upper Americans
137(2)
Middle Americans
139(2)
Lower Americans
141(3)
The Measurement of Social Class
144(2)
Multi-Item Indexes
144(2)
Demographics or Social Status?
146(1)
Social Stratification and Marketing Strategy
146(2)
Summary
148(9)
The Changing American Society: Subcultures
157(38)
The Nature of Subcultures
158(1)
Ethnic Subcultures
159(4)
African Americans
163(5)
Consumer Groups
164(1)
Media Usage
165(1)
Marketing to African Americans
166(2)
Hispanics
168(7)
Acculturation, Language, and Generational Influences
169(2)
Marketing to Hispanics
171(4)
Asian Americans
175(4)
Consumer Segments and Trends
176(1)
Marketing to Asian Americans
177(2)
Native Americans
179(1)
Asian-Indian Americans
180(1)
Arab Americans
181(1)
Religious Subcultures
181(5)
Christian Subcultures
182(2)
Non-Christian Subcultures
184(2)
Regional Subcultures
186(1)
Summary
187(8)
The American Society: Families and Households
195(32)
The Nature of American Households
196(3)
Types of Households
196(3)
The Household Life Cycle
199(9)
Marketing Strategy Based on the Household Life Cycle
208(1)
Family Decision Making
209(5)
The Nature of Family Purchase Roles
210(2)
Determinants of Family Purchase Roles
212(2)
Conflict Resolution
214(1)
Conclusions on Family Decision Making
214(1)
Marketing Strategy and Family Decision Making
214(1)
Consumer Socialization
215(4)
The Ability of Children to Learn
216(1)
The Content of Consumer Socialization
216(1)
The Process of Consumer Socialization
217(1)
The Supermarket as a Classroom
218(1)
Marketing to Children
219(1)
Summary
220(7)
Group influences on Consumer Behavior
227(51)
Types of Groups
228(7)
Consumption Subcultures
229(2)
Brand Communities
231(2)
Virtual Communities
233(2)
Reference Group Influences on the Consumption Process
235(4)
The Nature of Reference Group Influence
235(2)
Degree of Reference Group Influence
237(2)
Marketing Strategies Based on Reference Group Influences
239(2)
Personal Sales Strategies
239(1)
Advertising Strategies
240(1)
Communications within Groups and Opinion Leadership
241(9)
Situations in Which WOM and Opinion Leadership Occur
243(1)
Characteristics of Opinion Leaders
244(2)
Marketing Strategy, WOM, and Opinion Leadership
246(4)
Diffusion of Innovations
250(9)
Categories of Innovations
250(3)
Diffusion Process
253(4)
Marketing Strategies and the Diffusion Process
257(2)
Summary
259(8)
Part Two Cases
Starbucks Keeps It Brewing in Asia
267(1)
Norelco's Advantage Razor Introduction
268(2)
Crest Rejuvenating Effects
270(1)
Renault's Logan Taps Emerging Global Markets
271(1)
Office Depot Leads in Green
272(1)
Dixon Ticonderoga's Prang Soybean Crayon
273(1)
The Mosquito Magnet
274(1)
Tapping the Ethnic Housing Market
275(1)
Fighting Obesity in Kids
276(2)
Part Three Internal Influences
278(202)
Perception
281(40)
The Nature of Perception
282(1)
Exposure
283(4)
Selective Exposure
283(2)
Voluntary Exposure
285(2)
Attention
287(9)
Stimulus Factors
288(6)
Individual Factors
294(1)
Situational Factors
294(1)
Nonfocused Attention
295(1)
Interpretation
296(11)
Individual Characteristics
297(2)
Situational Characteristics
299(1)
Stimulus Characteristics
300(4)
Consumer Inferences
304(3)
Perception and Marketing Strategy
307(4)
Retail Strategy
307(1)
Brand Name and Logo Development
307(2)
Media Strategy
309(1)
Advertisements
309(1)
Package Design and Labeling
310(1)
Summary
311(10)
Learning, Memory, and Product Positioning
321(42)
Nature of Learning and Memory
322(1)
Memory's Role in Learning
323(5)
Short-Term Memory
323(2)
Long-Term Memory
325(3)
Learning Under High and Low Involvement
328(8)
Conditioning
330(4)
Cognitive Learning
334(2)
Learning to Generalize and Differentiate
336(1)
Summary of Learning Theories
336(1)
Learning, Memory, and Retrieval
336(10)
Strength of Learning
338(6)
Memory Interference
344(2)
Response Environment
346(1)
Brand Image and Product Positioning
346(5)
Brand Image
346(1)
Product Positioning
347(2)
Product Repositioning
349(2)
Brand Equity and Brand Leverage
351(3)
Summary
354(9)
Motivation, Personality, and Emotion
363(32)
The Nature of Motivation
364(8)
Maslow 's Hierarchy of Needs
364(2)
McGuire 's Psychological Motives
366(6)
Motivation Theory and Marketing Strategy
372(6)
Discovering Purchase Motives
372(2)
Marketing Strategies Based on Multiple Motives
374(2)
Marketing Strategies Based on Motivation Conflict
376(1)
Motivation and Consumer Involvement
377(1)
Personality
378(2)
Multitrait Approach
378(1)
Single-Trait Approach
379(1)
The Use of Personality in Marketing Practice
380(2)
Communicating Brand Personality
381(1)
Emotion
382(1)
Types of Emotions
383(1)
Emotions and Marketing Strategy
383(4)
Emotion Arousal as a Product Benefit
384(1)
Emotion Reduction as a Product Benefit
384(1)
Emotion in Advertising
385(2)
Summary
387(8)
Attitudes and Influencing Attitudes
395(38)
Attitude Components
397(7)
Cognitive Component
397(2)
Affective Component
399(3)
Behavioral Component
402(1)
Component Consistency
403(1)
Attitude Change Strategies
404(5)
Change the Cognitive Component
405(1)
Change the Affective Component
406(3)
Change the Behavioral Component
409(1)
Individual and Situational Characteristics That Influence Attitude Change
409(2)
Cue Relevance and Competitive Situation
411(1)
Consumer Resistance to Persuasion
411(1)
Communication Characteristics That Influence Attitude Formation and Change
411(11)
Source Characteristics
412(4)
Appeal Characteristics
416(5)
Message Structure Characteristics
421(1)
Market Segmentation and Product Development Strategies Based on Attitudes
422(2)
Market Segmentation
422(1)
Product Development
423(1)
Summary
424(9)
Self-Concept and Lifestyle
433(47)
Self-Concept
434(7)
Interdependent/Independent Self-Concepts
434(2)
Possessions and the Extended Self
436(2)
Measuring Self-Concept
438(1)
Using Self-Concept to Position Products
438(1)
Marketing Ethics and the Self-Concept
439(2)
The Nature of Lifestyle
441(4)
Measurement of Lifestyle
442(1)
General versus Specific Lifestyle Schemes
443(2)
The VALSTM System
445(5)
The VALSTM Segments
446(4)
Geo-Lifestyle Analysis (Prizm)
450(4)
Prizm Social and Life Stage Groups
451(1)
Sample Prizm Segments
452(1)
Applications of Prizm in Marketing Strategy
453(1)
International Lifestyles
454(1)
Summary
455(6)
Part Three Cases
K9-Quencher Sport Drink for Dogs?
461(1)
Levi's Signature Stretch
462(2)
Marketing the California Avocado
464(3)
Dairy Queen Sells Irradiated Burgers
467(2)
The Psychographics of Luxury Shoppers
469(1)
Revlon for Men?
470(3)
Made in Mexico
473(1)
Hardiplank's Pull Strategy
474(1)
www.teenpregnancy.org
475(3)
Framing Preventive Care
478(2)
Part Four Consumer Decision Process
480(202)
Situational Influences
483(26)
The Nature of Situational Influence
484(4)
The Communications Situation
485(1)
The Purchase Situation
486(1)
The Usage Situation
486(1)
The Disposition Situation
487(1)
Situational Characteristics and Consumption Behavior
488(9)
Physical Surroundings
488(4)
Social Surroundings
492(1)
Temporal Perspectives
493(1)
Task Definition
494(1)
Antecedent States
495(2)
Ritual Situations
497(1)
Situational Influences and Marketing Strategy
498(4)
Summary
502(7)
Consumer Decision Process and Problem Recognition
509(22)
Types of Consumer Decisions
510(4)
Nominal Decision Making
512(1)
Limited Decision Making
513(1)
Extended Decision Making
513(1)
The Process of Problem Recognition
514(4)
The Nature of Problem Recognition
514(3)
Types of Consumer Problems
517(1)
Uncontrollable Determinants of Problem Recognition
518(2)
Marketing Strategy and Problem Recognition
520(6)
Discovering Consumer Problems
520(2)
Responding to Consumer Problems
522(1)
Helping Consumers Recognize Problems
522(4)
Suppressing Problem Recognition
526(1)
Summary
526(5)
Information Search
531(34)
The Nature of Information Search
532(1)
Types of Information Sought
533(5)
Evaluative Criteria
533(1)
Appropriate Alternatives
534(3)
Alternative Characteristics
537(1)
Sources of Information
538(8)
Information Search on the Internet
539(7)
Amount of External Information Search
546(1)
Costs versus Benefits of External Search
547(4)
Market Characteristics
547(2)
Product Characteristics
549(1)
Consumer Characteristics
549(2)
Situation Characteristics
551(1)
Marketing Strategies Based on Information Search Patterns
551(5)
Maintenance Strategy
552(1)
Disrupt Strategy
553(1)
Capture Strategy
554(1)
Intercept Strategy
554(1)
Preference Strategy
554(1)
Acceptance Strategy
555(1)
Summary
556(9)
Alternative Evaluation and Selection
565(32)
How Consumers Make Choices
566(6)
Affective Choice
568(1)
Attribute-Based versus Attitude-Based Choice Processes
569(3)
Evaluative Criteria
572(5)
Nature of Evaluative Criteria
572(2)
Measurement of Evaluative Criteria
574(3)
Individual Judgment and Evaluative Criteria
577(3)
Accuracy of Individual Judgments
577(1)
Use of Surrogate Indicators
578(1)
The Relative Importance and Influence of Evaluative Criteria
579(1)
Evaluative Criteria, Individual Judgments, and Marketing Strategy
579(1)
Decision Rules for Attribute-Based Choices
580(8)
Conjunctive Decision Rule
581(2)
Disjunctive Decision Rule
583(1)
Elimination-by-Aspects Decision Rule
583(1)
Lexicographic Decision Rule
584(2)
Compensatory Decision Rule
586(1)
Summary of Decision Rules
587(1)
Summary
588(9)
Outlet Selection and Purchase
597(40)
Outlet Choice versus Product Choice
598(2)
The Retail Scene
600(8)
Internet Retailing
600(5)
Store-Based Retailing
605(2)
The Internet as Part of a Multi-Channel Strategy
607(1)
Attributes Affecting Retail Outlet Selection
608(6)
Outlet Image
609(1)
Retailer Brands
610(1)
Retail Advertising
611(2)
Outlet Location and Size
613(1)
Consumer Characteristics and Outlet Choice
614(3)
Perceived Risk
614(2)
Shopping Orientation
616(1)
In-Store and Online Influences on Brand Choices
617(9)
The Nature of Unplanned Purchases
617(2)
Point-of-Purchase Materials
619(1)
Price Reductions and Promotional Deals
620(2)
Outlet Atmosphere
622(1)
Stockouts
623(1)
Web Site Functioning and Requirements
624(1)
Sales Personnel
625(1)
Purchase
626(1)
Summary
626(11)
Postpurchase Processes, Customer Satisfaction, and Customer Commitment
637(45)
Postpurchase Dissonance
638(3)
Product Use and Nonuse
641(3)
Product Use
641(2)
Product Nonuse
643(1)
Disposition
644(4)
Product Disposition and Marketing Strategy
645(3)
Purchase Evaluation and Customer Satisfaction
648(3)
The Evaluation Process
648(3)
Dissatisfaction Responses
651(4)
Marketing Strategy and Dissatisfied Consumers
653(2)
Customer Satisfaction, Repeat Purchases, and Customer Commitment
655(7)
Repeat Purchasers, Committed Customers, and Profits
657(2)
Repeat Purchasers, Committed Customers, and Marketing Strategy
659(3)
Summary
662(9)
Part Four Cases
Adidas Goes High Tech
671(1)
Supermarket Shopping in Europe
671(1)
A Shifting Retail Scene---Can Blockbuster Survive?
672(1)
Is Sears on Target?
673(3)
Vespa Boutiques
676(1)
Hyundai's Turnaround
677(1)
Muddy Boots Mercantile
678(1)
increasing Egg Consumption
679(3)
Part Five Organizations as Consumers
682(32)
Organizational Buyer Behavior
685(29)
Organizational Purchase Process
686(12)
Decision-Making Unit
687(2)
Purchase Situation
689(1)
Steps in the Organizational Decision Process
690(7)
The Internet's Role in the Organizational Decision Process
697(1)
Organizational Culture
698(1)
External Factors Influencing Organizational Culture
698(5)
Firmographics
698(3)
Culture/Government
701(1)
Reference Groups
701(2)
Internal Factors Influencing Organizational Culture
703(3)
Organizational Values
703(1)
Perception
703(3)
Learning
706(1)
Motives and Emotions
706(1)
Summary
706(5)
Part Five Cases
Raex Laser Steei
711(1)
Mack Trucks' Integrated Communications Campaign
712(2)
Part Six Consumer Behavior and Marketing Regulation
714(33)
Marketing Regulation and Consumer Behavior
717(30)
Regulation and Marketing to Children
718(10)
Concerns about the Ability of Children to Comprehend Commercial Messages
719(2)
Concerns about the Effects of the Content of Commercial Messages on Children
721(3)
Controversial Marketing Activities Aimed at Children
724(2)
Children's Online Privacy Issues
726(2)
Regulation and Marketing to Adults
728(10)
Marketing Communications
729(7)
Product Issues
736(2)
Pricing Issues
738(1)
Summary
738(6)
Part Six Cases
Children's Online Privacy Protection
744(1)
Safer Cigarettes?
744(3)
Appendix A Consumer Research Methods 747(10)
Appendix B Consumer Behavior Audit 757(6)
Indexes 763

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