دانلود کتاب Consumer behavior : building marketing strategy

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Tittle Contents Part One Introduction CHAPTER ONE Consumer Behavior and Marketing Strategy Applications of Consumer Behavior Marketing Strategy Regulatory Policy Social Marketing Informed Individuals Marketing Strategy and Consumer Behavior Market Analysis Components The Consumers The Company The Competitors The Conditions Market Segmentation Product-Related Need Sets Customers with Similar Need Sets Description of Each Group Attractive Segment(s) to Serve Marketing Strategy The Product Communications Price Distribution Service Consumer Decisions Outcomes Firm Outcomes Individual Outcomes Society Outcomes The Nature of Consumer Behavior External Influences (Part Two) Internal Influences (Part Three) Self-Concept and Lifestyle Consumer Decision Process (Part Four) Organizations (Part Five) and Regulation (Part Six) The Meaning of Consumption Summary Part Two External Influences CHAPTER TWO Cross-Cultural Variations in Consumer Behavior The Concept of Culture Variations in Cultural Values Other-Oriented Values Environment-Oriented Values Self-Oriented Values Cultural Variations in Nonverbal Communications Time Space Symbols Relationships Agreements Things Etiquette Conclusions on Nonverbal Communications Global Cultures A Global Teenage Culture? Global Demographics Cross-Cultural Marketing Strategy Considerations in Approaching a Foreign Market Summary CHAPTER THREE The Changing American Society: Values Changes in American Cultural Values Self-Oriented Values Environment-Oriented Values Other-Oriented Values Marketing Strategy and Values Green Marketing Cause-Related Marketing Marketing to Gay and Lesbian Consumers Gender-Based Marketing Summary CHAPTER FOUR The Changing American Society: Demographics and Social Stratification Demographics Population Size and Distribution Occupation Education Income Age Understanding American Generations The Pre-Depression Generation Depression Generation Baby Boom Generation Generation X Generation Y Millennials Social Stratification Social Structure in the United States Upper Americans Middle Americans Lower Americans The Measurement of Social Class Multi-Item Indexes Demographics or Social Status? Social Stratification and Marketing Strategy Summary CHAPTER FIVE The Changing American Society: Subcultures The Nature of Subcultures Ethnic Subcultures African Americans Consumer Groups Media Usage Marketing to African Americans Hispanics Acculturation, Language, and Generational Influences Marketing to Hispanics Asian Americans Consumer Segments and Trends Marketing to Asian Americans Native Americans Asian-Indian Americans Arab Americans Religious Subcultures Christian Subcultures Non-Christian Subcultures Regional Subcultures Summary CHAPTER SIX The American Society: Families and Households The Nature of American Households Types of Households The Household Life Cycle Marketing Strategy Based on the Household Life Cycle Family Decision Making The Nature of Family Purchase Roles Determinants of Family Purchase Roles Conflict Resolution Conclusions on Family Decision Making Marketing Strategy and Family Decision Making Consumer Socialization The Ability of Children to Learn The Content of Consumer Socialization The Process of Consumer Socialization The Supermarket as a Classroom Marketing to Children Summary CHAPTER SEVEN Group Influences on Consumer Behavior Types of Groups Consumption Subcultures Brand Communities Virtual Communities Reference Group Influences on the Consumption Process The Nature of Reference Group Influence Degree of Reference Group Influence Marketing Strategies Based on Reference Group Influences Personal Sales Strategies Advertising Strategies Communications within Groups and Opinion Leadership Situations in Which WOM and Opinion Leadership Occur Characteristics of Opinion Leaders Marketing Strategy, WOM, and Opinion Leadership Diffusion of Innovations Categories of Innovations Diffusion Process Marketing Strategies and the Diffusion Process Summary ■ PART TWO CASES Case 2-1 Starbucks Keeps It Brewing in Asia Case 2-2 Norelco’s Advantage Razor Introduction Case 2-3 Crest Rejuvenating Effects Case 2-4 Renault’s Logan Taps Emerging Global Markets Case 2-5 Office Depot Leads in Green Case 2-6 Dixon Ticonderoga’s Prang Soybean Crayon Case 2-7 The Mosquito Magnet Case 2-8 Tapping the Ethnic Housing Market Case 2-9 Fighting Obesity in Kids Part Three Internal Influences CHAPTER EIGHT Perception The Nature of Perception Exposure Selective Exposure Voluntary Exposure Attention Stimulus Factors Individual Factors Situational Factors Nonfocused Attention Interpretation Individual Characteristics Situational Characteristics Stimulus Characteristics Consumer Inferences Perception and Marketing Strategy Retail Strategy Brand Name and Logo Development Media Strategy Advertisements Package Design and Labeling Summary CHAPTER NINE Learning, Memory, and Product Positioning Nature of Learning and Memory Memory’s Role in Learning Short-Term Memory Long-Term Memory Learning Under High and Low Involvement Conditioning Cognitive Learning Learning to Generalize and Differentiate Summary of Learning Theories Learning, Memory, and Retrieval Strength of Learning Memory Interference Response Environment Brand Image and Product Positioning Brand Image Product Positioning Product Repositioning Brand Equity and Brand Leverage Summary CHAPTER TEN Motivation, Personality, and Emotion The Nature of Motivation Maslow’s Hierarchy of Needs McGuire’s Psychological Motives Motivation Theory and Marketing Strategy Discovering Purchase Motives Marketing Strategies Based on Multiple Motives Marketing Strategies Based on Motivation Conflict Motivation and Consumer Involvement Personality Multitrait Approach Single-Trait Approach The Use of Personality in Marketing Practice Communicating Brand Personality Emotion Types of Emotions Emotions and Marketing Strategy Emotion Arousal as a Product Benefit Emotion Reduction as a Product Benefit Emotion in Advertising Summary CHAPTER ELEVEN Attitudes and Influencing Attitudes Attitude Components Cognitive Component Affective Component Behavioral Component Component Consistency Attitude Change Strategies Change the Cognitive Component Change the Affective Component Change the Behavioral Component Individual and Situational Characteristics That Influence Attitude Change Cue Relevance and Competitive Situation Consumer Resistance to Persuasion Communication Characteristics That Influence Attitude Formation and Change Source Characteristics Appeal Characteristics Message Structure Characteristics Market Segmentation and Product Development Strategies Based on Attitudes Market Segmentation Product Development Summary CHAPTER TWELVE Self-Concept and Lifestyle Self-Concept Interdependent/Independent Self-Concepts Possessions and the Extended Self Measuring Self-Concept Using Self-Concept to Position Products Marketing Ethics and the Self-Concept The Nature of Lifestyle Measurement of Lifestyle General versus Specific Lifestyle Schemes The VALS™ System The VALS™ Segments Geo-Lifestyle Analysis (PRIZM) PRIZM Social and Life Stage Groups Sample PRIZM Segments Applications of PRIZM in Marketing Strategy International Lifestyles Summary ■ PART THREE CASES Case 3-1 K9-Quencher Sport Drink for Dogs? Case 3-2 Levi’s Signature Stretch Case 3-3 Marketing the California Avocado Case 3-4 Dairy Queen Sells Irradiated Burgers Case 3-5 The Psychographics of Luxury Shoppers Case 3-6 Revlon for Men? Case 3-7 Made in Mexico Case 3-8 Hardiplank’s Pull Strategy Case 3-9 www.teenpregnancy.org Case 3-10 Framing Preventive Care Part Four Consumer Decision Process CHAPTER THIRTEEN Situational Influences The Nature of Situational Influence The Communications Situation The Purchase Situation The Usage Situation The Disposition Situation Situational Characteristics and Consumption Behavior Physical Surroundings Social Surroundings Temporal Perspectives Task Definition Antecedent States Ritual Situations Situational Influences and Marketing Strategy Summary CHAPTER FOURTEEN Consumer Decision Process and Problem Recognition Types of Consumer Decisions Nominal Decision Making Limited Decision Making Extended Decision Making The Process of Problem Recognition The Nature of Problem Recognition Types of Consumer Problems Uncontrollable Determinants of Problem Recognition Marketing Strategy and Problem Recognition Discovering Consumer Problems Responding to Consumer Problems Helping Consumers Recognize Problems Suppressing Problem Recognition Summary CHAPTER FIFTEEN Information Search The Nature of Information Search Types of Information Sought Evaluative Criteria Appropriate Alternatives Alternative Characteristics Sources of Information Information Search on the Internet Amount of External Information Search Costs versus Benefits of External Search Market Characteristics Product Characteristics Consumer Characteristics Situation Characteristics Marketing Strategies Based on Information Search Patterns Maintenance Strategy Disrupt Strategy Capture Strategy Intercept Strategy Preference Strategy Acceptance Strategy Summary CHAPTER SIXTEEN Alternative Evaluation and Selection How Consumers Make Choices Affective Choice Attribute-Based versus Attitude-Based Choice Processes Evaluative Criteria Nature of Evaluative Criteria Measurement of Evaluative Criteria Individual Judgment and Evaluative Criteria Accuracy of Individual Judgments Use of Surrogate Indicators The Relative Importance and Influence of Evaluative Criteria Evaluative Criteria, Individual Judgments, and Marketing Strategy Decision Rules for Attribute-Based Choices Conjunctive Decision Rule Disjunctive Decision Rule Elimination-by-Aspects Decision Rule Lexicographic Decision Rule Compensatory Decision Rule Summary of Decision Rules Summary CHAPTER SEVENTEEN Outlet Selection and Purchase Outlet Choice versus Product Choice The Retail Scene Internet Retailing Store-Based Retailing The Internet as Part of a Multi-Channel Strategy Attributes Affecting Retail Outlet Selection Outlet Image Retailer Brands Retail Advertising Outlet Location and Size Consumer Characteristics and Outlet Choice Perceived Risk Shopping Orientation In-Store and Online Influences on Brand Choices The Nature of Unplanned Purchases Point-of-Purchase Materials Price Reductions and Promotional Deals Outlet Atmosphere Stockouts Web Site Functioning and Requirements Sales Personnel Purchase Summary CHAPTER EIGHTEEN Postpurchase Processes, Customer Satisfaction, and Customer Commitment Postpurchase Dissonance Product Use and Nonuse Product Use Product Nonuse Disposition Product Disposition and Marketing Strategy Purchase Evaluation and Customer Satisfaction The Evaluation Process Dissatisfaction Responses Marketing Strategy and Dissatisfied Consumers Customer Satisfaction, Repeat Purchases, and Customer Commitment Repeat Purchasers, Committed Customers, and Profits Repeat Purchasers, Committed Customers, and Marketing Strategy Summary ■ PART FOUR CASES Case 4-1 Adidas Goes High Tech Case 4-2 Supermarket Shopping in Europe Case 4-3 A Shifting Retail Scene—Can Blockbuster Survive? Case 4-4 Is Sears on Target? Case 4-5 Vespa Boutiques Case 4-6 Hyundai’s Turnaround Case 4-7 Muddy Boots Mercantile Case 4-8 Increasing Egg Consumption Part Five Organizations as Consumers CHAPTER NINETEEN Organizational Buyer Behavior Organizational Purchase Process Decision-Making Unit Purchase Situation Steps in the Organizational Decision Process The Internet’s Role in the Organizational Decision Process Organizational Culture External Factors Influencing Organizational Culture Firmographics Culture/Government Reference Groups Internal Factors Influencing Organizational Culture Organizational Values Perception Learning Motives and Emotions Summary ■ PART FIVE CASES Case 5-1 RAEX LASER Steel Case 5-2 Mack Trucks’ Integrated Communications Campaign Part Six Consumer Behavior and Marketing Regulation CHAPTER TWENTY Marketing Regulation and Consumer Behavior Regulation and Marketing to Children Concerns about the Ability of Children to Comprehend Commercial Messages Concerns about the Effects of the Content of Commercial Messages on Children Controversial Marketing Activities Aimed at Children Children’s Online Privacy Issues Regulation and Marketing to Adults Marketing Communications Product Issues Pricing Issues Summary ■ PART SIX CASES Case 6-1 Children’s Online Privacy Protection Case 6-2 Safer Cigarettes? Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit Indexes