Description
Consumer Behavior: Building Marketing Strategy by David Mothersbaugh EBOOK PDF Instant Download
Table of Contents
Consumer Behavior
Preface
Acknowledgments
Brief Contents
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 II)
Internal Influences (Part III)
Self-Concept and Lifestyle
Consumer Decision Process (Part IV)
Organizations (Part V) and Regulation (Part VI)
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 Youth 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
Pre-Depression Generation
Depression Generation
Baby Boom Generation
Generation X
Generation Y
Generation Z
Social Stratification
Social Structure in the United States
Upper Americans
Middle Americans
Lower Americans
The Measurement of Social Class
Social Stratification and Marketing Strategy
Summary
chapter Five The Changing American Society: Subcultures
The Nature of Subcultures
Ethnic Subcultures
African Americans
Consumer Segments and Characteristics
Media Usage
Marketing to African Americans
Hispanics
Acculturation, Language, and Generational Influences
Marketing to Hispanics
Asian Americans
Consumer Segments and Characteristics
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 and Influence of American Households
The Influence of 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
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
Online Communities and Social Networks
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
2–1 BMW Taps the Emerging Chinese Luxury Market
2–2 CVS Caremark Discontinues the Sale of Tobacco Products
2–3 Beats by Dre Rise to the Top
2–4 How Social Media Nearly Brought Down United Airlines
2–5 Rich, Angry Birds
2–6 American Beagle Outfitters: April Fool’s Joke Turned Reality
2–7 Tide Goes After Green With New Pods
2–8 Hispanic Marketing in Online and Mobile Formats
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
Motivation and Consumer Involvement
Marketing Strategies Based on Motivation Conflict
Marketing Strategies Based on Regulatory Focus
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 and Retail Benefit
Emotion Reduction as a Product and Retail Benefit
Consumer Coping in Product and Service Encounters
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 (Nielsen PRIZM®)
PRIZM Social and Life Stage Groups
Sample PRIZM Segments
An Application of PRIZM
International Lifestyles
Summary
Part Three Cases
3–1 Patagonia’s Eco-Fashion Push
3–2 Domino’s Reformulation
3–3 Let’s Move! Campaign Celebrities Endorsing Soda?!
3–4 Attention Millennials! Automobile Manufacturers Adapt for You
3–5 Is Your Dog a Cheesehead? Targeting the Premium Pet Market
3–6 Hello Kitty Mania
3–7 Xerox’s Ongoing Battle to Reposition
3–8 Dell Takes an Emotional Approach
3–9 Campbell’s Targets Growing Male Grocery Shoppers
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
Internet Search
Mobile Search
Marketing Strategy and Mobile Search
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
Consumer Choice and Types of Choice Process
Types of Consumer 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
The Evolving Retail Scene
Internet Retailing
Store-Based Retailing
The Internet as Part of a Multi-Channel Strategy
Mobile as Part of an Omni-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
Website Functioning and Requirements
Mobile and Mobile Apps
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
4–1 Scent Marketing Reaches Consumers’ Emotions
4–2 Amazon Prime Air Prepares for Takeoff
4–3 Target Resists the Christmas Creep
4–4 Netflix Continues to Change the Face of In-Home Movies around the Globe
4–5 Macy’s Embraces Beacon Technology
4–6 Tesla’s Novel and Environmental Approach Drives Amazing Brand Loyalty
4–7 Gilt Groupe’s Innovative Approach to Loyalty Programs
4–8 Albertsons Ditches Self-Checkout in Favor of Human Contact
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
Organizational Buyer Segments and Marketing Strategy
Summary
Part Five Cases
5–1 RAEX LASER Steel
5–2 Paccar—More Than Shiny Trucks
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
Consumer Privacy
Marketing Communications
Product Issues
Pricing Issues
Summary
Part Six Cases
6–1 Abercrombie Sells Ashley Push-Up Triangle Bikini Tops to Tweens
6–2 Children’s Online Privacy Protection
Appendix A Consumer Research Methods
Appendix B Consumer Behavior Audit
Photo Credits
Indexes
