Buyer behavior in marketing strategy:
Saved in:
| Previous Title: | Howard, John A. Consumer behavior in marketing strategy |
|---|---|
| Main Author: | |
| Format: | Book |
| Language: | English |
| Published: |
Englewood Cliffs, NJ
Prentice Hall
1994
|
| Edition: | 2. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Frühere Aufl. u.d.T.: Howard, John A.: Consumer behavior in marketing strategy |
| Physical Description: | XIX, 603 S. Ill., graph. Darst. |
| ISBN: | 0136690114 |
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MARC
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| adam_text | Contents
PREFACE xv
PART I INTRODUCTION
Chapter 1 Buyer Behavior: The Core of Marketing 1
1.1 Introduction 1
1.2 Purpose of the Text 2
1.3 Consumer Behavior Theory 3
1.3.1 Nature ofConsumer Behavior Theory 3
1.3.2 Source ofConsumer Behavior Theory 3
1.3.3 Consumer Behavior and Marketing Strategy 5
1.4 Summary of This Book and How to Use the Text 6
Questions 8
Chapter 2 Foundations of Consumer Behavior 10
2.1 Consumer Behavior: An Example 10
2.2 Product Category 11
2.2.1 Introduction 11
2.2.2 Example of Product Category 12
2.2.3 Within Category Relations 12
2.2.4 Variability of Product Categories 12
2.2.5 Relationships Between Categories 13
2.2.6 Summary of Product Categories 14
vf Contents
2.3 Product Life Cycle 14
2.3.1 Introduction 14
2.3.2 An Example of Product Life Cycle 15
2.3.3 Consumers Adapt to Product Life Cycle 17
2.3.4 Digression on Product Familiarity and Information Processing 22
2.3.5 Clarification of Complications 25
2.3.6 Summary of Product Life Cycle 27
2.4 Market 28
2.5 Market Segmentation 29
2.6 Conclusions 29
Questions 30
Chapter 3 A Basic Tool: The Consumer Decision Model 31
3.1 Introduction to Consumer Decision Model 31
3.2 Development of Consumer Decision Model 31
3.3 Overview of Consumer Decision Model 33
3.4 Consumer Decision Model 35
3.4.1 Introduction 35
3.4.2 Information 35
3.4.3 Brand Recognition 36
3.4.4 Attitude 38
3.4.5 Confidence in Judgment 40
3.4.6 Intention 41
3.4.7 Purchase 41
3.5 Applying the CDM 42
3.5.1 Introduction 42
3.5.2 Using the CDM Qualitatively 42
3.5.3 Using the CDM Quantitatively 43
3.5.4 Prediction 45
3.6 Extensions of the CDM 46
3.7 Conclusions 48
Questions 49
Appendix 3A: Conceptualization and Measurement of the CDM 49
Appendix 3B: Market Response Modeling with the CDM 53
PART II FOUNDATIONS OF THE CONSUMER DECISION MODEL
Chapter 4 Foundations of Information Processing Theory 57
4.1 Introduction 57
4.2 Processing Capacity 61
4.3 Motivation 61
Contents vii
4.4 Attention and Perceptual Encoding 62
4.5 Information Acquisition and Evaluation 63
4.6 Use of Memory 63
4.7 Decision Rules and Processes 66
4.8 Effects of Consumption and Learning 66
4.9 Conclusions 67
Questions 67
Chapter 5 Theory for Extensive Problem Solving 69
5.1 Introduction 69
5.2 Product Hierarchy 71
5.2.1 Introduction 71
5.2.2 Relevance of Product Hierarchy 73
5.2.3 Measurement of Product Hierarchy 74
5.3 Language 76
5.3.1 Introduction 76
5.3.2 Practical Knowledge 77
5.3.3 Lexical or Word Knowledge 78
5.3.4 Additional Complications 81
5.3.5 Summary of Language 83
5.4 Driving Forces 84
5.4.1 Introduction 84
5.4.2 Long Term Driving Forces 84
5.4.3 Short Term Driving Forces 88
5.5 Information Processing 88
5.5.1 Introduction 88
5.5.2 Search 88
5.5.3 Attention 90
5.5.4 Memory 91
5.5.5 Choice 92
5.5.6 Conclusions on Information Processing 93
5.6 Conclusions on Theory for EPS 93
Questions 94
Chapter 6 Theory for Limited Problem Solving 96
6.1 Introduction 96
6.2 Product Hierarchy: A Brand Level View 97
6.2.1 Introduction 97
6.2.2 Measurement of Brand Similarities 97
6.3 Brand Competitive Relations 99
6.4 General Information Effect 101
6.4.1 Introduction 101
6.4.2 Cognitive Response 101
viii Contents
6.4.3 Product Hierarchy Control of Four Subprocesses 102
6.4.4 Relations to CDM 104
6.5 Search 108
6.5.1 Introduction 108
6.5.2 Motivation 110
6.5.3 Scanner and Interrupt Mechanisms 111
6.5.4 Internal Versus External Search 112
6.6 Attention 114
6.6.1 Introduction 114
6.6.2 Voluntary Attention 115
6.6.3 Involuntary Attention 116
6.7 Memory 116
6.7.1 Introduction 116
6.7.2 Working Memory 117
6.7.3 Long Term Memory 117
6.7.4 Buyer Memory Tasks 120
6.7.5 Conclusions on Memory 121
6.8 Purchase 122
6.8.1 Introduction 122
6.8.2 Intention to Buy 123
6.8.3 Purchase Behavior 124
6.9 Conclusions 125
6.10 Summary 126
Questions 127
Chapter 7 Theory for Routine Problem Solving 128
7.1 Introduction 128
7.2 Brand Loyalty 129
7.3 Dynamics of Routine Buying 133
7.3.1 Introduction 133
7.3.2 Evidence for Cyclic Behavior 135
7.4 Theory of Routine Buying 138
7.4.1 Introduction 138
7.4.2 Direct or Bypassing Effect 138
7.4.3 Explanation of Cyclic Behavior 143
7.4.4 Motivational Bases of Routine Buying 146
7.5 Routine Buying and the General Theory 157
7.6 Conclusions 159
Questions 161
Chapter 8 Extending the General Theory 162
8.1 Introduction of the Extensions 162
8.2 Satisfaction 162
Contents ix
8.2.1 Introduction to Satisfaction 162
8.2.2 Measurement of Satisfaction 163
8.2.3 Broader Picture of Satisfaction 164
8.2.4 Motives and Satisfactions 164
8.2.5 Company Concern about Satisfaction 165
8.2.6 Summary of Satisfaction 167
8.3 Two Additional Feedbacks 167
8.3.1 Introduction to Feedbacks 167
8.3.2 Feedback from Confidence to Search and Attention 167
8.3.3 Feedback from Attitude to Search and Attention 169
8.3.4 Conclusions on the Two Feedbacks 170
8.4 Nonlinear and Interactive Relations 171
8.4.1 Introduction to Nonlinear and Interactive Relations 171
8.4.2 Nonlinear Relations 171
8.4.3 Interactive Relations 172
8.4.4 Conclusions on Nonlinearities and Interactions 174
8.5 Means End Analysis 175
8.5.1 Introduction to Means End Analysis 175
8.5.2 Concept of the Means End Chain 175
8.5.3 Application of Means End 177
8.5.4 Means End and the CDM 178
8.5.5 Conclusions on Means End Analysis 181
8.6 Conclusions on Extending the General Theory 182
Questions 183
Chapter 9 Market Segmentation 184
9.1 Introduction to Market Segmentation 184
9.2 Two Basic Concepts of Market Segmentation 184
9.2.1 Introduction to the Two Basic Concepts 184
9.2.2 Segment Bases 187
9.2.3 Segment Descriptors 189
9.2.4 Conclusion on the Market Segment 191
9.3 Applications of Segmentation 191
9.3.1 Introduction to Application of Segmentation 191
9.3.2 Two Key Elements of Marketing Strategy 192
9.4 Family Influence on Buying 192
9.4.1 Introduction to Family Influence 192
9.4.2 Definition of Family 193
9.5 Social Class 199
9.5.1 Introduction to Social Class 199
9.5.2 Definition and Measurement of Social Class 199
9.5.3 Social Class and Motivation 200
9.5.4 Implications for Marketing 200
x Contents
9.5.5 Conclusions on Social Class 201
9.6 Culture 202
9.6.1 Introduction to Culture 202
9.6.2 Example of Culture 202
9.6.3 Conclusion on Culture 203
9.7 Reference Groups 204
9.7.1 Introduction to Reference Groups 204
9.7.2 Nature of Reference Groups 204
9.7.3 Marketing Implications of Reference Groups 208
9.7.4 Conclusions on Reference Groups 210
9.8 Conclusions on Market Segmentation 210
Questions 211
PART III STRATEGIC APPLICATIONS
Chapter 10 Strategy for Introductory Stage 212
10.1 Introduction 212
10.2 An Introductory Product: The Volkswagen Story 216
10.3 Strategy 220
10.3.1 Introduction 220
10.3.2 Strategy for Product Category 221
10.3.3 Early Diffusion Studies 226
10.3.4 Summary of Strategy 229
10.4 Product Design 230
10.5 Pricing 233
10.6 Communication 234
10.6.1 Introduction 234
10.6.2 Copy 236
10.7 Distribution 243
10.7.1 Introduction 243
10.7.2 Use of Specialty Stores 244
10.8 Consumer Satisfaction 245
10.9 Summary 246
Questions 247
Applications 248
Chapter 11 Strategy for Growth Stage 249
11.1 Introduction 249
11.2 A Growth Product: The Home Depot 249
11.3 Strategy 256
11.3.1 Brand Strategy 256
Contents xi
11.3.2 Summary of Brand Strategy 258
11.4 Product Design 259
11.4.1 Introduction 259
11.4.2 Importance of Product Design 259
11.4.3 Physical Product Versus a Service 260
11.4.4 Elements of Product Design 261
11.5 Pricing 267
11.6 Communication 269
11.6.1 Introduction 269
11.6.2 Advertising 269
11.6.3 Personal Selling 277
11.7 Distributing to Your Market 280
11.7.1 Introduction 280
11.7.2 Consumer Selects Store 281
11.7.3 Types of Stores Patronized 283
11.8 Consumer Satisfaction 286
11.9 Summary 287
Questions 288
Applications 288
Chapter 12 Strategy for Mature Markets 290
12.1 Introduction 290
12.2 Consumer Behavior in a Mature Market 292
12.2.1 Introduction 292
12.2.2 Dutch Study 293
12.2.3 Implications for Practice 293
12.3 Strategy and Plans for a Mature Market 297
12.3.1 Mature Product: Borden s Eagle Brand 297
12.3.2 Marketing Mix for Mature Market 302
12.4 Consumer Satisfaction 324
12.5 Conclusions on Strategy for Mature Market 325
Questions 326
Applications 327
Chapter 13 Strategy for Declining Markets 328
13.1 Introduction 328
13.2 Strategy for Declining Markets Generally 329
13.2.1 Introduction 329
13.2.2 Consumers 332
13.2.3 Competition 333
13.2.4 Conclusions on Strategy for Declining Markets Generally 335
13.3 Consumer Satisfaction 335
13.4 Strategy for Nostalgia Prone Consumers 336
xii Contents
13.4.1 Introduction 336
13.4.2 Declining Product: Morgan Car 337
13.4.3 Evidence on Nostalgia 340
13.4.4 Relevance of Nostalgia for Marketing 342
13.4.5 Additional Information on Nostalgia 345
13.4.6 Conclusions on Nostalgia Prone Consumers 346
Questions 346
Applications 347
Nostalgia Proneness and Consumer Tastes 348
Morris B. Holbrook
Chapter 14 Market Entry 365
14.1 Introduction 365
14.2 Instant Coffee Life Cycle 368
14.2.1 Introduction 368
14.2.2 Haire Study, 1944 368
14.2.3 Webster von Pechman Study 371
14.3 Simulated Test Marketing 373
14.3.1 Introduction 373
14.4 Strategic Market Entry Using the CDM 374
14.4.1 Introduction 374
14.4.2 Brand Equity Elements and the CDM 375
14.4.3 Conclusions on Brand Equity 380
14.5 Market Entry for Industrial Marketing 380
14.5.1 Introduction 380
14.5.2 General Electric s Factory Automation 380
14.5.3 Emery Air Freight Case 383
14.5.4 Conclusions on Organizational Buying 390
14.5.5 Application of Brand Equity 391
14.6 Applications of Metaanalyses 393
14.6.1 Introduction 393
14.6.2 Metaanalysis in Marketing 394
14.6.3 Illustrative Hypothetical Example 395
14.6.4 Summary of Metaanalysis 396
14.7 Organizational Influences 396
14.7.1 Introduction 396
14.7.2 Changing Role of Marketing in the Company 396
14.7.3 Changing Nature of Organization 397
14.7.4 Application of Organizational Concepts 398
14.7.5 Conclusions on Organization Influences 400
14.8 Conclusions on Market Entry 400
Contents xiii
Questions 402
Applications 402
Chapter 15 Social Marketing and Public Policy for Marketing 403
15.1 Introduction 403
15.2 Social Marketing 405
15.2.1 Introduction 405
15.2.2 Conclusions on Social Marketing 408
15.3 Public Policy for Marketing 411
15.3.1 Introduction 411
15.3.2 Food and Drug Administration 413
15.3.3 Federal Trade Commission 416
15.3.4 U.S. Department of Justice 419
15.3.5 Government Agency Influence 419
15.3.6 International Implications 420
15.3.7 State Guidelines for Marketing 420
15.3.8 Mounting Legal Activity 421
15.4 Implications of Social Marketing and Public Policy 421
15.5 Ethical Responsibilities of Marketers 422
15.5.1 Introduction 422
15.5.2 Example of Ethical Responsibility 423
15.5.3 Body of Principles 424
15.5.4 Conclusions on Ethical Responsibility 428
Questions 429
Applications 429
PART IV COMPUTER APPLICATIONS OF THE CONSUMER
DECISION MODEL
Chapter 16 Review of Regression: Computer Applications for Buyer Behavior in
Marketing Strategy 431
16.1 Introduction 431
16.2 Dependent and Independent Variables 431
16.2.1 Types of Relationships 431
16.2.2 Scatter Diagrams 432
16.2.3 Correlation Coefficient 434
16.3 Regression 435
16.3.1 Regression Model 435
16.3.2 Interpretation of b(1 and b, 436
16.3.3 Prediction 437
16.3.4 Multiple Regression 438
xiv Contents
Chapter 17 Quick n Easy I (Revised): Computer Applications for Buyer
Behavior in Marketing Strategy 440
John Stephan and John A. Howard
Chapter 18 Quick n Easy II: Computer Mechanics 480
John A. Howard and John Stephan
Chapter 19 Determining Nonlinear and Interactive Relationships 508
Margaret Berry Levy with Patricia Ritsick and Michael Augustine
Chapter 20 RCA Videodisk Case and Questionnaire 529
Chapter 21 Lean Strips Case and Questionnaire 535
Chapter 22 Vega Case and Questionnaire 548
Chapter 23 Financial Services Accounts Case and Questionnaire 563
GLOSSARY 583
INDEX 593
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| id | DE-604.BV009865731 |
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| indexdate | 2024-07-09T17:42:15Z |
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| isbn | 0136690114 |
| language | English |
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| spelling | Howard, John A. Verfasser aut Buyer behavior in marketing strategy John A. Howard 2. ed. Englewood Cliffs, NJ Prentice Hall 1994 XIX, 603 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Frühere Aufl. u.d.T.: Howard, John A.: Consumer behavior in marketing strategy Consommateurs - Attitudes ram Marketing - Gestion ram Consumer behavior Marketing Management Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 s DE-604 1. Auflage Howard, John A. Consumer behavior in marketing strategy (DE-604)BV006114209 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006532906&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Howard, John A. Buyer behavior in marketing strategy Consommateurs - Attitudes ram Marketing - Gestion ram Consumer behavior Marketing Management Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4062644-1 |
| title | Buyer behavior in marketing strategy |
| title_auth | Buyer behavior in marketing strategy |
| title_exact_search | Buyer behavior in marketing strategy |
| title_full | Buyer behavior in marketing strategy John A. Howard |
| title_fullStr | Buyer behavior in marketing strategy John A. Howard |
| title_full_unstemmed | Buyer behavior in marketing strategy John A. Howard |
| title_old | Howard, John A. Consumer behavior in marketing strategy |
| title_short | Buyer behavior in marketing strategy |
| title_sort | buyer behavior in marketing strategy |
| topic | Consommateurs - Attitudes ram Marketing - Gestion ram Consumer behavior Marketing Management Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Consommateurs - Attitudes Marketing - Gestion Consumer behavior Marketing Management Verbraucherverhalten |
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