Consumer behavior: implications for marketing strategy
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | French |
| Veröffentlicht: |
Homewood, IL u.a.
Irwin
1992
|
| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 674 S. Ill., graph. Darst. |
| ISBN: | 0256108218 |
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| 250 | |a 5. ed. | ||
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Datensatz im Suchindex
| _version_ | 1804125842400346112 |
|---|---|
| adam_text | CONTENTS
SECTION ONE
Introduction 2
CHAPTER Consumer Behavior and Marketing Strategy 4
1 CONSUMER BEHAVIOR AND MARKETING STRATEGY 6
Positioning Strategy 8
Market Segmentation 9
New Products 9
New Market Applications 10
Global Marketing 11
Marketing Mix 11
Consumerism, Nonprofit Marketing, and Consumer Behavior 13
OVERVIEW OF CONSUMER BEHAVIOR 14
Nature of Consumption 14
Consumer Lifestyle 14
External Influences 16
Internal Influences 18
Consumer Decision Process 20
SUMMARY 22
SECTION TWO
External Influences 28
CHAPTER Cross Cultural Variations in Consumer Behavior 30
2 DEMOGRAPHICS 31
THE CONCEPT OF CULTURE 34
The Functioning of Culture 34
VARIATIONS IN CULTURAL VALUES 36
Other Oriented Values 38
Environment Oriented Values 40
Self Oriented Values 42
CULTURAL VARIATIONS IN NONVERBAL COMMUNICATIONS 44
Time 46
Space 48
Friendship 49
Agreements 50
Things 50
Symbols 51
vii
viii CONTENTS
Etiquette 51
Conclusions on Nonverbal Communications 52
CROSS CULTURAL MARKETING STRATEGY 53
Considerations in Approaching a Foreign Market 54
SUMMARY 57
CHAPTER The Changing American Society 64
3 CHANGING AMERICAN VALUES 65
Self Oriented Values 65
Environment Oriented Values 67
Other Oriented Values 68
GENDER ROLES IN AMERICAN SOCIETY 69
Market Segmentation 71
Product Strategy 73
Marketing Communications 73
Retail Strategy 74
DEMOGRAPHICS 76
Population Size 77
Age Structure 77
Population Distribution 81
Income 81
Occupation 81
Education 83
Conclusions on Demographics 84
SUBCULTURES 84
Subcultures Based on Race 85
Subcultures Based on Nationality 87
Subcultures Based on Age 89
SUMMARY 91
CHAPTER Social Stratification 100
4 THE CONCEPT OF SOCIAL CLASS 103
Status Crystallization 103
SOCIAL STRUCTURE IN THE UNITED STATES 105
Functional Approach 105
Reputational Approach 105
Upper Americans (14 Percent) 106
Middle Americans (70 Percent) 109
Lower Americans (16 Percent) 111
Conclusions on Social Structure in the United States 111
THE MEASUREMENT OF SOCIAL STATUS 111
Single Item Indexes 112
Multi Item Indexes 115
Which Scale Should Be Used? 119
SOCIAL STRATIFICATION AND MARKETING STRATEGY 120
SUMMARY 123
CHAPTER Group Influence on Consumer Behavior 128
5 TYPES OF GROUPS 129
REFERENCE GROUP INFLUENCES ON THE CONSUMPTION PROCESS 131
The Nature of Reference Group Influence 132
Degree and Type of Reference Group Influence 133
CONTENTS ix
MARKETING STRATEGIES BASED ON REFERENCE GROUP INFLUENCES 136
Personal Sales Strategies 137
Advertising Strategies 138
ROLES 139
Application of Role Theory in Marketing Practice 140
SUMMARY 143
CHAPTER Group Communications 148
6 COMMUNICATION WITHIN GROUPS 149
OPINION LEADERSHIP 151
Situations in which Opinion Leadership Occurs 152
Opinion Leader Characteristics 153
Marketing Strategy and Opinion Leadership 154
DIFFUSION OF INNOVATIONS 156
Nature of Innovations 156
Categories of Innovations 156
Diffusion Process 158
Marketing Strategies and the Diffusion Process 163
SUMMARY 165
CHAPTER Household Structure and Consumption Behavior 172
7 THE NATURE OF AMERICAN HOUSEHOLDS 174
Types of Households 174
Changes in Household Structure 175
THE HOUSEHOLD LIFE CYCLE 175
Young Single 177
Young Married: No Children 177
Full Nest I: Young Married with Children 179
Single Parent I: Young Single Parents 179
Middle Aged Single 179
Empty Nest I: Middle Aged Married with No Children 179
Full Nest II: Middle Aged Married with Children at Home 180
Single Parent II: Middle Aged Single with Children at Home 180
Empty Nest II: Older Married Couples 180
Older Single 180
HOUSEHOLD LIFE CYCLE/SOCIAL STRATIFICATION MATRIX 181
HOUSEHOLD DECISION MAKING 182
CONSUMER SOCIALIZATION 187
Consumer Socialization and Advertising 188
The Role of the Household in Consumer Socialization 190
SUMMARY 191
Section Two Cases 196
CASE 2 1 Europe: 2000 196
CASE 2 2 The Copper Cricket 197
CASE 2 3 Nintendo 201
CASE 2 4 Golden Arch Cafe 204
CASE 2 5 Heavenly Scent: Cloth versus Disposable Diapers 206
CASE 2 6 Nike 208
CASE 2 7 Merrill Lynch Financial Services 210
CASE 2 8 Johnson Products—Europe 212
CASE 2 9 Advanced Micro Devices, Inc. 214
x CONTENTS
SECTION THREE
Internal Influences 218
CHAPTER Perception 220
8 THE NATURE OF PERCEPTION 221
EXPOSURE 223
ATTENTION 224
Stimulus Factors 224
Individual Factors 229
Situational Factors 229
Nonfocused Attention 230
INTERPRETATION 231
Individual Characteristics 232
Situational Characteristics 233
Stimulus Characteristics 234
Misinterpretation of Marketing Messages 234
MEMORY 235
CHILDREN S INFORMATION PROCESSING 235
PERCEPTION AND MARKETING STRATEGY 235
Retail Strategy 236
Brand Name and Logo Development 237
Media Strategy 237
Advertisement and Package Design 239
Advertising Evaluation 245
Regulation of Marketing Messages 247
The Regulation of Advertising Aimed at Children 247
SUMMARY 250
CHAPTER Learning, Memory, and Product Positioning 260
9 NATURE OF LEARNING 261
LEARNING UNDER CONDITIONS OF HIGH AND LOW INVOLVEMENT 262
Conditioning 263
Cognitive Learning 268
Summary on Learning Theories 269
GENERAL CHARACTERISTICS OF LEARNING 270
Strength of Learning 271
Extinction 275
Stimulus Generalization 276
Stimulus Discrimination 280
Response Environment 280
Conclusions on Consumer Learning 281
MEMORY 281
Long Term Memory 282
Short Term Memory 283
PRODUCT POSITIONING STRATEGY 283
SUMMARY 286
CHAPTER Motivation, Personality, and Emotion 294
10 THE NATURE OF MOTIVATION 295
THEORIES OF MOTIVATION 296
Hierarchy of Needs 296
CONTENTS xi
McGuire s Psychological Motives 298
Internal, Nonsocial Motives 298
External, Social Motives 300
MOTIVATION THEORY AND MARKETING STRATEGY 303
Marketing Strategy Based on Multiple Motives 303
Marketing Strategies Based on Motivation Conflict 306
PERSONALITY 307
Individual Personality Theories 308
Social Learning Theories 309
A Combined Approach 310
THE USE OF PERSONALITY IN MARKETING PRACTICE 311
EMOTION 312
Types of Emotions 312
EMOTIONS AND MARKETING STRATEGY 313
Emotional Arousal as a Product Feature 313
Emotion Reduction as a Product Benefit 314
Emotion in Advertising 316
SUMMARY 318
CHAPTER Lifestyle 324
1l THE NATURE OF LIFESTYLE 325
MEASUREMENT OF LIFESTYLE 326
THE VALS LIFESTYLES 329
GEO LIFESTYLE ANALYSIS 336
INTERNATIONAL LIFESTYLES: GLOBAL SCAN 338
SUMMARY 341
APPENDIX 11 A PRIZM LIFESTYLE CLUSTERS 344
CHAPTER Attitudes and Influencing Attitudes 348
12 ATTITUDE COMPONENTS 349
Cognitive Component 349
Affective Component 352
Behavioral Component 353
Component Consistency 353
Measurement of Attitude Components 355
ATTITUDE CHANGE STRATEGIES 355
Change the Affective Component 356
Change the Behavior Component 358
Change the Cognitive Component 359
MARKET SEGMENTATION AND PRODUCT DEVELOPMENT STRATEGIES BASED
ON ATTITUDES 362
Market Segmentation 362
Product Development 362
COMMUNICATION CHARACTERISTICS THAT INFLUENCE ATTITUDE FORMATION
AND CHANGE 366
Source Characteristics 366
Appeal Characteristics 368
Message Structure Characteristics 371
SUMMARY 372
Section Three Cases 379
CASE 3 1 Code of Comparative Price Advertising of the Better Business Bureaus,
Inc. 379
xii CONTENTS
CASE 3 2 Beauty Without Cruelty s® Anti Fur Campaign 383
CASE 3 3 PETA s Anti Fur Campaign 385
CASE 3 4 Bass Shoes 387
CASE 3 5 Nescafe Mocha Cooler 391
CASE 3 6 Grinstead Inns 394
CASE 3 7 Levi Strauss 397
CASE 3 8 The Sugar Association, Inc. 400
CASE 3 9 Weyerhaeuser 404
CASE 3 10 Sprite 406
CASE 3 11 Blitz Weinhard Brewinig Co. 408
SECTION FOUR
Consumer Decision Process 412
CHAPTER Situational Influences 414
13 TYPES OF SITUATIONS 415
The Communications Situation 415
The Purchase Situation 416
The Usage Situation 416
CHARACTERISTICS OF SITUATIONAL INFLUENCE 416
SITUATION CLASSIFICATION 419
Physical Surroundings 420
Social Surroundings 423
Temporal Perspectives 425
Task Definition 426
Antecedent States 427
SITUATIONAL INFLUENCES AND MARKETING STRATEGY 429
SUMMARY 432
CHAPTER Consumer Decision Process and Problem Recognition 438
14 TYPES OF CONSUMER DECISIONS 439
Habitual Decision Making 441
Limited Decision Making 441
Extended Decision Making 442
Marketing Strategy and Types of Consumer Decisions 442
THE PROCESS OF PROBLEM RECOGNITION 442
The Nature of Problem Recognition 443
The Desire to Resolve Recognized Problems 443
Types of Consumer Problems 443
UNCONTROLLABLE DETERMINANTS OF PROBLEM RECOGNITION 444
Factors Influencing the Desired State 445
Factors Influencing the Actual State 448
MARKETING STRATEGY AND PROBLEM RECOGNITION 450
Measuring Problem Recognition 450
Reacting to Problem Recognition 451
Activating Problem Recognition 452
Suppressing Problem Recognition 457
SUMMARY 458
CHAPTER Information Search 464
15 NATURE OF INFORMATION SEARCH 466
CONTENTS xiii
TYPES OF INFORMATION SOUGHT 467
Evaluative Criteria 467
Appropriate Alternatives 467
Alternative Characteristics 469
SOURCES OF INFORMATION 470
AMOUNT OF EXTERNAL INFORMATION SEARCH 473
COSTS VERSUS BENEFITS OF EXTERNAL SEARCH 476
Market Characteristics 477
Product Characteristics 479
Consumer Characteristics 480
Situational Characteristics 481
MARKETING STRATEGIES BASED ON INFORMATION SEARCH PATTERNS 481
Maintenance Strategy 483
Disrupt Strategy 484
Capture Strategy 485
Intercept Strategy 485
Preference Strategy 485
Acceptance Strategy 487
SUMMARY 488
CHAPTER Alternative Evaluation and Selection 494
16 EVALUATIVE CRITERIA 496
Nature of Evaluative Criteria 496
Measurement of Evaluative Criteria 499
INDIVIDUAL JUDGMENT AND EVALUATIVE CRITERIA 503
Accuracy of Individual Judgments 505
Use of Surrogate Indicators 507
Evaluative Criteria, Individual Judgments, and Marketing Strategy 507
DECISION RULES 509
Conjunctive Decision Rule 509
Disjunctive Decision Rule 511
Elimination by Aspects Decision Rule 511
Lexicographic Decision Rule 512
Compensatory Decision Rule 512
Which Decision Rules Are Used by Consumers? 513
Marketing Applications of Decision Rules 513
SUMMARY 515
CHAPTER Outlet Selection and Purchase 520
17 THE NATURE OF RETAIL OUTLET SELECTION 522
ATTRIBUTES AFFECTING RETAIL OUTLET SELECTION 523
Outlet Image 523
Retail Advertising 524
Outlet Location and Size 526
CONSUMER CHARACTERISTICS AND OUTLET CHOICE 528
Perceived Risk 528
Shopping Orientation 530
IN STORE INFLUENCES THAT ALTER BRAND CHOICES 532
The Nature of Unplanned Purchases 533
Point of Purchase Displays 535
Price Reductions and Promotional Deals 535
Store Layout 538
xiv CONTENTS
Store Atmosphere 539
Stockouts 539
Sales Personnel 540
PURCHASE 541
SUMMARY 543
CHAPTER Postpurchase Processes 550
18 POSTPURCHASE DISSONANCE 551
PRODUCT USE 553
DISPOSITION 555
Product Disposition and Marketing Strategy 557
PURCHASE EVALUATION 558
The Evaluation Process 558
Dissatisfaction Responses 561
REPEAT PURCHASE BEHAVIOR 564
Nature of Repeat Purchasing Behavior 565
Repeat Purchasing Behavior and Marketing Strategy 565
SUMMARY 567
Section Four Cases 573
CASE 4 1 Fisherman s Friend® 573
CASE 4 2 South Hills Mall Kids Club 575
CASE 4 3 Qualitative Research and Marketing Strategy for California Tree Fruits 579
CASE 4 4 Oasis Laundries, Inc. 582
CASE 4 5 K mart 584
CASE 4 6 Federated Stores 586
CASE 4 7 Wear Steel, Inc. 589
SECTION FIVE
Organizational Buying Behavior 594
CHAPTER Organizational Buyer Behavior 596
19 OVERALL MODEL OF ORGANIZATIONAL BUYER BEHAVIOR 597
Organizational Style 598
FACTORS INFLUENCING ORGANIZATIONAL STYLE 599
Organizational Activities/Objectives 599
Organizational Values 600
Organizational Demographics 602
Reference Groups 605
Decision Making Unit 606
Perception 609
Motives and Emotions 611
Learning 611
PURCHASE SITUATION 614
Straight Rebuy 614
Modified Rebuy 614
New Task 614
ORGANIZATIONAL DECISION PROCESS 615
Problem Recognition 616
Information Search 618
Evaluation and Selection 619
CONTENTS xv
Purchase and Decision Implementation 620
Usage and Postpurchase Evaluation 622
SUMMARY 623
Section Five Cases 629
CASE 5 1 Loctite Corporation 629
CASE 5 2 American Vinyl Siding, Inc. 631
CASE 5 3 Digital Equipment Corporation 634
APPENDIX Consumer Research Methods 640
A SECONDARY DATA 641
SAMPLING 641
Define the Population 641
Specify the Sampling Frame 642
Select a Sampling Method 642
Determine a Sample Size 642
SURVEYS 642
EXPERIMENTATION 643
QUESTIONNAIRE DESIGN 644
Attitude Scales 644
DEPTH INTERVIEWS 646
PROJECTIVE TECHNIQUES 647
OBSERVATION 647
PHYSIOLOGICAL MEASURES 648
APPENDIX Consumer Behavior Audit 650
B MARKET SEGMENTATION 650
PRODUCT POSITION 652
PRICING 652
DISTRIBUTION STRATEGY 654
PROMOTION STRATEGY 654
PRODUCT 655
Name Index 657
Case Index 666
Subject Index 667
|
| any_adam_object | 1 |
| author | Hawkins, Del I. Best, Roger J. Coney, Kenneth A. |
| author_facet | Hawkins, Del I. Best, Roger J. Coney, Kenneth A. |
| author_role | aut aut aut |
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| building | Verbundindex |
| bvnumber | BV011335288 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
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| callnumber-subject | HF - Commerce |
| ctrlnum | (OCoLC)27837561 (DE-599)BVBBV011335288 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed. |
| format | Book |
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| genre | 1\p (DE-588)4113937-9 Hochschulschrift gnd-content 2\p (DE-588)4522595-3 Fallstudiensammlung gnd-content |
| genre_facet | Hochschulschrift Fallstudiensammlung |
| geographic | USA (DE-588)4078704-7 gnd |
| geographic_facet | USA |
| id | DE-604.BV011335288 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:07:59Z |
| institution | BVB |
| isbn | 0256108218 |
| language | French |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007615233 |
| oclc_num | 27837561 |
| open_access_boolean | |
| owner | DE-858 |
| owner_facet | DE-858 |
| physical | XV, 674 S. Ill., graph. Darst. |
| publishDate | 1992 |
| publishDateSearch | 1992 |
| publishDateSort | 1992 |
| publisher | Irwin |
| record_format | marc |
| spelling | Hawkins, Del I. Verfasser aut Consumer behavior implications for marketing strategy Del I. Hawkins ; Roger J. Best ; Kenneth A. Coney 5. ed. Homewood, IL u.a. Irwin 1992 XV, 674 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Consommateurs - Etats-Unis - Attitudes ram Marketing - Etats-Unis ram Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Strategie (DE-588)4057952-9 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf USA (DE-588)4078704-7 gnd rswk-swf 1\p (DE-588)4113937-9 Hochschulschrift gnd-content 2\p (DE-588)4522595-3 Fallstudiensammlung gnd-content USA (DE-588)4078704-7 g Verbraucherverhalten (DE-588)4062644-1 s Marketingstrategie (DE-588)4120697-6 s DE-604 Marketing (DE-588)4037589-4 s Strategie (DE-588)4057952-9 s 3\p DE-604 Best, Roger J. Verfasser aut Coney, Kenneth A. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007615233&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Hawkins, Del I. Best, Roger J. Coney, Kenneth A. Consumer behavior implications for marketing strategy Consommateurs - Etats-Unis - Attitudes ram Marketing - Etats-Unis ram Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Strategie (DE-588)4057952-9 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4037589-4 (DE-588)4057952-9 (DE-588)4062644-1 (DE-588)4078704-7 (DE-588)4113937-9 (DE-588)4522595-3 |
| title | Consumer behavior implications for marketing strategy |
| title_auth | Consumer behavior implications for marketing strategy |
| title_exact_search | Consumer behavior implications for marketing strategy |
| title_full | Consumer behavior implications for marketing strategy Del I. Hawkins ; Roger J. Best ; Kenneth A. Coney |
| title_fullStr | Consumer behavior implications for marketing strategy Del I. Hawkins ; Roger J. Best ; Kenneth A. Coney |
| title_full_unstemmed | Consumer behavior implications for marketing strategy Del I. Hawkins ; Roger J. Best ; Kenneth A. Coney |
| title_short | Consumer behavior |
| title_sort | consumer behavior implications for marketing strategy |
| title_sub | implications for marketing strategy |
| topic | Consommateurs - Etats-Unis - Attitudes ram Marketing - Etats-Unis ram Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Strategie (DE-588)4057952-9 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Consommateurs - Etats-Unis - Attitudes Marketing - Etats-Unis Marketingstrategie Marketing Strategie Verbraucherverhalten USA Hochschulschrift Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007615233&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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