Consumer behaviour:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
McGraw-Hill
1994
|
| Ausgabe: | 3., rev. ed. |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 2. Aufl. u.d.T.: Marketing |
| Beschreibung: | XI, 400 S. graph. Darst. |
| ISBN: | 0077076168 |
Internformat
MARC
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| 100 | 1 | |a Chisnall, Peter M. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Consumer behaviour |c Peter M. Chisnall |
| 250 | |a 3., rev. ed. | ||
| 264 | 1 | |a London [u.a.] |b McGraw-Hill |c 1994 | |
| 300 | |a XI, 400 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a 2. Aufl. u.d.T.: Marketing | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-019655691 | ||
Datensatz im Suchindex
| _version_ | 1804142022097895424 |
|---|---|
| adam_text | CONTENTS
page
PREFACE TO THE THIRD EDITION xj
PART ONE INTRODUCTION 1
CHAPTER 1 THE MARKETING CONCEPT: A REVIEW 3
1.1 Development of the marketing function 4
1.2 Characteristics of marketing 7
1.3 Service economy 8
1.4 Marketing is a team effort 9
1.5 Twin responsibilities of marketing management 9
1.6 Marketing in a dynamic environment 10
1.7 Behavioural studies related to marketing 11
1.8 Research into behavioural influences 15
1.9 Systematic approach to the study of behavioural influences in
marketing 16
1.10 Summary 17
References 18
Review and discussion questions 19
PART TWO PERSONAL ASPECTS OF BEHAVIOUR 21
/CHAPTER 2 COGNITIONS, PERCEPTIONS, AND LEARNING PROCESSES 23
2.1 Introduction 23
2.2 Definition of cognition 23
2.3 Cognitive map 23
2.4 Fundamentals of perception 24
2.5 Factors affecting perception 24
2.6 Subliminal perception 27
2.7 Characteristics influencing cognitive change 27
2.8 Cognitive dissonance 28
2.9 Critical review of cognitive dissonance theory 29
2.10 A dissonance study: When Prophecy Fails 30
2.11 Learning processes 30
2.12 Definitions of learning 31
2.13 Learning theories 32
2.14 Cognitive theories 34
2.15 Bridging the gap 36
2.16 Stochastic learning models 36
VI CONTENTS
2.17 Summary 37
References 37
Review and discussion questions 38
CHAPTER 3 MOTIVATION 40
3.1 Introduction 40
3.2 The nature of needs 41
3.3 Hierarchy of needs 43
3.4 Maslow s smaller hierarchy of needs 48
3.5 Wants do not exist in isolation 50
3.6 Motivation: an overview 50
3.7 The question of motivation 52
3.8 Theories of motivation 52
3.9 Nature of motives 54
3.10 Aspirations affect motivation 55
3.11 Summary 56
References 56
Review and discussion questions 57
CHAPTER 4 PERSONALITY 59
4.1 Introduction 59
4.2 Definition of personality 59
4.3 Theories of personality 60
4.4 Trait theories 60
4.5 Psychoanalytic theories 65
4.6 Social learning theories 66
4.7 Self-concept theories 68
4.8 Self-concept and self-gifts 71
4.9 Stereotypes 71
4.10 Marketing studies related to personality 73
4.11 Consumer involvement theories 74
4.12 Summary 75
References 76
Review and discussion questions 78
CHAPTER 5 ATTITUDES 79
5.1 Introduction 79
5.2 Definitions of attitudes 79
53 Attitudes and marketing strategy 80
54 Components of attitudes 81
5.5 Characteristics of attitude components 81
5.6 Attitude clusters g2
5.7 Attitude constellation 82
5.8 Importance of interrelationships between attitudes 82
59 Formation of attitudes 83
5.10 Sources of attitudes 84
5.11 Change in attitudes 87
5.12 Attitudes and behaviour 92
5.13 Moods, attitudes, and behaviour 97
514 Summary g%
CONTENTS Vii
References 98
Review and discussion questions 100
PART THREE GROUP ASPECTS OF BEHAVIOUR 101
CHAPTER 6 CULTURE 103
6.1 Introduction 103
6.2 Definitions of culture 103
6.3 The nature of culture 106
6.4 Culture and marketing strategy 108
6.5 Life-styles 112
6.6 Life-styles and social values 116
6.7 Work and play 116
6.8 Social orientation 119
6.9 Security and safety 120
6.10 Women and society 121
6.11 Sub-cultures 123
6.12 Redefinition of products 128
6.13 Summary 129
References 130
Review and discussion questions 132
CHAPTER 7 SOCIAL CLASS 133
7.1 Introduction 133
7.2 Social stratification: an overview 133
7.3 Social class measurement 138
7.4 Three principal methods of measuring social class 139
7.5 The Warner Social Class System (USA) 140
7.6 The Hollingshead Social Class System (USA) 141
7.7 New developments in social classification (USA) 142
7.8 Social class classification (UK) 142
7.9 National readership surveys (JICNARS) 143
7.10 Official social class gradings (UK) 147
7.11 Occupational grading system 149
7.12 International Standard Classification of Occupations 150
7.13 EU socio-economic classifications 151
7.14 Harmonizing official and commercial socio-economic
classifications 152
7.15 Summary 154
References 154
Review and discussion questions 155
CHAPTER 8 GROUP INFLUENCE 156
8.1 Introduction 156
8.2 Definition of group 157
8.3 Types of groups 157
8.4 Reference groups 158
8.5 Opinion leadership 162
8.6 Family influences on consumer behaviour: an introduction 167
8.7 Changes in household units and types of families 168
Viii CONTENTS
8.8 Marriage and consumer spending habits 170
8.9 Family life-cycle 172
8.10 Family roles and decision-making 176
jy..l Family buying organization 178
8.12 Conflict and compromise in family buying decisions 179
8.13 Children s influence on household purchases 181
8.14 Teenage spending patterns 184
8.15 Summary 185
References 185
Review and discussion questions 187
PART FOUR MODELS OF BUYING BEHAVIOUR 189
,X CHAPTER 9 CONSUMER BUYING BEHAVIOUR 19T
9.1 Introduction 191
9.2 Function of models 191
9.3 Two basic functions of consumer behaviour models 192
9.4 Qualities of an effective model 192
9.5 Types of models 193
9.6 Monadic models of buying behaviour 193
9.7 Multi-variable models of buying behaviour 202
9.8 Conclusions 210
9.9 Summary 210
References 211
Review and discussion questions 212
CHAPTER 10 ORGANIZATIONAL BUYING BEHAVIOUR 213
10.1 Introduction 213
10.2 Negotiation 214
10.3 Nature of organizational supplies 216
10.4 Types of organizational supplies 217
10.5 Derived demand 218
10.6 Complexity of organizational buying 219
10.7 Handling risk 220
10.8 The buying centre/decision-making unit (DMU) 222
10.9 Five roles in organizational buying 223
10.10 Multiple influences on buying: research findings 225
10.11 The buyer s dilemma 228
10.12 Research on buying strategy 229
10.13 Concentration of buying power 230
10.14 Models of organizational buying behaviour 232
10.15 Summary 242
References . 243
Review and discussion questions 244
PART FIVE STRATEGIC APPLICATIONS 245
CHAPTER 11 INNOVATION 247
11.1 Introduction 247
11.2 Invention and innovation 249
11.3 Early industrial inventors and innovators 250
CONTENTS ix
11.4 Innovation and types of firms 251
11.5 Innovation and risk policies 251
11.6 Classification of innovations 253
11.7 The diffusion of innovations 255
11.8 Five categories of adopters 258
11.9 Empirical evidence of the diffusion of innovation 259
11.10 Five characteristics of innovation 262
11.11 Planning innovation in the firm 263
11.12 Product life-cycle 265
11.13 Project teams 267
11.14 Product champions 268
11.15 The make or buy approach 269
11.16 Market research aids innovation 270
11.17 Summary 270
References 271
Review and discussion questions 273
CHAPTER 12 COMMUNICATIONS (1) 274
12.1 Introduction 274
12.2 Marketing communications 282
12.3 Methods of marketing communications 283
12.4 Planning marketing communications 285
12.5 Eight stages in communications strategy 285
12.6 Marketing communications: four phases 286
12.7 Summary 290
References 291
Review and discussion questions 291
CHAPTER 13 COMMUNICATIONS (2) 292
13.1 Introduction 292
13.2 Models of advertising 292
13.3 Criticism of hierarchical models of advertising 295
13.4 Influence of attitudes on advertising 298
13.5 Advertising influence integrated with consumer buying behaviour 299
13.6 Repetitive advertising 301
13.7 Believability of advertising 303
13.8 Two-step flow of advertising effect 306
13.9 Fear appeals in advertising 306
13.10 Comparative advertising 309
13.11 Women and advertising 311
13.12 Children and advertising 314
13.13 Summary 318
References 319
Review and discussion questions 321
CHAPTER 14 MARKETING SEGMENTATION 322
14.1 Introduction 322
14.2 Nature and purpose of market segmentation 323
14.3 Four decisive factors in segmentation of markets 324
14.4 Types of segmentation 326
X CONTENTS
14.5 Demographic analyses 326
14.6 Psychographic segmentation 332
14.7 Life-style segmentation 336
14.8 Benefit segmentation 337
14.9 Segmentation by product design 338
14.10 SAGACITY segmentation 340
14.11 Geodemographic segmentation 342
14.12 Industrial markets and segmentation strategies 348
14.13 Summary 349
References 350
Review and discussion questions 351
CHAPTER 15 SIGNPOSTS FOR STRATEGY 352
15.1 Introduction 352
15.2 Social and cultural flux 352
15.3 Social forecasting 356
15.4 Social responsibility of business 357
15.5 Attitudes to advertising in Britain 364
15.6 Effects of gadgetry on viewing of TV advertisements 367
15.7 Advertising under criticism 368
15.8 Mass media trends 369
15.9 Trends in shopping 374
15.10 Healthy, wealthy, and wise 380
15.11 Product liability 382
15.12 Home and leisure 383
15.13 Summary 383
References 384
Review and discussion questions 386
INDEX 387
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| spelling | Chisnall, Peter M. Verfasser aut Consumer behaviour Peter M. Chisnall 3., rev. ed. London [u.a.] McGraw-Hill 1994 XI, 400 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier 2. Aufl. u.d.T.: Marketing HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019655691&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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