Consumer Behavior: Building Marketing Strategy, 9/e, (with DDB Needham Data Disk),9780072865493

Consumer Behavior: Building Marketing Strategy, 9/e, (with DDB Needham Data Disk)

by
Edition: 9th
ISBN13: 9780072865493
ISBN10: 0072865490
Format: Hardcover
Pub. Date: 2003-03-12
Publisher(s): McGraw-Hill/Irwin
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Summary

Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.

Table of Contents

Part One Introduction
2(34)
Consumer Behavior and Marketing Strategy
5(31)
Applications of Consumer Behavior
9(2)
Marketing Strategy
9(1)
Regulatory Policy
10(1)
Social Marketing
10(1)
Informed Individuals
10(1)
Marketing Strategy and Consumer Behavior
11(3)
Market Analysis Components
14(1)
The Consumers
15(1)
The Company
15(1)
The Competitors
15(1)
The Conditions
16(1)
Market Segmentation
16(3)
Product-Related Need Sets
17(1)
Customers with Similar Need Sets
18(1)
Description of Each Group
18(1)
Attractive Segment(s) to Serve
18(1)
Marketing Strategy
19(3)
The Product
19(1)
Communications
20(1)
Price
21(1)
Distribution
22(1)
Service
22(1)
Consumer Decisions
22(1)
Outcomes
23(3)
Firm Outcomes
23(1)
Individual Outcomes
24(1)
Society Outcomes
25(1)
The Nature of Consumer Behavior
26(4)
External Influences
28(1)
Internal Influences
29(1)
Self-Concept and Lifestyle
29(1)
Situations and Consumer Decisions
29(1)
The Meaning of Consumption
30(2)
Summary
32(4)
Part Two External Influences
36(238)
Cross-Cultural Variations in Consumer Behavior
39(40)
The Concept of Culture
42(3)
Variations in Cultural Values
45(10)
Other-Oriented Values
45(5)
Environment-Oriented Values
50(2)
Self-Oriented Values
52(3)
Cultural Variations in Nonverbal Communications
55(9)
Time
56(2)
Space
58(1)
Symbols
59(2)
Friendship
61(1)
Agreements
62(1)
Things
62(1)
Etiquette
63(1)
Conclusions on Nonverbal Communications
63(1)
Global Cultures
64(1)
A Global Teenage Culture?
64(1)
Global Demographics
65(2)
Cross-Cultural Marketing Strategy
67(4)
Considerations in Approaching a Foreign Market
68(3)
Summary
71(8)
The Changing American Society: Values
79(32)
Changes in American Cultural Values
80(9)
Self-Oriented Values
81(3)
Environment-Oriented Values
84(3)
Other-Oriented Values
87(2)
Marketing Strategy and Values
89(15)
Green Marketing
89(3)
Cause-Related Marketing
92(2)
Marketing to Gay and Lesbian Consumers
94(4)
Gender-Based Marketing
98(6)
Summary
104(7)
The Changing American Society: Demographics and Social Stratification
111(40)
Demographics
112(8)
Population Size and Distribution
113(1)
Occupation
113(2)
Education
115(1)
Income
116(2)
Age
118(2)
Understanding American Generations
120(10)
The Pre-Depression Generation
121(1)
Depression Generation
122(2)
Baby Boom Generation
124(1)
Generation X
125(2)
Generation Y
127(3)
Millennials
130(1)
Social Stratification
130(2)
Social Structure in the United States
132(8)
Upper Americans
132(4)
Middle Americans
136(1)
Lower Americans
137(3)
The Measurement of Social Class
140(2)
Demographics or Social Status?
142(1)
Social Stratification and Marketing Strategy
142(2)
Summary
144(7)
The Changing American Society: Subcultures
151(38)
The Nature of Subcultures
152(2)
Ethnic Subcultures
154(3)
African Americans
157(5)
Consumer Groups
158(1)
Media Usage
159(1)
Marketing to African Americans
159(3)
Hispanics
162(7)
Identification with Traditional Hispanic Culture
164(2)
Marketing to Hispanics
166(3)
Asian Americans
169(4)
Consumer Groups
170(1)
Marketing to Asian Americans
171(2)
Native Americans
173(1)
Asian-Indian Americans
173(1)
Arab Americans
174(1)
Religious Subcultures
175(5)
Christian Subcultures
175(3)
Non-Christian Subcultures
178(2)
Regional Subcultures
180(1)
Summary
181(8)
The American Society: Families and Households
189(34)
The Nature of American Households
191(3)
Types of Households
191(3)
The Household Life Cycle
194(8)
Marketing Strategy Based on the Household Life Cycle
202(2)
Family Decision Making
204(4)
The Nature of Family Purchase Roles
204(3)
Determinants of Family Purchase Roles
207(1)
Conflict Resolution
207(1)
Conclusions on Family Decision Making
208(1)
Marketing Strategy and Family Decision Making
208(2)
Consumer Socialization
210(4)
The Ability of Children to Learn
210(1)
The Content of Consumer Socialization
210(1)
The Process of Consumer Socialization
211(2)
The Supermarket as a Classroom
213(1)
Marketing to Children
214(2)
Summary
216(7)
Group Influences on Consumer Behavior
223(51)
Types of Groups
224(7)
Consumption Subcultures
227(1)
Brand Communities
228(3)
Reference Group Influences on the Consumption Process
231(4)
The Nature of Reference Group Influence
232(1)
Degree of Reference Group Influence
233(2)
Marketing Strategies Based on Reference Group Influences
235(3)
Personal Sales Strategies
236(1)
Advertising Strategies
236(2)
Communications within Groups and Opinion Leadership
238(8)
Situations in Which Opinion Leadership Occurs
239(1)
Opinion Leader Characteristics
240(2)
Marketing Strategy and Opinion Leadership
242(4)
Diffusion of Innovations
246(9)
Categories of Innovations
246(2)
Diffusion Process
248(5)
Marketing Strategies and the Diffusion Process
253(2)
Summary
255(19)
Part Two Cases
262(1)
Norelco's Advantage Razor Introduction
262(2)
Crest Rejuvenating Effects
264(1)
Tony the Tiger Goes Global
264(2)
Wal-Mart Enters China
266(1)
Skoda's U.K. Turnaround Attempt
267(1)
McDonald's Social Responsibility Report
268(2)
Dixon Ticonderoga's Prang Soybean Crayon
270(1)
The Mosquito Magnet
270(1)
Marketing Seasoning Sauces to African Americans and Hispanics
271(1)
Fighting Obesity in Kids
272(2)
Part Three Internal Influences
274(196)
Perception
277(38)
Perception
278(1)
Exposure
279(3)
Attention
282(9)
Stimulus Factors
284(4)
Individual Factors
288(1)
Situational Factors
289(1)
Nonfocused Attention
290(1)
Interpretation
291(7)
Individual Characteristics
292(1)
Situational Characteristics
293(2)
Stimulus Characteristics
295(1)
Interpreting Images
296(1)
Consumer Inferences
297(1)
Perception and Marketing Strategy
298(8)
Retail Strategy
298(1)
Brand Name and Logo Development
298(2)
Media Strategy
300(1)
Advertisements and Package Design
301(1)
Developing Warning Labels and Disclaimers
302(1)
Advertising Evaluation
303(2)
Ethical Concerns
305(1)
Summary
306(9)
Learning, Memory, and Product Positioning
315(38)
Nature of Learning
316(1)
Learning under Conditions of High and Low Involvement
317(9)
Conditioning
319(4)
Cognitive Learning
323(2)
Summary of Learning Theories
325(1)
General Characteristics of Learning
326(7)
Strength of Learning
326(4)
Extinction
330(1)
Stimulus Generalization
331(1)
Stimulus Discrimination
332(1)
Response Environment
332(1)
Memory
333(4)
Short-Term Memory
334(1)
Long-Term Memory
335(2)
Brand Image and Product Positioning
337(5)
Product Positioning
339(3)
Brand Equity and Brand Leverage
342(3)
Summary
345(8)
Motivation, Personality, and Emotion
353(32)
The Nature of Motivation
354(8)
Maslow's Hierarchy of Needs
355(1)
McGuire's Psychological Motives
355(7)
Motivation Theory and Marketing Strategy
362(5)
Discovering Purchase Motives
362(2)
Marketing Strategies Based on Multiple Motives
364(2)
Marketing Strategies Based on Motivation Conflict
366(1)
Do Marketers Create Needs?
366(1)
Personality
367(2)
The Use of Personality in Marketing Practice
369(3)
Emotion
372(1)
Types of Emotion
373(1)
Emotions and Marketing Strategy
373(4)
Emotion Arousal as a Product Benefit
374(1)
Emotion Reduction as a Product Benefit
374(1)
Emotion in Advertising
374(2)
Measuring Emotional Responses
376(1)
Summary
377(8)
Attitudes and Influencing Attitudes
385(36)
Attitude Components
387(8)
Cognitive Component
387(3)
Affective Component
390(1)
Behavioral Component
390(1)
Component Consistency
391(2)
Measurement of Attitude Components
393(2)
Attitude Change Strategies
395(4)
Change the Cognitive Component
395(1)
Change the Affective Component
396(2)
Change the Behavioral Component
398(1)
Individual and Situational Characteristics That Influence Attitude Change
399(2)
Communication Characteristics That Influence Attitude Formation and Change
401(10)
Source Characteristics
401(4)
Appeal Characteristics
405(5)
Message Structure Characteristics
410(1)
Market Segmentation and Product Development Strategies Based on Attitudes
411(2)
Market Segmentation
411(1)
Product Development
411(2)
Summary
413(8)
Self-Concept and Lifestyle
421(49)
Self-Concept
422(7)
Possessions and the Extended Self
423(3)
Measuring Self-Concept
426(1)
Using Self-Concept to Position Products
426(1)
Marketing Ethics and the Self-Concept
427(2)
The Nature of Lifestyle
429(4)
Measurement of Lifestyle
430(3)
The VALS System
433(7)
The VALS Segments
435(4)
Issues and Uses of VALS
439(1)
Yankelovich's Monitor MindBase
440(2)
Geo-Demographic Analysis (PRIZM)
442(2)
International Lifestyles: Global Scan
444(2)
Summary
446(24)
Part Three Cases
452(1)
Levi's Blues
452(1)
Marketing the California Avocado
453(3)
Dairy Queen Sells Irradiated Burgers
456(1)
Kraft's Umbrella Campaign
457(2)
Revlon for Men?
459(2)
Made in Mexico
461(2)
ThirstyDog! and ThirstyCat!
463(1)
Hardiplank's Pull Strategy
464(1)
National Campaign to Prevent Teen Pregnancy
465(3)
Bayer Ibuprofen?
468(2)
Part Four Consumer Decision Process
470(204)
Situational Influences
473(26)
The Nature of Situational Influence
474(3)
The Communications Situation
474(2)
The Purchase Situation
476(1)
The Usage Situation
476(1)
The Disposition Situation
476(1)
Situational Characteristics and Consumption Behavior
477(10)
Physical Features
477(5)
Social Surroundings
482(1)
Temporal Perspectives
483(1)
Task Definition
484(1)
Antecedent States
485(2)
Ritual Situations
487(2)
Situational Influences and Marketing Strategy
489(3)
Summary
492(7)
Consumer Decision Process and Problem Recognition
499(24)
Types of Consumer Decisions
500(4)
Nominal Decision Making
501(2)
Limited Decision Making
503(1)
Extended Decision Making
503(1)
The Process of Problem Recognition
504(4)
The Nature of Problem Recognition
504(3)
Types of Consumer Problems
507(1)
Uncontrollable Determinants of Problem Recognition
508(2)
Marketing Strategy and Problem Recognition
510(7)
Discovering Consumer Problems
510(2)
Responding to Consumer Problems
512(1)
Helping Consumers Recognize Problems
513(4)
Suppressing Problem Recognition
517(1)
Summary
517(6)
Information Search
523(32)
Nature of Information Search
525(1)
Types of Information Sought
526(4)
Evaluative Criteria
526(1)
Appropriate Alternatives
527(2)
Alternative Characteristics
529(1)
Sources of Information
530(7)
Information Search on the Internet
532(5)
Amount of External Information Search
537(1)
Costs versus Benefits of External Search
538(5)
Market Characteristics
539(1)
Product Characteristics
540(1)
Consumer Characteristics
540(2)
Situation Characteristics
542(1)
Marketing Strategies Based on Information Search Patterns
543(4)
Maintenance Strategy
543(1)
Disrupt Strategy
543(1)
Capture Strategy
544(1)
Intercept Strategy
545(1)
Preference Strategy
545(1)
Acceptance Strategy
546(1)
Summary
547(8)
Alternative Evaluation and Selection
555(32)
How Consumers Make Choices
556(6)
Affective Choice
557(3)
Attribute-Based versus Attitude-Based Choice Processes
560(2)
Evaluative Criteria
562(6)
Nature of Evaluative Criteria
562(3)
Measurement of Evaluative Criteria
565(3)
Individual Judgment and Evaluative Criteria
568(2)
Accuracy of Individual Judgments
568(1)
Use of Surrogate Indicators
568(2)
Evaluative Criteria, Individual Judgments, and Marketing Strategy
570(1)
Decision Rules for Attribute-Based Choices
570(8)
Conjunctive Decision Rule
572(1)
Disjunctive Decision Rule
572(2)
Elimination-by-Aspects Decision Rule
574(1)
Lexicographic Decision Rule
575(2)
Compensatory Decision Rule
577(1)
Summary of Decision Rules
578(1)
Summary
578(9)
Outlet Selection and Purchase
587(38)
Outlet Choice versus Product Choice
588(1)
The Retail Scene
589(9)
Internet Retailing
591(4)
Store-Based Retailing
595(3)
Attributes Affecting Retail Outlet Selection
598(6)
Outlet Image
598(2)
Retailer Brands
600(1)
Retail Advertising
601(2)
Outlet Location and Size
603(1)
Consumer Characteristics and Outlet Choice
604(3)
Perceived Risk
604(2)
Shopping Orientation
606(1)
In-Store Influences That Affect Brand Choices
607(8)
The Nature of Unplanned Purchases
607(2)
Point-of-Purchase Displays
609(1)
Price Reductions and Promotional Deals
609(2)
Outlet Atmosphere
611(3)
Stockouts
614(1)
Website Layout, Functioning, and Requirements
614(1)
Sales Personnel
615(1)
Purchase
615(1)
Summary
616(9)
Postpurchase Processes, Customer Satisfaction, and Customer Commitment
625(49)
Postpurchase Dissonance
627(2)
Product Use and Nonuse
629(5)
Product Use
629(3)
Product Nonuse
632(2)
Disposition
634(3)
Product Disposition and Marketing Strategy
634(3)
Purchase Evaluation and Customer Satisfaction
637(4)
The Evaluation Process
638(3)
Dissatisfaction Responses
641(3)
Marketing Strategy and Dissatisfied Consumers
642(2)
Customer Satisfaction, Repeat Purchases, and Customer Commitment
644(7)
Repeat Purchasers, Committed Customers, and Profits
646(2)
Repeat Purchasers, Committed Customers, and Marketing Strategy
648(3)
Summary
651(23)
Part Four Cases
660(1)
Supermarket Shopping in Europe
660(1)
General Motors' Electric Vehicle---EV1
660(1)
Is Sears on Target?
661(3)
Vespa Boutiques
664(1)
The Most Recognized and Respected Brand in the World?
665(1)
A Product Failure at Saturn
666(1)
Online Retailing to Ethnic Subcultures
667(1)
Increasing Egg Consumption
668(4)
Encouraging the Early Detection of Diseases
672(2)
Part Five Organizations as Consumers
674(32)
Organizational Buyer Behavior
677(29)
Organizational Purchase Process
680(9)
Decision-Making Unit
680(2)
Purchase Situation
682(1)
Steps in the Organizational Decision Process
683(6)
Organizational Culture
689(1)
External Factors Influencing Organizational Culture
689(5)
Firmographics
689(3)
Culture/Government
692(1)
Reference Groups
693(1)
Internal Factors Influencing Organizational Culture
694(4)
Organizational Values
694(1)
Perception
695(2)
Learning
697(1)
Motives and Emotions
697(1)
Summary
698(8)
Part Five Cases
702(1)
Mack Trucks' Integrated Communications Campaign
702(1)
Kenestic, Inc.
703(3)
Part Six Consumer Behavior and Marketing Regulation
706(35)
Marketing Regulation and Consumer Behavior
709(32)
Regulation and Marketing to Children
711(11)
Concerns about the Ability of Children to Comprehend Commercial Messages
711(2)
Concerns about the Effects of the Content of Commercial Messages on Children
713(3)
Controversial Marketing Activities Aimed at Children
716(4)
Children's Online Privacy Issues
720(2)
Regulation and Marketing to Adults
722(9)
Marketing Communications
722(8)
Product Issues
730(1)
Pricing Issues
731(1)
Summary
731(10)
Part Six Cases
738(1)
Walt Disney Internet Group Privacy Policy for Kids under 13
738(1)
Safer Cigarettes?
739(2)
Appendix A Consumer Research Methods 741(8)
Appendix B Consumer Behavior Audit 749(6)
Index 755

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