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Consumer behavior: Building marketing strategy

Hawkins offers balanced coverage of consumer behavior including psychological, social, and managerial implications.

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The new edition offers exciting and extremely current examples. This author team is best known for their ability to tie the topics back to marketing decision making and strategic planning.

Organizing model: The text§s organizing model has been modified for increased clarity and will be a better road map for the student. The goal of this model was to put consumer behavior theories into a big picture and then taking a closer look at each part as the text progresses. You will find this model introduced on the end pages of the book and on the part openers.

Internet Integration: Examples of the Internet and its impact on consumer behavior have been added throughout the text. The Internet has had an obvious impact on marketing in general. However, its impact on buyer behavior is especially significant. The authors explore this in detail and offer many recent examples to illustrate the point.

References thoroughly up-dated: This text has always been admired for its current examples and references. The students are sure to have the most current information and research.

67% of cases are new or revised: Based on customer feedback, the cases are new or significantly revised. This is another example of how the authors offer only the most current information and examples. The cases were written by the author and can be found at the end of the text.

Groups material (chapters 7 and 8) shortened and combined into 1 chapter (chapter 7): Based on customer feedback, this content change was made. This makes the material easier to get through and helps keep the book a manageable length.

Consumer Insights: Students love the Consumer Insight boxes. There is now one in every chapter. This feature presents an interesting example and asks the students to think critically. It is an opportunity for the students to see consumer behavior theories come to life.

Social/ethical issues: Consumer behavior theory is strongly impacted by social and ethical issues. This edition continues to offer integration of this coverage throughout. The end of chapter questions always includes an ethical question for the student to consider. This type of coverage will teach the students to consider the ethical impact of their marketing decisions.

International Examples: As with past editions, the authors always include a nice balance of international examples throughout, specifically in a separate chapter (CHAPTER 2 ) and in several of the cases. These examples give the students an opportunity to see how cultures impact consumer behavior

Lifestyle Survey Data Disk: The data was provided by DDB Needham Worldwide. The problems in the book use this data. The students are able to work with real data and apply their new knowledge of consumer behavior theory in making a good management decision.

Internet Exercises: The Internet is rapidly becoming both a major source of data on consumer behavior and a medium with which marketers use their knowledge of consumer behavior to influence consumers. A section at the end of each chapter has Internet assignments. These serve two purposes. One is to teach students how to use the Internet as a research tool to learn about consumers and consumer behavior. The second purpose is to enhance their understanding of how marketers are approaching consumers using this medium.

Opening Vignettes: Each chapter begins with interesting and practical examples that introduce the material in the chapter. These involve situations in which businesses, government units, or nonprofit organizations have used or misused consumer behavior principles.

Application Activities: The final learning aid at the end of each chapter is a set of application exercises. These require the students to utilize the material in the chapter in conjunction with external activities such as visiting stores to observe point- of purchase displays, interviewing customers or managers, or evaluating television ads. They range in complexity from short evening assignments to term projects.

Cases: There are cases at the end of each major section of the text. The cases can be read in class and used to generate discussion of a particular topic. Students like this approach, and many of our customers find it a useful way to motivate class discussion.

Part One: Introduction

1. Consumer Behavior and Marketing Strategy

Part Two: External Influences

2. Cross-cultural Variations in Consumer Behavior

3. The Changing American Society: Values

4. The Changing American Society: Demographics and Social Stratification

5. The Changing American Society: Subcultures

6. The American Society: Families and Households

7. Group Influences on Consumer Behavior

Part Two Cases

Cases 2-1 through 2-9

Part Three: Internal Influences

8. Perception

9. Learning, Memory and Product Positioning

10. Motivation, Personality and Emotion

11. Attitudes and Influencing Attitudes

12. Self-Concept and Lifestyle

Part Three Cases

Cases 3-1 through 3-10

Part Four: Consumer Decision Process

13. Situational Influences

14. Consumer Decision Process and Problem Recognition

15. Information Search

16. Alternative Evaluation and Selection

17. Outlet Selection and Purchase

18. Postpurchase Processes, Customer Satisfaction, and Customer Commitment

Part Four Cases

Cases 4-1 through 4-8

Part Five: Organizations as Consumers

19. Organizational Buyer Behavior

Part Five Cases

Cases 5-1 and 5-2

Part Six: Consumer Behavior and Marketing Regulation

20. Marketing Regulation and Consumer Behavior

Part Six Cases

Cases 6-1 and 6-2

Appendix A: Consumer Research Methods

Appendix B: Consumer Behavior Audit

Name Index

Case Index

Subject Index

To buy this book click on the link below

www.mcgraw-hill.co.uk

ISBN Number: 0071177949

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