Consumer Behavior & Marketing Strategy, Ninth Edition

Cover
Section 1 A Perspective on Consumer Behavior
	1 Introduction to Consumer Behavior and Marketing Strategy
		Online Shopping–2009
			What Is Consumer Behavior?
				Consumer Behavior Is Dynamic
					Consumer Behavior Involves Interactions
						Consumer Behavior Involves Exchanges
					Approaches to Consumer Behavior Research
					Uses of Consumer Behavior Research
					Consumer Behavior’s Role in Marketing Strategy
					Back To Online Shopping
					Marketing Strategy in Action Toyota—2008
	2 A Framework for Consumer Analysis
		Buying a Home Security System
		Three Elements for Consumer Analysis
			Consumer Affect and Cognition
			Consumer Behavior
			Consumer Environment
			Relationships among Affect and Cognition, Behavior, and the Environment
		Marketing Strategy
		Levels of Consumer Analysis
			Societies
			Industries
			Market Segments
			Individual Consumers
		Back To Buying a Home Security System
		Marketing Strategy in Action Starbucks—2008
Section 2 Affect and Cognition and Marketing Strategy
	3 Introduction to Affect and Cognition
		“Everyday” Affect and Cognition: Greg Macklin Goes Shopping
			Components of the Wheel of Consumer Analysis
				Environment
					Behavior
					Marketing Strategies
					Affect and Cognition
				Affect and Cognition as Psychological Responses
					Types or Levels of Affective Responses
					The Affective System
					What Is Cognition?
					Relationship between Affect and Cognition
					Marketing Implications
					Using Metaphors to Communicate Affective and Cognitive Meaning
				Cognitive Processes in Consumer Decision Making
					A Model of Consumer Decision Making
					Additional Characteristics of the Cognitive System
					Marketing Implications
				Knowledge Stored in Memory
					Types of Knowledge
					Structures of Knowledge
					Types of Knowledge Structures
					Marketing Implications
					Cognitive Learning
				Back To Greg Macklin Goes Shopping
				Marketing Strategy in Action Barnes & Noble
	4 Consumers’ Product Knowledge and Involvement
		How Gillette Knows about Shaving
		Levels of Product Knowledge
		Consumers’ Product Knowledge
			Products as Bundles of Attributes
			Products as Bundles of Benefits
			Products as Value Satisfiers
		Means–End Chains of Product Knowledge
			Examples of Means–End Chains
			Identifying Consumers’ Means–End Chains
			Marketing Implications
		Digging for Deeper Consumer Understanding
			The ZMET Approach to Consumer Knowledge
			The ZMET Interview
			Marketing Implications
		Involvement
			Focus of Involvement
			The Means–End Basis for Involvement
			Factors Influencing Involvement
				Marketing Implications
					Understanding the Key Reasons for Purchase
					Understanding the Consumer–Product Relationship
					Influencing Intrinsic Self-Relevance
					Influencing Situational Self-Relevance
				Back To Gillette
				Marketing Strategy in Action Nike
	5 Attention and Comprehension
		The Power of Advertising
		Exposure to Information
			Selective Exposure to Information
			Marketing Implications
		Attention Processes
			Variations in Attention
			Factors Influencing Attention
			Marketing Implications
		Comprehension
			Variations in Comprehension
			Inferences during Comprehension
			Factors Influencing Comprehension
			Marketing Implications
		Back To The Power of Advertising
		Marketing Strategy in Action Exposure, Attention, and Comprehension on the Internet
	6 Attitudes and Intentions
		The Gap
		What Is an Attitude?
			Attitudes toward What?
			Marketing Implications
		Attitudes toward Objects
			Salient Beliefs
			The Multiattribute Attitude Model
			Marketing Implications
			Attitude-Change Strategies
		Attitudes toward Behavior
			The Theory of Reasoned Action
			Marketing Implications
		Intentions and Behaviors
		Back To The Gap
		Marketing Strategy in Action Coca-Cola
	7 Consumer Decision Making
		Buying a Used Car
		Decision Making as Problem Solving
		Elements of Problem Solving
			Problem Representation
			Integration Processes
			Decision Plans
		Problem-Solving Processes in Purchase Decisions
		Influences on Consumers’ Problem-Solving Activities
			Effects of End Goals
			Effects of Goal Hierarchies
			Effects of Involvement and Knowledge
			Environmental Effects
			Implications for Marketing Strategy
		Back To Buying a Used Car
		Marketing Strategy in Action Hallmark Cards
Section 3 Behavior and Marketing Strategy
	8 Introduction to Behavior
		Lands’ End Inlet Store
			What Is Overt Consumer Behavior?
				The Importance of Overt Consumer Behavior
				A Model of Overt Consumer Behavior
					Information Contact
					Funds Access
					Store Contact
					Product Contact
					Transaction
					Consumption and Disposition
					Communication
					Marketing Implications
				Back To Lands’ End Inlet Store
				Marketing Strategy in Action Peapod Online Grocery—2008
	9 Conditioning and Learning Processes
		Lottery Games: Powerball and Mega Millions
		Classical Conditioning
			Consumer Research on Classical Conditioning
			Marketing Implications
		Operant Conditioning
			Reinforcement Schedules
			Shaping
			Discriminative Stimuli
			Marketing Implications
		Vicarious Learning
			Uses of Vicarious Learning in Marketing Strategy
			Factors Influencing Modeling Effectiveness
			Marketing lmplications
				Back To Lottery Games: Powerball and Mega Millions
				Marketing Strategy in Action Rollerblade In-line Skates
	10 Influencing Consumer Behaviors
		What Were These Marketers Trying to Do?
			Consumer Behavior Influence Strategies
			Sales Promotion
				Purchase Probability
				Purchase Quantity
				Purchase Timing
				Purchase Location
				Effectiveness of Sales Promotions
			Social Marketing
				Increasing Desired Behaviors
				Decreasing Undesired Behaviors
			A Strategic Model for Influencing Consumer Behaviors
				Measure Current Levels of Consumer Affect, Cognition, and Behavior
				Analyze Consumers and Markets
				Select and Implement Influence Strategy
				Measure Strategic Effects
				Evaluate for Performance Improvement
				Marketing Implications
			Back To What Were These Marketers Trying to Do?
			Marketing Strategy in Action Cub Foods—2008
Section 4 The Environment and Marketing Strategy
	11 Introduction to the Environment
		Megaresorts in Las Vegas
			The Environment
				Aspects of the Environment
					The Social Environment
						The Physical Environment
						Marketing Implications
					Situations
						Analyzing Situations
						Generic Consumer Situations
						Marketing Implications
					Back To Megaresorts in Las Vegas
					Marketing Strategy in Action America’s Movie Theaters
	12 Cultural and Cross-Cultural Influences
		McDonald’s
			What Is Culture?
		The Content of Culture
			Measuring the Content of Culture
			The Core Values of American Culture
			Changing Values in America
		Culture as a Process
			Moving Cultural Meanings into Products
			Cultural Meanings in Products
			Moving Cultural Meanings from Products into Consumers
			Cultural Meanings in Consumers
			Moving Meanings to the Cultural Environment
			Marketing Implications
			Helping Consumers Obtain Cultural Meanings
		Cross-Cultural Influences
			Cross-Cultural Differences
			Developing International Marketing Strategies
			Marketing Implications: The European Union
		Back To McDonald’s
		Marketing Strategy in Action Sony
	13 Subculture and Social Class
		Mountain Dew
			Subcultures
			Analyzing Subcultures
				Geographic Subcultures
				Age Subcultures
				Ethnic Subcultures
				Gender as a Subculture
				Income as a Subculture
				Acculturation Processes
			Social Class
				Social Class versus Income
			Back To Mountain Dew
			Marketing Strategy in Action Abercrombie & Fitch
	14 Reference Groups and Family
		Chuck E. Cheese
			Reference Groups
				Analyzing Reference Groups
				Types of Reference Group Influence
				Reference Group Influence on Products and Brands
				Reference Groups and Marketing Strategy
			Family
				Family Decision Making
				Consumer Socialization
				Factors Influencing American Families
				Demographic Changes in Household Composition
				Family Life Cycle
			Back To Chuck E. Cheese
			Marketing Strategy in Action The Saturn Family
			Section
Section 5 Consumer Analysis and Marketing Strategy
	15 Market Segmentation and Product Positioning
		H2—Oh!—Positioning the Hummer H2
	Analyze Consumer–Product Relationships
		Investigate Segmentation Bases
			Benefit Segmentation
				Psychographic Segmentation
				Person/Situation Segmentation
				Geodemographic Segmentation
			Develop Product Positioning
				Positioning by Attribute
				Positioning by Use or Application
				Positioning by Product User
				Positioning by Product Class
				Positioning by Competitors
				Positioning Maps
			Select Segmentation Strategy
			Design Marketing Mix Strategy
			Back To Positioning the Hummer H2
			Marketing Strategy in Action Hershey North America
	16 Consumer Behavior and Product Strategy
		Timberland
			Product Affect and Cognition
				Satisfaction/Dissatisfaction
			Product Behavior
				Product Contact
				Brand Loyalty/Variety Seeking
			The Product Environment
				Product Attributes
				Packaging
			Product Strategy
				Characteristics of Consumers
				Characteristics of Products
			Back To Timberland
			Marketing Strategy in Action Harley-Davidson, Inc.
	17 Consumer Behavior and Promotion Strategy
		A Communication Perspective
			The Communication Process
			Goals of Promotion Communications
		The Promotion Environment
			Promotion Clutter
			Level of Competition
		Promotion Affect and Cognition
			Attitude toward the Ad
			The Persuasion Process
		Promotion Behaviors
			Information Contact
			Word-of-Mouth Communication
		Managing Promotion Strategies
			Analyze Consumer–Product Relationships
			Determine Promotion Objectives and Budget
			Design and Implement a Promotion Strategy
			Evaluate Effects of the Promotion Strategy
		Back To Winning Promotions
		Marketing Strategy in Action The Cereal Wars
		Winning Promotions
			Types of Promotion
				Advertising
				Sales Promotions
				Personal Selling
				Publicity
				The Promotion Mix
	18 Consumer Behavior and Pricing Strategy
		Vinnie Bombatz
			Conceptual Issues in Pricing
				Money
				Time
				Cognitive Activity
			Behavior Effort
				Value
			Price Affect and Cognition
				Price Perceptions and Attitudes
			Price Behavior
				Funds Access
				Transactions
			Price Environment
			Pricing Strategy
				Analyze Consumer–Product Relationships
				Analyze the Environmental Situation
				Determine the Role of Price in Marketing Strategy
				Estimate Relevant Production and Marketing Costs
				Set Pricing Objectives
				Develop Pricing Strategy and Set Prices
			Back To Vinnie Bombatz
			Marketing Strategy in Action American Girl Brands
	19 Consumer Behavior, Electronic Commerce, and Channel Strategy
		IBM
			Store-Related Affect and Cognition
				Store Image
				Store Atmosphere
					Store-Related Behavior
						Store Contact
						Store Loyalty
					Store Environment
						Store Location
						Store Layout
						In-Store Stimuli
					Nonstore Consumer Behavior
						Catalog and Direct Mail Purchases
						Vending Machine Purchases
						Television Home Shopping
						Direct Sales Purchases
						Electronic Exchanges
						A Comparison of Consumer Purchase Modes
					Electronic Commerce
						Consumer Strategies for Electronic and Store Exchanges
						Consumer Electronic Exchanges and Multichannel Marketing
					Channel Strategy
						Commodity
						Conditions
						Competition
						Costs
						Coverage
						Competence
						Control
						Characteristics of Intermediaries
						Back To IBM
Marketing Strategy in Action Amazon.com
Notes
Glossary
Credits
Name Index
Subject Index