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Consumer Behavior in Action "Real-Life Applications for Marketing Managers"

Consumer Behavior in Action "Real-Life Applications for Marketing Managers"

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  • ISBN:9780765620903
  • Editorial: Routledge
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:648
  • Idiomas:Ingles,Inglés

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Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research. The author's practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior.

Preface
The Study of Consumer Behavior
The Purpose of This Book
The Book's Structure and Flow
Applications Exercises Matrix
Acknowledgments
Part I Introduction to Consumer Behavior and Marketing Management 1
1 Consumer Behavior Overview 3
Exercise 1.1 Types of Needs and Wants 3
Exercise 1.2 Marketing Management Philosophies 7
Exercise 1.3 The Multiple Influences on Consumer Behavior 17
Exercise 1.4 Traditional Theories of Consumer Behavior 21
2 Market Segmentation 33
Exercise 2.1 Segmentation Strategies 33
Exercise 2.2 Brand Positioning 42
Exercise 2.3 Benefit Segmentation 47
Part II The Consumer Decision-Making Process 57
3 Overview of Consumer Decision Making 59
Exercise 3.1 The Economics Perspective on Consumer Decision Making 59
Exercise 3.2 Your College Choice Decision 65
Exercise 3.3 Consumer Decision Making in an Online Environment 71
Exercise 3.4 Involvement, Perceived Risk, and Risk Reduction Strategies 77
Exercise 3.5 Levels of Decision Making (Learning Stages) 87
Exercise 3.6 Types of Consumer Purchasing Situations 92
4 Stages in Consumer Decision Making 106
Exercise 4.1 Problem Recognition 106

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