Consumer behavior

Description

This book takes a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book. 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