Consumer Behavior: Building Marketing Strategy

Cover
Consumer Behavior: Building Marketing Strategy
Preface
Acknowledgments
Brief Contents
Contents
Part One: Introduction
	Chapter 1: Consumer Behavior and Marketing Strategy
		Applications of Consumer Behavior
			Marketing Strategy
			Regulatory Policy
			Social Marketing
			Informed Individuals
		Marketing Strategy and Consumer Behavior
		Market Analysis Components
			The Consumers
			The Company
			The Competitors
			The Conditions
		Market Segmentation
			Product-Related Need Sets
			Customers with Similar Need Sets
			Description of Each Group
			Attractive Segment(s) to Serve
		Marketing Strategy
			The Product
			Communications
			Price
			Distribution
			Service
		Consumer Decisions
		Outcomes
			Firm Outcomes
			Individual Outcomes
			Society Outcomes
		The Nature of Consumer Behavior
			External Influences (Part II)
			Internal Influences (Part III)
			Self-Concept and Lifestyle
			Consumer Decision Process (Part IV)
			Organizations (Part V) and Regulation (Part VI)
		The Meaning of Consumption
		Summary
Part Two: External Influences
	Chapter 2: Cross-Cultural Variations in Consumer Behavior
		The Concept of Culture
		Variations in Cultural Values
			Other-Oriented Values
			Environment-Oriented Values
			Self-Oriented Values
		Cultural Variations in Nonverbal Communications
			Time
			Space
			Symbols
			Relationships
			Agreements
			Things
			Etiquette
			Conclusions on Nonverbal Communications
		Global Cultures
			A Global Youth Culture?
		Global Demographics
		Cross-Cultural Marketing Strategy
			Considerations in Approaching a Foreign Market
		Summary
	Chapter 3: The Changing American Society: Values
		Changes in American Cultural Values
			Self-Oriented Values
			Environment-Oriented Values
			Other-Oriented Values
		Marketing Strategy and Values
			Green Marketing
			Cause-Related Marketing
			Marketing to Gay and Lesbian Consumers
			Gender-Based Marketing
		Summary
	Chapter 4: The Changing American Society: Demographics and Social Stratification
		Demographics
			Population Size and Distribution
			Occupation
			Education
			Income
			Age
		Understanding American Generations
			Pre-Depression Generation
			Depression Generation
			Baby Boom Generation
			Generation X
			Generation Y
			Generation Z
			Generation Alpha
		Social Stratification
		Social Structure in the United States
			Upper Americans
			Middle Americans
			Lower Americans
		The Measurement of Social Class
		Social Stratification and Marketing Strategy
		Summary
	Chapter 5: The Changing American Society: Subcultures
		The Nature of Subcultures
		Ethnic Subcultures
		African Americans
			Consumer Segments and Characteristics
			Media Usage
			Marketing to African Americans
		Hispanics
			Acculturation, Language, and Generational Influences
			Marketing to Hispanics
		Asian Americans
			Consumer Segments and Characteristics
			Marketing to Asian Americans
		Native Americans
		Asian Indian Americans
		Arab Americans
		Religious Subcultures
			Christian Subcultures
			Non-Christian Subcultures
		Regional Subcultures
		Summary
	Chapter 6: The American Society: Families and Households
		The Nature and Influence of American Households
			The Influence of Households
			Types of Households
		The Household Life Cycle
		Marketing Strategy Based on the Household Life Cycle
		Family Decision Making
			The Nature of Family Purchase Roles
			Determinants of Family Purchase Roles
			Conflict Resolution
		Marketing Strategy and Family Decision Making
		Consumer Socialization
			The Ability of Children to Learn
			The Content of Consumer Socialization
			The Process of Consumer Socialization
			The Supermarket as a Classroom
		Marketing to Children
		Summary
	Chapter 7: Group Influences on Consumer Behavior
		Types of Groups
			Consumption Subcultures
			Brand Communities
			Online Communities and Social Networks
		Reference Group Influences on the Consumption Process
			The Nature of Reference Group Influence
			Degree of Reference Group Influence
		Marketing Strategies Based on Reference Group Influences
			Personal Sales Strategies
			Advertising Strategies
		Communications within Groups and Opinion Leadership
			Situations in Which WOM and Opinion Leadership Occur
			Characteristics of Opinion Leaders
			Marketing Strategy, WOM, and Opinion Leadership
		Diffusion of Innovations
			Categories of Innovations
			Diffusion Process
			Marketing Strategies and the Diffusion Process
		Summary
		Part Two Cases
			2–1 IKEA Uses Market Research to Adapt for Global Markets
			2–2 CVS Caremark Discontinues the Sale of Tobacco Products
			2–3 Beats by Dre’s Rise to the Top
			2–4 How Social Media Nearly Brought Down United Airlines
			2–5 Grace and Frankie: The Invisibility of Baby Boomer Women
			2–6 American Beagle Outfitters: April Fool’s Joke Turned Reality
			2–7 Tide Goes after Green with New Pods
			2–8 Hispanic Marketing in Online and Mobile Formats
Part Three: Internal Influences
	Chapter 8: Perception
		The Nature of Perception
		Exposure
			Selective Exposure
			Voluntary Exposure
		Attention
			Stimulus Factors
			Individual Factors
			Situational Factors
			Nonfocused Attention
		Interpretation
			Individual Characteristics
			Situational Characteristics
			Stimulus Characteristics
			Consumer Inferences
		Perception and Marketing Strategy
			Retail Strategy
			Brand Name and Logo Development
			Media Strategy
			Advertisements
			Package Design and Labeling
		Summary
	Chapter 9: Learning, Memory, and Product Positioning
		Nature of Learning and Memory
		Memory’s Role in Learning
			Short-Term Memory
			Long-Term Memory
		Learning under High and Low Involvement
			Conditioning
			Cognitive Learning
			Learning to Generalize and Differentiate
			Summary of Learning Theories
		Learning, Memory, and Retrieval
			Strength of Learning
			Memory Interference
			Response Environment
		Brand Image and Product Positioning
			Brand Image
			Product Positioning
			Product Repositioning
		Brand Equity and Brand Leverage
		Summary
	Chapter 10: Motivation, Personality, and Emotion
		The Nature of Motivation
			Maslow’s Hierarchy of Needs
			McGuire’s Psychological Motives
		Motivation Theory and Marketing Strategy
			Discovering Purchase Motives
			Marketing Strategies Based on Multiple Motives
			Motivation and Consumer Involvement
			Marketing Strategies Based on Motivation Conflict
			Marketing Strategies Based on Regulatory Focus
		Personality
			Multitrait Approach
			Single-Trait Approach
		The Use of Personality in Marketing Practice
			Communicating Brand Personality
		Emotion
			Types of Emotions
		Emotions and Marketing Strategy
			Emotion Arousal as a Product and Retail Benefit
			Emotion Reduction as a Product and Retail Benefit
			Consumer Coping in Product and Service Encounters
			Emotion in Advertising
		Summary
	Chapter 11: Attitudes and Influencing Attitudes
		Attitude Components
			Cognitive Component
			Affective Component
			Behavioral Component
			Component Consistency
		Attitude Change Strategies
			Change the Cognitive Component
			Change the Affective Component
			Change the Behavioral Component
		Individual and Situational Characteristics That Influence Attitude Change
			Cue Relevance and Competitive Situation
			Consumer Resistance to Persuasion
		Communication Characteristics That Influence Attitude Formation and Change
			Source Characteristics
			Appeal Characteristics
			Message Structure Characteristics
		Market Segmentation and Product Development Strategies Based on Attitudes
			Market Segmentation
			Product Development
		Summary
	Chapter 12: Self-Concept and Lifestyle
		Self-Concept
			Interdependent/Independent Self-Concepts
			Possessions and the Extended Self
			Measuring Self-Concept
			Using Self-Concept to Position Products
			Marketing Ethics and the Self-Concept
		The Nature of Lifestyle
			Measurement of Lifestyle
			General versus Specific Lifestyle Schemes
		The VALS™ System
			The VALS™ Segments
		Geo-Lifestyle Analysis (Claritas PRIZM®)
			Claritas PRISM Premier: Social and Lifestage Groups
			Sample PRIZM Segments
			An Application of PRIZM
		International Lifestyles
		Summary
		Part Three Cases
			3–1 Patagonia’s Eco-Fashion Push
			3–2 Repositioning McDonald’s
			3–3 Let’s Move! Campaign Celebrities Endorsing Soda?!
			3–4 Attention, Millennials! Automobile Manufacturers Adapt for You
			3–5 Meal Kits Are Shifting How Consumers Shop for Food
			3–6 Hello Kitty Mania
			3–7 Xerox’s Ongoing Battle to Reposition
			3–8 The Tale of Two Emotional Ads
			3–9 The World Shares a Coke
Part Four: Consumer Decision Process
	Chapter 13: Situational Influences
		The Nature of Situational Influence
			The Communications Situation
			The Purchase Situation
			The Usage Situation
			The Disposition Situation
		Situational Characteristics and Consumption Behavior
			Physical Surroundings
			Social Surroundings
			Temporal Perspectives
			Task Definition
			Antecedent States
		Ritual Situations
		Situational Influences and Marketing Strategy
		Summary
	Chapter 14: Consumer Decision Process and Problem Recognition
		Types of Consumer Decisions
			Nominal Decision Making
			Limited Decision Making
			Extended Decision Making
		The Process of Problem Recognition
			The Nature of Problem Recognition
			Types of Consumer Problems
		Uncontrollable Determinants of Problem Recognition
		Marketing Strategy and Problem Recognition
			Discovering Consumer Problems
			Responding to Consumer Problems
			Helping Consumers Recognize Problems
			Suppressing Problem Recognition
		Summary
	Chapter 15: Information Search
		The Nature of Information Search
		Types of Information Sought
			Evaluative Criteria
			Appropriate Alternatives
			Alternative Characteristics
		Sources of Information
			Internet Search
			Mobile Search
			Marketing Strategy and Mobile Search
		Amount of External Information Search
		Costs versus Benefits of External Search
			Market Characteristics
			Product Characteristics
			Consumer Characteristics
			Situation Characteristics
		Marketing Strategies Based on Information Search Patterns
			Maintenance Strategy
			Disrupt Strategy
			Capture Strategy
			Intercept Strategy
			Preference Strategy
			Acceptance Strategy
		Summary
	Chapter 16: Alternative Evaluation and Selection
		Consumer Choice and Types of Choice Process
			Types of Consumer Choice Processes
		Evaluative Criteria
			Nature of Evaluative Criteria
			Measurement of Evaluative Criteria
		Individual Judgment and Evaluative Criteria
			Accuracy of Individual Judgments
			Use of Surrogate Indicators
			The Relative Importance and Influence of Evaluative Criteria
			Evaluative Criteria, Individual Judgments, and Marketing Strategy
		Decision Rules for Attribute-Based Choices
			Conjunctive Decision Rule
			Disjunctive Decision Rule
			Elimination-by-Aspects Decision Rule
			Lexicographic Decision Rule
			Compensatory Decision Rule
			Summary of Decision Rules
		Summary
	Chapter 17: Outlet Selection and Purchase
		The Evolving Retail Scene
			Online Retailing
			Mobile Retailing
			Store-Based Retailing
			Omni-Channel Retailing for the Omni-Channel Shopper
		Attributes Affecting Retail Outlet Selection
			Outlet Image
			Retailer Brands
			Retail Advertising
			Outlet Location and Size
		Consumer Characteristics and Outlet Choice
			Perceived Risk
			Shopping Orientation
		In-Store and Online Influences on Brand Choices
			The Nature of Unplanned Purchases
			Point-of-Purchase Materials
			Price Reductions and Promotional Deals
			Outlet Atmosphere
			Stockouts
			Website Functioning and Requirements
			Mobile and Mobile Apps
			Sales Personnel
		Purchase
		Summary
	Chapter 18: Postpurchase Processes, Customer Satisfaction, and Customer Commitment
		Postpurchase Dissonance
		Product Use and Nonuse
			Product Use
			Product Nonuse
		Disposition
			Product Disposition and Marketing Strategy
		Purchase Evaluation and Customer Satisfaction
			The Evaluation Process
		Dissatisfaction Responses
			Marketing Strategy and Dissatisfied Consumers
		Customer Satisfaction, Repeat Purchases, and Customer Commitment
			Repeat Purchasers, Committed Customers, and Profits
			Repeat Purchasers, Committed Customers, and Marketing Strategy
		Summary
		Part Four Cases
			4–1 Scent Marketing Reaches Consumers’ Emotions
			4–2 Amazon Prime Air Prepares for Takeoff
			4–3 Nissan Goes after the Dog Lover Niche
			4–4 WAWA Dominates with Its Mobile App
			4–5 Macy’s Embraces Beacon Technology
			4–6 Tesla’s Novel and Environmental Approach Drives Amazing Brand Loyalty
			4–7 Gilt Groupe’s Innovative Approach to Loyalty Programs
			4–8 Albertsons Ditches Self-Checkout in Favor of Human Contact
Part Five: Organizations as Consumers
	Chapter 19: Organizational Buyer Behavior
		Organizational Purchase Process
			Decision-Making Unit
			Purchase Situation
			Steps in the Organizational Decision Process
			The Role of the Internet and Mobile in the Organizational Decision Process
		Organizational Culture
		External Factors Influencing Organizational Culture
			Firmographics
			Culture/Government
			Reference Groups
		Internal Factors Influencing Organizational Culture
			Organizational Values
			Perception
			Learning
			Motives and Emotions
		Organizational Buyer Segments and Marketing Strategy
		Summary
		Part Five Cases
			5–1 Cuties: How Commodity Fruits Became a Branded Sensation
			5–2 Farmers’ Brand Loyalty for Heavy Farm Equipment Machinery
Part Six: Consumer Behavior and Marketing Regulation
	Chapter 20: Marketing Regulation and Consumer Behavior
		Regulation and Marketing to Children
			Concerns about the Ability of Children to Comprehend Commercial Messages
			Concerns about the Effects of the Content of Commercial Messages on Children
			Controversial Marketing Activities Aimed at Children
			Children’s Online Privacy Issues
		Regulation and Marketing to Adults
			Consumer Privacy
			Marketing Communications
			Product Issues
			Pricing Issues
		Summary
		Part Six Cases
			6–1 Is Crude Puppet Movie Hitting a Dead End on Sesame Street?
			6–2 COPPA Evolves, but Technology Industries Evolve Faster
Appendix A Consumer Research Methods
Appendix B Consumer Behavior Audit
Indexes