Applied consumer behaviour:
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Harlow [u.a.]
Addison-Wesley
1996
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016830995&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XIX, 382 S. Ill., graph. Darst. |
| ISBN: | 0201565013 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Foreword vii
Preface ix
Part 1 Identifying and anticipating consumer needs
and wants 1
1 Consumer behaviour in a marketing environment 3
1.1 Introduction 3
1.2 Products, services, causes and ideas 9
1.3 Consumer behaviour and the marketing environment 10
1.4 Concluding remarks 16
2 Consumer needs, values and product benefits 19
2.1 Introduction 19
2.2 Consumer motivation 20
2.3 Needs 23
2.4 Values and goals 25
2.5 Product benefits 27
2.6 Deeper needs 29
2.7 Conclusions 34
Clippings from the marketing press and Exercises 36
xiv ¦ Contents
Part 2 Consumer response to marketing 43
3 Consumer response to marketing actions 45
3.1 Introduction .-
3.2 Exposure
3.3 Attention ]
3.4 Perception *
3.5 Retention j?J
3.6 Conviction fi9
3.7 Action g3
3.8 Post-purchase ™
3.9 Conclusions ™
4 Innovation and the product life cycle 69
4.1 Introduction 69
4.2 Diffusion and adoption 70
4.3 Characteristics of innovations 71
4.4 Adopter categories 74
4.5 Opinion leadership 75
4.6 Parfitt-Collins model 80
4.7 Conclusions §4
5 Consumer information processing and choice 86
5.1 Relevance of consumer information processing 86
i .2. Functions of information 87
5.3 An information processing model 93
a-4 Information processing 96
5.5 Decision rules 98
5.6 Limitations to information search and processing 101
5. issues and trends in research on information processing
and decision making 106
5.8 Conclusions j07
Exercises and Cases I 10
Contents ¦ xv
Part 3 Market analysis: Segmentation, targeting and
research 119
6 Market segmentation 1 21
6.1 Introduction 121
6.2 Development of segmentation 125
6.3 Segmentation planning issues 126
6.4 Demographic segmentation 130
6.5 Consumer psychographics 138
6.6 Geodemographics 143
6.7 Domain-specific and specific segmentation 152
6.8 Conclusions 156
7 Market targeting and product positioning I 58
7.1 Market targeting 158
7.2 Niches 162
7.3 Attractiveness of segments 164
7.4 Custom marketing 167
7.5 Product positioning 167
7.6 Where to position? 170
7.7 Positioning strategy 179
7.8 Brand extension 184
7.9 Conclusions 186
8 Consumer research 1 88
8.1 The marketing research process 188
8.2 Stage 1: Defining and clarifying the marketing problem 189
8.3 Stage 2: Determine cost-effective sources of information 190
8.4 Stage 3: Determining techniques for collecting information 19f
8.5 Interview survey methods 197
8.6 Guidelines for questionnaire design 200
8.7 Motivation research 202
8.8 Attitude measurement 206
8.9 Other survey approaches 211
8.10 Experimental design 213
xvi ¦ Contents
8.11 Sample design 215
8.12 Stage 4: Data collection 219
8.13 Stage 5: Data processing 221
8.14 Stage 5: Uni-and bivariate analysis 222
8.15 Multivariate analysis 222
8.16 Stage 6: Communicating results 229
8.17 Conclusions 229
Clippings from the marketing press and Cases 231
Part 4 Consumer behaviour and the marketing mix 247
9 Product strategy and consumer behaviour 249
9.1 Introduction 249
9.2 Marketing strategy 250
9.3 Product environment 252
9.4 Product development 256
9.5 Services 258
9.6 Product and service behaviours 261
9.7 Satisfaction and dissatisfaction 264
9.8 Conclusions 267
10 Pricing strategy and consumer behaviour 269
10.1 Introduction 269
10.2 Conceptual issues in pricing 270
10.3 Pricing strategy 275
10.4 Price perception 281
10.5 Psychological pricing 285
10.6 Conclusions 288
1 1 Distribution strategy and consumer behaviour 289
11.1 Introduction 289
11.2 Consumer/product relations 291
11.3 Store location 293
11.4 Calculation of trade areas 296
11.5 Geodemographics 299
11.6 Store layout 303
11.7 In-store stimuli 3^4
11.8 Conclusions 306
Contents ¦ xvii
12 Marketing-communication strategy and consumer
behaviour 309
12.1 Marketing-communication mix 309
12.2 General communication model 311
12.3 Analysing consumer/product relationships 315
12.4 Marketing-communication objectives 317
12.5 Designing and implementing marketing-communication strategy 319
12.6 Evaluating effects of marketing-communication strategy 323
12.7 Mental and behavioural effects 326
12.8 Conclusions 329
! 3 Trends and developments in consumer behaviour 331
13.1 Introduction 331
13.2 The evolving consumer 332
13.3 The shift from matter to mind 334
13.4 Marketing information systems 337
13.5 Segmentation, targeting and positioning 338
13.6 Branding and packaging 339
13.7 Marketing communication 341
13.8 New retailing trends and the consumer 344
13.9 Conclusions 346
Clippings and Problems 347
References 357
Index 375
|
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| author | Evans, Martin 1950- Moutinho, Luiz 1949- Raaij, Willem Fred van 1944- |
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| author_facet | Evans, Martin 1950- Moutinho, Luiz 1949- Raaij, Willem Fred van 1944- |
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| callnumber-raw | HF5415.32.E93 1996 |
| callnumber-search | HF5415.32.E93 1996 |
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| dewey-ones | 658 - General management |
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| dewey-search | 658.8/342 20 |
| dewey-sort | 3658.8 3342 220 |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV023506689 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T13:21:28Z |
| institution | BVB |
| isbn | 0201565013 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016830995 |
| oclc_num | 832498900 |
| open_access_boolean | |
| owner | DE-521 |
| owner_facet | DE-521 |
| physical | XIX, 382 S. Ill., graph. Darst. |
| publishDate | 1996 |
| publishDateSearch | 1996 |
| publishDateSort | 1996 |
| publisher | Addison-Wesley |
| record_format | marc |
| spellingShingle | Evans, Martin 1950- Moutinho, Luiz 1949- Raaij, Willem Fred van 1944- Applied consumer behaviour Consumer behavior Marketing research Marketing (DE-588)4037589-4 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4062644-1 |
| title | Applied consumer behaviour |
| title_auth | Applied consumer behaviour |
| title_exact_search | Applied consumer behaviour |
| title_full | Applied consumer behaviour Martin J. Evans ; Luiz Moutinho ; W. Fred van Raaij |
| title_fullStr | Applied consumer behaviour Martin J. Evans ; Luiz Moutinho ; W. Fred van Raaij |
| title_full_unstemmed | Applied consumer behaviour Martin J. Evans ; Luiz Moutinho ; W. Fred van Raaij |
| title_short | Applied consumer behaviour |
| title_sort | applied consumer behaviour |
| topic | Consumer behavior Marketing research Marketing (DE-588)4037589-4 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Consumer behavior Marketing research Marketing Verbraucherverhalten |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016830995&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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