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ISE eBook Online Access for Consumer Behavior: Building Marketing Strategy

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Efnisyfirlit

  • Cover
  • Title
  • Copyright
  • Preface
  • Connect
  • Acknowledgments
  • Brief Contents
  • Contents
  • Part One: Introduction
    • Chapter One: 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 Two: 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 Three: 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 Four: 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 Five: 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 Six: 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 Seven: 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 Eight: 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 Nine: 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 Ten: 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 Eleven: 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 Twelve: 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 Thirteen: 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 Fourteen: 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 Fifteen: 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 Sixteen: 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 Seventeen: 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 Eighteen: 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 Nineteen: 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 Twenty: 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

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Vörumerki: McGrawHill
Vörunúmer: 9781260569742
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ISE eBook Online Access for Consumer Behavior: Building Marketing Strategy

Vörumerki: McGrawHill
Vörunúmer: 9781260569742
Rafræn bók. Uppl. sendar á netfangið þitt eftir kaup
7.490 kr.
Fá vöru senda með tölvupósti
7.490 kr.