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消费者行为学（英文原书第12版）/高等学校经济管理英文版教材·管理学系列

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Jingdong book

消费者行为学（英文原书第12版）/高等学校经济管理英文版教材·管理学系列

Name: 消费者行为学（英文原书第12版）/高等学校经济管理英文版教材·管理学系列
Brand: Jingdong book
SKU: 3102004181
Price: 39.75 USD
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《消费者行为学（英文原书第12版）/高等学校经济管理英文版教材·管理学系列》是一本极具代表性的市场营销学著作，它系统介绍了在当今市场条件下，消费者行为的特点和新的变化趋势，用生动具体的营销案例介绍理解消费者行为的重要性。本书根据消费者行为总体模型组织各章内容，结构清晰严谨，布局详略得当，正文和案例采用了很多与互联网技术相关的最新研究成果，极具前瞻性。

Catalogue

出版说明
导读
前言
第一部分导论
第1章消费者行为与市场营销战略
1.1消费者行为知识的广泛运用
1.2市场营销战略与消费者行为
1.3市场分析
1.4市场细分
1.5市场营销战略
1.6消费者决策过程
1.7结果
1.8消费者行为的性质
1.9消费的意义
小结
第二部分外部影响
第2章不同文化下的消费者行为
2.1文化的概念
2.2文化价值观的差异
2.3不同文化下非语言沟通的差异
2.4全球文化
2.5全球人口统计特征
2.6跨文化条件下的营销战略
小结
第3章变化中的美国社会：价值观
3.1美国文化价值观的变化
3.2价值观与营销策略
小结
第4章变化中的美国社会：人口和社会阶层
4.1人口特征
4.2理解美国的年龄代
4.3社会分层
4.4美国的社会结构
4.5社会地位的衡量
4.6社会分层和营销策略
小结
第5章变化中的美国社会：亚文化
5.1亚文化的性质
5.2种族亚文化
5.3非裔美国人
5.4西班牙裔美国人
5.5亚裔美国人
小结
第6章美国社会：家庭与住户
6.1美国住户的性质和影响
6.2住户生命周期
6.3建立在住户生命周期基础上的营销战略
6.4家庭决策
6.5家庭决策与营销策略
6.6消费者社会化
6.7面向儿童的营销
小结
第7章群体对消费者行为的影响
7.1群体类型
7.2参照群体对消费过程的影响
7.3建立在参照群体影响基础上的营销策略
7.4群体内沟通和意见领袖
7.5创新扩散
小结
第二部分案例
案例2-1宝马挖掘中国新兴奢侈品市场
案例2-2佳洁士美白牙贴面临的挑战
案例2-3凯美瑞吸引黑人女性的互动式沟通
案例2-4社交媒体是怎样几乎把联合航空公司搞垮的
案例2-5愤怒的"小鸟"
案例2-6Ready Cleats公司的一次性高尔夫鞋钉
案例2-7汰渍顺应绿色洗涤潮流
案例2-8种族住房市场
第三部分内部影响
第8章知觉
8.1知觉的性质
8.2展露
8.3注意
8.4理解
8.5知觉与营销策略
小结
第9章学习、记忆与产品定位
9.1学习和记忆的本质
9.2记忆在学习中的角色
9.3高介入状态和低介入状态下的学习
9.4学习、记忆和提取
9.5品牌形象与产品定位
9.6品牌资产和品牌杠杆
小结
第10章动机、个性和情绪
10.1动机的本质
10.2动机理论和营销策略
10.3个性
10.4个性在营销实践中的运用
10.5情绪
10.6情绪和市场营销策略
10.7广告中的情绪
小结
第11章态度和影响态度
11.1态度的构成
11.2改变态度的策略
11.3影响态度改变的个体与情境因素
11.4影响态度形成和改变的营销传播特点
11.5以态度为基础的市场细分和产品开发策略
小结
第12章自我概念与生活方式
12.1自我概念
12.2生活方式的性质
12.3VALSTM生活方式系统
12.4地理生活方式分析（PRIZM）
12.5国际生活方式
小结
第三部分案例
案例3-1Patagonia推动生态时尚
案例3-2达美乐比萨的新配方
案例3-3杰克林克斯：日趋时尚和健康
案例3-4高乐氏的绿色工程产品线
案例3-5你的狗吃奶酪吗？锁定高端宠物市场
案例3-6兰蔻男式奢侈护肤品：型男的产生和男性形象的改变
案例3-7雅力士的市场定位
案例3-8戴尔电脑采用情感策略
案例3-9金宝汤业瞄准日益增长的男性购物者
第四部分消费者决策过程
第13章情境的影响
13.1情境影响的性质
13.2情境特征和消费者行为
13.3礼仪情境
13.4情境影响与营销策略
小结
第14章消费者决策过程与问题认知
14.1消费者决策类型
14.2问题认知过程
14.3影响问题认知的不可控因素
14.4问题认知与营销策略
小结
第15章信息搜集
15.1信息搜集的性质
15.2被搜寻信息的类型
15.3信息来源
15.4外部信息搜集量
15.5外部信息搜集的收益与成本
15.6基于信息搜集模式的营销策略
小结
第16章购买评价与选择
16.1消费者选择和选择过程的类型
16.2评价标准
16.3个体判断与评价标准
16.4基于属性选择的决策规则
小结
第17章店铺选择与购买
17.1零售业的发展
17.2影响零售店铺选择的因素
17.3消费者特征与店铺选择
17.4影响品牌选择的店内和网上因素
17.5购买
小结
第18章购后过程、客户满意和客户忠诚
18.1购后冲突
18.2产品使用与闲置
18.3处置
18.4购买评价和消费者满意
18.5不满意反应
18.6客户满意、重复购买和客户忠诚
小结
第四部分案例
案例4-1西尔斯对青少年开展网络促销活动
案例4-2阿迪达斯1号太超前了吗
案例4-3塔吉特百货设法抵制"圣诞前移"
案例4-4网飞公司持续改变家庭影院行业的面貌
案例4-5现代汽车的转折
案例4-6韦士柏
案例4-7纪念品公司制订忠诚计划
案例4-8艾柏森淘汰自助式结账以促进人际互动
第五部分作为消费者的组织
第19章组织购买者行为
19.1组织购买过程
19.2组织文化
19.3影响组织文化的外部因素
19.4影响组织文化的内部因素
19.5组织购买者细分和市场营销战略
小结
第五部分案例
案例5-1RAEX LASER牌钢铁
案例5-2佩卡：不仅仅是卡车
第六部分市场营销法规
第20章市场营销法规与消费者行为
20.1市场营销法规与针对儿童的营销
20.2对成人的营销及法规
小结
第六部分案例
案例6-1阿贝克隆比服装公司向青少年销售上托三点式比基尼
案例6-2儿童网上隐私保护
附录A消费者研究方法
附录B消费者行为审计

Book Abstract

M arketi n g Strategy
Marketing decisions based on explicit consumer behavior theory，assumptions，andresearch are more likely to be successful than those based on hunches or intuition，and thusthey create a competitive advantage．An accurate understanding of consumer behavior cangreatly reduce the odds of failures such as：S．C．Johnson pulled the plug on its Ziploc TableTops．a line of semi—disposable plates．Table—
Tops was one of the company’S most expensive launches with$65 million spent on marketing．A number of factors appear to have contributed to the failure including relatively high prices（which made consumers less likely to throw them away）and the fact that the products reallyweren’t all that disposable．As one retailer explained，“There are no repeat purchases．The thingslast forever．
Thus，a primary goal of this book is to help you obtain a usable managerial understand．ing of consumer behavior to help you become a more effective marketing manager。BeforeWe take a look a（marketing strategy and consumer behavior．1et’s examine regulatorypolicy，social marketing，and the importance of being an informed individual．
Regulatory Policy
Various regulatory bodies exist to develop，interpret，and／or implement policies designedto protect and aid consumers．For example，the Food and Drag Administration（FDA）administers the Nutrition Labeling and Education Act（NLEA）．Among other things，NLEA requires that packaged foods prominently display nutrition information in the formof the Nutrition Facts panel．
Has NLEA succeeded？A recent study suggests that it depends．For example，the Nutri．tion Facts panel is of most benefit to highly motivated consumers who are low in nutritionalknowledge．Demonstrating such benefits is important in light of the estimated$2 billion incompliance costs．However，such cost—benefit comparisons are complicated since placinga dollar value on individual and societal benefits is often difficult．5
Clearly，effective regulation of many marketing practices requires an extensive knowl．edge of consumer behavior．We discuss this issue throughout the text and provide adetailed treatment in Chapter 20．
……

Introduction

教育部在2001年颁布了《关于加强高等学校本科教学工作提高教学质量的若干意见》，明确要求高校要积极开展双语教学。为适应经济全球化的挑战，培养符合现代社会需要的高级管理人才，推进高校“教育面向现代化、面向世界、面向未来”的发展，双语教学逐渐在我国大学教育中推广开来。
机械工业出版社华章公司为了满足国内广大师生了解、学习和借鉴国外先进经济管理理论、经验，开展双语教学的迫切需求，与国外著名出版公司合作影印出版了“高等学校经济管理英文版教材”系列。我公司出版的该系列教材都是在国际上深受欢迎并被广泛采用的优秀教材，其中大部分教材是在国外多次再版并在该领域极具权威性的经典之作。为了让该系列教材更好地服务于读者，适应我国教育教学的客观需求，我公司还专门邀请国内在该学术领域有一定研究的专家学者，结合国内教学的实际对这些教材中的重点内容精心加人中文注释，以方便读者快捷地把握学习重点，提高阅读和研究的效率。
在此我们需要提请广大读者特别注意的是，由于我公司所选择出版的该系列图书其原书作者均来自先进管理思想比较集中的欧美国家，他们所处国家的政治环境、经济发展状况、文化背景和历史发展过程等与我国社会发展状况之间存在着显著差异，同时作者个人人生观、价值观以及对各种问题的认识也仅仅只代表作者本人的观点和态度，并不意味着我们完全同意或者肯定其说法。敬请广大读者在阅读过程中，立足我国国情，以科学分析为依据，仔细斟辨，批判吸收，客观学习和借鉴。
为了更好地服务于读者，满足我国教学需求，我们对原版图书进行了删节，因此读者在阅读的过程中可能会发现跳页的现象，而且原文中提到的页码或内容有可能已被删掉而无法找到，由此给读者带来的诸多不便，我们深表歉意。
最后，这套中文注释版英文教材的出版，得到了清华大学、北京大学、南开大学、南京大学等高校很多专家学者的大力支持和帮助，对他们的辛勤劳动和精益求精的工作态度在此深表谢意！能为我国经济管理学科的理论教育与实践发展以及推动国家高校双语教学计划略尽绵薄之力是我们出版本套教材的初衷，也实为我们出版者之荣幸。
机械工业出版社华章公司经管出版中心

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