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工商管理经典译丛:消费者行为与营销战略(第9版)

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工商管理经典译丛:消费者行为与营销战略(第9版)

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《工商管理经典译丛:消费者行为与营销战略(第9版)》第一部分是对这一模型的简要介绍。第二部分讨论的是感知和认知,即消费者对各种事物的想法和感觉,如对产品和品牌的想法和感觉。第三部分讨论的是消费者行为,即消费者的具体行为,如购买产品或某种品牌。第四部分讨论的是消费者环境,即消费者身外的一切事物,这些事物会影响消费者的思想、感受和行为,如广告或价格信息。第五部分讨论的是营销战略,通过营销战略,产品、包装、广告、促销活动、店铺、网站和价格信息等营销刺激都被设置在消费者环境之中,以影响消费者的感知、认知和行为。
Content Description

《工商管理经典译丛:消费者行为与营销战略(第9版)》通过深入浅出的讲解以及丰富的实际案例,带你走入消费者行为学的神秘殿堂。尤其在直接面对消费者的终端管理中,它可以用来帮助解决很多不同类型的问题:如何从管理角度洞悉消费者行为;如何运用营销组合因素影响消费者行为;如何对不同类型的顾客进行产品价值塑造;如何应用消费者行为学制定营销战略。
总之,《工商管理经典译丛:消费者行为与营销战略(第9版)》将理论和实际操作近乎完美地结合起来,信息量非常丰富,读起来趣味盎然,与管理决策密切相关,而且内容很新颖,适合工商管理尤其是营销专业学生作为课程教材和参考教材。
同时,对于那些有志于在营销领域有所建树的人士来说,这《工商管理经典译丛:消费者行为与营销战略(第9版)》是极好的入门钥匙。
Author Description

J.保罗·彼得(J.Paul Peter),是威斯康星大学麦迪逊分校的营销学教授,也是James R.McManus-Bascom的成员。在威斯康星大学任教之前,他曾在印第安纳州立大学、俄亥俄州立大学和华盛顿大学任教。在俄亥俄州立大学任教期间,他被学生评选为“杰出营销学教授”。在威斯康星大学,他曾获John R.Larson教育奖。他曾讲授过多门课程,包括营销管理、营销战略、消费者行为、营销研究以及营销理论。

杰里·C.奥尔森(Jerry C.Olson),是宾夕法尼亚州立大学的营销学教授,也是Earl P.Strorlg教育执行委员会的委员,Earl P.Strong和Olson Zaltman协会的创办者之一。他在普渡大学获得消费者心理学博士学位后,于1971年加入宾夕法尼亚州立大学。在宾夕法尼亚州立大学,他曾讲授过的课程包括消费者行为、营销管理、广告与促销管理、研究方法和营销理论。
Catalogue

第1篇 消费者行为概述
第1章 消费者行为与营销战略概论
网上购物
1.1 何谓消费者行为?
1.2 消费者行为研究取向
1.3 消费者行为研究的运用
1.4 消费者行为在营销战略上的角色
回顾网上购物
小结
重要术语和概念
讨论题
营销战略个案分析丰田公司
第2章 消费者分析的框架
购买家庭安防系统
2.1 消费者分析的三个因素
2.2 营销战略
2.3 消费者分析的不同层次
回顾购买家庭安防系统
小结
重要术语和概念
讨论题
营销战略个案分析星巴克

第2篇 感知、认知与营销战略
第3章 感知与认知概论
“每天的”感知与认知:GregMacklin去购物
3.1 消费者分析轮状模型的组成
3.2 作为心理反应的感知与认知
3.3 消费者决策中的认知过程
3.4 记忆中存储的知识
回顾“每天的”感知与认知:GregMaeklin去购物
小结
重要术语和概念
讨论题
营销战略个案分析Barnes&Noble
第4章 消费者的产品知识和参与
吉列是如何了解剃须的?
4.1 产品知识的层次
4.2 消费者的产品知识
4.3 产品知识的方法一目的链
4.4 更加深入挖掘消费者的心理
4.5 参与
4.6 营销启示
回顾吉列是如何了解剃须的?
小结
重要术语和概念
讨论题
营销战略个案分析耐克
第5章 注意与理解
广告的力量
5.1 接触信息
5.2 注意过程
5.3 理解
回顾广告的力量
小结
重要术语和概念
讨论题
营销战略个案分析网络上的接触、注意以及理解
第6章 态度与意图
The Gap
6.1 态度是什么?
6.2 对事物的态度
6.3 对行为的态度
6.4 意图和行为
回顾TheGap
小结
重要术语和概念
讨论题
营销战略个案分析可口可乐
第7章 消费者决策的制定
购买二手车
7.1 作为问题解决的决策制定
7.2 解决问题的元素
7.3 购买决策中的问题解决过程
7.4 消费者问题解决活动的影响因素
回顾购买二手车
小结
重要术语和概念
讨论题
营销战略个案分析Hallmark贺卡

第3篇 行为与营销战略
第8章 行为概论
Lands'End展售店
8.1 什么是显性消费者行为?
8.2 显性消费者行为模型
回顾Lands'End展售店
小结
重要术语和概念
讨论题
营销战略个案分析Peapod网上食品杂货店
第9章 制约与学习过程
乐透游戏:“威力球”与“大百万”
9.1 古典制约
9.2 操作制约
9.3 替代学习
回顾乐透游戏:“威力球”与“大百万”
小结
重要术语和概念
讨论题
营销战略个案分析Rollerblade直排轮滑鞋
第10章 影响消费者行为
这些营销人员试图做什么?
10.1 消费者行为的影响战略
10.2 销售促销
10.3 社会营销
10.4 影响消费者行为的战略模型
回顾这些营销人员试图做什么?
小结
重要术语和概念
讨论题
营销战略个案分析CubFoods

第4篇 环境与营销战略
第11章 环境概论
拉斯维加斯的超大型度假中心
11.1 环境
11.2 环境因素概述
11.3 情境
回顾拉斯维加斯的超大型度假中心
小结
重要术语和概念
讨论题
营销战略个案分析美国的电影院
第12章 文化与跨文化影响
麦当劳……遍布全世界
12.1 文化的含义
12.2 文化的内容
12.3 把文化当作过程
12.4 文化差异的影响
回顾麦当劳……遍布全世界
小结
重要术语和概念
讨论题
营销战略个案分析索尼
第13章 亚文化群与社会阶层
激浪
13.1 亚文化群
13.2 亚文化群的分析
13.3 社会阶层
回顾激浪
小结
重要术语和概念
讨论题
营销战略个案分析Abercrombie & Fitch
第14章 参照集团和家庭
ChuckE.Cheese
14.1 参照集团
14.2 家庭
回顾ChuckE.Cheese
小结
重要术语和概念
讨论题
营销战略个案分析土星家庭

第5篇 消费者分析与营销战略
第15章 市场细分与产品定位
定位HummerH
15.1 分析消费者-产品关系
15.2 调查细分的依据
15.3 进行产品定位
15.4 选择细分战略
15.5 设计营销组合战略
回顾定位HummerH
小结
重要术语和概念
讨论题
营销战略个案分析美国好时巧克力公司
第16章 消费者行为与产品战略
Timberland
16.1 产品的感知和认知
16.2 生产行为
16.3 产品环境
16.4 产品战略
回顾Timberland
小结
重要术语和概念
讨论题
营销战略个案分析哈雷-戴维森公司
第17章 消费者行为与促销战略
赢得促销大奖
17.1 促销的类型
17.2 沟通能力
17.3 促销环境
17.4 对促销的感知和认知
17.5 促销行为
17.6 促销战略管理
回顾赢得促销大奖
小结
重要术语和概念
讨论题
营销战略个案分析谷类食品战争
第18章 消费者行为与价格战略
VinnieBombatz
18.1 价格的概念性问题
18.2 价格感知和认知
18.3 价格行为
18.4 价格环境
18.5 价格战略
回顾VinnieBombatz
小结
重要术语和概念
讨论题
营销战略个案分析美国女孩品牌
第19章 消费者行为、电子商务和渠道战略
IBM
19.1 与商场相关的感知和认知
19.2 与商场相关的行为
19.3 商场环境
19.4 非店面消费者行为
19.5 电子商务
19.6 渠道战略
回顾IBM
小结
重要术语和概念
讨论题
营销战略个案分析亚马逊
译者后记
Book Abstract

《工商管理经典译丛:消费者行为与营销战略(第9版)》:
改变消费者态度的最后一个战略是使一个现有的积极信念变得更加显著,通常是说服消费者认识到这种属性比表面上更具有自我相关性。这一战略与前一种战略非常相似,因为这种战略也是将属性与重要的结果和价值相联系。创造这种方法一目的链可提高消费者有关特定属性的信念的显著程度和对这些信念的评价。例如,HawaiianTropic这样的防晒霜制造商的营销战略强调不使用它们具有防晒属性的产品的预期风险。通过将防晒属性与预防皮肤癌和提前出现皱纹等重要目的相联系,它们试图使防晒属性对消费者更加显著(更具有自我相关性)。这种方法——目的链将使防晒信念更易被激活,也使消费者在决策过程中更多地考虑到这一点。
消费者的态度已经得到广泛的研究,但营销人员更关心消费者的显性行为,尤其是他们的购买行为。因而,有大量的研究试图建立态度与行为之间的关系,这也就不足为奇了。出于一致性的考虑,你也许认为对事物的态度A。通常会与对事物的行为有着密切的关系。例如,大多数营销研究人员相信这样一个假设,并按照这一假设采取行动,即一个人对某一产品(或品牌)的态度越积极,他就越有可能购买或使用这个产品(或品牌)。
因此,一个营销研究人员可能会测度消费者对必胜客的态度,并以此来预测每个人是否会在下个月到必胜客去购买比萨饼。这种做法看似合理,但你会惊奇地发现了解消费者对事物的态度并不能准确地预测出他们对事物做出的实际行为。事实上,除少数特例外,大部分研究发现,对事物的态度与具体的一次行为之间只有十分微弱的联系。
……

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