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Jingdong book

消费者行为学(原书第12版)

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消费者行为学(原书第12版)

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Content Description

本书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。本书适用于市场营销及相关专业师生、市场营销领域从业者。
Catalogue

第12版译者序
第11版译者序
前言
第一部分导论
第1章消费者行为与市场营销战略2
1.1消费者行为知识的广泛运用4
1.2市场营销战略与消费者行为5
1.3市场分析6
1.4市场细分7
1.5市场营销战略10
1.6消费者决策过程12
1.7结果12
1.8消费者行为的性质14
1.9消费的意义16
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第二部分外部影响
第2章不同文化下的消费者行为22
2.1文化的概念24
2.2文化价值观的差异26
2.3不同文化下非语言沟通的差异33
2.4全球文化38
2.5全球人口统计特征40
2.6跨文化条件下的营销战略42
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第3章变化中的美国社会:价值观48
3.1美国文化价值观的变化49
3.2价值观与营销策略56
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第4章变化中的美国社会:人口和社会阶层67
4.1人口特征68
4.2理解美国的年龄代74
4.3社会分层81
4.4美国的社会结构82
4.5社会地位的衡量86
4.6社会分层和营销策略87
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第5章变化中的美国社会:亚文化91
5.1亚文化的性质92
5.2种族亚文化93
5.3非裔美国人95
5.4西班牙裔美国人98
5.5亚裔美国人102
5.6区域亚文化104
小结/关键术语/复习题/讨论题/实践活动
第6章美国社会:家庭与住户108
6.1美国住户的性质和影响109
6.2住户生命周期112
6.3建立在住户生命周期基础上的营销战略116
6.4家庭决策117
6.5家庭决策与营销策略120
6.6消费者社会化121
6.7面向儿童的营销123
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第7章群体对消费者行为的影响128
7.1群体类型130
7.2参照群体对消费过程的影响134
7.3建立在参照群体影响基础上的营销策略136
7.4群体内沟通和意见领袖137
7.5创新扩散144
小结/关键术语/网上练习/复习题/讨论题/实践活动
第二部分案例152
案例2-1宝马挖掘中国新兴奢侈品市场152
案例2-2佳洁士美白牙贴面临的挑战153
案例2-3凯美瑞吸引黑人女性的互动式沟通156
案例2-4社交媒体是怎样几乎把联合航空公司搞垮的157
案例2-5愤怒的“小鸟”160
案例2-6Ready Cleats公司的一次性高尔夫鞋钉161
案例2-7汰渍顺应绿色洗涤潮流161
案例2-8种族住房市场163
第三部分内部影响
第8章知觉166
8.1知觉的性质167
8.2展露168
8.3注意171
8.4理解176
8.5知觉与营销策略180
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第9章学习、记忆与产品定位187
9.1学习和记忆的本质188
9.2记忆在学习中的角色189
9.3高介入状态和低介入状态下的学习194
9.4学习、记忆和提取198
9.5品牌形象与产品定位203
9.6品牌资产和品牌杠杆207
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第10章动机、个性和情绪213
10.1动机的本质214
10.2动机理论和营销策略217
10.3个性221
10.4个性在营销实践中的运用223
10.5情绪225
10.6情绪和市场营销策略227
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第11章态度和影响态度233
11.1态度的构成234
11.2改变态度的策略239
11.3影响态度改变的个体与情境因素241
11.4影响态度形成和改变的营销传播特点244
11.5以态度为基础的市场细分和产品开发策略249
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第12章自我概念与生活方式254
12.1自我概念255
12.2生活方式的性质260
12.3VALSTM生活方式系统262
12.4地理生活方式分析(PRIZM)265
12.5国际生活方式267
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第三部分案例271
案例3-1Patagonia推动生态时尚271
案例3-2达美乐比萨的新配方273
案例3-3杰克·林克斯:日趋时尚和健康275
案例3-4高乐氏的绿色工程产品线276
案例3-5你的狗吃奶酪吗?锁定高端宠物市场277
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280
案例3-7雅力士的市场定位282
案例3-8戴尔电脑采用情感策略283
案例3-9金宝汤业瞄准日益增长的男性购物者284
第四部分消费者决策过程
第13章情境的影响288
13.1情境影响的性质289
13.2情境特征和消费者行为292
13.3礼仪情境297
13.4情境影响与营销策略298
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第14章消费者决策过程与问题认知303
14.1消费者决策类型304
14.2问题认知过程306
14.3影响问题认知的不可控因素309
14.4问题认知与营销策略310
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第15章信息搜集317
15.1信息搜集的性质318
15.2被搜寻信息的类型319
15.3信息来源321
15.4外部信息搜集量328
15.5外部信息搜集的收益与成本329
15.6基于信息搜集模式的营销策略331
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第16章购买评价与选择336
16.1消费者选择和选择过程的类型337
16.2消费者选择过程的类型338
16.3评价标准340
16.4个体判断与评价标准343
16.5基于属性选择的决策规则345
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第17章店铺选择与购买354
17.1零售业的发展355
17.2影响零售店铺选择的因素361
17.3消费者特征与店铺选择365
17.4影响品牌选择的店内和网上因素367
17.5购买373
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第18章购后过程、客户满意和客户忠诚376
18.1购后冲突378
18.2产品使用与闲置379
18.3处置380
18.4购买评价和消费者满意382
18.5不满意反应384
18.6客户满意、重复购买和客户忠诚387
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第四部分案例396
案例4-1西尔斯对青少年开展网络促销活动396
案例4-2阿迪达斯1号太超前了吗397
案例4-3塔吉特百货设法抵制“圣诞前移”398
案例4-4网飞公司持续改变家庭影院行业的面貌400
案例4-5现代汽车的转折402
案例4-6韦士柏403
案例4-7纪念品公司制订忠诚计划405
案例4-8艾柏森淘汰自助式结账以促进人际互动405
第五部分作为消费者的组织
第19章组织购买者行为410
19.1组织购买过程412
19.2组织文化417
19.3影响组织文化的外部因素418
19.4影响组织文化的内部因素420
19.5组织购买者细分和市场营销战略422
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第五部分案例427
案例5-1RAEX LASER牌钢铁427
案例5-2佩卡:不仅仅是卡车428
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432
20.1市场营销法规与针对儿童的营销433
20.2对成人的营销及法规439
小结/关键术语/网上练习/复习题/
讨论题/实践活动
第六部分案例448
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448
案例6-2儿童网上隐私保护449
附录A消费者研究方法451
附录B消费者行为审计459
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