Consumer Behavior: Building Marketing Strategy

Consumer Behavior, 10/e, by Hawkins, Mothersbaugh, and Best offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.

New Cases: New cases in this edition highlighting the most current trends and development in consumer behavior include Crest Rejuvenating Effects, Skoda's UK Turnaround Attempt, McDonald's Social Responsibility Report, The Mosquito Magnet, Levi's Blues, Hardiplank's Pull Strategy, National Campaign to Prevent Teen Pregnancy, Supermarket Shopping in Europe, General Motors Electric Vehicle-EV, Vespa Boutique, Encouraging the Early Detection of Diseases, and Safer Cigarettes?
The cases generate classroom discussion, help students apply what they've learned from the chapter materials and show consumer behavior in practice.
More Global Examples: This edition has more global examples throughout the text and several of the cases are devoted to global issues to give students a balanced look at consumer behavior here and abroad and to analyze similarities and differences between US and global markets.
Increased Internet Integration: Examples of the Internet and its impact on consumer behavior have been increased throughout the text. The impact the Internet has on buyer behavior is especially significant and is explored this in detail through current, relevant examples to illustrate its power and importance in the consumer behavior realm.
DDB Needham Lifestyle Data Analyses: Each relevant chapter poses a series of questions that require students to analyze data from the annual DDB Needham Lifestyle survey. These data are available in spreadsheet format on the disk that accompanies this text. These exercises increase students' data analysis skills as well as their understanding of consumer behavior.
Opening Vignettes- Each chapter begins with a practical example that introduces the material in the chapter. These involve situations in which businesses, government units, or nonprofit organizations have used or misused consumer behavior principles.
Consumer Insights- These boxed discussions provide an in-depth look at a particularly interesting consumer study or marketing practice. Each has several questions with it that are designed to encourage critical thinking by the students.
Consumer Insights: These boxes are in each chapter and illustrate an interesting consumer behavior example that brings CB to life and asks the student to think critically about the issue and solve the problem.
Integrated Coverage Ethical/Social Issues: Marketers face numerous ethical issues as they apply their understanding of consumer behavior in the marketplace. The authors describe and discuss many of these issues. In addition, Chapter 20 is devoted to the consumerism movement and the regulation of marketing practice. Several of the cases are also focused on ethical or regulatory issues, including all of the cases following Part Six.
International Examples: As with past editions, the authors always include a solid balance of international examples throughout, specifically in Chapter 2, and in several of the cases. These examples give the students an opportunity to see how cultures impact consumer behavior.
Internet Exercises: The Internet is a major source of data on consumer behavior and an excellent way for marketers to use their knowledge of consumer behavior to influence consumers. A section at the end of each chapter has Internet assignments. These serve two purposes: to teach students how to use the Internet as a research tool to learn about consumers and consumer behavior and to enhance students' understanding of how marketers are approaching consumers using this medium.
Opening Vignettes: Each chapter begins with interesting and practical examples that introduce the chapter material. These involve situations in which businesses, government units, or nonprofit organizations have used or misused consumer behavior principles and show the student the impact and outcome of business decisions.
Application Activities: The final learning aid at the end of each chapter is a set of application exercises-they range in complexity from short evening assignments to term projects. The student utilizes chapter material in conjunction with external activities such as visiting stores to observe point- of purchase displays, interviewing customers or managers, or evaluating television ads.
Four-Color Illustrations: Print ads, Web pages, storyboards, and photos of point-of-purchase displays and packages appear throughout the text. Each is directly linked to the text material both by text references to each illustration and by the descriptive comments that accompany each illustration.
Review Questions: Students can test their comprehension of chapter key terms and concepts.
Discussion Questions: These questionscan serve as in-class activities or outside studying and have students apply their knowledge to consumer behavior situations.
Application Activities: This final learning aid at the end of each chapter is a set of application exercises, which asks the student to use what they've learned in an out-of-class setting. Students must visit stores to observe point-of-purchase displays, interview customers or managers, or evaluate television ads. They range in complexity from short evening assignments to term projects and help the student see consumer beahvior in action.
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