Consumer Behavior 2nd Edition Kardes Test Bank

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This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR, Second Edition, devotes ample attention to “classic” consumer behavior topics, including consumer information processing, consumer decision making, persuasion, social media and the role of culture and society on consumer behavior. In addition, this innovative text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR, Second Edition, will serve you well in the classroom and help you develop the knowledge and skills to succeed in the dynamic world of modern business.

 

Table of Content:

  1. Part 1: Consumer Behavior and Marketing Strategy
  2. Ch 1: Understanding Consumer Behavior and Consumer Research
  3. Objectives
  4. Reality Television Works for Consumers and Marketers
  5. What is Consumer Behavior?
  6. Why Study Consumer Behavior?
  7. Consumer Behavior as a Field of Study
  8. Developing Consumer Insights through Research
  9. The Marketing Research Process
  10. Chapter Summary
  11. Marketing Metrics
  12. Ch 2: Consumer Focused Strategy: Segmentation and Positioning
  13. Objectives
  14. CafeMom Caters to Moms
  15. A Divide-and-Conquer Strategy
  16. How Consumers and Society Benefit from Market Segmentation
  17. Factors Influencing Market Segmentation Strategies
  18. Bases of Segmentation
  19. Positioning
  20. Chapter Summary
  21. Marketing Metrics
  22. Ch 3: Branding Strategy and Consumer Behavior
  23. Objectives
  24. Hyundai
  25. New Product Development
  26. Entry Strategy
  27. Product Life Cycle Management
  28. Brand Equity Management
  29. Product Line Management
  30. Managing Top Dogs and Underdogs
  31. Acquisition versus Retention Strategies
  32. Chapter Summary
  33. Part 2: Consumer Information Processing
  34. Ch 4: Consumer Perception
  35. Objectives
  36. Digital Display Energizes Consumer Perceptions
  37. Defining the Perceptual Process
  38. Sensory Thresholds
  39. Physical Influences on Attention
  40. Voluntary and Involuntary Selective Attention
  41. Chapter Summary
  42. Marketing Metrics
  43. Ch 5: Learning and Memory
  44. Objectives
  45. Dos Equis
  46. The Importance of Learning and Memory
  47. Types of Learning
  48. Operant Conditioning
  49. Comprehension and Miscomprehension
  50. Memory
  51. Chapter Summary
  52. Ch 6: Automatic Information Processing
  53. Objectives
  54. Mars Bars
  55. Two Styles of Thinking
  56. The Adaptive Unconscious
  57. Thin Slice Inferences
  58. Implicit Memory
  59. Habit Theory
  60. Cognitive Neuroscience
  61. Chapter Summary
  62. Ch 7: Motivation and Emotion
  63. Objectives
  64. DIRECTV
  65. An Overview of Motivation and Emotion
  66. Emotion
  67. Chapter Summary
  68. Ch 8: Attitude and Judgment Formation and Change
  69. Objectives
  70. The Truth
  71. Nonevaluative Judgment
  72. Types of Beliefs
  73. Evaluative Judgment
  74. Overview of Involvement
  75. Parameters of Judgment
  76. The Message-Learning Approach to Persuasion
  77. Chapter Summary
  78. Part 3: Consumer Decision Making
  79. Ch 9: The Consumer Decision Making Process
  80. Objectives
  81. Kellogg’s Company: Cereal with Disclosure
  82. Types of Consumer Decisions
  83. The Nature of Problem Recognition
  84. The Nature of Information Search
  85. Evaluation of Alternatives: An Uncertainty-Reduction Model
  86. Post-Purchase Evaluation
  87. Chapter Summary
  88. Marketing Metrics
  89. Ch 10: Product Consideration, Evaluation, and Choice
  90. Objectives
  91. Walmart
  92. The Consideration Set: Determining Choice Alternatives
  93. Constructing Evaluations to Make Choices
  94. Heuristic Processing
  95. Chapter Summary
  96. Ch 11: Behavioral Decision Theory
  97. Objectives
  98. McCormick
  99. Expected Utility Theory
  100. Construal Level Theory
  101. Selective Thinking
  102. General Evaluability Theory
  103. Chapter Summary
  104. Part 4: Consumer Social Influences and Contemporary Strategies for Marketers
  105. Ch 12: Self-Concept and Personality
  106. Objectives
  107. Kia Soul Has Personality
  108. Self-Concept Defined
  109. The Role of Self-Concept
  110. Personality
  111. Cognitive Factors
  112. Chapter Summary
  113. Marketing Metrics
  114. Ch 13: Social Influence and Behavioral Compliance
  115. Objectives
  116. The Power of Influence
  117. Defining Compliance
  118. The Automaticity Principle
  119. The Commitment and Consistency Principle
  120. The Reciprocity Principle
  121. The Scarcity Principle
  122. The Social Validation Principle
  123. The Liking Principle
  124. The Authority Principle
  125. Chapter Summary
  126. Marketing Metrics
  127. Ch 14: The Influence of Culture and Values
  128. Objectives
  129. Culture and Color
  130. Culture Defined
  131. A Cultural Framework for Consumer Behavior
  132. Language
  133. Norms
  134. Consumer Values
  135. Chapter Summary
  136. Ch 15: The Influence of Demography
  137. Objectives
  138. Marketing to the “Mass Class”
  139. Demography
  140. Social Class
  141. Age Subcultures
  142. Chapter Summary
  143. Marketing Metrics
  144. Ch 16: Contemporary Strategies in Reaching Consumers
  145. Objectives
  146. Mercedes-Benz and the QR-Trophy Chase
  147. Word-of-Mouth: Pushing the Buzz Button
  148. Buzz Marketing
  149. Consumer Generated Marketing
  150. Celebrity and Athlete Endorsers
  151. Product Placement
  152. Types of Product Placement
  153. Mobile Marketing
  154. Chapter Summary
  155. Ch 17: Engaging Consumers through Online Marketing
  156. Objectives
  157. Pinterest Has Captured the Imagination of Millions
  158. The Age of Interactivity and Internet Marketing
  159. Website Marketing and E-tailing
  160. Characteristics of Shopping through E-tailers
  161. Search Engine Marketing (SEM)
  162. Internet Advertising
  163. Social Media Marketing
  164. The Implications of Reduced Search Costs for Information
  165. Chapter Summary
  166. Part 5: Managerial Decision Making
  167. Ch 18: Biases in Managerial Decision Making
  168. Objectives
  169. Smart People-Dumb Decisions
  170. Biases Resulting from Attention- and Memory-Related Constraints
  171. Biases Resulting from Underprocessing
  172. Biases Resulting from Overprocessing
  173. Chapter Summary
  174. Ch 19: Strategies for Improving Managerial Decision Making
  175. Objectives
  176. Levi Strauss & Co.
  177. Decision Frame Management
  178. Epistemic Unfreezing
  179. Increasing Predictive Accuracy
  180. Judgment Updating and Revision
  181. Chapter Summary
  182. Glossary
  183. Name Index
  184. Subject Index
  185. Product/Company Index

 

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