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消费者行为学 英文版PDF|Epub|txt|kindle电子书版本网盘下载
- （英）吉米·布利茨（Jim Blythe）著 著
- 出版社： 北京：中国人民大学出版社；普兰蒂斯霍尔出版公司
- ISBN：7300024858
- 出版时间：1997
- 标注页数：206页
- 文件大小：10MB
- 文件页数：216页
- 主题词：
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图书目录
Introduction:the importance of understanding consumer behaviour1
Consumers and the marketing concept1
Consumers and the four Ps3
Consumers and segmentation6
The consumer and relationship marketing6
The consumer and marketing planning8
Key points from the introduction9
1 Drive,motivation and hedonism10
Classification of motives10
Drive13
Motivation in action14
Maslow's hierarchy of need16
Fred Hertzberg and the hygiene/motivators theory18
Pain avoidance19
Hedonism20
Key points from this chapter21
2 Goals and incentives,uncertainty and post-purchase dissonance23
Goals23
Problems with goals25
Risk and uncertainty28
Heuristics29
Interrupts31
Post-purchase dissonance32
Key points from this chapter35
Roles and life as theatre37
3 Personality,traits,self-concept,routines and habits37
Personality39
Approaches to studying personality40
Hedonic consumption42
Type approach42
Traits and factors44
Psychographics45
Self-concept47
Key points from this chapter50
4 Learning and perception52
Learning52
Classical learning theory53
Operant conditioning57
Cognitive learning59
Perception64
Key points from this chapter67
5 Attitudes69
Introduction69
Dimensions of attitude70
Attitude formation72
Changing consumers'attitudes74
Attitude measurement76
Functions of attitudes77
Attitude and behaviour78
Private versus public attitudes80
Attitude versus situation81
Attitude towards ads versus attitude towards brand82
General versus specific attitudes82
Key points from this chapter83
6 The environment,class and culture85
The environment:situational influences85
Culture90
Class93
Key points from this chapter96
7 Peer and reference groups,and the family98
Peer and reference groups98
The family104
Influence of children on buying decisions108
Mechanisms of personal influence111
Key points from this chapter116
8 New and repeat buying behaviour118
Decision-making models118
Pre-purchase activities120
Factors affecting the external search for information122
Making the choice125
Categorization of decision rules126
New products:the diffusion of innovation128
Marketing approaches to new product launches135
Key points from this chapter135
Involvement138
9 High-involvement purchasing behaviour138
Purchasing high-tech consumer durables142
Unsought goods143
Key points from this chapter149
10 Segmentation151
Reasons for segmenting markets151
Choosing a segment157
Segmenting a market158
Strategic options163
Key points from this chapter165
11 Buyer behaviour in services markets166
Services-products or not?166
Consumer approaches to information gathering167
Risk and uncertainty168
Involvement171
Sales promotion172
Service levels173
Handling dissonance175
Key points from this chapter177
12 Consumer behaviour in the marketing mix179
Introduction179
Consumer research188
Marketing in the twenty-first century190
Customer care and service levels191
Key points from this chapter191
Index193