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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9782940373840
· 쪽수 : 175쪽
· 출판일 : 2009-09-01
목차
Introduction. How to get the most out of this book. What is consumer behaviour?: Defining consumer behaviour; What influences consumer behaviour?; Consumers' impact on marketing strategy; Methods of data collection; Case study: The case of Coke Zero; Questions and exercises. Ethnic, religious and group influences: Ethnic subcultures and consumer identity; Religious subcultures; Reference groups; Consumer-related reference groups; Case study: McDonald's goes global; Questions and exercises. Class, age and gender influences: What is social class?; Age and consumer identity; How gender affects consumer behaviour; Case study: What women want; Questions and exercises. Consumer motivation, perception and attitude: Consumer motivation; Consumer perception; Consumer attitudes; Case study: The Harley-Davidson community; Questions and exercises. Consumer knowledge and memory: What is knowledge?; How is knowledge organised?; How memory works; Case study: Nostalgia marketing - MINI; Questions and exercises. The consumer as a decision maker: Consumer decision making; Judgment and decision making; What influences consumers' decisions?; Post-decision processes; Case study: Jet Blue Airways's Valentine's Day debacle; Questions and exercise. Appendix. Working with ethics.














