CONSUMER BEHAVIOR

ELECTRONIC BOOKS

MOTIVATION RESEARCH (MARKETING)

CONTENTS: COVER; TITLE PAGE; COPYRIGHT PAGE; BRIEF CONTENTS; CONTENTS; PREFACE; PART I CONSUMERS, MARKETERS, AND TECHNOLOGY; 1 CONSUMER BEHAVIOR AND TECHNOLOGY; THE MARKETING CONCEPT; MARKET SEGMENTATION, TARGETING, AND POSITIONING; TECHNOLOGY BENEFITS CONSUMERS AND MARKETERS; THE VALUE EXCHANGE; LOWER PRICES, MORE INFORMATION, AND CUSTOMIZED PRODUCTS; MORE PRECISE TARGETING; INTERACTIVE COMMUNICATIONS; CUSTOMER VALUE, SATISFACTION, AND RETENTION; TECHNOLOGY AND CUSTOMER RELATIONSHIPS; EMOTIONAL BONDS VERSUS TRANSACTION-BASED RELATIONSHIPS; SATISFACTION AND CUSTOMER LOYALTY.
CONTENTS: CUSTOMER LOYALTY AND PROFITABILITYMEASURES OF CUSTOMER RETENTION; SOCIAL RESPONSIBILITY AND ETHICS; CONSUMER DECISION-MAKING; THIS BOOK; EMPLOYABILITY; BRAND MANAGEMENT; ADVERTISING; CONSUMER RESEARCH; SUMMARY; REVIEW AND DISCUSSION QUESTIONS; HANDS-ON ASSIGNMENTS; KEY TERMS; 2 MARKET SEGMENTATION AND REAL-TIME BIDDING; MARKET SEGMENTATION; DEMOGRAPHICS; AGE; GENDER; HOUSEHOLDS; SOCIAL STANDING; ETHNICITY; LIFESTYLES; DEMOGRAPHICS AND GEOGRAPHY; PRODUCT BENEFITS; MEDIA EXPOSURE; PRODUCT USAGE; SELECTING TARGET MARKETS; THE TARGETED SEGMENT MUST BE IDENTIFIABLE.
CONTENTS: THE TARGETED SEGMENT MUST BE PROFITABLETHE TARGETED SEGMENT MUST BE REACHABLE; MOBILE TARGETING; REAL-TIME BIDDING; PROFILING IMPRESSIONS; THE REAL-TIME BIDDING OPERATION; DATA BROKERS; ADVANTAGES OF REAL-TIME BIDDING; SUMMARY; REVIEW AND DISCUSSION QUESTIONS; HANDS-ON ASSIGNMENTS; KEY TERMS; PART II THE CONSUMER AS AN INDIVIDUAL; 3 CONSUMER MOTIVATION AND PERSONALITY; THE DYNAMICS OF MOTIVATION; NEEDS; NEED AROUSAL; GOALS; NEEDS AND GOALS ARE INTERDEPENDENT; FRUSTRATION AND DEFENSE MECHANISMS; SYSTEMS OF NEEDS; MURRAY'S PSYCHOGENIC NEEDS; MASLOW'S HIERARCHY OF NEEDS.
CONTENTS: THE VALIDITY OF MASLOW'S THEORYMARKETING APPLICATIONS OF MASLOW'S THEORY; HIDDEN MOTIVES; MOTIVES AND TECHNOLOGY; PERSONALITY DEVELOPMENT; PERSONALITY REFLECTS INDIVIDUAL DIFFERENCES; PERSONALITY IS CONSISTENT AND ENDURING; PERSONALITY CAN CHANGE; FREUDIAN THEORY; NEO-FREUDIAN PERSONALITY THEORY; PERSONALITY TRAITS; INNOVATORS VERSUS LAGGARDS; OPEN- VERSUS CLOSED-MINDED; CONFORMITY VERSUS INDIVIDUALITY; NOVEL AND COMPLEX OR SIMPLE AND SAFE EXPERIENCES; PREFERENCE FOR THINKING; PREFERENCE FOR WRITTEN OR VISUAL; IMPORTANCE OF POSSESSIONS; COMPULSIONS AND FIXATIONS; CONSUMER ETHNOCENTRISM.
CONTENTS: PERSONALITY AND COLORANTHROPOMORPHISM; PRODUCT PERSONALITY AND GENDER; PRODUCT PERSONALITY AND GEOGRAPHY; SELF-PERCEPTION; THE EXTENDED SELF; ALTERING THE SELF; SUMMARY; REVIEW AND DISCUSSION QUESTIONS; HANDS-ON ASSIGNMENTS; KEY TERMS; 4 CONSUMER PERCEPTION AND POSITIONING; SENSORY INFORMATION; SIGHT; SCENT; TOUCH; SOUND; TASTE; SENSORY INPUT AND CULTURE; THE ABSOLUTE AND DIFFERENTIAL THRESHOLDS; THE ABSOLUTE THRESHOLD; THE DIFFERENTIAL THRESHOLD; PRODUCT PRICING AND IMPROVEMENTS; LOGOS AND PACKAGING; SUBLIMINAL PERCEPTION; PERCEPTUAL SELECTION; STIMULI'S FEATURES; PERSONAL EXPECTATIONS.