Consumer Behavior: Building Marketing Strategy, 9/e
Del I Hawkins,
University of Oregon Roger J Best,
University of Oregon Kenneth A Coney,
Late of Arizona State University
ISBN: 0072536861 Copyright year: 2004
Feature Summary
Retained Features:
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 aninteresting 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.
To obtain an instructor login to the Online Learning Centers, ask your local sales representative.
If you're an instructor thinking about adopting this textbook, request a free copy for review.
2004 McGraw-Hill Higher Education