Consumer Behavior: Building Marketing Strategy, 10/e
Delbert I. Hawkins,
University of Oregon David L. Mothersbaugh,
University of Alabama Roger J. Best,
University of Oregon
ISBN: 0073101370 Copyright year: 2007
Revision Changes
Consumer Behavior, 10/e, is packed with new and exciting features and material both in the text and the supplements. David Mothersbaugh (University of Alabama) is now on the team and has breathed new life into this edition. While staying true to the strong foundation of the book, the 10th edition provides fresh new examples, terms, hot topics, and current trends. Important aspects of the 10th edition include:
Text
Latest Trends in Technology and Global: The 10th edition continues, through examples, opening vignettes, consumer insights, and cases, to emphasize and highlight emerging developments in technology and global markets. For technology, these include: Multi-channel shopping; e-fluentials; behavioral targeting; and Technographics. Global examples include: Bollywood goes global; Roper Starch global lifestyle segments; Starbucks in Asia; and Renault's foray into the ultra-low priced global auto market.
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. Fifty percent of these chapter openers are new or substantially revised for this edition.
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 students. Many of these are new or revised for 10/e.
Cases: Each section of the text includes a set of cases that can form the basis of class discussion or semester-long projects. Forty percent (13 of 31) of the cases are new or substantially revised for 10/e and cover important topics such as global marketing, green marketing, branding, and online shopping. Some of the new cases highlight companies such as Starbucks, Office Depot, and K9 Quencher.
Fresh New Design: The color palette for 10/e is more current with a lighter feel. Not only is the new design pleasant aesthetically, but it also serves a functional purpose as well. For example, color tabs indicate part and end of part cases.
Supplements
Instructor's Manual: New for 10/e is the "CB Press Highlights" feature. CB Press Highlights provide a synopsis and in-class discussion guide for 2-3 recent popular press articles for each chapter. These articles provide examples that are NOT in the text and thus allow for the creation of a "value added" in-class experience with relative ease. Articles can also be assigned prior to class as a basis for class discussion.
PowerPoint Presentations (New Formats and Features for 10/e): The PowerPoints have been dramatically expanded and improved for the 10/e. Each chapter is more comprehensive in its coverage and each chapter comes in text rich (more slides and detail) and text lite (fewer slides and detail) versions to meet the different needs of various instructors. The PowerPoints also include two new value-added components. The first (Consumer Behavior in the News) is a class-opening example not in the text which is in a two-slide question-answer format. The second (Applications in Consumer Behavior) is one or two additional illustrations or ads which are not in the text that provide additional opportunities for in-class discussion.
Test Bank and Computerized Test Bank (All New for the 10th Edition!): The test bank for the tenth edition is completely new and improved. Laurie Babin (University of Southern Mississippi) has created over 2000 questions ranging from multiple-choice, to true-false, to short-answer. These questions are coded according to degree of difficulty and are designed with the flexibility to suit your students' needs and your teaching style. These questions cover all the chapters, including material in the opening vignettes and in the Consumer Insights. Questions are marked with a page number so that instructors can make quick reference back to the book.
DDB Life Style StudyTM Data Analyses (New Data for 10/e): The DDB data are new for the 10th edition and include exciting new variables not included in earlier editions relating to culture, decision making, and online shopping. The Instructor's Manual provides answers to the DDB questions posed in the "end-of-chapter" section of each relevant chapter.
Video Cases (Expanded Coverage for 10/e): A set of video cases is available to adopters. These videos describe firm strategies or activities that relate to material in the text. We have nearly doubled the number of videos (15 videos) in the 10th edition, to provide more targeted coverage of a broader set of chapters and concepts than in previous editions. A guide for teaching from the videos is contained in the Instructor's Manual.
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2007 McGraw-Hill Higher Education