Consumer Behavior: Building Marketing Strategy, 11/e
Del I. Hawkins,
University of Oregon David L. Mothersbaugh,
University of Alabama
ISBN: 0073381101 Copyright year: 2010
Feature Summary
Chapter Features:
Opening Vignettes (Over 50% New or Revised for 11/e): 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 (Over 50% New or Revised for 11/e): 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.
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 which are highlighted with an ethics icon. In addition, Chapter 20 is devoted to marketing regulation.
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 to highlight data sources and emerging online marketing practices.
DDB Life Style StudyTM Data Analyses: Each relevant chapter poses a series of questions that require students to analyze data from the 2004 DDB Life Style StudyTM survey. These data are available in spreadsheet format on the disk that accompanies this text. These exercises increase students' data analysis skills as well as their understanding of consumer behavior.
Review Questions: Students can test their comprehension of chapter key terms and concepts.
Discussion Questions: These questions can serve as in-class activities or outside studying and have students apply their knowledge to consumer behavior situations.
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. Students utilize 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.
Book Features:
Increased Internet Integration: Examples of the Internet and its impact on consumer behavior have been increased throughout the text. The impact the Internet has on buyer behavior is especially significant and is explored in detail through current, relevant examples to illustrate its power and importance in the consumer behavior realm.
Continued Global Emphasis: This edition continues to emphasize emerging global trends. Chapter 2, numerous examples throughout the text, and several of the cases are devoted to global issues to give students a balanced look at consumer behavior here and abroad and to analyze similarities and differences between the U.S. and global markets.
Cases (Over 50% New or Substantially Revised for 11/e): The cases for 11/e highlight the most current trends and development in consumer behavior. They generate classroom discussion, help students apply what they've learned from the chapter materials and show consumer behavior in practice.
Supplement Features:
Instructor's Manual: The Instructor's Manual contains suggestions for teaching the course, learning objectives for each chapter, additional material for presentation, lecture tips and aids, answers to the end-of-chapter questions, suggested case teaching approaches, and discussion guides for each case. CB Press Highlights (Continued from 10/e): To help instructors bring FRESH and NEW examples not in the text into class discussions, the IM includes CB Press Highlights. Each chapter comes with 2-3 such examples (57 total) which have been chosen to be (a) timely and yet not too time sensitive, and (b) relevant and applicable to one or more concepts in the chapter.
PowerPoint Program (Now with Embedded Video Clips!): Over the course of the last two editions we have created a new and more comprehensive set of PowerPoint slides for each chapter. These PowerPoint slides include the key material from each chapter as well as additional illustrations and examples to enhance the overall classroom experience. These PowerPoints can be used “off the shelf,” in combination with the instructor’s own materials, and/or can be combined with the digital four-color ad set to create powerful presentations which include both text and non-text materials. PowerPoints include extra examples and illustrations in the form of three value-added features called "Consumer Behavior in the News,” "Applications in Consumer Behavior," and “Video Applications.”
Test Bank and Computerized Test Bank: The test bank was redone from scratch in the 10th edition and we continue to update and improve on the test bank in the 11th edition. There are 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.
Digital Four-Color Ad Set: Your Instructor's CD contains 95 additional ads and in-store visuals in digital form that you can import into your PPT slides. These ads are NOT in the text and thus allow for additional discussion beyond the book. The Instructor's Manual relates these items to the relevant concepts in the text.
DDB Life Style StudyTM Data Analyses: The DDB data offer students a chance to analyze actual consumer data in a way that is relevant to various chapter and strategic concepts including 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 (Now in DVD format): Across the 10th and 11th editions we have expanded and updated the set of video cases available to adopters. These videos describe firm strategies or activities that relate to material in the text. There are 15 videos in the 11/e designed to provide targeted coverage of a broad set of chapters and concepts. A guide for teaching from the videos is contained in the Instructor's Manual.
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2010 McGraw-Hill Higher Education