Pearson - Consumer Behavior, 10/E - Leon Schiffman & Leslie Kanuk

In this section:

Description

Features

For undergraduate and graduate consumer behavior courses.

The text that set the standard for consumer behavior study.

Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.

The tenth edition captures the impact of new media on consumer behavior and focuses on the marketer's ability to learn more about customers' purchases in order to implement a strategy with greater precision.

New Cases and End-of-chapter Cases.
Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies.

New Chapter on Ethics and Social Responsibility.
With this editions’ emphasis on new media, Schiffman and Kanuk recognize that new technologies may produce socially undesirable practices. The inclusion of new Chapter 16, Consumers Social Responsibility and Green Marketing, covers social responsibility, potentially unethical marketing strategies, and socially desirable marketing such as advocating social causes and green marketing.

Enhanced Coverage of New Media.
Consumers today are increasingly impacted by the growing influence of new media. Consumer Behavior continues to address this influence by providing students with new and extensive coverage of the use of new media in creating more effective targeting strategies.

Focus on Global Coverage.
Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing, enabling students to understand the dynamics of cultural differences.

OTHER POINTS OF DISTINCTION

New Videos of Exceptional and Effective Strategies.
The instructor’s manual features a vast selection of videos from Pearson’s Video Library, many of which were recently released, and offers suggestions on where they should be shown within the course. The following are examples of the available videos:

AFLAC: An unknown insurance company with a hard-to-pronounce name used a creative and humorous approach to differentiate itself in order to create instant and emotional recall, and name recognition.

Concepts illustrated: attitude formation, conditioning and behavioral learning, stimulus discrimination, and humor in advertising.

AMEX: A well-established credit card company with offerings for multiple markets that wanted to re-position its product because it found out consumers were using the card only for special occasions. AMEX hired Jerry Seinfeld as its spokesperson who appeared using the card everywhere in the commercials. AMEX also extended its TV ads in webisodes.

Concepts illustrated: re-positioning, product differentiation and segmentation, new media, and source credibility.

BzzAgent: A media company possesses a database of 500,000 people that companies can chose from and retain specific persons to spread and stimulate word-of-mouth about its offerings. The agents receive samples of products but are not paid. BzzAgent maintains that the most effective agents’ motivating factor is “social currency”—a person’s desire to interact with others and tell them about his or her discoveries and experiences.

Concepts illustrated: age subculture, affiliation needs, word-of-mouth, interpersonal communication, and opinion leadership.

New To This Edition

New Cases and End-of-chapter Cases.
Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies.

New Chapter on Ethics and Social Responsibility.
With this editions’ emphasis on new media, Schiffman and Kanuk recognize that new technologies may produce socially undesirable practices. The inclusion of new Chapter 16, Consumers Social Responsibility and Green Marketing, covers social responsibility, potentially unethical marketing strategies, and socially desirable marketing such as advocating social causes and green marketing.

Enhanced Coverage of New Media.
Consumers today are increasingly impacted by the growing influence of new media. Consumer Behavior continues to address this influence by providing students with new and extensive coverage of the use of new media in creating more effective targeting strategies.

New Videos of Exceptional and Effective Strategies.
The instructor’s manual features a vast selection of videos from Pearson’s Video Library, many of which were recently released, and offers suggestions on where they should be shown within the course. The following are examples of the available videos:

AFLAC: An unknown insurance company with a hard-to-pronounce name used a creative and humorous approach to differentiate itself in order to create instant and emotional recall, and name recognition.

Concepts illustrated: attitude formation, conditioning and behavioral learning, stimulus discrimination, and humor in advertising.

AMEX: A well-established credit card company with offerings for multiple markets that wanted to re-position its product because it found out consumers were using the card only for special occasions. AMEX hired Jerry Seinfeld as its spokesperson who appeared using the card everywhere in the commercials. AMEX also extended its TV ads in webisodes.

Concepts illustrated: re-positioning, product differentiation and segmentation, new media, and source credibility.

BzzAgent: A media company possesses a database of 500,000 people that companies can chose from and retain specific persons to spread and stimulate word-of-mouth about its offerings. The agents receive samples of products but are not paid. BzzAgent maintains that the most effective agents’ motivating factor is “social currency”–a person’s desire to interact with others and tell them about his or her discoveries and experiences.

Concepts illustrated: age subculture, affiliation needs, word-of-mouth, interpersonal communication, and opinion leadership.

Table of Contents

Chapter 01 Consumer Behavior: Meeting Changes and Challenges

Chapter 02 The Consumer Research Process

Chapter 03 Market Segmentation and Strategic Targeting

Chapter 04 Consumer Motivation

Chapter 05 Personality and Consumer Behavior

Chapter 06 Consumer Perception

Chapter 07 Consumer Learning

Chapter 08 Consumer Attitude Formation and Change

Chapter 09 Communication and Consumer Behavior

Chapter 10 The Family and Its Social Class Standing

Chapter 11 Influence of Culture on Consumer Behavior

Chapter 12 Subcultures and Consumer Behavior

Chapter 13 Cross Cultural and Global Consumer Behavior

Chapter 14 Diffusion of Innovations

Chapter 15 Consumer Decision Making and Beyond

Chapter 16 Consumers Social Responsibility and Green Marketing

Courses

Consumer Behavior [CORE TEXTS] (Marketing)

Previous Edition(s)

Consumer Behavior, 9/E
Schiffman & Kanuk
©2007 | Prentice Hall | Cloth; 656 pp | Instock
ISBN-10: 0131869604 | ISBN-13: 9780131869608
Net price: $160.00 (What's this?)Brief Description |
For undergraduate and MBA courses in Consumer Behavior.

Consumer Behavior, 9e takes a classic empirical and marketing segmentation approach that helps students learn consumer behavior.

More Info

Websites and Online Courses

In this section:

Websites and Online Courses

Companion WebSite for Consumer Behavior, 10/E
Schiffman & Kanuk
©2010 | Prentice Hall | Website | Live
ISBN-10: 0135053056 | ISBN-13: 9780135053058
More Info

In this section:

Instructor Resources

Downloadable Instructor Resources
Other Instructor Resources

Student Resources

Websites and online courses
Other student resources

eLearning & Assessment

Websites and Online Courses

Instructor's Manual for Consumer Behavior (online), 10/E
Schiffman & Kanuk
©2010 | Prentice Hall | On-line Supplement; 0 pp | Live
ISBN-10: 013505303X | ISBN-13: 9780135053034

PowerPoint for Consumer Behavior (Online), 10/E
Schiffman & Kanuk
©2010 | Prentice Hall | On-line Supplement | Live
ISBN-10: 0135053048 | ISBN-13: 9780135053041

Test Item File for Consumer Behavior (online), 10/E
Schiffman & Kanuk
©2010 | Prentice Hall | On-line Supplement; 0 pp | Live
ISBN-10: 0135053021 | ISBN-13: 9780135053027

TestGen® Computerized Test Bank for Consumer Behavior, 10/E
Schiffman & Kanuk
©2010 | Prentice Hall | On-line Supplement | Live
ISBN-10: 0135053080 | ISBN-13: 9780135053089

Websites and online courses

Companion WebSite for Consumer Behavior, 10/E
Schiffman & Kanuk
©2010 | Prentice Hall | Website | Live
ISBN-10: 0135053056 | ISBN-13: 9780135053058
More Info

Videos on DVD for Consumer Behavior, 10/E
Schiffman & Kanuk
©2010 | Prentice Hall | DVD | Instock
ISBN-10: 0135053099 | ISBN-13: 9780135053096
More Info

Companion WebSite for Consumer Behavior, 10/E
Schiffman & Kanuk
©2010 | Prentice Hall | Website | Live
ISBN-10: 0135053056 | ISBN-13: 9780135053058
More Info

Other student resources

2009 Thumbnail Media Planner for The Consumer Behavior
2020: Marketing Communications LLC
©2010 | Prentice Hall | Paper; 104 pp | Instock
ISBN-10: 0136118798 | ISBN-13: 9780136118794
Net price: $6.50 (What's this?)More Info

Websites and Online Courses

Companion WebSite for Consumer Behavior, 10/E
Schiffman & Kanuk
©2010 | Prentice Hall | Website | Live
ISBN-10: 0135053056 | ISBN-13: 9780135053058
More Info

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Consumer Behavior, CourseSmart eTextbook, 10/E
Schiffman & Kanuk
©2010 | Prentice Hall | Electronic Book; 600 pp | Available
ISBN-10: 0135053072 | ISBN-13: 9780135053072
Online purchase price: $84.99
Brief Description |
CourseSmart eTextbooks are a creative digital solution that offers the freedom and convenience of online, offline, and mobile access using a single platform. With a CourseSmart eTextbook, students can:
search the text
make notes online
print out reading assignments that incorporate lecture notes
bookmark important passages for later review
save money. As an alternative to purchasing the print textbook, students can subscribe to the same content online for a significant discount off the suggested list price of the print text.
For more information, or to subscribe to the CourseSmart eTextbook, visit www.coursesmart.com (for customers in U.S. and Canada) or www.coursesmart.co.uk (for customers in Europe, Middle East, and Africa).
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| Students, buy access
Pearson Custom Business Resources
Pearson
©2012 | Prentice Hall | On-line Supplement | Live
ISBN-10: 0136096557 | ISBN-13: 9780136096559
This online resource is available at no cost at http://www.pearsoncustom.com/custom-library/pearson-custom-business-resources.
Brief Description |
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