Customer behavior : consumer behavior and beyond
著者
書誌事項
Customer behavior : consumer behavior and beyond
（The Dryden Press series in marketing）
Dryden Press, c1999
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This text seeks to make a connection between customer behaviour principles and the elements of marketing strategy. It covers the behaviours of customers both in the household and the business market. It looks at three customer roles: user; payer; and buyer, addressing the concerns of all three roles. The book also approaches the established topics of culture and reference groups, demographics and psychographics, perceptions, learning, motivation, attitudes, decision-making, and post-choice experience. It also includes such managerial applications as segamentation as a response to customer differences, relationship marketing, and strategies for creating market values for the customer.
目次
Section I. The Customer: Key to Market Success. Managerial Importance of Customer Behaviour. Three Roles of a Customer: User, Payer, Buyer. Market Values Customers Seek. Section II. Determinants of Customer Behaviour. Market Characteristics: Climate, Topography, and Ecology. Market Context: Economy, Government, and Technology. Personal Context: Culture, Reference Groups, & Personal Wealth. Personal Characteristics: Genetics, Race, Gender, Age, & Personality. Trends in Determinants of Customer Behaviour. Section III. The Customer's Mindset. The Customer as a Perceiver and a Learner. Customer Motivation: Needs, Emotions, and Psychographics. Customer Attitudes: Cognitive and Affective. Researching Customer Behaviour. Segmentation and Differentiation: Responding to Customer Differences. Section IV. Customer Decision Making. Individual Customer Decision Making. Household Customer Decision Making. Business and Government Customer Decision Making. Intermediary Customer Decision Making. Section V. Customer Focused Marketing. Customer Loyalty to Products and Stores. Customer Relationship Management. Creating Market Values for the Customer.
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