Consumer Behavior Building Marketing Strategy 14th David Mothersbaugh ©2020 Test Bank and Solution Manual
Consumer Behavior Building Marketing Strategy 14th Edition By David Mothersbaugh and Delbert Hawkins and Susan Bardi Kleiser and Roger Best © 2020 Test Bank and Solution Manual
- Hardcover: 832 pages
- Publisher: McGraw-Hill Education; 14th ed. edition (July 29, 2019)
- Language: English
- ISBN-10: 1260158195
- ISBN-13: 978-1260158199
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Consumer Behavior Building Marketing Strategy 14th 2020 Test Bank
Consumer Behavior: Building Marketing Strategy
Consumer Behavior: Building Marketing Strategy builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in mobile & social media marketing, ethnic subcultures, internal and external influences, global marketing, and other emerging trends. Updated with strategy-based examples throughout and an integration of ethics and consumer insights in the text and cases.
About the Author
David L. Mothersbaugh, Ph.D., is Professor and Robert C. Morrow Faculty Fellow at The University of Alabama, where he has served as a faculty member or administrator for 24 years. David ‘s teaching and research are in the areas of consumer behavior, advertising, services marketing, and marketing strategy. David has published some 25 refereed journal articles and conference proceedings, has won a number of research excellence awards, and has served on 17 dissertation committees. His teaching has earned him numerous awards at the undergraduate and executive education level. He is currently the Associate Dean for Undergraduate and International Programs at the Culverhouse College of Business where he oversees the development and deployment of various student engagement and success initiatives focusing on high-impact practices. David’s prior administrative roles at UA have also involved student-focused program development and include Marketing Department Head, Acting Director of Global Business, and Founding Director of the UA Services Marketing Program.
Del I. Hawkins, Ph.D., is Emeritus Professor of Marketing at the University of Oregon. Del is a specialist in the areas of marketing strategy, entrepreneurship, and consumer behavior. He has been involved extensively in global executive management training, has taught extensively around the world including Japan, Germany, and Grenada, and has won the outstanding MBA teaching award at Oregon several times. Del’s research has been published in many prestigious marketing journals and he authored two other textbooks in marketing research and research methods. Del has served in many high-level administrative roles at Oregon including Associate and Acting Dean of the Lundquist College of Business at the University of Oregon.
Susan Bardi Kleiser
Susan Bardi Kleiser, Ph.D., is Professor of Professional Practice in Marketing at Texas Christian University, where she has served as a faculty member for 14 years. Susan’s teaching and research interests include consumer decision making, marketing research and analytics, product and brand management, ethics and social media, as well as international marketing. Her research has been published in numerous scholarly journals and conference proceedings in marketing, business and psychology. Susan’s teaching portfolio, for which she has won a top teaching award, encompasses a wide variety of courses including international experiences in Europe and thesis advising. Susan has led and served on many committees for TCU and the Neeley School of Business, and actively serves in the community at large.
TABLE OF CONTENTS
CHAPTER ONE: Consumer Behavior and Marketing Strategy
CHAPTER TWO: Cross-Cultural Variations in Consumer Behavior
CHAPTER THREE: The Changing American Society: Values
CHAPTER FOUR: The Changing American Society: Demographics and Social Stratification
CHAPTER FIVE: The Changing American Society: Subculture
CHAPTER SIX: The American Society: Families and Households
CHAPTER SEVEN: Group Influences on Consumer Behavior
CHAPTER EIGHT: Perception
CHAPTER NINE: Learning, Memory, and Product Positioning
CHAPTER TEN: Motivation, Personality, and Emotion
CHAPTER ELEVEN: Attitudes and Influencing Attitudes
CHAPTER TWELVE: Self-Concept and Lifestyle
CHAPTER THIRTEEN: Situational Influences
CHAPTER FOURTEEN: Consumer Decision Process and Problem Recognition
CHAPTER FIFTEEN: Information Search
CHAPTER SIXTEEN: Alternative Evaluation and Selection
CHAPTER SEVENTEEN: Outlet Selection and Purchase
CHAPTER EIGHTEEN: Post purchase Processes, Customer Satisfaction, and Customer Commitment
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