| Title : | Cases in consumer behavior | | Material Type: | printed text | | Authors: | F. Stewart Debruicker, Author ; John A. Quelch, Author ; Scott Ward, Author | | Edition statement: | 2nd Edition | | Publisher: | Upper Saddle River, N.J. : Prentice Hall | | Publication Date: | 1986 | | Pagination: | xii, 345 p. | | Layout: | ill (b & w) | | Size: | 24 cm | | ISBN (or other code): | 978-0-13-118332-2 | | Class number: | 658.8342 | | Abstract: | Consumers are indivisible units of demand. As individuals, consumers are of little economic consequence to most producers and suppliers. They lack the purchasing power to command much attention in most competitive environments. In groups, however, consumers have immense economic power. When considered in aggregate, they command enormous attention and respect from competing producers and suppliers.
Ultimately, the best perceptions of demand and of market behavior are those that are based on the smallest consumer details, aggregated into substantial segments and whole markets of demand. The cases in this book were prepared to give students of commerce practice, first, in understanding consumer behavior, second, in choosing markets from a supplier's perspective, and third, in serving those markets with strategies that sustain consumer satisfactions and supplier profits. | | Contents note: | Part I Individual Decision Making Units and Decision Making Processes
Case 1 Multiple Sclerosis Society: Fund Raising Strategy; Case 2 Station Independence Project; Case 3 MEM Company Inc.
Part II Family and Small Group Decisions
Case 4 Parkland Foods Corporation: Marketing in the Midst of a Consumerism Controversy; Case 5 Fisher-Price Toys Inc.; Case 6 Frank W. Horner Ltd; Case 7 Chemical Bank: The Pronto System
Part III Analysis of Consumer Group Behavior
Case 8 Chipman-Union, Inc.: Odor-Eaters Socks; Case 9 General Foods: Opportunities in the Dog Food Market; Case 10 Grey Advertising: Canada Dry Account; Case 11 Ocean Spray Cranberries, Inc. (A): The Fruit Positioning Study; Case 12 Ocean Spray Cranberries Inc. (B): Findings of the Fruit Positioning Study; Case 13 Sunkist Growers Inc.; Case 14 General Foods Corporation: Tang Instant Breakfast Drink (A); Case 15 General Foods Corporation: Tang Instant Breakfast Drink (B); Case 16 L'eggs Products, Inc. (A); Case 17: L'eggs Products, Inc. (B) |
Cases in consumer behavior [printed text] / F. Stewart Debruicker, Author ; John A. Quelch, Author ; Scott Ward, Author . - 2nd Edition . - Upper Saddle River, N.J. : Prentice Hall, 1986 . - xii, 345 p. : ill (b & w) ; 24 cm. ISBN : 978-0-13-118332-2 | Class number: | 658.8342 | | Abstract: | Consumers are indivisible units of demand. As individuals, consumers are of little economic consequence to most producers and suppliers. They lack the purchasing power to command much attention in most competitive environments. In groups, however, consumers have immense economic power. When considered in aggregate, they command enormous attention and respect from competing producers and suppliers.
Ultimately, the best perceptions of demand and of market behavior are those that are based on the smallest consumer details, aggregated into substantial segments and whole markets of demand. The cases in this book were prepared to give students of commerce practice, first, in understanding consumer behavior, second, in choosing markets from a supplier's perspective, and third, in serving those markets with strategies that sustain consumer satisfactions and supplier profits. | | Contents note: | Part I Individual Decision Making Units and Decision Making Processes
Case 1 Multiple Sclerosis Society: Fund Raising Strategy; Case 2 Station Independence Project; Case 3 MEM Company Inc.
Part II Family and Small Group Decisions
Case 4 Parkland Foods Corporation: Marketing in the Midst of a Consumerism Controversy; Case 5 Fisher-Price Toys Inc.; Case 6 Frank W. Horner Ltd; Case 7 Chemical Bank: The Pronto System
Part III Analysis of Consumer Group Behavior
Case 8 Chipman-Union, Inc.: Odor-Eaters Socks; Case 9 General Foods: Opportunities in the Dog Food Market; Case 10 Grey Advertising: Canada Dry Account; Case 11 Ocean Spray Cranberries, Inc. (A): The Fruit Positioning Study; Case 12 Ocean Spray Cranberries Inc. (B): Findings of the Fruit Positioning Study; Case 13 Sunkist Growers Inc.; Case 14 General Foods Corporation: Tang Instant Breakfast Drink (A); Case 15 General Foods Corporation: Tang Instant Breakfast Drink (B); Case 16 L'eggs Products, Inc. (A); Case 17: L'eggs Products, Inc. (B) |
|
Home
Cases in consumer behavior
