A text designed to involve students. Early chapters introduce key concepts in consumer behavior and consumer research. Later chapters deal with individual influences on behavior, and with social and cultural influences on consumption behavior. Continuing themes throughout are finance and economics,

Consumer Behavior: An Applied Approach

Business & Money

Hanna, Nessim

Wozniak, Richard

Economics

Pearson College Div

Marketing & Sales

Addison-Wesley

New in paperback! Pricing is a vital and complex element of the marketing mix. The right price can be the key to profitability and the establishment of a sustainable and successful market position. The theme of this book is that the price for a product meshes marketing and manufacturing strategies in maximising the long-term profitability of the firm within the constraints of cost structure and the market place.

Pricing: Policies and Procedures

Dodge, Robert

Reference

Palgrave HE UK

Fluctuations in the marketplace present formidable challenges to business and marketing. Globalization, accelerated social and demographic changes among customers, shifts in public policy, and rapid-fire technological advances have all made the marketplace for any firm a much more difficult place to do business.Of all the decisions made by management, pricing is undoubtedly the most visible, as well as the most vital, because of its direct impact on a firm's performance in the marketplace and overall level of profitability. Whatever the nature of the business, success is measured by the extent to which revenues from sales exceed the costs of committed resources. Ideally, the price or prices set for a product or service will ensure the highest margin consistent with volume considerations, recognize the customer evaluations of products and services, be responsive to competitive threats, and forestall competitive inroads.Hanna and Dodge here present an analysis of pricing policies and procedures which illuminates the myriad considerations involved in setting prices. The authors discuss such topics as ethics in pricing, psychological aspects of pricing, price theory, pricing and legal issues, cost-oriented pricing, demand-oriented pricing, product line pricing, geographic pricing practices, retail pricing, and the pricing of services.

Industries

NYU Press

New Fifth Edition Now Available!
The positive turn in our economy since the Great Recession of 2007 through 2009 has reconfigured our outlook with regard to employment, inflation, and energy prices, as well as our willingness to spend and consume ...
The recent trend toward increasing global cooperation among blocks of countries was designed to obtain high standards of living for all participants. The authors of Consumer Behavior: An Applied Approach apply this successful principle of interdependency to the field of marketing.
<ul>
<li>Every chapter features a cross-functional debate exercise tied to the chapter’s opening vignette. These help students apply the chapter’s principles to other business-related disciplines such as accountancy, management, finance, production, and law.</li>
<li>Each chapter contains three cross-functional points of view in the Website material. These segments expose students to related disciplines and show them the interrelationship of marketing and consumer behavior to the other functional areas of business: Finance and Economics, Politics, and Strategy and Ethics.</li>
</ul>
The new 5th edition of Consumer Behavior: An Applied Approach gets the reader involved by featuring:
<ul>
<li>An orderly approach to consumer influences. The book starts with the individual influences on behavior and then broadens the perspective to include relevant social/cultural forces.</li>
<li>Opening vignettes and corresponding Internet exercises to ease readers into each chapter topic.</li>
<li>“Consumer Behavior in Practice”, “Global Opportunity” and “Ethical Dilemma” vignettes are entertaining and informative applications that tie in the chapter material with thought-provoking questions.</li>
<li>A running glossary of terms is provided in the page margins to highlight key terms and help students review chapters at a glance.</li>
<li>A completely integrated online learning website that includes original chapter cases, video links, interactive self-tests, PowerPoint presentations, along with instructor’s resources such as answers to review questions, case solutions, and test bank.</li>
</ul>

Kendall/Hunt Publishing

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