Chapter Outline

Opening Vignette

1. Overview
2. Group Structure and Characteristics
1. Group Size
2. Group Formality
3. Voluntary of Involuntary Membership
4. Primary and Secondary Groups
5. Affect
3. Organizational Culture and Consumption
1. Organizational Culture
2. Organizational Stories, Group Rituals and Performances
4. Organizational Consumers
5. Types of Organizational Purchases
6. Major Segments of Organizational Buyers
1. Private Sector: Industrial
2. Private Sector: Reseller Market
3. Public Sector
7. Families and Households
1. Description
2. Membership in Domestic Units
3. Co-Residence and Dwellings
4. Family Life Cycle
5. Changing Household Segments and Demographic Trends
6. How Marketers Use FLC
8. Household Consumption Behaviors
1. Consumer Socialization
2. Production Activities
3. Resource Pooling
4. Acquisition Strategies
9. Household Decision Making
1. Normative Framework for Decisions
2. Decision Roles and Decision Making Styles
3. Role Specialization
4. Gender-Role Specialization
10. Other Consuming Collectives
11. Summary