Market-Driven Thinking: Achieving Contextual Intelligence

323 Pages·2005·1.48 MB·English

by  Arch G. Woodside

MARKET-DRIVEN
THINKING
Achieving Contextual
Intelligence
Arch G.Woodside
Professor of Marketing
Boston College
Boston,Massachusetts
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Library ofCongress Cataloging-in-Publication Data
Woodside,Arch G.
Market-driven thinking :achieving contextual intelligence / Arch G.Woodside.
p.cm.
Includes bibliographical references and index.
ISBN 0-7506-7901-8 (alk.paper)
1. Marketing–Decision making. 2. Marketing–Psychological aspects. 3. Consumer behavior–
Psychological aspects.I.Title.
HF5415.135.W66 2005
658.8′342–dc22
2004028555
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library.
ISBN:0-7506-7901-8
For information on all Elsevier Butterworth–Heinemann publications
visit our Web site at www.books.elsevier.com
05 06 07 08 09 10 11 10 9 8 7 6 5 4 3 2 1
Printed in the United States ofAmerica
To my daughters,
Christine Ann,Judith Beth,and
Martha Jane Woodside

CONTENTS
PREFACE XI
ACKNOWLEDGMENTS XIX
I
A PRIMER IN LEARNING MARKET-DRIVEN
THINKING
1 Thinking,Deciding,and Acting by Executives and
Customers 3
2 Case Study Research Methods for Learning How
Executivesand Customers Think,Decide,and Act 17
3 Mapping Contingent Thinking by B2B Marketers and
Customers 35
vii
viii
CONTENTS
II
TOOLS FOR ILLUMINATING THE
UNCONSCIOUS AND
CONSCIOUS MIND
4 Balanced and Unbalanced Unconscious–Conscious
Thinking:A Jewish Couple Buys a German Car and
AdditionalTransformation Stories 65
5 Advancing Understanding of Customers’Means–End
Chains:Eric Drinks Twelve Cans of Beerand
Talks to Girls 85
6 Advancing from Subjective to Confirmatory Personal
Introspection 103
III
CUSTOMER ASSOCIATE-TO-VENDOR (STORE)
RETRIEVAL RESEARCH
7 Customer Automatic Thinking and Store
Choice:Why Asking Customers to Think About a Named
Store isa Mistake 129
8 Automatic Thinking and Vendor Choices by
Customers of Industrial Distributors:Mapping
Customers’Vendor Mind Positions 139
IV
CASE-BASED RESEARCH FOR LEARNING
GESTALT THINKING/DOING PROCESSES
9 Applying the Long Interview Method for Comparing
Executive and CustomerThinking 163
10 Holistic Case-Based Modeling of Customers’
Thinking/Doing Brand Experiences 191
ix
CONTENTS
V
LEARNING HOW INITIAL BEHAVIOR
AFFECTS FUTURE BEHAVIOR
11 TheInfluences of Brand Imprinting and Short-Term
Marketing on Subsequent Customer Choices 249
12 Customer Variety-Seeking Influence on Subsequent Brand
Choice Behavior 265
REFERENCES 279
INDEX 293

PREFACE
Meta-thinking,or thinking and research on thinking,includes three principal
areas of inquiry:
● Descriptive research on how thinking and action occur and relate to
each other.
● Prescriptive research on what steps and tools can be applied effectively
to increase the quality of thinking.
● Normative research on how thinking should occur according to game
theory and rational models of behavior.
Humans are the only organisms who raise and attempt to answer the three
principal questions that relate to these three areas:
● How do we actually go about thinking?
● How can we get better at thinking?
● What’s the best way to think given a particular context?
This book focuses on examining the first question within the context of
business-to-business (B2B) and business-to-consumer (B2C) marketplaces in
xi