Podcast
Questions and Answers
What is the Decision-Making Unit (DMU)?
What is the Decision-Making Unit (DMU)?
- A single person responsible for all purchase decisions
- A group of individuals influencing and participating in a purchase decision (correct)
- The marketing team targeting consumers
- A consumer feedback group
What is the primary role of the buyer in a DMU?
What is the primary role of the buyer in a DMU?
- To evaluate post-purchase satisfaction
- To provide financing for the purchase
- To make the actual purchase (correct)
- To influence others within the DMU
Who can be part of a DMU besides the buyer?
Who can be part of a DMU besides the buyer?
- Individuals influencing the decision (correct)
- Only financial advisors
- Only external consultants
- Only the family members of the buyer
Which role is responsible for gathering product information in a DMU?
Which role is responsible for gathering product information in a DMU?
The final decision in a DMU is typically made by the:
The final decision in a DMU is typically made by the:
Which role in the DMU might veto a purchase?
Which role in the DMU might veto a purchase?
The influencer's role in a DMU is to:
The influencer's role in a DMU is to:
Who is responsible for using the product in a DMU?
Who is responsible for using the product in a DMU?
What distinguishes a gatekeeper in the DMU?
What distinguishes a gatekeeper in the DMU?
In a family purchase, children often act as:
In a family purchase, children often act as:
The decider in a DMU:
The decider in a DMU:
An external consultant in a DMU typically serves as a:
An external consultant in a DMU typically serves as a:
Which role often initiates the decision-making process in a DMU?
Which role often initiates the decision-making process in a DMU?
A gatekeeper's influence is strongest during:
A gatekeeper's influence is strongest during:
In large organizations, the decider is often:
In large organizations, the decider is often:
How do influencers affect the DMU?
How do influencers affect the DMU?
Which role in the DMU has minimal direct interaction with the product?
Which role in the DMU has minimal direct interaction with the product?
Marketers targeting a DMU must:
Marketers targeting a DMU must:
Flashcards
Decision-Making Unit (DMU)
Decision-Making Unit (DMU)
A group of people involved in a purchase decision.
Buyer's role in DMU
Buyer's role in DMU
Makes the actual purchase.
DMU roles besides buyer
DMU roles besides buyer
Individuals who influence the decision.
Gatekeeper in DMU
Gatekeeper in DMU
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Decider in DMU
Decider in DMU
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DMU veto power
DMU veto power
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Influencer's role in DMU
Influencer's role in DMU
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User in DMU
User in DMU
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Gatekeeper's control
Gatekeeper's control
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Family Users
Family Users
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Decider's authority
Decider's authority
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External Consultant's Role
External Consultant's Role
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Initiator in DMU
Initiator in DMU
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Pre-purchase phase influence
Pre-purchase phase influence
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Large org decider
Large org decider
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Influencer's effect on DMU
Influencer's effect on DMU
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DMU role with least product interaction
DMU role with least product interaction
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Marketing DMU approach
Marketing DMU approach
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Study Notes
Consumer Decision-Making Unit (DMU)
- A DMU is a group of individuals who influence and participate in a purchase decision.
- The primary role of the buyer is to make the actual purchase.
- Other roles in a DMU include influencers, who impact the decision, the gatekeeper, who controls the flow of information, the decider, who makes the final decision, and the user, who actually uses the product.
- The gatekeeper is responsible for gathering product information.
- The decider typically makes the final purchase decision.
- The influencer persuades or guides the decision-making process.
- The user interacts with the product after the purchase.
- In a family purchase, children can act as buyers.
- Gatekeepers are influential during the pre-purchase phase.
- In large organizations, the decider is usually the individual with budgetary control.
- Influencers affect the DMU by suggesting or endorsing options.
- Buyers may also act as users.
- The role with the least direct interaction with the product in a DMU is the gatekeeper.
- Marketers should target all roles within a DMU.
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