CB quiz - 2.3 Harvard note - Consumer Decision-Making Unit (DMU)
18 Questions
3 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to Lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

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?

  • 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?

  • 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?

    <p>Gatekeeper (C)</p> Signup and view all the answers

    The final decision in a DMU is typically made by the:

    <p>Decider (C)</p> Signup and view all the answers

    Which role in the DMU might veto a purchase?

    <p>Decider (D)</p> Signup and view all the answers

    The influencer's role in a DMU is to:

    <p>Persuade or guide decisions (A)</p> Signup and view all the answers

    Who is responsible for using the product in a DMU?

    <p>User (B)</p> Signup and view all the answers

    What distinguishes a gatekeeper in the DMU?

    <p>They control access to information (B)</p> Signup and view all the answers

    In a family purchase, children often act as:

    <p>Users (C)</p> Signup and view all the answers

    The decider in a DMU:

    <p>Has authority to finalize the decision (A)</p> Signup and view all the answers

    An external consultant in a DMU typically serves as a:

    <p>Influencer (C)</p> Signup and view all the answers

    Which role often initiates the decision-making process in a DMU?

    <p>Gatekeeper (C)</p> Signup and view all the answers

    A gatekeeper's influence is strongest during:

    <p>The pre-purchase phase (A)</p> Signup and view all the answers

    In large organizations, the decider is often:

    <p>The individual with budgetary control (B)</p> Signup and view all the answers

    How do influencers affect the DMU?

    <p>By suggesting or endorsing specific options (B)</p> Signup and view all the answers

    Which role in the DMU has minimal direct interaction with the product?

    <p>Gatekeeper (C)</p> Signup and view all the answers

    Marketers targeting a DMU must:

    <p>Address all roles within the DMU (B)</p> Signup and view all the answers

    Flashcards

    Decision-Making Unit (DMU)

    A group of people involved in a purchase decision.

    Buyer's role in DMU

    Makes the actual purchase.

    DMU roles besides buyer

    Individuals who influence the decision.

    Gatekeeper in DMU

    Controls access to information.

    Signup and view all the flashcards

    Decider in DMU

    Finalizes the decision.

    Signup and view all the flashcards

    DMU veto power

    Decider can block a purchase.

    Signup and view all the flashcards

    Influencer's role in DMU

    Guides or persuades decisions.

    Signup and view all the flashcards

    User in DMU

    Person who uses the product.

    Signup and view all the flashcards

    Gatekeeper's control

    Gatekeeper limits product information access.

    Signup and view all the flashcards

    Family Users

    Family members using the product.

    Signup and view all the flashcards

    Decider's authority

    Decider has final decision power.

    Signup and view all the flashcards

    External Consultant's Role

    External consultant acts as an influencer.

    Signup and view all the flashcards

    Initiator in DMU

    Person who begins the decision process.

    Signup and view all the flashcards

    Pre-purchase phase influence

    Gatekeeper's influence peaks before the purchase.

    Signup and view all the flashcards

    Large org decider

    Budget holder typically makes the final decision.

    Signup and view all the flashcards

    Influencer's effect on DMU

    Suggesting, endorsing options which influences decisions.

    Signup and view all the flashcards

    DMU role with least product interaction

    Gatekeeper role has minimal direct contact with the product.

    Signup and view all the flashcards

    Marketing DMU approach

    Marketing needs to target all DMU roles.

    Signup and view all the flashcards

    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.

    Studying That Suits You

    Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

    Quiz Team

    Related Documents

    Harvard Note Section 2.3 - The Consumer Decision-Making Unit Answers

    Description

    Explore the roles within the Consumer Decision-Making Unit (DMU) that influence purchase decisions. Learn about the key players such as the buyer, influencer, gatekeeper, decider, and user. This quiz covers how these roles interact and affect the purchasing process in both family settings and large organizations.

    More Like This

    Use Quizgecko on...
    Browser
    Open
    Browser
    Browser