Podcast
Questions and Answers
What is the Decision-Making Unit (DMU)?
What is the Decision-Making Unit (DMU)?
- The marketing team targeting consumers
- A consumer feedback group
- A group of individuals influencing and participating in a purchase decision (correct)
- A single person responsible for all purchase decisions
What is the primary role of the buyer in a DMU?
What is the primary role of the buyer in a DMU?
- To make the actual purchase (correct)
- To evaluate post-purchase satisfaction
- To provide financing for the purchase
- 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?
- Only financial advisors
- Only the family members of the buyer
- Individuals influencing the decision (correct)
- Only external consultants
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:
What is the first activity in the pre-purchase phase?
What is the first activity in the pre-purchase phase?
Which activity typically occurs during the pre-purchase phase?
Which activity typically occurs during the pre-purchase phase?
What influences the duration of pre-purchase activities?
What influences the duration of pre-purchase activities?
A consumer deciding to buy a sailboat is likely to spend more time in:
A consumer deciding to buy a sailboat is likely to spend more time in:
What is an example of a trigger for the pre-purchase phase?
What is an example of a trigger for the pre-purchase phase?
Why might pre-purchase activities be short for some purchases?
Why might pre-purchase activities be short for some purchases?
In pre-purchase decision-making, which activity follows recognizing a need?
In pre-purchase decision-making, which activity follows recognizing a need?
Pre-purchase decisions for luxury goods are typically:
Pre-purchase decisions for luxury goods are typically:
What is the role of information search during pre-purchase?
What is the role of information search during pre-purchase?
Which factor most directly affects the pre-purchase phase?
Which factor most directly affects the pre-purchase phase?
What defines the purchase phase in consumer decision-making?
What defines the purchase phase in consumer decision-making?
Which example reflects a key activity in the purchase phase?
Which example reflects a key activity in the purchase phase?
Why is the purchase phase critical for marketers?
Why is the purchase phase critical for marketers?
What commonly affects the purchase phase?
What commonly affects the purchase phase?
Which of the following is a primary concern during the purchase phase?
Which of the following is a primary concern during the purchase phase?
A consumer choosing between online and in-store shopping is in which phase?
A consumer choosing between online and in-store shopping is in which phase?
How can marketers influence decisions during the purchase phase?
How can marketers influence decisions during the purchase phase?
What is a potential barrier in the purchase phase?
What is a potential barrier in the purchase phase?
What typically concludes the purchase phase?
What typically concludes the purchase phase?
Which element is essential to a seamless purchase experience?
Which element is essential to a seamless purchase experience?
What occurs during the post-purchase phase?
What occurs during the post-purchase phase?
Which activity exemplifies post-purchase behavior?
Which activity exemplifies post-purchase behavior?
Post-purchase satisfaction is most influenced by:
Post-purchase satisfaction is most influenced by:
Which factor leads to negative post-purchase behavior?
Which factor leads to negative post-purchase behavior?
What strategy can improve the post-purchase experience?
What strategy can improve the post-purchase experience?
Which term describes a customer's regret after making a purchase?
Which term describes a customer's regret after making a purchase?
How can companies address post-purchase dissatisfaction?
How can companies address post-purchase dissatisfaction?
What is the role of word-of-mouth in post-purchase behavior?
What is the role of word-of-mouth in post-purchase behavior?
What strategy helps maintain customer loyalty post-purchase?
What strategy helps maintain customer loyalty post-purchase?
Which action would reduce post-purchase regret?
Which action would reduce post-purchase regret?
What was Propecia initially designed to treat?
What was Propecia initially designed to treat?
What was a challenge Merck faced in marketing Propecia?
What was a challenge Merck faced in marketing Propecia?
How did Propecia work best?
How did Propecia work best?
What delayed many men from seeking treatment for hair loss?
What delayed many men from seeking treatment for hair loss?
Which medical professionals were more receptive to Propecia?
Which medical professionals were more receptive to Propecia?
What was a significant barrier for physicians prescribing Propecia?
What was a significant barrier for physicians prescribing Propecia?
How long did Propecia typically take to show results?
How long did Propecia typically take to show results?
Why did some physicians avoid prescribing Propecia?
Why did some physicians avoid prescribing Propecia?
What was a known side effect of Propecia?
What was a known side effect of Propecia?
What type of product was Propecia categorized as?
What type of product was Propecia categorized as?
What percentage of balding men underestimated their rate of hair loss?
What percentage of balding men underestimated their rate of hair loss?
What was a common attitude among men experiencing baldness?
What was a common attitude among men experiencing baldness?
What did Merck identify as critical for Propecia's success?
What did Merck identify as critical for Propecia's success?
How did Merck plan to motivate consumers to act sooner?
How did Merck plan to motivate consumers to act sooner?
What type of consumer involvement did Propecia require?
What type of consumer involvement did Propecia require?
What type of patients did Merck focus on reaching?
What type of patients did Merck focus on reaching?
Why was Propecia less effective for certain patients?
Why was Propecia less effective for certain patients?
What factor delayed many men from considering medical solutions?
What factor delayed many men from considering medical solutions?
What did Merck highlight in its advertisements?
What did Merck highlight in its advertisements?
What role did direct-to-consumer (DTC) advertising play?
What role did direct-to-consumer (DTC) advertising play?
What was a key goal of Propecia's physician detailing campaign?
What was a key goal of Propecia's physician detailing campaign?
What phase did Propecia target physicians to move through?
What phase did Propecia target physicians to move through?
Why did Merck focus on primary care physicians?
Why did Merck focus on primary care physicians?
How did Propecia perform in its first year?
How did Propecia perform in its first year?
Flashcards
Decision-Making Unit (DMU)
Decision-Making Unit (DMU)
A group of individuals influencing and participating in a purchase decision, not just a single person.
Buyer's Role in DMU
Buyer's Role in DMU
The person completing the purchase transaction.
DMU Roles Beyond Buyer
DMU Roles Beyond Buyer
Includes influencers, gatekeepers, deciders, and users, all with a part in the purchasing process.
Gatekeeper's Role
Gatekeeper's Role
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Decider's Role
Decider's Role
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Influencer's Role
Influencer's Role
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User's Role
User's Role
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Pre-Purchase Phase
Pre-Purchase Phase
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Purchase Phase
Purchase Phase
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Post-Purchase Phase
Post-Purchase Phase
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Quantitative Research
Quantitative Research
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Observational Research
Observational Research
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Experimental Research
Experimental Research
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Survey Methods
Survey Methods
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Questionnaire Design
Questionnaire Design
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Propecia
Propecia
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Co-creation
Co-creation
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Conscience Marketing
Conscience Marketing
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Social Media Influence
Social Media Influence
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Study Notes
Decision-Making Unit (DMU)
- A DMU is a group of individuals who influence and participate in a purchase decision.
- The buyer is the person responsible for the actual purchase.
- Other roles within a DMU include: gatekeeper, influencer, decider, and user.
- The gatekeeper controls information flow and access to product information.
- The influencer persuades or guides decision-making.
- The decider makes the final purchase decision.
- The user is responsible for using the product.
Consumer Decision-Making
- Pre-purchase phase activities include evaluating alternatives and recognizing a need.
- Understanding the consumer's relationship with the seller and the nature of the purchase impacts the pre-purchase phase.
- The purchase phase involves selecting a purchase option, like clicking "Buy Now."
- Post-purchase activities include evaluating the product and the purchase experience.
- Influences on the decision-making process include cost, the complexity of the purchase, and the relationship between the consumer and the seller.
- Factors influencing the pre-purchase phase include consumer mood and the complexity of the product.
- Consumer regret is commonly referred to as buyer's remorse.
Marketing and the DMU
- Marketers must address all roles within the DMU.
- Marketers should use strategies to influence decisions, like offering discounts and promotions.
- Understanding what motivates the buyer and other roles is crucial for marketers.
- A primary concern during the purchase phase is completing the transaction successfully.
- Critical factors driving pre-purchase behavior include social media, consumer mood, and product complexity.
Post-Purchase Phase
- This phase encompasses evaluation of the product, purchase, or decision.
- Crucial for maintaining customer loyalty, post-purchase experiences can be leveraged to increase sales.
- Techniques for improving the post-purchase experience include providing detailed product descriptions, excellent customer support, and accurate expectations.
Social Media Considerations
- Social media plays a key role in several phases of the consumer decision-making process.
- Consumers use social media to gather information and feedback.
- Social media creates a platform where brands can interact directly with potential and existing customers.
- Brands actively engage in creating value and strengthening reputations via social platforms.
Quantitative Marketing Research
- Quantitative research involves numerical data for statistical analysis.
- Examples of quantitative research include surveys, experiments, and analyzing existing data sets.
- Statistical analysis helps identify correlations and trends in consumer behavior.
- Quantitative research is useful for predicting consumer behavior.
- Survey data collected via various methods can provide significant insights into consumer behavior and preferences.
- Quantitative research data informs marketing strategies by identifying consumer behaviors, preferences, and decision-making processes.
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