Podcast
Questions and Answers
What is the Decision-Making Unit (DMU)?
What is the Decision-Making Unit (DMU)?
- A group of individuals influencing and participating in a purchase decision (correct)
- A consumer feedback group
- The marketing team targeting consumers
- 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 evaluate post-purchase satisfaction
- To influence others within the DMU
- To make the actual purchase (correct)
- To provide financing for the purchase
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:
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?
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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 in a DMU is responsible for making the actual purchase.
- Other roles in a DMU may include gatekeepers, influencers, and deciders.
- Gatekeepers control access to information
- Influencers persuade or guide purchase decisions.
- Deciders make the final purchase decision.
- Users are the individuals who will use the product.
- An external consultant typically acts as an influencer in a DMU.
Factors Influencing Pre-Purchase
- The nature and complexity of the purchase
- The consumer's relationship with the seller
- The availability of discounts
- The pre-purchase phase involves activities like evaluating alternatives, recognizing a need, and collecting information.
- A trigger for the pre-purchase phase is discovering a new product online.
Post-Purchase Evaluation
- Post-purchase activities include evaluating competing brands, interactions with the product, and evaluating post-purchase outcomes.
- Important factors that a company should consider to create a satisfying post-purchase experience include the ease of purchase, offering customer support and providing accurate product descriptions.
Critical Factors for Marketing in a DMU
- A key goal of Propecia was raising awareness and reducing skepticism.
- Consumers often drive the decision-making process in a DMU.
- Companies must address the roles of different individuals within the DMU.
- Marketers should engage with all individuals within a DMU, not just the buyer.
- Marketing strategies are effective when they address the needs of consumers and consider the various individuals involved in the buying process.
- Avoiding discussing effectiveness was a strategy that was not effective for Propecia.
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