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Questions and Answers
What is one primary role of members of the decision making unit (DMU) in a consumer market?
Which of the following is NOT a stage in the decision making process (DMP) in the consumer market?
During which stage of the decision making process does a consumer identify their needs?
Which role within the DMU is primarily involved in approving the final purchase decision?
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What characterizes the evaluation of alternatives in the decision making process?
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What does the production concept primarily focus on in marketing management?
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The product concept suggests that consumers will favor products that are what?
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What is the primary focus of the selling concept in marketing management?
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The marketing concept prioritizes what aspect of business strategy?
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Which of the following best describes the societal marketing concept?
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Study Notes
Decision Making Unit (DMU) Roles
- Initiator: Identifies the need for a product or service.
- Influencer: Provides information and advice on the product or service.
- Gatekeeper: Controls the flow of information to the DMU.
- Decider: Makes the final decision on the product or service.
- Buyer: Makes the actual purchase of the product or service.
Decision Making Process (DMP) Stages
- Need Recognition: Recognizing a need or problem for which a product or service is a solution.
- Information Search: Gathering information about available products or services.
- Evaluation of Alternatives: Comparing different products or services to determine the best option.
- Purchase Decision: Making a decision to purchase a specific product or service.
- Post-Purchase Behavior: Evaluating the purchase and determining satisfaction.
Production Concept
- Focuses on producing and distributing products efficiently.
- Assumes that consumers prefer readily available and affordable products.
- Prioritizes mass production and low costs.
Product Concept
- Focuses on developing and offering high-quality products.
- Assumes that consumers prefer well-designed and functional products.
- Emphasis on product innovation.
Selling Concept
- Focuses on aggressively promoting and selling products.
- Assumes that consumers need to be persuaded to buy.
- Relies on sales tactics to achieve sales targets.
Marketing Concept
- Focuses on understanding and satisfying customer needs and wants.
- Assumes that profitability comes from focusing on customer satisfaction.
- Prioritizes customer research and relationship building.
Societal Marketing Concept
- Focuses on meeting customer needs while also considering societal well-being.
- Assumes that businesses have a responsibility to act sustainably and ethically.
- Prioritizes social responsibility and environmental concerns.
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Description
This quiz covers the roles in the Decision Making Unit (DMU) and the stages of the Decision Making Process (DMP). It focuses on understanding how needs are recognized, information is gathered, decisions are made, and purchasing behavior is evaluated. Test your knowledge on these essential marketing concepts.
