Marketing: Decision Making Unit (DMU)
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Questions and Answers

Which of the following is NOT a part of the Decision Making Unit (DMU)?

  • End-users
  • Marketing Manager (correct)
  • Gatekeepers
  • Buyers
  • What is the primary objective of most B2B websites?

  • To showcase products
  • To generate online sales
  • To generate leads (correct)
  • To provide customer support
  • What is a 'Lead' in the context of B2B marketing?

  • A potential customer
  • A confirmed sale
  • A repeat customer
  • An initial contact between vendor and customer (correct)
  • In a Modified Rebuy, what happens to the product specifications?

    <p>They are modified</p> Signup and view all the answers

    What is the first stage of the B2B buying process?

    <p>Problem recognition</p> Signup and view all the answers

    Who evaluates and recommends suppliers in the DMU?

    <p>Influencers</p> Signup and view all the answers

    What type of purchase is characterized by buying a product for the first time?

    <p>New Task</p> Signup and view all the answers

    What is the role of the Users in the DMU?

    <p>To use the product or service</p> Signup and view all the answers

    What is the first step in the B2B buying process?

    <p>Search for products or suppliers</p> Signup and view all the answers

    Why is risk avoidance a significant issue in B2B purchases?

    <p>Because of the potential for bankruptcy if the product is not suitable</p> Signup and view all the answers

    What is a key challenge in developing a B2B website?

    <p>Matching marketing messages to customer expectations</p> Signup and view all the answers

    What is a key difference between B2B and B2C websites?

    <p>B2B websites have more complex pricing models</p> Signup and view all the answers

    What is a key consideration for B2B website content?

    <p>Addressing the needs of all members of the DMU</p> Signup and view all the answers

    Why is it important for a B2B website to have clear integration and compatibility information?

    <p>To ensure seamless integration with other systems</p> Signup and view all the answers

    What is the main difference between the user buyer and the economic buyer?

    <p>The user buyer focuses on product features, while the economic buyer focuses on price</p> Signup and view all the answers

    What is the main goal of a B2B e-commerce website?

    <p>To process transactions</p> Signup and view all the answers

    Study Notes

    The Decision Making Unit (DMU)

    • A DMU is a group of people within an organization responsible for making buying decisions.
    • A DMU typically consists of:
      • Gatekeepers who control the flow of information in and out of the organization.
      • Initiators who start the decision-making process by requesting a purchase.
      • Deciders who make the actual purchase decision.
      • Buyers who select suppliers and manage the buying process.
      • Influencers who evaluate and recommend suppliers.
      • Users who actually use the product or service.

    Types of B2B Purchases

    • There are three types of B2B purchases:
      • New Task: where the organization is seeking to buy a product for the first time.
      • Modified Rebuy: where the organization seeks to reorder a previously purchased product with some modifications.
      • Straight Rebuy: where the organization seeks to reorder a previously purchased product without any modifications.

    Lead Generation

    • Lead Generation is the development of an initial contact between vendors and potential customers.
    • A lead is not a sale, only an opportunity to deliver a pitch that might lead to a sale.
    • The better the lead, the greater the chance of converting a prospect to a sale.
    • The primary objective of most B2B websites is lead generation rather than online sales.

    The B2B Buying Process

    • The B2B buying process involves:
      • Problem recognition
      • Specification development
      • Search for products (if off-the-shelf) or search for supplier (if bespoke)
      • Evaluate products and suppliers
      • Make purchase
      • After-sales service

    Issues in Developing a B2B Website

    • A B2B buyer often starts with no knowledge of the market, so the website must present a professional brand that inspires trust.
    • Risk avoidance is a significant issue in B2B purchases, and website copy should reflect this concern.
    • Relevant information must be presented appropriately, with language that appeals to the various members of the DMU.

    Key User Experience Differences between B2B and B2C Websites

    • Content must support long purchase decisions.
    • Integration, compatibility, and regulatory information needs to be clear.
    • Content should speak to both choosers and users.
    • Complex pricing requires realistic scenarios.
    • Content should speak to different customer segments and scales of businesses without alienating audiences.

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    Description

    Learn about the Decision Making Unit (DMU), a group of people within an organization responsible for making buying decisions, including gatekeepers, initiators, deciders, buyers, and influencers.

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