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 provide financing for the purchase
- To make the actual purchase (correct)
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 external consultants
- Only financial advisors
- 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:
Flashcards
Decision-Making Unit (DMU)
Decision-Making Unit (DMU)
A group of people involved in a purchase decision, influencing and participating in the process.
Buyer
Buyer
The individual who makes the actual purchase.
Influencer
Influencer
Someone who influences the decision, often providing expert advice or opinions.
Gatekeeper
Gatekeeper
The person who controls access to information about the product.
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Decider
Decider
The individual with the authority to make the final purchase decision.
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User
User
The person who will use the product.
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Who initiates the decision-making process?
Who initiates the decision-making process?
The gatekeeper often initiates the process by identifying a need or problem.
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What is the gatekeeper's influence strongest during?
What is the gatekeeper's influence strongest during?
The gatekeeper's influence is strongest during the pre-purchase phase, where information is sought and evaluated.
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What is a decider's role in a large organization?
What is a decider's role in a large organization?
In large organizations, the decider is often the person with budget control.
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How do influencers impact the DMU?
How do influencers impact the DMU?
Influencers affect decisions by suggesting or endorsing specific options, sharing their experience or expertise.
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Which role in the DMU has minimal interaction with the product?
Which role in the DMU has minimal interaction with the product?
The gatekeeper typically has minimal direct interaction with the product.
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Why is it critical to address all roles in the DMU?
Why is it critical to address all roles in the DMU?
Marketers must address all roles within the DMU to influence and persuade each individual, ensuring a successful decision.
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In a family purchase, who often acts as the user?
In a family purchase, who often acts as the user?
Children often act as users in family purchases because they are the ones who will directly interact with the product.
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What role does the decider play in a DMU?
What role does the decider play in a DMU?
The decider has the authority to finalize the decision and approve the purchase.
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What is the role of an external consultant in a DMU?
What is the role of an external consultant in a DMU?
An external consultant typically serves as an influencer, providing expert advice and recommendations.
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What can serve as a hint in a flashcard?
What can serve as a hint in a flashcard?
A hint is a relevant cue or partial information that helps the learner remember the term.
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What is a memory tip?
What is a memory tip?
A memory tip is a technique that helps learners associate the term with something memorable.
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Decision-Making Unit (DMU)
- A DMU is a group of individuals who influence and participate in a purchase decision, not a single person.
- The buyer is the person who makes the actual purchase.
- Other roles in a DMU can include influencers, gatekeepers, deciders, and users.
- Influencers guide the decision process.
- Gatekeepers control access to information, and may block access to alternatives.
- Deciders finalize purchase decisions, often those with budgetary control in larger organizations.
- Users interact with the product after purchase.
- Gatekeepers have the strongest influence during the pre-purchase phase.
- DMU roles are crucial to consider, especially in marketing and sales to large organizations.
- Marketers must target all DMU roles, not just the buyer, to maximize results.
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