MKTG1001 Lecture Notes - Lecture 4: Abusive Power And Control, Dogma, Tiger Woods
Document Summary
Increasingly, want to use the word journey" instead of process": buying products today is much more seamless, quicker and easier. If it is a high involvement product, more likely to go through this whole process: but low involvement purchases will not go through this process. Roles in the buying process: five different roles can be identified in most buying processes, 1. Initiator person who first suggests the idea of buying a product or service: 2. Influencer person or persons whose views carry some weight in final purchase decision: 3. Decider person who makes final buying decision, or any part of it (e. g. brand, place of purchase, quantity: 4. Buyer person who makes an actual purchase: 5. User person who uses or consumes product or service: children are influencers while parents are all of the above except the user, marketer needs to figure out who the actual decision-maker is; determines who you communicate/advertise to.
