DMU (Decision Making Unit) is very crucial in B2B marketing
DMU (Decision Making Unit) is very crucial in B2B marketing. It is a collection or team of individuals who take part in a buyer decision process. There will be number of key players including the buyers, the initiators, the gatekeepers, the deciders, the influencers and the users in making a decision in an organization.
Business to Business and consumer companies spends huge amounts of their promotional budgets on different types of B2B promotions.
Importantly, promotions have different objectives at different times in the product life cycle. Defining and finding the buyers in industrial market niche is perhaps the most difficult part of industrial marketing. In the initial phase, promotions are designed to bring awareness about the product and establish the credibility and later, they have to sustain demand. Marketers need to plan effective promotions/communications and it must be their objective of the promotion.
Let us have a glance on the role of communications in the Product Life Cycle:
Figure 4 – The Role of Communications in the Product Life Cycles
In the above picture, we can observe the rise and fall of the Product Life Cycle. A new product progresses through a sequence of stages from introduction to growth, maturity and decline. This sequence is considered as the Product Life Cycle and is associated with changes in the marketing situation.
Proper Business to business visionaries can discover products and services that can expand visibility and drive customer acquisition, without spending huge amounts.
