Monday, March 23, 2009

Chapter 5, 6.1

Considering the decision-making roles of my two nuclear families (with the step parents), here's how the following decisions might play out:

Pizza Hut: When my father and stepmother want to have dinner with me, they are generally the initiators, suggesting that we go out to dinner. Since I am a vegetarian and they are not, they would ask me to influence where we go to eat. I usually give them two or three options, and they are the final decision makers, and, God bless 'em, the purchasers. We all would be the consumers.

Summer vacation: We tend to travel separately these days, so each family member or couple would go through the decision making process independently.

Fruit Loops: My family tends to be health conscious, so Fruit Loops probably wouldn't be a chosen cereal. That said, my stepfather will on occasion drive my mom "off the wagon" with regard to healthy food choices, so he would probably be the initiator. My stepsister, who also enjoys treat foods, might be an influencer. Mom, as the grocery shopper, would be both the final decision maker and the purchaser. Stepfather and stepsister would be the consumers.

Abercrombie sweater: I'd run the whole decision making gambit independently. I might act as an influencer for my stepsister if she were buying the sweater.

Gold clubs: Believe me when I tell you that with the low level of athleticism in my gene pool, no one will be making a decision about golf clubs.

Internet service provider: If my parents needed this service, they would initiate the purchase and ask me to be an influencer. They would be the final decision makers, purchasers, and consumers.

New car:

1 comment:

  1. You would not be in the target market for Nike golf items! In direct marketing, it is all about the "list," then the message. We use market segmentation tools to find prospects. We will get more into this subject next week.

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