The unicist segmentation is based on the discovery that the concepts people have in their long-term memory drive their actions and that the conceptual short-term memory triggers actions.
This segmentation is needed to increase the influence on potential buyers.
1) To manage supply driven markets
2) To manage highly competitive markets
3) To introduce innovations
4) To manage product / service differentiation
5) To introduce counter-cycles in markets
The purpose of the unicist conceptual segmentation is being able to define how the concepts people have in mind can be approached by using functional segmentation and psychological segmentation. Access
The structural segmentation is defined by the hard segmentation that is based on the operational functionality of a product or service and defines the generic approach to a market. Access
The lifestyle defines the functional catalysts that can be used to open a market space and accelerate buying processes. The functionality of the catalysts is what allows influencing markets. Access
The use of customer profiles begins with the approach to the segments that are natural buyers of a product/service and continue the expansion of the market based on the adjacency of segments. Access
