Daily Archives: May 15, 2009


Unicist ontological market segmentation

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The unicist ontology of market segmentation can be described in its universal elements.
This defines cross-cultural segments which behave within the structure of the myths, taboos and utopias of each culture. That is why it is necessary to design globally but operate locally.

universal-segmentation

Such cross-cultural segments are:

-Independent
-Conservative
-Dominant
-Influential

Independent
The independent seeks concrete personal benefits or utopias. He exercises pressure to accommodate realities to obtain benefits. When independent individuals are expansive, they seek benefits; when they try to avoid contraction, they foster utopias.

Conservative
Conservative individuals try to adapt to their external reality by choosing one of the two ways they consider feasible:
a)    Following the rules of a culture (when they are expanding)
b)    Approaching reality rationally (when they try to avoid contraction)

Dominant
Dominant individuals establish the rules of the environment. They build the necessary micro-cultures to be in a leading position. They are representatives of the culture (when they are expanding) or foster the evolution of their environment (when they try to avoid contraction).

Influential
Influential individuals base their influence on their innovation capacity. Their creativity and idealism drives them towards two different ways to exert influence:
1)    Propose innovations based on ideas (when they are expanding)
2)    Propose innovations based on creations (when they try to avoid contraction)

Access more information at:  http://www.unicist.org/d_ms.php

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Unicist Functional Market Segmentation

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About 50% of marketing campaigns do not achieve their goals. This was the input for developing, step by step, a model that could make marketing more accurate.
The discovery of ontointelligence, as the intelligence humans use to apprehend the nature of things, gave the scientific background to the hypothesis that marketing was not talking to the real client but to a hypothetical client.
The discovery that concepts rule evolution was the fundamental input that made a fundamental segmentation possible.
Ontological market segmentation is simply the segmentation of natural attitudes of human beings. It is therefore cross-cultural.
When dealing with human behavior, fundamentals lay the grounding of human attitudes but the environmental and materialistic needs define the drivers of what people desire, want, need and buy.

Unicist ontological market segmentation is the integration of the drivers that influence buyers or consumers when deciding what to buy, or what to do.

The unicist market segmentation is an ontological meta-model that allows the understanding of functionality in market strategies. It fosters the use of global strategies but local applications through the understanding of the nature of a market or culture.

The unicist market segmentation includes:

1) Conceptual Segmentation
2) Functional Segmentation
3) Psychological Segmentation
4) Lifestyle Segmentation

Functional segmentation

Functionality is defined as the capacity of something to fill an individual’s need. Functionality is homologous to aesthetics. When talking about functionality we refer to the perceived functionality which defines what we call the hard segmentation.
The ontology of functionality can be described as:

functional-segmentation

The ontological segments of a product/service’s functionality are:
-Demythologizing
-Attractive
-Conventional
-Conceptual

Access more information at:  http://www.unicist.org/d_fs.php

The Editor

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