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Marketing Catalysts: Paradigmatic Binary Actions


Catalysts are process accelerators. Marketing catalysts have been used ever since people had to produce results in business, social and political marketing.

The simplest way of using catalysts is by discovering the influence of external facts on certain actions that want to be performed and using them to influence the acceptance by the environment.

Basically, it can be said that marketing catalysts are business objects that build a context for the actions that are being influenced that has to be consistent with the environment in order to be acceptable.

The Need of Catalysts

The research on the root causes of the success and failure of the market expansion of startups developed at The Unicist Research Institute confirmed that 100% of the successful marketing strategies were sustained by behavioral catalysts, while 100% of the failures had insufficient catalysts.

This demonstrated that the success of sustainable marketing strategies in innovative, supply driven or highly competitive markets depend on the use of behavioral catalysts. These catalysts might be entities that exist in the environment or catalyzing objects that are built by the companies.

About Marketing Catalysts

Marketing Catalysts are sales accelerators that diminish the efforts needed to influence buying decisions. Marketing catalysts have been used ever since people had to produce results in business, social and political marketing. 

Basically, it can be said that marketing catalysts are business objects that build a context for the actions that are being influenced that has to be consistent with the environment in order to be acceptable.

Some examples will help to grasp the idea:

  1. The GE Open Innovation works as a catalyst for the GE Business
  2. Special offers are sales catalysts
  3. The direct publishing alternative is a catalyst that expands the business of Amazon.
  4. The Deep Blue chess-playing supercomputer versus Garry Kasparov in the 90’s was an equity catalyst for IBM

These catalysts might be entities that exist in the environment or catalyzing objects that are built by the companies. The levels of acceleration catalysts introduce in marketing processes depend on the specificity of their functions:

  • Generic Catalysts accelerate the marketing processes of products included in a brand. Their acceleration is low.
  • Systemic Catalysts accelerate marketing processes of a category of products or services. Their acceleration is medium.
  • Specific Catalysts accelerate marketing processes of specific products. Their acceleration is high.
  • Conjunctural Catalysts accelerate marketing processes of specific products in specific segments. Their acceleration is very high.

It was demonstrated that while 100% of the successful marketing actions were sustained by binary actions and catalysts, 100% of the failures had insufficient catalysts. The use of binary actions and catalysts is a must in marketing. Learn more

Unicist Press Committee

NOTE: Since 1976, The Unicist Research Institute (TURI) is a world leading research organization in its segment. https://www.unicist.org/turi.pdf

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