Buying process


The new stage in marketing: Commercial Objects Driven Marketing

Object Driven MarketingUnicist commercial objects are adaptive systems that have been developed to install ideas in the mind of the potential customers. These ideas need to follow the steps of object driven marketing.

The goal of commercial objects is to manage commercial processes for supply driven markets and for highly differentiated products or services.

This implies that they have been designed to sustain the marketing process of products and services that are being proposed and not just respond to the demand of a market.

They deal with all the markets where there is a differentiation of the value proposition.

Unicist Market SegmentationCommercial objects work as an autopilot; under normal conditions they manage the process of helping customers in their buying processes.

By definition they are extremely segmented, which means they consider each segment as a different universe in order to have the capacity to influence them.

Each segment is defined using the hard, functional, psychological, conceptual and lifestyle segmentations.

These segmentations need to be transformed into measurable characteristics in order to make them usable by the members of business organizations.

The Unicist Commercial Objects

The purpose of a commercial object is to install “hope” in the mind of the potential customers. This means that there is an expectancy that they will find the solution of a latent need they have that is now arising driven by the commercial proposition that is being made.

Unicist Commercial ObjectsThe active function of a commercial object is to awaken interest in the value proposition that has been developed to satisfy latent needs.

This implies that the commercial objects have been designed based on a true knowledge of the segment that is being approached, its needs and beliefs.

In supply driven markets the knowledge of what the segments believe is basic because people need to believe in order to see a previously inexistent solution.

Demand driven markets are based on seeing to believe and the supply driven markets are organized for people who accept that they need to believe to see.

The materialization of the value propositions has to happen within the myths of a culture in order to be accepted.

The development of commercial objects needs to include an adequate use of semantic objects and semiotic signs in order to install the necessary ideas in the mind of the segments that allow them to perceive the solution that is being proposed.

The purpose to be achieved by the commercial objects is to install hope in the mind of the potential buyers in the sense that a new solution will satisfy a latent need they have. But in order to install hope, it is necessary that the segments discover that the solution proposed allows them to overcome adverse conditions in some environment.

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.
https://www.unicist.net/marketing/wp-content/uploads/2015/01/turi.pdf 

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Discovery of the Unicist Psychological Market Segmentation

The Unicist Psychological Market Segmentation was discovered at The Unicist Research Insititute. It has been applied for more than 25 years until it could be integrated in the Conceptual Psychology as a behavioral object.

Psychological SegmentationIt is the segmentation that defines the type of relation an individual has with a product/service. An individual adapts to reality within limits. Psychology established the limits of an individual’s context. You can access a synthetic document on Unicist Market Segmentation at:
http://www.unicist.org/repo/#Marketing

Psychology defines the personal myths of individuals. Fallacious myths produce stereotypical behaviors. True myths describe human typologies.

Psychological segmentation shows four segments in the relation of the individual with the product or service:

  • Emotive
  • Affective
  • Protective
  • Authoritative

Emotive

This typology establishes emotional relations with products and services. These relations are naturally unstable. When “emotive” individuals are in the expansive cycle they establish pleasure-driven relations. When they are in the contractive cycle they establish a “child-child” relation with products.

Affective

The affective typology seeks stable caring relations with products and services. There is an implicit fear of abandonment. They cannot let go. When they are in the expansive cycle they establish interdependent relations. When they are in the contractive cycle they establish a “child-parent” relation with products.

Protective

“Protective” individuals protect the goods they buy. They care about them. When they are in the expansive cycle they establish dominant relations. When they are in the contractive cycle they establish a protective “mother-child” relation with the product. They need to possess products so they feel they are in charge of them.

Authoritative

They use products and services functionally and carefully. They respect the identity of objects. When they are in the expansive cycle they establish functional relations. When they are in the contractive cycle they establish a “father-child” relation with products. They change the products/services when they do not fulfill the implicit promises.

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.
https://www.unicist.net/marketing/wp-content/uploads/2014/10/turi.pdf

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Marketing: Following double dialectical adaptive behavior

The Unicist Dialectics allows dealing with human adaptive systems managing the integration of their double dialectical behavior.

With this double dialectical approach (purpose – active function, purpose – energy conservation function) one can understand the structure of an adaptive system and its evolution.

Unicist Dialectics is based on the emulation of adaptive systems, emulating the ontogenetic intelligence of nature (purpose, active principle, energy conservation principle).

Its application to human adaptive systems made the emulation of individual, institutional and social evolution possible.

To approach a reality integrated by three elements with a dualistic mind it is necessary to consider it as a dualistic integration of binary elements. To perceive dialectics it is necessary to have a high abstraction capacity.

Those who do not have the abstraction capacity consider the dialectical behavior based on observable facts of reality. They cannot differentiate essential correlations from cause-effect relations.

Individuals who have the necessary functional intelligence and the will to add value to an environment, and are able to see the double dialectics, develop two different actions to ensure results: on the one hand, they impulse action and on the other hand, they develop actions to inhibit entropy.

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.
http://www.unicist.org/repo/#Unicist

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Sell more, using the unicist universal market segmentation

The universal market segmentation describes the basic attitudes that drive individuals when they are buying. If you are able to approach each individual based on her/his basic attitude all what you are proposing will become credible.

Universal Market SegmentationThe attitude of individuals defines the first reaction of a person when a proposal is made. These segments are valid for any process where an individual is buying a product, service or idea.

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.

Such cross-cultural segments are:

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:

  1. Following the rules of a culture (when they are expanding)
  2. 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

Influent 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)

Conclusion

Take your time to grasp this segmentation because it is extremely functional. You have to consider that we all belong to one of these segments and are believable when talking with equals. Therefore it is necessary to be aware of the segments we belong to in order to avoid projecting ones attitudes on others.

Unicist Press Committee

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. http://www.unicist.org

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Alternatives to learn from the market: Copying or Recreating

The research on the conceptual structure of benchmarks, developed at The Unicist Research Institute, showed the different levels of energy consumption in the learning process involved in benchmarking and the nature of recreating versus copying.

Benchmarking UseThe objective of benchmarking is to learn from the market.

Benchmarking forces individuals to face the market and confront with the possible weaknesses of its value proposal.

The learning processes are materialized in a recreation process that allows integrating the benchmark by upgrading the value proposition at a conceptual level.

There is also the possibility of copying solutions that are not protected by intellectual property.

Recreation is energy consuming but allows overcoming the benchmark with better solutions. Copying tends towards cloning solutions which probably will be at a lower level than the benchmark but might have lower costs.

The recreation process requires apprehending the ontology of the benchmark to build a better operational solution. Creation, and also recreation, requires sound knowledge.

Ontological benchmarking requires understanding the ontological structure of the business aspects that are being compared.

It allows apprehending the nature of the activity and widening the possibilities of the expansion of the functionality of the value proposition.

Therefore, it is necessary to have the ontological structures of what is being compared. Ontological benchmarking is an energy consuming activity.

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a private global decentralized world-class research organization in the field of human adaptive systems. http://www.unicist.org

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Marketing Strategy: Every battle is won before it is fought

The unicist approach to manage the competitive triangle in business provides the information to define the possibilities of accessing a new market or specifically a new customer or client.

Unicist Competitive TriangleThe ontogenetic map of the competitive triangle has been designed to define the fundamentals to expand the boundaries of the commercial operation of a business. Sun Tzu was right.

To expand the boundaries of a business it is necessary:

  1. To generate an additional added value to the client; this implies innovation.
  2. To develop a value proposition that allows establishing a common space where the goals of the client and the provider are being integrated.
  3. To ensure a meaningful return on investment for the client.

About the competitor

Competitors are substitutes and succedanea delivered by another provider, the client itself or alternatives of the providing company that cannibalize the original value proposition.

It has to be considered that the egos of the participants of the client’s organization are also competitors.

The unicist approach to the competitive triangle generates the perception of apparent paradoxes that can only be apprehended if one is conscious of one’s buying process.

There is no doubt about the fact that the final purpose is to satisfy the clients’ needs.

A market confrontation is won by the one who is able to build a common place where the needs of the client and the value proposition fit in.

But if one considers that the building of a common space requires being complementary with the client, it is self-evident that the provider needs to propose a complementation to the buyer.

The Competitive TriangleTherefore the winner of the “contest” is not the one who is more active but the one who has a better energy conservation function (seen from the client’s point of view).

The competitor is the one who assumes the active function and fosters the installation of solutions that are considered utopian by the buyer. Innovations are not aesthetic in themselves.

There are several inferences that can be done based on the knowledge of this structure:

  1. The selling problem is simple. It just requires following the rules of a minimum strategy. What is complex is the design of a strategy based on actual business intelligence. It is necessary to know precisely which are the needs of the client and the content of the value proposition of the competitor.
  2. Innovations can only be bought if they are understood, reliable and considered necessary to produce a demanded result.
  3. While the clients appear to be looking for the most productive solutions they will buy the safest solution which might or not be the most productive. Even innovators need to rely on solutions.
  4. The competitors are the “catalysts” of the buying process. That is why competition expands markets. The existence of innovative alternative solutions proposed by the company allows building a virtual competitor, if the business is managed based on a value adding ethics. This has to be included in the attributes of the brand.
  5. If there is a virtual competitor there has to be a double action on the market, on the one hand, an innovative maximal strategy and, on the other hand, a complementary minimum strategy.

This implies that to enter a new market a company needs to establish a superior competitive alternative (star product/service) that provides an “umbrella” to the possible and complementary solutions.

The core of this approach is to have accurate business intelligence, including specific SWOT analysis, to define the marketing strategy and selling actions.

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a private global decentralized world-class research organization in the field of human adaptive systems. http://www.unicist.org

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Unicist Innovations in Marketing

The innovation of object driven marketing and object driven selling introduced by the unicist approach simplified the marketing approach based on the knowledge of the nature of segments and marketing mix and of the buying process.

This increases notoriously the results that are obtained while an enormous amount of energy is saved avoiding non-productive efforts. The following description will give the basics of the innovation.

The activities of the Unicist Confederation are expanding based on the introduction of the unicist ontology and business objects driven technologies.

The Object Driven Organization of the adaptive aspects of businesses is the technology included in all the “solutions” for business optimization.

The Confederation itself also uses business objects for its growth. These objects ensure the critical mass of the solutions it provides to the market. Business solutions require the use of driving, catalyzing and gravitational business objects.

1) The business objects are the drivers of the activity providing the solutions that generate significant energy savings and optimization of results to their users.

2) The unicist approach, including diagnoses, strategies and architectures of the solutions is the catalyst of the Confederation’s proposals.

3) The emulation of nature in business is the gravitational object that sustains the activities of the Confederation.

This approach segments the market. Basically, it can be said that the object driven approach is necessary for business expansion and convenient for business administration.

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a global decentralized world-class research organization in the field of human adaptive systems. https://www.unicist.net/marketing/wp-content/uploads/2012/06/turi.pdf

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The Unicist Standard needs to be a Rolls-Royce

Benchmarking Rolls-Royce is necessary for all those products or activities that are considered prestigious by the community and that need to sustain their seeking for perfection to achieve their credibility in the market.

In the following lines you can find the answers to the questions posed in this previous post:
http://www.unicist.net/partners-news/benchmarking-is-the-unicist-standard-a-rolls-royce/

A Rolls-Royce is an extremely prestigious car because it has extreme functionality, quality, added value and reliability.

The integration of these four extreme characteristics makes its positioning as a prestigious car possible.

The purpose of a “Rolls-Royce” is to satisfy the feeling of having achieved perfection. Perfection is considered as something that satisfies 100% the expectancy of the buyer. This means that a “Rolls-Royce” satisfies the needs of the buyer considered as an individual, as part of a group and within her/his social environment.

Every activity or product that requires perfection, in the above described sense, needs to position as a “Rolls-Royce”.  This can be frequently seen in medicine, in politics, in strategy, and in all those fields where the value added is extreme and extreme reliability is expected.

The extreme functionality mentioned above has two aspects. It has to be extremely functional as a device but also extremely functional in its operation. This implies that no one can expect a superior functionality in the market.

The need for extreme quality implies extreme quality assurance and extreme control. Thus reliability and extreme added value are sustained.

Therefore the process of Rolls-Royce building includes an extremely strict concept, its update in the field of scientific possibilities, the management of all the techniques necessary to achieve perfection and last, but not least, the necessary art to make the perfection perceivable by the community.

Rolls-Royce building and positioning is not a question of choice. It is a question of beliefs. But it needs to be said that this does not guarantee success in business.

Access the unicist standard contained in the Unicist Business Search Engine:
http://www.unicist.com/

Request more information: n.i.brown@unicist.org

Diana Belohlavek
VP Unicist Knowledge Bank

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution.

Unicist Strategy

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Functional segmentation: the driver of the Unicist Standard

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 functional segments discovered are:

-Demythologizing
-Attractive
-Conventional
-Conceptual

It is the most evident segmentation of the Unicist Standard.

Access this book at:
http://www.unicist.com/catalogue/introduction-unicist-market-segmentation-p-38.html

The content of this book is included in the Unicist Business Search Engine.

You can find information on the Unicist Standard  in the Unicist Business Search Engine: http://www.unicist.com

Request more information: n.i.brown@unicist.org

Your comments are welcome.

Martin Alvaro
Marketing Manager

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity sciences applied to individual, institutional and social evolution.

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