Conceptual Marketing


Unicist Corporation

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Unicist Corporation

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A Functionalist Approach to Marketing

Unicist Conceptual Marketing is a customer focused approach. It seems redundant with the definition of marketing but in the real world there are different perspectives:

  1. The perspective of marketing products that satisfy customer needs
  2. The perspective of satisfying needs by developing and marketing products

Both perspectives include the same elements but with different levels of priority. That is why the unicist approach to marketing considers each segment, that represents individual customers, as a universe where the needs can be understood and satisfied.

It can be said that the brand power that sustains value propositions is integrated by the product and the institutional brands of a provider. The brand power works as a universal catalyst, that establishes the restricted context of operation to catalyze marketing processes.

Developing Unicist Conceptual Marketing implies beginning with the customer:

  1. All begins by defining the customers, their segments, and their profiles to be able to define the necessary marketing strategies that address them in the most effective way.

  2. Then it is necessary to define the marketing model that fits with the approach to customers, with the product, the maturity of the markets, the level of innovation and the actions of the competitors.

  3. Then it is necessary to define the binary actions that allow integrating maximal and minimum strategies to ensure results, which are sustained by marketing and catalyzing objects.

  4. The final stage is establishing the adequate competitive strategy that allows approaching the customers ensuring being perceived as a first choice.

  5. The understanding of the functionality of data-based AI and fundamentals-based AI will provide you the necessary information to define when you can take advantage of the use of artificial intelligence.

You have also access to the Unicist Functional Designer to develop First Choice Marketing which allows you to experience the use of this technology. https://www.unicist-systems.com/

Unicist Press Committee

NOTE: The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution.

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Conceptual Marketing in the 4IR

Marketing takes place in the mind of the potential buyer. Therefore, it is necessary to know how the buying process works before a marketing strategy can be defined.

The discovery that the concepts people have stored in their long-term memory drive their actions, allowed developing a conceptual segmentation model that permits finding the buying arguments and developing the complementary selling arguments to drive buying decisions.

Concepts define the root causes of buying processes and also drove to the development of marketing objects and catalyzing objects to drive buying decisions using binary actions.

Conceptual segmentation gives access to the buying argument of potential clients and allows defining clusters that increase notoriously marketing effectiveness. The use of marketing objects and catalysts allows building an empty space in the market and ensuring the functionality of binary actions to influence buying decisions.

Conceptual Marketing became significant with the appearance of the technologies of the 4th Industrial Revolution. Although Conceptual Marketing is extremely effective in all marketing processes, it is unavoidable when it is possible to use the tools of the 4IR.

Some of the companies that use business objects and catalysts are: Airbus, Amazon, Apple, BBC, Boeing, Dassault Systemes, Dupont, Ericsson, Facebook, General Electric, Google, Hilton, Honda, Hyundai, LinkedIn, Lufthansa, Mapfre, Mayo Clinic, Michelin, Novartis, Open Text, P&G, Pfizer, SAP, Siemens, Tata Motors, Toyota, Unilever, Walmart, Walt Disney World and Youtube.

Martin Alvaro

NOTE: The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution.

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