Unicist Conceptual Marketing


About the Conceptual Short-Term Memory (CSTM)

It has to be considered that any value proposition made to a person is recognized by the Conceptual Short-Term Memory (CSTM) that uses the concepts stored in the Long-Term Memory (LTM). Therefore, the marketing actions that are based on conceptual segmentation increase notoriously their effectiveness.

Unicist Conceptual Marketing

The unicist marketing technologies have been developed at The Unicist Research Institute to manage the root causes of buying processes.

Unicist Conceptual Marketing is an approach based on the use of business objects and the unicist segmentation.

Buying decisions are driven by the concepts individuals have. That is why buying decision are driven by the instantaneous actions of the Conceptual Short-Term Memory that use the information stored as a concept in the long-term memory.

The unicist root cause marketing includes:

Unicist Marketing Strategy: to define the short-term and long-term segmented strategies, including both maximal strategies to grow and minimum strategies to sustain the customer base.

Unicist Root Causes of Buying Processes: to define the root drivers of buying processes, including the conceptual and the functional and psychological drivers.

Maximal & Minimum Marketing Actions: to define the actions and their synchronicity that need to be developed in order to have a critical mass in buying decisions.

Unicist Conceptual Design Groups: to define the concepts that drive the actions of the different segments of the market and define the segmented proposals and actions to be developed.

Benefits of the Unicist Conceptual Marketing:
• Increase of marketing effectiveness

Peter Belohlavek

NOTE: The Unicist Research Institute has been, since 1976, the pioneer in complexity science research to deal with adaptive entities and became a private global decentralized leading research organization in the field of adaptive systems and environments. It was one of the precursors of the Industry 4.0 concept

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Root Cause Management applied to Marketing

It has to be considered that any value proposition made to a person is recognized by the Conceptual Short-Term Memory (CSTM) that uses the concepts stored in the Long-Term Memory (LTM). Therefore, the marketing actions that are based on conceptual segmentation increase notoriously their effectiveness.

The unicist marketing technologies have been developed at The Unicist Research Institute to manage the root causes of buying processes. Unicist Conceptual Marketing is an approach based on the use of business objects and the unicist segmentation.

Buying decisions are driven by the concepts individuals have. That is why buying decision are driven by the instantaneous actions of the Conceptual Short-Term Memory that use the information stored as a concept in the long-term memory. The unicist approach to marketing includes:

Unicist Marketing Strategy: to define the short-term and long-term segmented strategies, both maximal strategies to grow and minimum strategies to sustain the customer base.

Unicist Root Causes of Buying Processes: to define the root drivers of buying processes including the conceptual and the functional and psychological drivers.

Maximal & Minimum Marketing Actions: to define the actions and their synchronicity that need to be developed in order to have a critical mass in buying decisions.

Unicist Conceptual Design Groups: to define the concepts that drive the actions of the different segments of the market and define the segmented proposals and actions to be developed.

Unicist Press Committee

NOTE: The Unicist Research Institute (TURI) has been, since 1976, the pioneer in the research of complexity where the roots of evolution and the structure of concepts were discovered. In the business world, TURI developed a Solution Bank based on the structures of concepts, which define the nature of business functions that allow managing the root causes of problems and the root drivers of solutions.
https://www.unicist.org/turi.pdf

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Mindsets in the B2B Marketing of Management Technologies

A mindset is a pre-concept that establishes a decision framework that avoids personal risks. Mindsets are built upon actual successful experiences that are stored in the long-term memory of individuals. There are specific mindsets that deal with business problem solving and social mindsets that establish the framework of personal interaction.

Mindsets in Management

The mindsets in management are defined by the fundamentals that drive management decisions.  Decision makers are:

  • Solution driven
  • Problem solving driven
  • Technology driven
  • Power driven

Expansive management is driven by complex problem solving and the necessary systems to build the expansion. Contractive management is driven by simple problem solving and the use of tools to simplify the work.

B2B Marketing of Management Technologies

The mindsets provide the framework that allows triggering the automatic responses of the Conceptual Short-Term Memory in buying processes. These mindsets trigger functional decisions when the external environment remains unchanged. They are dysfunctional in changing environments.

The structure of business management defines the different mindsets that are needed to manage the B2B marketing of business solutions. The understanding of the basic functionality of the mindset is needed to know where the solutions fit it:

  • Operational Mindset – Is necessary to deal with functional operations.
  • Technical Mindset – Is necessary to deal with hard technologies.
  • Systemic (Cause-Effect) Mindset – Is necessary to organize processes.
  • Root-Cause Mindset – Is necessary to improve processes and develop strategies.

B2B marketing requires considering the mindset of the sponsors, users, gatekeepers and the decision makers to make adequate proposals. The institutional brand attributes need to fit into the social mindset of the potential buyers while the product brand attributes have to be consistent with the specific mindsets.

These mindsets define the restricted context of the B2B segmentation to be used.  The marketing process of management solutions is catalyzed by the institutional and product brands and is inhibited when the mindsets are disregarded.

Diana Belohlavek

NOTE: The Unicist Research Institute (TURI) has been, since 1976, the pioneer in the research of complexity where the roots of evolution and the structure of concepts were discovered. In the business world, TURI developed a Solution Bank based on the structures of concepts, which define the nature of business functions that allow managing the root-causes of problems and the root-drivers of solutions. https://www.unicist.org/turi.pdf

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