The new stage in marketing: Commercial Objects Driven Marketing


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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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