The discovery that the concepts underlying buying arguments drive purchasing decisions, and that the comfort zones of buyers either catalyze or inhibit them, has made a causal approach to marketing possible. This has enhanced the value of marketing and market intelligence.

Unicist marketing ontologies are a specialty of unicist business ontologists. Their objective is to manage the nature of marketing processes, defined by their functionality. They address marketing processes to uncover the concepts underlying buying decisions, the comfort zones that define the framework of marketing processes, and the institutional values that drive B2B marketing and sustain the brand in B2C processes to ensure their effectiveness.

The activity of unicist marketing ontologies involves identifying the root causes of the functionality of marketing processes through their participation in these processes.

The causal approach to marketing requires an understanding of the root causes of buying decisions, which are based on the concepts people hold in their minds and the framework of the marketing processes.

In B2C processes, this entails identifying the concepts underlying buying arguments and the comfort zone that defines the framework of users’ experiences.

In B2C marketing, it also includes establishing the institutional framework that sets the necessary asymmetric and symmetric relationships.

Unicist marketing ontologists need to access the roots of buying decisions, which involve understanding the extrinsic functionality of products and services in each market segment defined by comfort zones, and the catalysts needed to open possibilities and close sales.

Depending on the type of business, product, or market, their work can be supported by any of the following technologies:

1. Unicist ontological reverse engineering to find the functionalist principles and binary actions that apply to a specific product, service, and market.
2. Unicist ontological reverse engineering to identify the concepts underlying buying decisions and the comfort zones that define their framework, based on the development of pilot markets.
3. User experience studies to confirm the validity of the identified concepts.
4. The use of semiotic groups to identify the clusters of comfort zones in the market.
5. The use of the Unicist Conceptual Designer to design products/services, develop marketing processes, catalysts, and marketing objects.
6. The use of available market information to uncover underlying functionalist structures, including existing data developed through quantitative research, qualitative studies, focus groups, etc.

Synthesis

Unicist Marketing Ontologists are individuals interested in identifying the roots of marketing processes to enhance their effectiveness. They aim to add value to the market and increase the value of the products they handle.

Accessing the root causes involves uncovering the know-why that underlies the actions and opinions of the participants in marketing processes. Their core work consists of discovering the functionalist principles that drive buying decisions and the binary actions that enable these decisions.

The ultimate responsibility of unicist marketing ontologists is to ensure the quality of marketing processes, measured in terms of their effectiveness.

You can learn how to manage unicist marketing ontology by using the Multilingual Unicist Virtual Advisor

The Unicist Research Institute