Unicist Functionalist Approach

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The Use of Binary Actions in Marketing


The use of binary actions allows influencing the drivers of the customers’ buying decisions. The research on the functionality of human intelligence, developed at The Unicist Research Institute, allowed demonstrating that people’s actions are driven by the concepts they have in their mind. This led to the development of unicist marketing strategies that use conceptual marketing technologies.

Conceptual marketing is based on managing the root causes of buying processes and the use of binary actions, catalysts, and marketing objects to influence and accelerate buying decisions.

This is synthesized in the marketing strategies that are based on the products or services that are being marketed, on the development of competitive strategies -based on the market and the competitors- and on the unicist conceptual segmentation that allows defining profiles and market clusters. The use of these marketing strategies increases notoriously marketing effectiveness using binary actions, catalysts and marketing objects.

About Binary Actions

Binary actions (UBAs) are two synchronized actions that aim at the same purpose to expand markets while they ensure their results. Therefore, influencing customers requires using unicist binary actions that include the drivers and catalysts of buying processes. The unicist conceptual marketing approach uses binary actions based on the root causes of buying processes, which are influenced using catalysts.

Binary actions ensure fluent communication. Their use allows emulating the structure of buying processes to manage their dynamics and evolution.

Some examples will help to grasp the idea:

  1. The active function and the energy conservation function of the intelligence of a tree drive its growth and survival.
  2. Lift and propulsion make airplanes take-off and fly.
  3. The cover and the back-cover define the functionality of the packaging of a book.
  4. The music and the lyrics of a song define its aesthetics.

Binary actions in marketing:

As it was mentioned, binary actions are two synchronized actions that aim at a unique purpose. To generate results, the synchronicity of binary actions requires beginning with UBAa, which open boundaries, and then developing UBAb that ensure results.

Here you can find examples of binary actions in marketing:

  • Empathy (UBAa) + Sympathy (UBAb) = Commercial Influence
  • Latent Needs Satisfaction (UBAa) + Urgent Needs Satisfaction (UBAb) = Sales
  • Marketing (UBAa) + Sales (UBAb) = New Customers
  • Buying Argument (UBAa) + Selling Argument (UBAb) = Complementation
  • Aesthetics (UBAa) + Credibility (UBAb) = Desirability
  • Brand (UBAa) + Product Differentiation (UBAb) = First Choice Positioning

The Template to manage Binary Actions

The definition and use of specific binary actions require having in mind the concepts and the generic binary actions that need to be developed and their synchronicity.

This process is simplified using the “Guiding Idea Template” that is developed based on the synthetic ontogenetic map of the project that is being managed.

As an example, you will find the guiding idea of bestsellers and the access to its description at:
https://www.unicist.net/marketing/the-unicist-functional-design-of-bestsellers/

This guiding idea includes the description of the concept and the description of the basic binary actions that need to be developed. This guiding idea needs to be transformed into synchronic action processes to achieve the objectives that have been established.

Every person who manages the functionality of processes needs to develop the conceptual guiding idea of what is being done with the people who participate to confirm that the actions are aligned and synchronic. It ensures the generation of value and minimizes entropy. The participation in the design of the guiding idea ensures that all the officers involved in a project have the same concept of what needs to be done.

The success of sustainable marketing fully depends on the use of binary actions that include catalysts. Learn more

Unicist Press Committee

NOTE: Since 1976, The Unicist Research Institute (TURI) is a world leading research organization in its segment. https://www.unicist.org/turi.pdf

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