The Unicist Approach to Marketing (B2B) 


Unicist Marketing

The Unicist Standard provides the unicist unified field method to manage the unified field of marketing to ensure the achievement of results.
The discovery that the concepts people have in their long-term memory drive their actions and that the conceptual short-term memory triggers perception, drove marketing to a superior level. Unicist marketing is on the one hand an approach to the concepts and fundamentals that underlie products/services and drive buying decisions. On the other hand, it is an approach to the roots of buying processes, which requires using the unicist conceptual segmentation to define operational customer profiles. It uses commercial, semantic, semiotic and branding objects to influence buying decisions. The unicist unified field method defines the steps to diagnose, build solutions and develop pilot tests to ensure the results of marketing processes.

 

For Innovative and Differentiated B2B Products and Services

Human actions are driven by the concepts and fundamentals they have.

This implies that the concept and fundamentals an individual has, when a value proposition is made, defines the possibility of a product to be included in the buying decision process.

That is why the conceptual segmentation defines the context in which a value proposition is meaningful.

The knowledge of the concepts and fundamentals that underlie the products/services that are being marketed is necessary in order to manage the root causes of marketing processes.

It requires using the conceptual segmentation of buyers and being able to develop a first-choice strategy in marketing, in order to position these products/services in a way that they are the first choice of a segment or of multiple segments.

The Use of Objects in Unicist Marketing

The Unicist Marketing Technology integrates marketing objects in the commercial processes in order to generate the critical mass that is necessary to trigger buyers’ decisions.

This technology is based on developing segmented objects according to the profiles that have been developed using conceptual segmentation, relationship segmentation, institutional segmentation and brand power segmentation.

Some of the companies that use business objects 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.

The use of Commercial Objects

Unicist commercial objects are adaptive systems that have been developed to install ideas in the mind of the potential customers. This implies that the commercial objects have been designed based on a true knowledge of the segment that is being approached.

The use of Semantic Objects

Semantic objects are linguistics communications, in written or verbal format, that have the power to install meaningful knowledge in the long-term memory of an individual. They are based on messages that use figurative communication to build meaningful knowledge.

The use of Semiotic Objects

Semiotic marketing objects have been developed to guide buying processes. They allow guiding the buying process, opening the pre-concepts of potential buyers in order to establish empty spaces that can be occupied by the buying decision.

The use of Branding Objects

The purpose of a branding object is to foster an unidentified buying intention (goodwill) in the mind of the potential buyer. Their purpose will have been achieved when the potential buyers enter into a comfort zone where the commercial objects can work smoothly.

First-Choice Strategy in Marketing

Two things need to be managed to develop marketing action that drive products or services to be perceived as the first choice in the buying decision process.

1) Human actions are driven by the concepts and fundamentals they have. This implies that the concept and fundamentals an individual has when a value proposition is made, defines the possibility of a product to be included in the buying decision process. That is why the conceptual segmentation defines the environment where a value proposition is meaningful.

2) Buying decision always include alternatives. When it seems that there are no alternative proposals, not buying is the unavoidable alternative. When these alternatives are compared, the potential buyer chooses one among the rest, which is the first choice in the decision process. If the process can be fulfilled, the buying action ends. But if there appear objections that cannot be overcome, the potential buyer chooses another alternative, leaving aside the one s/he had chosen. This new alternative is then the first choice for the buyer and this process continues until the buying action concludes or is aborted.

This means that Unicist Root Cause Marketing requires knowing and managing the concepts and fundamentals that underlie the products/services that are being marketed, knowing the conceptual segmentation of buyers and being able to develop a first-choice strategy in marketing that allows positioning the products in a way that they are the first choice of some segment.

The Concept of First-Choice Strategy

The purpose of a first-choice strategy is to achieve the perception that a superior subjective value is being proposed. This superiority needs to be proven through the differentiation of the value propositions and confirmed through the satisfaction of the needs of the client.

It is a segmented approach to the market because it requires finding the segments where the first choice is feasible. In marketing it is rare to find products or services that have a universal first-choice position.

It requires knowing the functionality of the products or services and being aware of the needs that can be satisfied in each segment.

The differentiation can be conceptual, functional or operational. In the field of commoditized or hygienic products or services, the differentiation can be given by the price of the propositions.

Levels of First-Choice Strategies in Marketing

Four levels of first-choice strategy have been identified. They define the power of the critical mass of the value propositions. The critical mass defines the possibilities of success of the value propositions that depend on the differentiation and need satisfaction.

The first-choice strategies of competitors define the level of strategy that is required. These levels are:

  1. Conceptual value based
  2. Usability value based
  3. Functional value based
  4. Subjective value based

Conceptual value based

This first-choice strategy is based on the knowledge of the concepts and fundamentals that underlie the value propositions that are made and the concepts and fundamentals of the segments of the market that are being approached.

The structure of these concepts and their fundamentals define the perception of the potential customers and defines the interests that can be stimulated by making a consistent approach to the segments.

This level is based on the satisfaction of structural and latent needs. It requires having a product oriented organization.

Usability value based

This level includes the preceding level, which means that the concepts and fundamentals need to be known to move to this superior level.

It is based on the satisfaction of urgent needs, which generates a perception of benefits that allows awakening interests based on the usability of the products or services. It needs to transform the functional concepts of products into operational concepts that allow managing their usability.

This level is based on the satisfaction of urgent needs. It requires having a professionalized organization.

Functional value based

This level includes the preceding level, which implies that the satisfaction of the structural, latent and urgent needs has been or can be achieved.

It is based on the differentiated attributes of the products or services and their price-value relationship. It is a fully maximal strategy dependent level, which means that there is a notorious differentiated added value to the segments or market.

This level is based on the differentiated product or service attributes and the price-value differentiation. It requires having a consistent industry oriented organization.

Subjective value based

This level includes the preceding level, which implies that the needs of the market or segments can be satisfied and that the products or services have brand attributes that allow influencing the market.

It is based on the differentiated attributes of the organization and of the products or services that is materialized in a notorious operational differentiation of the value propositions.

It is the upmost level of first-choice strategies that requires having a consistent market oriented organization.

Unicist B2B Market Segmentation

The Unicist B2B Market Segmentation model includes three central segmentations that define the context of the buying process which are: the conceptual segmentation, the relationship segmentation and the institutional segmentation. It also includes the brand power segmentation that works as a catalyst of the B2B buying processes.

Conceptual Segmentation

The conceptual segmentation defines the core attributes of value propositions and is the segmentation where the marketing processes begin and end. It deals with the need satisfaction generated by the value propositions and their differentiation.

Relationship Segmentation

The relationship segmentation defines the influence a provider has or might have on a potential customers or clients. It is defined by the complementary attributes with the client that reinforce the value proposition, the empathic attributes that allow building the necessary personal relationships and the influential attitudes that include both functional and subjective aspects.

Institutional Segmentation

The institutional segmentation sustains the credibility of buyers and providers. It establishes the compatibility between the roles of both parts and allows defining when there is a true possibility of building up a business.

Brand Power Segmentation

The brand power segmentation works as a catalyst of the B2B marketing processes. Brand power is a basic condition to sustain marketing. The absence of brand power transforms any value proposition into a marginal proposal.

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