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.
The Unicist Approach to B2C
The Unicist Marketing is an approach based on the use of marketing objects and the unicist segmentation. These marketing technologies have been developed at The Unicist Research Institute to manage the root causes of buying processes.
In Unicist Marketing, each segment is considered a “Universe”. This approach increases the marketing effectiveness, accelerates the buying processes and saves energy. The use of marketing objects produces basically three noticeable effects:
- They allow having the necessary critical mass to trigger the buying process.
- They accelerate the marketing process by shortening the time between the marketing stimuli and the buying action.
- The use of marketing objects saves energy in the marketing process, which makes it more efficient.
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 Root Causes of Buying Processes
The reaction to any stimulus is based on an instantaneous projection of the pre-concept individuals have in their long-term memory (LTM) that is triggered by the conceptual short-term memory.
The knowledge of the fact that concepts work as behavioral objects, allowed defining a universal segmentation model for buying processes.
Behind any buying decision there is a “Hard” need that establishes the wide context, a Lifestyle that establishes the restricted context and a Behavioral Segmentation that is integrated by a conceptual, a functional and a psychological segmentation to define the target of a communication.
The unicist marketing approach is based on the unicist conceptual segmentation model that allows managing the influence of the Conceptual Short-Term Memory (CSTM) that triggers all buying processes.
It is based on the fundamentals that drive the expansion of markets defined by the influential market propositions, the aesthetics of their benefit and their credibility.
On the other hand, it deals with the first-choice positioning by managing the subjective value, the differentiation and the need satisfaction of the value propositions.
The unicist standard of the fundamentals, necessary to achieve results, needs to be known.
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:
- Conceptual value based
- Usability value based
- Functional value based
- 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 Object Driven Marketing
The Unicist Object driven Marketing empowers the adaptiveness of marketing processes. It has been developed to include the use of objects in the buying process in order to ensure its critical mass.
These objects produce basically three noticeable effects:
- They allow having the necessary critical mass to trigger the buying process.
- They accelerate the marketing process, which shortens the time between the marketing stimuli and the buying action.
- Saving energy in the marketing process which makes it more efficient.
There are 8 central aspects that sustain the use of Unicist Object Driven Marketing technologies to foster market expansion. Unicist Object Driven Marketing is supported by the use of commercial objects, semantic objects, semiotic objects and functional, psychological, conceptual and lifestyle segmentations as well as adaptive CRMs.
Unicist commercial objects are adaptive systems that have been developed to install ideas in the mind of the potential customers. This implies that they are designed to sustain the marketing process of products and services that are being proposed and not just respond to the demand of a market.
2) Unicist 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. Semantic objects are “adaptive systems” based on messages that use figurative communication to build meaningful knowledge.
3) Unicist Semiotic Objects
Unicist semiosis is integrated by the existence of a semiotic object, an interpretant that defines what is signified and a representamen, representing the signifier. The purpose of a Unicist semiosis process is to define a semiotic object that can be used as what underlies a sign to stimulate predefined actions.
4) Unicist Branding Objects
The purpose of a branding object is to foster an unidentified buying intention (goodwill) in the mind of the potential buyer. Brand power is the catalyst of the drivers of the marketing mix (catalysts are not part of a system). The purpose of the branding objects will have been achieved when the potential buyers enter into a comfort zone where the commercial objects can work smoothly.
5) Functional Segmentation
Functionality is defined as the capacity of something to fill an individual’s need. Functionality is homologous to aesthetics. When talking about functionality we refer to the perceived functionality which defines what we call the hard segmentation.
6) Psychological Segmentation
It is the segmentation that defines the type of relation an individual has with a product/service. An individual adapts to reality within limits. Psychology establishes the limits of an individual’s context.
7) Conceptual Market Segmentation
The conceptual market segmentation describes the nature of a product as perceived by the market. Conceptual market segmentation describes the concept implicit in a product or service, which means understanding the nature of what is being bought defined by the purpose, the active function and the energy conservation function of the product’s functionality.
8) Lifestyle Segmentation
Lifestyle segmentation underlies human behavior. They establish the parameters of normality and the “ethical mask” of a society. Describing the lifestyles of a country permits establishing the limits within which segmentations can work.