The unicist root cause 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.
Both the basic researches that sustain the unicist B2B segmentation model and the applied researches developing the specific applications were developed at The Unicist Research Institute. (Access here) They are provided as Technologies as a Service (TaaS).
• The discovery of the ontogenetic intelligence of nature allowed discovering the concepts that underlie natural and artificial adaptive entities and explain their evolution. It provided the basics for secure strategy building and for the management of the root causes of things.
• The discovery of the triadic functionality of human conscious intelligence allowed emulating nature to develop strategies to influence the environment. It provided the basics to understand and influence individual actions.
• The discovery of the triadic functionality of collective intelligence allowed understanding the evolution of groups, institutions and societies. It provided the basics to understand and influence social behavior.
These basics sustain the emulation of the concepts and fundamentals of an adaptive environment that allow managing its root causes and the development of unicist strategies to ensure the generation of results.
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 unicist marketing technologies have been developed at The Unicist Research Institute to manage the root-causes of buying processes. Unicist Root Cause Marketing is an approach based on the use of business objects and the unicist segmentation.
Buying decisions are driven by the concepts individuals have. That is why buying decision are driven by the instantaneous actions of the Conceptual Short-Term Memory that use the information stored as a concept in the long-term memory.
While new markets are being researched, the unicist segmentation model is only applied to the markets where their conceptual structures have been discovered. It has to be considered that the conceptual segmentation defines the nature of the business and establishes the starting point of the segmentation and profiling model.
These main markets are:
Automobile • Food • Mass consumption • Financial • Insurance • Sports and social institutions • Information Technology (IT) • Communications • Perishable goods • Mass media • Direct sales • Industrial commodities • Agribusiness • Healthcare • Pharmaceutical • Oil and Gas • Chemical • Paints • Education • Services • Commerce and distribution • Mining • Timber • Apparel • Passenger transportation –land, sea and air • Tourism • Cargo transportation • Professional services • e-market • Entertainment and show-business • Advertising • Gastronomic • Hotel-management • Credit card • Real estate • Fishing • Publishing • Industrial Equipment • Construction and Engineering • Bike, motorbike, scooter and moped • Sporting goods
Country archetypes developed:
• Algeria • Argentina • Australia • Austria • Belarus • Belgium • Bolivia • Brazil • Cambodia • Canada • Chile • China • Colombia • Costa Rica • Croatia • Cuba • Czech Republic • Denmark • Ecuador • Egypt • Finland • France • Georgia • Germany • Honduras • Hungary • India • Iran • Iraq • Ireland • Israel • Italy • Japan • Jordan • Libya • Malaysia • Mexico • Morocco • Netherlands • New Zealand • Nicaragua • Norway • Pakistan • Panama • Paraguay • Peru • Philippines • Poland • Portugal • Romania • Russia • Saudi Arabia • Serbia • Singapore • Slovakia • South Africa • Spain • Sweden • Switzerland • Syria • Thailand • Tunisia • Turkey • Ukraine • United Arab Emirates • United Kingdom • United States • Uruguay • Venezuela • Vietnam
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.
Its development demanded more than two decades and the final solution was triggered, 5 years ago, by the development of the social critical mass that defines the success of social and business actions. This development was based on multiple B2B marketing experiences beginning with Diners in 1981.
The unicist B2B market segmentation defines the segments of potential buyers and their relationship with the segments of the providers to select the approach that needs to be used to define the possibility of business and its probability of success.
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.
The desirability of the value propositions is given by the subjective differentiation, which includes the differentiation of the use value and the competitive advantage.
The consistency of the value propositions is established by the objective differentiation that is defined both by a functional differentiation and by a price differentiation. The technological differentiation is what establishes the background of the conceptual 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.
The competitive attributes of the provider supplement the position of the buyers and empower the value propositions. The types of relationships define the actions that are needed to sustain the critical mass of a B2B marketing process.
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.
It is defined by the market orientation of the provider, the reliability attributes that define the focus of the value propositions, the trustability attributes that define the influence that can be exerted and the functional evidences that prove the validity of the positioning.
The market orientation is materialized by the implicit promises implicit in the provider’s value propositions.
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.
It is defined by the influential power attributes, which drive the constructive power of a company, the power denotation attributes that define the recognized attributes of the brand, the power connotation attributes that define the implicit values and the dissuasion power attributes that define the slope of the influence of the brand.
The brand-power works as a catalyst when the brand of the provider is influential and works as an inhibitor when the influence of the buyers supersedes the influence of the suppliers.
The integration of unicist segmentation and profiles allows defining predictors that can be used as an input for big data analytics. The use of intelligent tools allows confirming the accuracy of the market information and expanding the boundaries of the marketing actions. The integration process is managed by Think Tanks organized with the participation of the clients.
The Unicist Technology is based on the use of the operational concepts that are defined by the unicist segmentation. This allows using segmented marketing and objects to expand markets. It is the natural complement for Big Data Analytics. It increases significantly the reliability of the commercial results by managing each segment as a universe itself.
The information of the structure of the concepts and fundamentals included in this library allows managing the root causes of business functions.
The root cause library is based on more than 5,000 researches developed at The Unicist Research Institute.
It provides the knowledge objects, concepts and fundamentals to build business solutions including strategies, processes, roles and business objects.
We invite you to participate in a micro-clinic or webinar to learn about the unicist approach to root causes in marketing. The unicist approach to root cause management is based on the discovery that concepts drive human actions and define the root causes of problems, which allows developing structural business solutions. They allow defining what is possible to be achieved and building the necessary business objects to make it happen.