Unicist conceptual market segmentation is the integration of the drivers that influence buyers or consumers when deciding what to buy, or what to do.
The unicist market segmentation is a conceptual model that allows understanding the functionality of marketing strategies. It fosters the use of global strategies but local applications through the understanding of the nature of a market or culture.
The Unicist B2C Segmentation includes:
A) The Hard Segmentation defines the objective boundaries of the segments based on the characteristics and features of the product/service. This segmentation works as the gravitational force of a specific segment.
B) The Lifestyle Segmentation defines the segments of the context where a marketing action occurs. It works as a catalyst or inhibitor of the behavior of the market segments.
C) The Market Segmentation allows defining segments and is the input for developing customer profiles in the B2C business, which includes:
- Functional Segmentation
- Psychological Segmentation
- Conceptual Segmentation
The integration of these three segmentations defines the unicist conceptual market segmentation. It permits the development of accurate market segmentations that ensure marketing results.
The unicist conceptual market segmentation lays the grounding for structural marketing. It provides the necessary information to design the concepts of product positioning and marketing campaigns.
Socio-economic segments define the operational structure and the limits of the price elasticity of demand. Unicist market segmentation can be used with no further adjustment to B2B and E2E markets.
Segments are constantly moving. The more emotion-driven they are, the more and faster they move.
Rationality-driven segments are stable and move slowly fostered by new technologies, competitors’ actions, and changes of habits.
These movements can be monitored using the unicist marketing tools and anticipated using the unicist ontological approach. This approach significantly increases the accuracy of market segmentation and the consequent marketing actions.
This segmentation approach is necessary when dealing with innovation and differentiation. It is hygienic in the field of functional non-differentiated goods or services and commodities.
