ConceptFRAMEWORK

Sector triptych

portability test

The sector triptych is this curriculum's portability test: which marketing laws travel to a new sector, and in what state do they arrive? Per law there are three outcomes. Replicated: the law is confirmed in this sector with its own data and may serve as foundation. Thin: the evidence is scarce or indirect, so the law counts as a hypothesis under heightened watchfulness. Boundary conditions: the law works only within identifiable conditions, such as repeat purchase or low involvement. The triptych prevents the two classic errors: blindly copying FMCG recipes, and just as blindly declaring one's own sector unique.

Covered in

M1-01 The Portability Test — Which Laws Travel and Which Do NotCore lecturestill locked

M1-06 Churn, Retention and the Leaky Bucketstill locked

M1-08 Double Jeopardy in Banking and Insurancestill locked

M1-11 Long Cycles, Long Memories — Automotive Buying Behaviourstill locked

M1-13 The Grudge Purchase — Marketing a Commoditystill locked

M1-15 Do the Laws Survive the Prescription Pad?still locked

M1-17 Choosing Care — Insurers, Hospitals and the Annual Switchstill locked

M1-18 The Retailer as Brand — Shopper Lawsstill locked

M1-20 The Sector Test as Methodstill locked

Related concepts

FMCG Double jeopardy

Sources

Jenni Romaniuk & Byron Sharp (2022)

Machine-written definition; editorial curation in progress.