8/29/2016

The4C'sversusthe4P'sofMarketing

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TheC'andP'ofMarketing|What'theDiff?
Oct19,2012
RoMcClean

Manpeoplewhohavetakena
marketingcourehavelearnedaout
the"4P'"ofmarketing.AreProduct,
Price,PlaceandPromotionelementof
thimarketingformulaomethingfrom
thepat?

The4C'veruthe4P'ofMarketing.
Arethe4P'outdated?
Tweetthi

oLauterorn,profeorofadvertiingat
theUniveritofNorthCarolinahatrackedtheucceofnewproductintroducedintothe
U..Accordingtoo,80percentofnewproductfaileachear.Withuchahighfailurerate,
onotethatomethingin'tworkingwithour"mindet".HewanttoreplacetheFourP'
withhiFourC'.

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The4C'sversusthe4P'sofMarketing

Conumerwantandneed(v.Product)
Youcan'tdevelopproductandthentrtoellthemtoamamarket.Youhavetotud
conumerwantandneedandthenattractconumeroneonewithomethingeachone
want.AuthorofthemovieFieldofDream,J.P.Cancillamahaveexcluiverighttothephrae
"uilditandthewillcome".Inmotcae,ouhavetofindoutwhatpeoplewantandthen
"uild"itforthem,theirwa.

Cottoatif(v.Price)
Youhavetorealizethatprice-meauredindollar-ionepartofthecottoatif.If
ouellhamurger,forexample,ouhavetoconiderthecotofdrivingtoourretaurant,
thecotofconcienceofeatingmeat,etc.Oneofthemotdifficultplacetoeintheuine
worlditheretailerellingatthelowetprice.Ifoureltrictlonpricetocompeteouare
vulneraletocompetition-inthelongterm.

Conveniencetou(v.Place)
Youmutthinkofconveniencetouinteadofplace.Youhavetoknowhoweachuet
ofthemarketprefertou-ontheInternet,fromacatalogue,onthephone,uingcredit
card,etc.Landndclothing,AmazonookandDellComputerarejutafewuineewho
doverwellovertheInternet.

Communication(v.Promotion)
Youhavetoconiderthecommunicationinteadofpromotion.Promotionimanipulative
(ouch!)-it'fromtheeller.Communicationrequireagiveandtakeetweentheuerand
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SignMeUp!
eller(that'nicer).ecreativeandoucanmakeanadvertiing"interactive".Uephone
numer,ourweiteaddre,etc.tohelphere.Andlitentoourcutomerwhentheare
"with"ou.
Developingarandtakeintoaccounttheeconideration.Developingarandidevelopinga
promie.Whenoutakeintoconiderationthe"4C'"notedaoveouegintheproceof
developingarand!CutomFitOnlinefollowthe"4C'"approachwhendevelopingtrategfor
ourclient.Theeprincipalcanaloeappliedonline.

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Howdoetheconceptofthe4'fitintoouruinetrategicplanning?Canoualo
appltheetotheonlineworld...includingweitedeignanddevelopmentandtheocialmedia
pace?Pleaefeelfreetoaddourcomment,quetionoruggetionelow.

AndwhileouatitwhnotucrietoouremailnewletterorourRfeedformorearticle
delivereddirectltoouremailinoxorRreader?It'freeandwe'llloveoutoitfor
followingu!
R LATDARTICL
5TipforRunninguccefulFaceookPromotionalCampaign(15%)
HowMuchhouldaWeiteCot?(15%)
topMarketing&tartLovingYourFanforLoalt(8%)
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2Comments

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Jointhediscussion
JenniferKurtz2monthsago

AllfourarethekeytothesuccessbutIthinkpromotionshouldbeatthetop.Aftertheproduct
isdesigned,pricedandtargetmarketisselected,thencomestherealmarketingstrategies
howtosellit.

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customfitonline

Mod >JenniferKurtz 2monthsago

ThanksforyourcommentJennifer.Promotionisobviouslyakeypartofthe4Psbutif
youdon'thaveyourProduct,Price,andPlacedefinedandaddressedthePromotion
componentwon'twork!

Reply Share

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