4C Marketing

The 4C’s correspond to an evolution of 4P’s was proposed in the 1990s by Robert Lauterborn and since perfected by Philip Kotler himself.

The 4Cs correspond to:
– C ustomer needs 
– C onvenience of buying 
– C ost to satisfy 
– C ommunication 

The 4P’s verses the 4C’s are discussed below: The 4Cs do not fundamentally question the logic of the 4P’s history, but they were created to emphasize more explicitly the customer focus in relation to marketing. 

Normally the 4P mix was used, and is probably sometimes a little forgotten. However, the transition from the 4P to the 4C also makes it possible to take into account the changing context of the consumer society (role of experience, and the digitalization of society, etc.).

1. The transition from the concept of “Product” to that of needs “Customer needs” reflects the concept of a marketing approach and a “refocusing on the customer”.

2. The transition from “Place” (distribution) to “Convenience of buying” reflects the multiplication and merging of channels and the growth of e-commerce delivery that facilitates the purchasing process.

3. The transition from “Price” to “Cost to satisfy the consumer” reflects the fact that price has often become less of a determining factor than satisfaction and experience. And that additionally, there is a cost to be taken into account when promoting something for sale online.

4. Finally, the transition from “Promoting” to “Communication” introduces both the current diversity of advertising media marketing and the fact that this communication is relational and logical. Instead of promoting an item, it is important that you communicate why this item is what your customers need. You have to address the “why”, otherwise your customer will consider you “salesy” or “pushy”

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