4 cs of marketing pdf

Marketing mix the 4 ps and 4 cs understanding marketing. Their product example was reeses peanut butter cups. Creating a strong marketing plan means integrating several key factors, called the four ps and cs kotler p. However, just like the traditional marketing mix, it can also be used for mass markets. Jagdish sheth and rajendra sisodia have teamed up to develop a powerful treatment of customercentric marketing. Understanding the 4cs of the marketing mix cleverism. Remember, consumers are turning to social media for peer recommendations on products.

When language is a barrier, building emotional connections with your audience can pose more than basic challenges. All these elements are very significant and depend upon each other. The 4cs clarity, credibility, consistency, competitiveness is most often used in marketing communications and was created by david jobber. There is also another variation of the four cs which includes. Bob lauterborn, who asserted the use of 4cs of marketing over the retired 4ps. The traditional marketing mix is a 4 ps model and is business oriented. They can bring clarity to opaque problems and help you build and effective plan. The creation of the diamond 4cs meant two very important things. Clarity of understanding of marketing functions, which promises corporate immortality from better delegation of authority due to recognition of defined and divergent skill sets within the profession of marketing. The 4cs marketing concept focuses on niche marketing unlike mass marketing which was propagated by the 4ps. Marketing mix 4c s is one of the business tools that you should take advantage of as an internet marketer. Situation analysis 4c is one of the ways how to perform situational analysis.

This unit is intended to help the reader to be aware of the lauterborns 4cs model and to. Lauterborn 1993 proposed a 4 cs classification to address the growing focus of marketing strategist on the consumer. Peter drucker claims that 60% of all business problems result from faulty communication. Jul 23, 2017 the 4cs marketing concept focuses on niche marketing unlike mass marketing which was propagated by the 4ps. Sep 21, 2014 out with the old 4 ps of marketing and in with the new 4 cs of digital marketing. The 4 cs of marketing by jennifer shaheen marketing to me has never been an exact science, but there are certain ingredients that make up successful marketing plans and strategies.

The percentage is even higher in our jewelry repair shops. Built around the notion that the customer is the dominant actor in most markets, the 4as of marketing identifies four roles of customers to which marketers must respond if they are to be successful. Understanding them and their interrelationships is the key to social media marketing success. The marketing mix is the combination of product, price, place and promotion.

Once a business has segmented its marketing and identified the target audience, the next stage is to position the business. Sep 10, 2014 in content marketing, it is the words that evoke emotion. The 4 cs of marketing mix is a business tool which was developed by robert f. This model is more consumer oriented and this focus has led to a primary use in niche marketing. Another version of this marketing mix is the 4c s model. The marketing communications for a company following the 4 cs of marketing is completely different as it needs a completely different stp.

Traditionally, the marketing mix is a combination of 4ps and is more business oriented. Services are radically different from products and need to be marketed very differently. Whichever you prefer, you should follow at least one of these frameworks before marketing your product or service you will find it very beneficial. Las 4c del marketing marketing digital mercadotecnia. Oct 04, 20 why the 4cs marketing model is good for business by micah pratt october 4, 20 4 min read you may have used the popular 4p matrix, a selleroriented marketing theory around product, place, price and promotion. Agents in the wood value chain market power the forest owner manager the harvesting enterprise the merchant and processor the wholesaler market power and margins. The 4 cs model of marketing on the other hand is more consumer oriented. Proper market research, foresighted approaches are very important factors to locate target markets. They focus not only on marketing and selling a product but also on communication with the target audience from the beginning of the process to the very end.

Another team in my marketing class did their marketing practicum 4 on pricing and pricing strategies. After successful market analysis, planning, and strategy, marketers must design a marketing mix made up of factors the company can control to influence demand such as, product, price, place, and promotion the 4ps. The challenge for business owners and industry professionals is to determine the. Introducing a new conceptual framework article pdf available december 2014 with 1,015 reads how we measure reads. Include the 4cs model elements in your business and marketing plan. Its time to retool the 4 ps of marketing for todays b2b reality. Lauterborn, a professor at the university of north carolina, has proposed 4cs. As marketers, were all taught about the four pillars of marketing strategy. It also raised the point that marketing is part of culture, thereby inferring that as part of a postmodern culture marketing too should. The 4 ps product, price, place, and promotion are ingrained in our. An educators guide to the four cs, to clarify this vision for classroom teachers and education support professionals. Green marketing, marketing mix, 4cs, 4ps, green logistics, reverse logistics.

Aug 05, 2014 in this article, we will look at 1 the four ps, 2 history of the marketing mix concept and terminology, 3 purpose of the marketing mix, 4 key features of the marketing mix, 5 developing a marketing mix, 6 key challenges, and 7 marketing mix example nivea. Its a modern version of the 4ps product, price, place, and promotion. The basic principles of marketing consist of product, price, place and promotion. The four faces of marketing offers a new perspective. Aug 14, 2011 the roots of the 4 cs of marketing can be traced back to the classical 4 ps marketing mix. The four ps is being replaced by the four cs model, consisting of consumer, cost, convenience, and communication. Understanding the marketing mix concept 4ps cleverism. You have all heard of the 4 cs of a diamond and how the cut, color, clarity, and carat weight, will ultimately determine the fifth c cost. The 4cs clarity, credibility, consistency, competitiveness is most often used in marketing communications and was created by david jobber and john fahy in their book foundations of marketing 2009. The 4 c s of social media marketing communities conversations channels campaigns communities, conversations, channels and campaigns that drive wordofmouth buzz are the 4cs of social media marketing. The marketing mix is a blend of marketing variables that determine the level of marketing efforts on the target market. Strategies for marketing mix of 4ps for competitive. So the classical 4 p structure of the marketing mix needs to be modified suitably to incorporate the 8 ps for services marketing, which was previously known as the 7 ps only. Mar 12, 2018 the alternate marketing mix discusses the 4 cs of marketing which is more customer oriented than the traditional marketing mix because the focus is on customers.

Lauterborns 4 cs introducing lauterborns 4cs a variant on the 4ps planning models can be useful ways to structure your thinking when creating marketing. It is not a basic part of the marketing mix definition, but rather an extension. The 4ps of marketing mix or the seller oriented marketing theory was claimed to be dead in 1990 by mr. The newer 4cs of marketing model was meant to be a more consumerorientated version. In mass marketing, the company selling a product has a tendency to view the audience as just that a large featureless mass with no in depth understanding of what the customer truly wants from a product. Oct 19, 2012 many people who have taken a marketing course have learned about the 4 p s of marketing. Most everyone is familiar with the 4 ps of markting, product, place, positioning and price but have you heard of the 4 es of marketing. It includes consumer, cost, communication and convenience. Created in 1993 by robert lauterborn, the four cs is an updated classification system of the four ps. The 5 cs of marketing the 5 c marketing analysis is one of the tools that managers use as part of the situation analysis. A road map to greater visibility for community foundations. Considering all four parts of the marketing mix gives you the best chance of successfully marketing your product. Just found the 4 es of marketing onstrategy resources.

Youve already heard about the 4ps if you just read the previous essay on competitor analysis. The marketing mix is the strategies and tactics that a company uses to market its product. Among the different critics and models oped, the lauterborns formula, devel well known as 4cs, is considered to be and can be used whesimpler n deciding on marketing issues. Through its focus on the customer, the 4cs marketing mix is a step away from the traditional mass marketing concept. The marketing mix and the 4 ps of marketing are often used as synonyms for each other. Introduction the four cs model of good business communications provides a framework for businesses that want to increase their customer base and attract repeat customers. Lauterborns 4 cs introducing lauterborns 4cs a variant on the 4ps planning models can be useful ways to structure your thinking when creating marketing plans. A series of concepts and models are used in combination, an appreciation of which leads to a deeper understanding of integrated marketing communications imc.

The right product to satisfy the needs of your target customer. Together, these four principles are known as the 4 p for its initials in english marketing, and include the integration of marketing. The 4 cs changes marketing mix definition from product, price, place and promotion to customer value, cost, convenience and communication. Planning models can be useful ways to structure your thinking when creating marketing plans.

However, with the onset of database marketing, the focus has shifted in marketing from a consumer transactional viewpoint to a consumer relationship viewpoint and very recently consumer engagement. Make sure your brand is active in digital marketing. Many people who have taken a marketing course have learned about the 4 p s of marketing. Use a structure called 4c which is customer, country, cost, competitors. It emphasizes hows and whys of approaching marketing in todays online world and explains an extended concept of 7 ps of marketing.

The article covers the original concept of the 4 ps of marketing mix product, place, price, and promotion with an example and template for your business. The 4 cs of social media marketing communities conversations channels campaigns communities, conversations, channels and campaigns that drive wordofmouth buzz are the 4cs of social media marketing. As a framework for finetuning the marketing mix, the psproduct, place, price, and promotionhave served consumer. The four ps of marketing and the four cs the marketing mix the four ps of marketing is an important part of any marketing plan.

The 4 cs model provides a demandcustomer centric version alternative to the wellknown 4 ps supply side model product, price, place, promotion of marketing management. Also, idioms that have a certain meaning in one country can have an entirely different meaning in another country. There are four critical elements in marketing your products and business. Created in 1993 by robert lauterborn, the four c s is an updated classification system of the four ps.

The 4 c approach to marketing is described below and follows the you marketing philosophy of putting the customer you first. The 4 cs model is a consumeroriented due to its focus on consumers. As the 4 ps and 3 cs all need to be considered in relation to each other, it doesnt really matter in what. The more you know the consumer, the better are your targeting strategies, and more is the conversion rate. The 4 c s model of marketing on the other hand is more consumer oriented. This new approach of 4cs of marketing shifts the focus from producer to consumer and provides the better blueprint to follow for the businesses that cater to niche audience. Engage your potential consumers in a conversation not a sales pitch. Are product, price, place and promotion elements of this marketing formula something from the past. I believe there are also 4 cs to effective communication.

The other tools used are swot analysis and porter five force analysis. Marketing mix is defined as the set of tactical marketing tools 4ps that a business blends to produce the response it wants. The four cs model provides a demandcustomer centric version alternative to the well. These key parts of the marketing mix are subdivided into two categories with the ps representing the products being marketed and the cs represent the values that customers desire in products. The four ps of marketing a road map to greater visibility for community foundations insight community foundations series january 2011. This guide includes ideas and resources that will help advance the four cs in classroom practices. The 4 cs model of marketing is more consumers oriented. The 4ps marketing mix is a business oriented model, which includes product, price, promotion and place. Today, the 4cs of diamond quality is the universal method for assessing the quality of any diamond, anywhere in the world. The 5 way analysis helps an organisation analyse its internal and external environment. The marketing mix is a good place to start when you are thinking through your plans for a product or service, and it helps you avoid these kinds of mistake. The goal of the new four cs is to fit the general shift away from mass marketing in which marketers treated consumers like a largely featureless mass and towards niche marketing, which often appears closer to a oneonone conversation. This does not exclude it for use in products serving a mass market however. Because of this we, are outlining 10 of the most effective digital marketing models to help you plan.