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THE MARKETING-MIX AND CUSTOMERS’ FOUR Cs

Marketing is the set of human activities which is focused on ensuring a company’s success in the market, with the main objectives to analyzing the market situation, planning and implemente the company’s strategy, as well as monitor and coordinate programs designed to strenghten the company’s position in the market.

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Marketing-Mix:

The marketing-mix is the set of marketing tools that the company uses to pursue its marketing objectives in the target market (P. Kotler Marketing Management, Stuttgart, 4th Edition 1989, p. 92). The are usually known as the four Ps:

  • Product/Services policy
  • Placement/Distribution policy
  • Price policy
  • Promotion policy

We different two views of the marketing mix. From the seller and supplier’s point of view is the “four Ps” a marketing tools to influence buyers. And from the buyer’s perspective, each marketing tool is designed to deliver a benefits to customer. Therefore,   correspond the four Ps to customers’ four Cs.

Illustration of “Four Ps” vs. “Four Cs”:

Four Ps: Four Cs:
  • Product
  • Customer needs and wants
  • Price
  • Cost to the customer
  • Place
  • Convenience
  • Promotion
  • Communication

 

Statement:

The customer’s centric approach drives to success of companies.  Successful companies will be those that can meet customer needs economically and conveniently and with effective communication.

 


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