The classic 4Ps model of marketing explains four key factors that influence product marketing and sales. Although they are very useful from a sales point of view , they do not reflect the reality of everything that happens in marketing , since they focus on the company that produces the products.On the other hand, the 4Cs represent a paradigm shift, since they put the consumer at the center. This fits much better Czechia B2B List with today’s marketing ecosystem, where customer needs are critical and the consumer has great decision-making power.

What are the 4Cs of marketing?ConsumerThe first C, and the most important, is the consumer, that is, the final recipient of the company’s products and services.Instead of focusing its efforts on the product itself, the company must identify what the real needs and wants of the consumer are and design solutions for them.The first step to advance towards this understanding of the consumer is to develop a buyer persona , that is, a semi-fictional representation of the brand’s ideal customer focused on their needs and pain points.

CommunicationIn the 4P model we spoke of “promotion” of products and services, but this approach is too reductionist for current marketing, since digital media facilitate continuous interaction with the customer and this should not be exclusively promotional.Therefore, the of marketing propose to speak of communication, which includes all interactions between consumers and brand.

The focus is no longer on convincing the virtues of a product, but on adding value to potential customers.the model focused on price, the 4Cs of marketing broaden this concept to talk about cost.The price the customer pays for a product is only a small part of the actual cost. We have to think about all that it implies for the customer to be able to get hold of the product, for example, the time it takes to get to the location where it is sold.We must also consider what the benefits of the product are for the customer and whether these are able to offset the total costs or not.

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