The 4Cs Of Marketing Explained

Some marketers say the 4P’s of marketing are out and the 4Cs are in. Here’s what they said: product, out; consumer values, in; price, out; consumer costs, in; place, out; convenience, in; promotion , out; communication, in; Is this true?

The 4C’s concept of marketing are basically the same with the 4P’s of marketing, according to Filipino marketers Dr. Ned Roberto and Ardy Roberto. Both the 4P’s and 4Cs are about the marketing mix. The 4P’s are the marketing mix components seen from the marketer’s perspective, the marketer’s decision tools for generating sales. On the other hand, the 4C’s are the marketing mix component now seen from the consumer’s perspective, the consumer’s decision considerations for making purchases.

According to the authors, the 4C’s of marketing simply said this: “In planning or implementing any marketing program, be it a product intro pricing, an ad campaign, a sales distribution program, never start from where you ( as the marketers) are. Always start from where the consumers are.”