Four Cs

Date: 2015-10-07; view: 464.

Four Ps

Product

Price

Place

Promotion

Customer

Cost

Convenience

Communication

Consumer replaces product:

Rather than pre-defining the customer into a product, the consumer model puts the impetus on satisfying the customer's needs. The Consumer model should be seen as a conversation between the customer and the business, which come together to create a custom product that satisfies a customer's needs.

Cost replaces price:

The price is only one factor in acquiring customers. Cost reflects the cost of using the product, which can include inconveniences (changing from one computer software to another) and customer ethics (such as choosing between organic and non-organic eggs).

Conveniencereplaces place:

Convenience (whether geographical or through search engines) influences the perceived value of a product. The ease in which a consumer can purchase a product is crucial in deciding what business acquires customers.

Communication replaces promotion:

Communication views the promotional process as lateral, involving conversation between the customer and business. This is in contrast to the traditional mode of promotions, which is vertical and involves one-way communication. Communication is as much about listening as it is about talking!

The Four C's model is better tuned to the needs of smaller businesses that don't yet have astrong brand-name equity. As such, it is crucial that these businesses develop a two-way relationship with their target audience!