Through its focus on the customer, the 4cs marketing mix is a step away from the traditional mass marketing concept. The 4ps are used when referring to a businesss point of view, instead of the customers point of view. In simple words it is a marketing tool that combines a number of components in order to strengthen a products brand and helps to sell the product or service. The intention of this research is to study the suitability of those three marketing mix models for digital products in digital space. The marketing mix comprises of four decisions which should be. Jul 23, 2017 the 4ps of marketing mix or the seller oriented marketing theory was claimed to be dead in 1990 by mr. The marketing mix is a business instrument used in marketing and by marketers. A service requires people to perform the tasks which becomes the 5th p. Lauterborn, a professor at the university of north carolina, has proposed 4cs. Aug 01, 2017 the marketing mix has been defined as the set of marketing tools that the firm uses to pursue its marketing objectives in the target market.
The traditional approach to the pipeline awareness, interest, demand, action and the more modified version of that pipeline awareness, interest. Marketing and the 7ps the national social marketing centre. 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. Pdf marketing mix, customer value, and customer loyalty in. Remember, the purpose of the marketing mix is to find the right combination of product, price, promotion, and distribution place so that a company can gain and. One of the best known models is the four ps, which helps you define your marketing options in terms of product, place, price and promotion. Once the product meets consumer needs the firm must ensure its selling price is affordable for the target audience otherwise the target audience are unlikely to buy your product. Your marketing mix should be something you pay careful attention to because the success of your business depends on it. Mar 12, 2018 the traditional marketing mix is a 4 ps model and is business oriented. To define marketing mix in terms of the traditional 4 ps of marketing is a fall back to the old days of marketing.
Borden harvard business school marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and long term interests of his firm. 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. Product, price, place, promotion these four elements are the basic components of a marketing plan and. These four elements are the basic components of a marketing plan and are collectively called 4 p. It is a development of the wellknown marketing mix. Marketing mix is a general expression used to describe the various types of decisions organizations need to make in the entire procedure of bringing a product or service for sale to the public. Borden published his 1964 article, concept of the marketing mix. Mar 11, 20 the strategic application of the 4 marketing mix letters whichever you choose to use to design your strategy is a good place to start your planning. Understanding the 4cs of the marketing mix cleverism.
Thus the companies which follow this model believe in making products which satisfy their customers. The marketing professionals who shape and implement marketing strategy contribute directly to the economic wealth of a nation. Marketing mix is a group of marketing variables that the firm combines and controls, to produce the desired response in the target market. Marketing mix is a combination of marketing tools that a company uses to satisfy their target customers and achieving organizational goals. The concept of the marketing mix guillaume nicaise. Once a business has segmented its marketing and identified the target audience, the next stage is to position the business. The 5 cs are a good guideline to make the right decisions, and construct a welldefined marketing plan and strategy. The 4 cs model is a consumeroriented due to its focus on consumers. This new way of defining the variables determining the marketing strategy is best suited to meet the needs of your target audience. The traditional marketing mix is a 4 ps model and is business oriented. While the 4p is the marketing mix in terms of the business, 4c is a mix from a customer perspective. Created in 1993 by robert lauterborn, the four cs is an updated classification system of the four ps. While the 4 ps framework for defining the marketing mix has been popular for decades, the four cs have gained in terms of importance, considerably in recent times. Services, marketing strategy, services marketing, information marketing.
About 70% of this figure lives in rural area which forms an untapped market of 850 million consumers. Marketing is a comprehensive business process that includes design, development, production, and promotion. 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. Marketing mix of 4ps for competitive advantage meera singh1 1 computer department h. The term marketing mix became popularized after neil h. Companies have changed the way that theyre marketing and engaging with their audience. Marketing managers should concentrate on these variables and tailor them regarding the target market theyve chosen to pursue. As we noted before, the marketing mix is predominately associated with the 4ps of marketing, the 7ps of service marketing, and the 4 cs theories developed in. Pdf this study discusses the marketing of library and information services in 21st. Oct 10, 2014 the traditional marketing mix is a 4 ps model and is business oriented. Lauterborn 1993 proposed a 4 cs classification to address the growing focus of marketing strategist on the consumer.
Jul 03, 2017 marketing mix and the four ps is an intuitive framework. Service marketing mix 7 ps of marketing mix feedough. Aug 05, 2014 the marketing mix is a fluid and flexible concept and the focus on any one variable may be increased or decreased given unique marketing conditions and customer requirements. 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.
Many marketing specialists are now seeing the 4ps as too productoriented and have adopted the 4cs marketing mix. Their skills attract and retain customers, build sales and generate profits which can then be reinvested as part of a cycle of prosperity. Unlike the traditional marketing mix where the primary focus is on products, in the 4 cs model, the primary focus is on the customer. This new approach of 4c s of marketing shifts the focus from producer to consumer and provides the better blueprint to follow for the businesses that cater to niche audience. The product is either a tangible good or an intangible service that is seem to. The term marketing mix refers to this end to end view of. 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 the four ps product. Marketing mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. Strategies for marketing mix of 4ps for competitive advantage the marketing mix by 4ps is a conjuration and it can only be implemented by marketing managers.
Eretail mix is a shorthand term for the blend of tools and techniques that eretailers use to provide value for customers. In this marketing approach, the company focus is consumer oriented rather than product oriented. The 4s web marketing mix model e constantinides 2002. In this section, we will analyze the suitability of three models for three dif. Marketers use the 4cs in the marketing mix to market in a more customercentric way, rather that looking at how each aspect of marketing is seen by a business. Informing potential customers of the availability of the product, its price and its place. They provide useful reminders for example that you need to bear in mind the convenience of the.
The right product to satisfy the needs of your target customer. This is a game that facilitates the identification and collection of information on key variables in the marketing strategy. Annmarie hanlon is the smart insights expert commentator on online and offline marketing strategies for business. Understanding the marketing mix concept 4ps cleverism. Mccarthy 1964 offered marketing mix, often referred to as the 4ps, as a means of. Marketing mix a mixture of several ideas and plans followed by a marketing representative to promote a particular product or brand is called marketing mix. The marketing mix helps you define the marketing elements for successfully positioning your market offer. This system is basically the four ps3 renamed and reworded to provide a customer focus. The marketing mix is often crucial when deciding a product or brands offer, and is often connect with. Jul 24, 20 the marketing mix 4 ps is a method for marketing a product.
From 7 p s to 7 c s of marketing omenugha nelson obinna, student mba, united kingdom, member anyone who has taken a marketing course learned about the 4ps and later 7ps of marketing. However, just like the traditional marketing mix, it can also be used for mass markets. Ihave always found it interesting to observe how an apt or colorful term may catch on, gain wide. These cs reflect a more clientoriented marketing philosophy. The good distribution of product can effect positively on customer satisfaction.
Along with the traditional marketing mix, the 4 cs model, really helps if you are a customer oriented firm. Aim of article is to analyze marketing mix theoretical aspects. The marketing mix can best be explained through 4 ps modeling. If anybody is trying to set up a business, expanding business, or selling any product or service, these four features of the marketing mix are important for everybody. The challenge of getting the right marketing mix is magnified by the existence of competitors, who exert market pressures using strategies defined by their marketing mix alternatives. Dec 20, 2016 the video discusses in depth about the 4 c s of marketing. There is another part to the marketing mix called the 4cs. The 4ps is one way presumably the bestknown way of characterizing the marketing mix, and was initially communicated in 1960 by e j mccarthy. Marketing management n4 n6 what you should know once you complete this programme you will be able to operate in marketing activities in the marketing field such as conducting research, identifying markets, creating promotional materials and presenting marketing proposals. The marketing mix and the 4ps of marketing are often used as synonyms for one another. Several concepts and ideas combined together to formulate final strategies helpful in making a brand popular amongst the masses form marketing mix. She runs social media workshops in the uk and ireland and shares marketing tips and news in her blog, b2b marketing. The 4 cs model of marketing is more consumers oriented.
Therefore, the 4p marketing mix model may not valid on the internet age, the 4c and the 4s model are some alternatives. The marketing mix of dell talks about the way in which dell has improvised to gain a competitive position. What is marketing the right product, in the right place, the right product, in the right place, at the right time, and at the right priceat the right time, and at the right price adcock et al marketing is the human activity marketing is the human activity directed at. The 4 cs model of marketing on the other hand is more consumer oriented. Constant monitoring it is vital to keep an eye on changing trends and requirements, within the company as well as in the market to ensure that the elements in marketing. Pdf marketing mix of 4ps for competitive advantage. Use the model when you are planning a new venture, or evaluating. This model looks at the marketing from the customers point of view. Spread the love4ps product, price, promotion, place a company follows certain strategies and plans to offer a product as successfully as possible in the market. Company, customers, competitors, collaborators, and climate.
But we cant stop there alone, increasingly we are now expected to think of upstream and midstream influential others that can help us in achieving social and behaviour change. As 4 p s of marketing mix was basically a product oriented model, robert f. Because of its focus on consumers, the 4 cs model is mainly used for niche marketing. What is marketing mix 4 ps of marketing definition of. There are four critical elements in marketing your products and business. As with many aspects of traditional business, todays market demands an adjustment to see things from your customers perspective. The marketing mix introduction to business deprecated. Bob lauterborn, who asserted the use of 4cs of marketing over the retired 4ps. 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. Customer solution a solution to customer needs corresponds to the product in 4p cost costs incurred to the customer corresponds to the price in 4p.
The 4ps model of the marketing mix was introduced in the 1960s, and it quickly became a bedrock concept of modern marketing. The 4 ps is one way probably the bestknown way of defining the marketing mix, and was first expressed in 1960 by e j mccarthy. This paper discusses the 4 ps of marketing mix, which comprise. This week, we thought wed discuss the four cs of marketing. Dec 03, 2016 fundamentals of marketing mix 4cs for ecommerce published on december 3. Lauter born in 1993 proposed a 4 cs classification model that is a consumeroriented and more focussed towards niche marketing instead of mass marketing. The marketing mix has two variations, the 4ps, and more recently the 7 ps. Jerome mccarthy developed this mnemonic during the 1960s. The six cs of a customercentric marketing and sales pipeline. It is not a basic part of the marketing mix definition, but rather an extension. Consumer the principle of four cs of marketing states that your customer should be your prime focus. I would argue this killer combo of marketing is mainly for b2c marketing and thus it is best applied to the marketing of products, especially mass retail products. Download limit exceeded you have exceeded your daily download allowance. The 4 cs of marketing, which consist of consumer wants and needs, cost, convenience, and communication, are arguably much more valuable to the marketing mix than the 4 ps.
Despite its popularity and longevity, the 4ps model has been criticized for a variety of reasons. The 4 c s model of marketing on the other hand is more consumer oriented. This game is a dynamic way to change the traditional 4ps matrix of the new 4es. Physical evidence is the 6th p, and the process of the service is the 7th p of the service marketing mix. For the love of physics walter lewin may 16, 2011 duration.
A comparative study on marketing mix models for digital. The 4es of marketing mix innovation factory institute. The promotion has a very high level of impact to increase the sales of products. As a business manager, you determine how to use these variables to. Through this marketing mix, sellers can maintain realtime interactions and establish social relations with customers, and enhance longterm customer loyalty cl in sc. Below are the ps in order 1 to 4 the 4 ps, 5 to 7 the additional 3 that make the 7 ps. It is an important marketing tool that comprises of all the elements which influence the.
Pdf application of 4ps to marketing the information product. Strategies for marketing mix of 4p s for competitive advantage the marketing mix by 4p s is a conjuration and it can only be implemented by marketing managers. Dell designs, develops, manufactures, markets, sells, and supports a wide range of products that in many cases are customized to individual customer requirements. Some organisations will aim their product at more than one target audience as this enables them to charge more than one price for their product. The 4 ps and 2 cs 1 subway 2 loreal paris 3 hp subway think fresh, eat fresh products. As a business manager, you determine how to use these variables to achieve your profit potential. This includes the quality how good it is, branding see units 1618, and reputation the. The eretail mix can be defined as the total package of goods and services that a retailer or eretailer offers for sale to the public lazer and kelly, 1961. The 4 cs are connections, conversation, credibility and. Marketing is commonly only associated with the promotion aspect of this process, but marketers should be engaged throughout the production phases in order to refine marketability. Oct 18, 2011 like sales, marketing is responsible for managing a predictable, reliable demandgeneration pipeline with a plan that ultimately produces highervalue opportunities and maximizes revenue. This large consumer base,which is fundamentally distinct from its urban counterpart, has forced marketers to brain storm new strategies to occupy this larger share of indian market pie because this market segment is tricky to crack. This is based upon the type of product, the price, where the product should be placed, and the promotion of that product. A comparative study on marketing mix models for digital products.
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. Marketing mix marketing mix is a combination of marketing tools that a company uses to satisfy their target customers and achieving organizational goals. The 4 ps of marketing are product, place, price, and promotion. For effective marketing, you need both the 4as and the 4ps. Sep 16, 2018 the service marketing mix is also different from marketing mix of tangible products. Annmarie is the md of evonomie and author of quick win marketing, and coauthor of quick win digital marketing.