Tag Archives: 4Cs Marketing

In fact,4C marketing=4Cs Marketing.We have ever introduced 4Ps Marketing and 5 Ps Marketing before.I think if you are my loyal reader,you will remember it.At the same time,4C Marketing is also an important Marketing strategic in a Company.Now,let’s begin it.

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.”

The content of 4C Marketing

1.Customer

A customer, also called client, buyer, or purchaser, is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services. However, in certain contexts, the term customer also includes by extension anyone who uses or experiences the services of another. A customer may also be a viewer of the product or service that is being sold despite deciding not to buy them.

2.Cost

In business, retail, and accounting, a cost is the value of money that has been used up to produce something, and hence is not available for use anymore. In economics, a cost is an alternative that is given up as a result of a decision.

3.Convenience

Convenience is anything that is intended to save resources (time, energy) or frustration. A convenience store at a petrol station, for example, sells items that have nothing to do with gasoline/petrol, but it saves the consumer from having to go to a grocery store.

4.Communication

Communication is a process of transferring information from one entity to another. Communication processes are sign-mediated interactions between at least two agents which share a repertoire of signs and semiotic rules. Communication is commonly defined as “the imparting or interchange of thoughts, opinions, or information by speech, writing, or signs”.

The 4 C’s of B2B Marketing are:

• Content – the creation of a steady stream of engaging content
• Connection – connecting with the audience you wish to attract
• Communication – communicating with them in an ongoing conversation
• Conversion – and then converting them at the illusive moment of need

Since B2B Marketing is arguably more of a marathon than a sprint in marketing – you need to always have your 4 C’s engine going – creating the best content, finding the connecting with your target audience, sustaining the communications pattern until they are ready to convert – this way you have a fighting chance at making all your marketing efforts count toward one goal – Sales!

4C Marketing disvantages

Generally,4C  Marketing Theory is mainly lead by Customer demand.Compared with 4Ps who is lead by Markteting,There is a great development for 4Cs marketing theory.But think over it from the Marketing practise and market development trend of Enterprise,There are still some disvantages of 4Cs Marketing Theory:

1.4Cs marketing theory is based on Customers and Market Economics need to be based on competition.The Chinese enterprise marketing has transfered into a market competition stage.The essential difference between Basing on Customer and Basing on market competition is: The fronter see the new customer demand;The back one not only feel the demand,but also pay attention to the competitors and analyze the advantages and disvantages of themselves and take the proper strategic into action.

② 4Cs Although marketing theory into marketing strategies and actions, but will the new business marketing the same technology level. Different enterprises is up to the gap level, and can not form a marketing or marketing personality characteristics, can not form a marketing advantage, ensuring the stability of the share of corporate customers, cumulative and developmental.

③ 4Cs of marketing theory to customer demand, but customer demand has a reasonable question. Customers always want good quality, low price, especially in the price request is no boundaries. Only see one side to meet customer demand, companies must pay a higher cost, over time, will affect the development of enterprises. So in the long term, business should follow the principle of win-win situation, which is 4Cs further problems.

④ 4Cs of marketing theory has not reflected either win customers, but also has a long customer Relationship Marketing thinking. Does not solve operational problems to meet customer needs, such as providing an integrated solution, rapid reactions.

⑤ 4Cs of marketing theory in general although the 4Ps of the transformation and development of the passive adaptation to customer needs flatted. According to market development, need a higher level for more effective ways be established between the enterprise and the customer is different from the traditional relationship between the new initiative, such as interaction, a win-win relations, association relations.

4Cs marketing theory emerged from the day on the common concerns by enterprises, since many companies use marketing theory 4Cs created one miracle after another. But too much emphasis on marketing theory 4Cs customer status, customer demand variability and personality development, leading companies to constantly adjust product structure, process, and constantly purchasing and additional equipment, many of which device specific, so that exclusive Chengben rising profit margins significantly reduced. In addition, the company aims to “produce to sell things” in the market system is not sound country or region, they easily produce fake, run, counterfeit, inferior in vicious competition and the “momentum is greater than create the reality” of marketing-type enterprises, thus seriously damaging the interests of consumers. Of course this is not the 4Cs of marketing theory itself caused.