Marketing: the 4Ps or 4Cs?

One of the problems with “Marketing” as a discipline, is that most people think that marketing sense is common sense.  It isn’t.  But because so many people can think up great ideas, they imagine that they are great marketers.

When it comes to marketing discipline, the same holds true.  Finding great ideas or great new products is really not a problem.  It’s putting strategy, then execution plans against those ideas that will lead a new product to success or failure in the marketplace.

For decades, the 4Ps of marketing were the tent poles around which new product launches were built: Product, Price, Place and Promotion.  The Business Fundas blog (8/14/11) has a great article on this switch from 4Ps marketing strategy to the 4Cs approach that was proposed in the 1990s.

As I looked at this very clear comparison graph (also from Business Fundas), it struck me that the marketing world has been turned on its head in the past decade.  The 4Ps approach, while still very important and necessary, is a company-centric way of looking at product marketing.  The product itself, it’s price, it’s placement and it’s promotion have always been determined by the brand team in an outward-focused launch into the marketplace.

On the other hand, the 4Cs approach is consumer-centric.  The four “Cs” are: Consumer, Cost, Convenience and Communication.  Each of these categories is seen from the consumer point-of-view, rather than the company’s point-of-view.  The phenomenon of new media and digital tools has given the power to the people..

In the past we had mass media, consumed by nearly all the population.  Today, consumers can customize their own media (social networking, blogging, crowd-sourcing, apps that compare pricing in a shopping mall, etc.) to engage and interact with brands and companies.

This power of being able to select, customize and give feedback on products and brands with new media and digital tools has reversed the arrow in the chart.  As a marketing community, we should focus less on migrating our strategy from the 4Ps to the 4Cs; instead recognize that consumers are molding product development from their individual platforms of cost, convenience and communication.

With a consistent 90% failure rate for new products, perhaps consumers have been driving this equation in the opposite direction all along–we just didn’t know it!


Thanks to Arpan Kar and the Business Fundas blog for the chart and always great insights on marketing strategy!


Be Sociable, Share!
    This entry was posted in Marketing and tagged , , , , . Bookmark the permalink. Post a comment or leave a trackback: Trackback URL.


    1. Posted May 18, 2015 at 3:12 am | Permalink

      A more serious charge is that will it is also the cause of most deficiencies, malnourishment and mal-development
      of kids in these countries.

    2. Posted May 18, 2015 at 2:08 pm | Permalink

      Hi there it’s me, I am also visiting this web page on a regular basis, this site is genuinely
      pleasant and the users are in fact sharing good thoughts.

    3. Posted May 18, 2015 at 5:15 pm | Permalink

      Thhe opinions expressed by simply guest authors do not necessarily necessarily reflect
      the jobs of Staffinng Indstry Analysts.

    4. Posted May 20, 2015 at 9:58 pm | Permalink

      My brother suggested I may like this web site.
      He was totally right. This put up truly made my day. You can not imagine
      just how much time I had spent for this information! Thanks!

    5. Posted May 23, 2015 at 11:30 pm | Permalink

      Though I didn’t make proxies sound too appealing, I only mean to generate
      the point that MOST aren’t great, and have limited
      capabilities in terms of unblocking websites on your i –
      Phone and i – Pad. And that trade-in offer is only good until September 30.

      s of new features that can is great entertainment for the mobile phone users also it
      gives a new definition to smartphones altogether.

    6. Posted May 24, 2015 at 5:00 pm | Permalink

      Home organization is simpler when don’t have a lot of extra things in the mix.
      But here we are three weeks before summer break
      with me being a stay at home, work at home single mother of two in a two bedroom apartment.

      Many pieces of furniture can be retrofit to hold

    7. Posted May 25, 2015 at 8:07 am | Permalink

      Wow! After all I got a website from where I know how to truly take useful information concerning
      my study and knowledge.

    8. Posted May 27, 2015 at 4:58 am | Permalink

      I needed to keep in the chilly as a result of I couldn’t name a taxi or my
      lodge till some variety gentleman lend me his cellphone.

    9. Posted May 28, 2015 at 3:14 am | Permalink

      It’s very effortless to find out any matter on net as compared to textbooks, as I found this paragraph at this
      web page.

    10. Posted May 28, 2015 at 7:23 am | Permalink

      search engine optimization company ca tools
      submitter submitt (Raphael) engine optimization does not really hhave a lot
      of fixed rules and regulations concerning what to do and what not
      do when optimizing a website.

    11. Posted May 28, 2015 at 1:00 pm | Permalink

      I quite like reading through an article that can make
      people think. Also, many thanks for allowing me to comment!

    12. Posted May 29, 2015 at 2:54 am | Permalink

      She also points out that streamlining the manufacturing process, an initiative the company has been focusing on for several years now, has contributed
      to quality as well. Without sacrificing the functionality of the receivers and
      the convenience of the buyers, Indashreceivers. The Pioneer avh-p3300bt is one of the current versions of these range of systems.

    13. Posted May 31, 2015 at 2:25 am | Permalink

      Wow, that’s what I was seeking for, what a stuff!
      existing here at this webpage, thanks admin of this website.

    14. Posted May 31, 2015 at 8:03 pm | Permalink

      We have a Xbox 360 and Wii U and i play on the internet on both.
      Also I use my laptop for occasional on-line gaming.

    15. Posted June 1, 2015 at 2:18 am | Permalink

      There’s no upfront capital expense for your online business and
      Windstream will personal and manage the phone system tools
      for you.

    16. Posted June 1, 2015 at 1:18 pm | Permalink

      I’m amazed, I must say. Seldom do I encounter a
      blog that’s equally educative and entertaining, and without a doubt, you have hit the
      nail on the head. The issue is something that not enough men and women are speaking intelligently about.
      I am very happy I stumbled across this in my search for
      something concerning this.

    17. Posted June 1, 2015 at 6:23 pm | Permalink

      Keep this going please, gret job!

      My webpage mls online programs

    18. Posted June 6, 2015 at 1:00 am | Permalink

      Hi there mates, how is everything, and what you desire to say concerning this paragraph, iin my view itss in fact remarkable in support of

    19. Posted June 6, 2015 at 11:05 pm | Permalink

      Very soon this web page will be famous amid all blogging and site-building people, due to it’s
      good articles

    20. Posted June 7, 2015 at 2:36 pm | Permalink

      Working thousands of miles of cable takes a very long time for simply a couple of companies
      to do.

    21. Posted June 8, 2015 at 4:21 am | Permalink

      Wow! At last I got a website from where I be capable of actually obtain helpful information regarding my study and

    22. Posted June 11, 2015 at 1:44 am | Permalink

      Paul tours his new middle school and makes plans to play on the soccer team.

      If you just want to hop into a season with your favorite football club and their correct rosters, then that’s what
      season mode is for. After you have master it then move on to
      another one.

    23. Posted June 20, 2015 at 7:19 am | Permalink

      It was during one of those Saturday morning basketball games,.
      Through 2000 Justin Mc – Kenna available the radio work
      though Joan Jum gone to live in drivetime program “Most Of The Jam”.
      After you have master it then move on to another one.

    24. Posted June 20, 2015 at 2:54 pm | Permalink

      Even worse than this is that full leaf products contain corrosive minerals and enzymes
      that are incredibly grueling on the stomach. For example, some people only want to buy those that are made from
      all organic materials. Harris’ show will be based upon the
      UK variety show “Saturday Night Takeaway.

    25. Posted June 21, 2015 at 4:56 am | Permalink

      If you are thinking of buying shoes for men in an online shoe
      store, it is important to take into consideration the purpose
      for wanting to buy shoes based on your needs. Consequently while shopping online; you will get wide range of options to
      choose from. In the beginning there were only two shoes
      featured in the Green – Toe line and today Simple has changed their product focus to
      creating only sustainable and environmentally conscious footwear.

    26. Posted June 23, 2015 at 2:53 pm | Permalink

      Otros destacads desarolladores Ԁe encontrar – clash off clans mod apk
      գue las victorias dе ayuda еn lɑ batalla.

      Feeel free tօ visit my webpage: trucos clash of clans gemas infinitas gratis

    27. Posted July 1, 2015 at 1:30 am | Permalink

      I’m really enjoying the theme/design of your site. Do you ever run into any web browser compatibility issues?
      A handful of my blog readers have complained about
      my website not working correctly in Explorer
      but looks great in Opera. Do you have any solutions to help fix this

    28. Posted July 2, 2015 at 4:56 pm | Permalink

      Hello, yes this article is genuinely pleasant and I have learned lot of things from it concerning blogging.

    29. Posted July 7, 2015 at 6:47 am | Permalink

      Gorgeous! That you don’t come by info such as this easily
      and I am happy! Keep it up guys!

    30. Posted July 7, 2015 at 8:46 am | Permalink

      Hi everyone, it’s my first pay a quick visit at this web site,
      and paragraph is genuinely fruitful for me, keep up posting these articles.

    31. Posted July 7, 2015 at 10:51 pm | Permalink

      Hi there, You’ve done an excellent job.
      I’ll definitely digg it and personally recommend to my friends.

      I am sure they will be benefited from this web site.

    32. Posted July 8, 2015 at 1:52 am | Permalink

      Awesome! Its in fact remarkable post, I have got much clear idea about
      from this piece of writing.

    33. Posted July 11, 2015 at 5:27 am | Permalink

      Every weekend i used to visit this web page, for the reason that i want
      enjoyment, as this this web site conations truly pleasant funny material too.

    34. Posted July 12, 2015 at 12:20 am | Permalink

      Hello, i believe that i saw you visited my site so i came to
      go back the prefer?.I am attempting to in finding
      issues to improve my web site!I suppose its good enough to make use
      of a few of your ideas!!

    35. Posted July 12, 2015 at 1:33 am | Permalink

      You may be on the go, and need to retrieve a document from one of your staff computers or a computer at home; or you may need
      to review a client list yourself or edit a document back in the office yourself.

       You can fix a longÂ
      term conversation with anybody you want.
      Internet Trolls are often adults who disparage
      and harass unidentified online users, but the cyberbullying troll knows the identity of the
      target child.

    36. Posted July 18, 2015 at 11:52 pm | Permalink

      My brother recommended I may like this web site. He was
      once entirely right. This put up actually made my day.
      You cann’t imagine just how much time I had spent for
      this information! Thank you!

    37. Posted July 23, 2015 at 9:57 am | Permalink

      Turvata taittaa näyttelytila tiihonen ryynänen hyypiä gustav haastateltu uhkakuva !
      tommy salama mercedes elämäntilanne juhlapuhe
      maakuntajohtaja miller alasajo osittainen saattaminen rio ?

    38. Posted July 24, 2015 at 2:45 pm | Permalink

      Wonderful post! We will be linking to this great post on our website.
      Keep up the great writing.

    39. Posted July 26, 2015 at 2:38 am | Permalink

      For anyone who is seeking adult poirn social signals, then contemplate purchasing our adult social signal package.
      It really is the best method to get greater search positions in the search engines
      when you are a pornographic material website
      internet marketer.

    40. Posted July 26, 2015 at 10:04 pm | Permalink

      It’s an remarkable post in favor of all the online visitors;
      they will get advantage from it I am sure.

    41. Posted August 4, 2015 at 3:20 pm | Permalink

      If you would like to take much from this post then you have
      to apply these techniques to your won blog.

    42. Posted August 10, 2015 at 12:43 pm | Permalink

      Hi i am kavin, its my first occasion to commenting anywhere, when i read this
      paragraph i thought i could also make comment due to
      this sensible piece of writing.

    43. Posted August 10, 2015 at 6:45 pm | Permalink

      I always emailed this blog post pzge to all my contacts, as if like to read it afterward my friends will too.

    44. Posted August 10, 2015 at 7:25 pm | Permalink

      If you are going for finest contents like me, only visit this website all the time since
      it offers feature contents, thanks

    45. Posted August 11, 2015 at 6:34 am | Permalink

      Thoms Stuart always gives support to the other people regarding the roblems of loans.

      This practice usually serves as a security measure for the borrower and the lender, as well as serving
      as a means of complying with applicable state laws.
      So if this is repeated statewide then it’s a huge problem for their criminal
      justice system.

    46. Posted August 28, 2015 at 7:15 pm | Permalink

      Superb blog! Do you have any tips and hints for aspiring writers?
      I’m planning to start my own website soon but I’m a little lost on everything.
      Would you suggest starting with a free platform like WordPress or
      go for a paid option? There are so many options out there that I’m completely confused ..
      Any ideas? Thanks a lot!

    47. Posted August 31, 2015 at 3:28 am | Permalink

      What’s up, I would like to subscribe for this webpage to get most up-to-date updates, thus where can i do it
      please help out.

    48. Posted September 26, 2015 at 12:09 pm | Permalink

      It’s enormous that you are getting thoughts from this piece of writing as well as from our dialogue made at this time.

    49. Posted October 14, 2015 at 1:06 am | Permalink

      Hello there! I could have sworn I’ve been to this blog before but after browsing
      through a few of the posts I realized it’s new to me. Anyways, I’m definitely pleased I discovered
      it and I’ll be bookmarking it and checking back regularly!

    50. Posted October 21, 2015 at 4:59 am | Permalink

      Hello, its good paragraph on the topic of media print, we all understand media
      is a great source of data.

    Post a Comment

    Your email is never published nor shared. Required fields are marked *


    You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>