The Four Cs marketing mix

Consideration of the four (or seven) Ps isn’t the only approach to assessing an organisation’s marketing mix. In fact, the traditional Ps approach is highly concentrated on the operations of an organisation rather than the requirements of its customers.

An alternative approach is to consider the Four Cs:

  • Customer needs and wants
  • Cost to the customer
  • Convenience
  • Communication

(Source: Tyler, 2007).

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