4 cs do marketing pdf

Once a business has segmented its marketing and identified the target audience, the next stage is to position the business. Pdf the 4cs of the croatian public healthcare system. Today, the 4cs of diamond quality is the universal method for assessing the quality of any diamond, anywhere in the world. The marketing mix is a good place to start when you are thinking through your plans for a product or service, and it helps you avoid these kinds of mistake. 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. Nikola draskovic received his phd in marketing from. The marketing mix is the strategies and tactics that a company uses to market its product. Mar 12, 2018 the alternate marketing mix discusses the 4 cs of marketing which is more customer oriented than the traditional marketing mix because the focus is on customers. Introduction the four cs model of good business communications provides a framework for businesses that want to increase their customer base and attract repeat customers. Cost according to lauterborn, price is not the only cost incurred when purchasing a product. 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.

Proper market research, foresighted approaches are very important factors to locate target markets. Modules 5, 6, 7 and 8 product, price, placementdistribution and promotion, or the 4 ps, hone in on the essential elements of marketing tactics. In addition to what was said about reeses different pricing modelsstrategies, reeses peanut butter cups can be described using the 4ps of the marketing mix. The creation of the diamond 4cs meant two very important things. This week, we thought wed discuss the four cs of marketing. Os 4 ps, os 4 cs e os 4 as do marketing aplicados a. As with many aspects of traditional business, todays market demands an adjustment to see things from your customers perspective the 4 c approach to marketing is described below and follows the you. Engage your potential consumers in a conversation not a sales pitch. From the 4 ps of marketing to the4 cs of marketing the 4 ps producer focus product, placement, price, promotion the 4 cs customer focus consumer wants, convenience, cost communication 4. Jerome mccarthy criou os 4ps no final dos anos 50, quando o marketing ainda era centrado no produto nos anos 50 e 60 surgem os teoricos e teorizadores 4. Strategies for marketing mix of 4ps for competitive. Creating a strong marketing plan means integrating several key factors, called the four ps and cs kotler p. Marketing mix 4c is an alternative to the marketing mix 4p.

Check out these 9 reasons why you really do need it. As the owner or manager of a business, it is easy to think of things only from your perspective. Created in 1993 by robert lauterborn, the four c s is an updated classification system of the four ps. Modules 2, 3 and 4 customer, company and competition, often referred to as the 3 cs focus on key concepts and techniques to conduct market analysis. However, in recent years, marketing gurus have replaced this old mantra with a new one, the four cs.

Marketing is an effective way of engaging customers. 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. When language is a barrier, building emotional connections with your audience can pose more than basic challenges. Sep 21, 2014 out with the old 4 ps of marketing and in with the new 4 cs of digital marketing.

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. However, with the onset of database marketing, the focus has shifted in marketing from a consumer transactional viewpoint to a consumer relationship viewpoint and very recently consumer engagement. O marketing e uma disciplina em constante desenvolvimento. Their product example was reeses peanut butter cups. Im sorry to break the news to you, but your grandkids are not going to write you letters, they are going to skype or facetime you. These key parts of the marketing mix are subdivided into two categories with the ps representing the products being marketed and the cs represent the values that. It is not a basic part of the marketing mix definition, but rather an extension. On other hand 4cs is costumer value, cost, convenient, and communication. That may sound overlygeneralized, and you may be right. The marketing communications for a company following the 4 cs of marketing is completely different as it needs a completely different stp.

Lauterborn, a professor at the university of north carolina, has proposed 4cs. Remember, consumers are turning to social media for peer recommendations on products. Oct 19, 2012 many people who have taken a marketing course have learned about the 4 p s of marketing. Pdf as a country nearing eu accession, croatia faces many political, legal. The goal of the new four cs is to fit the general shift away from mass marketing in which marketers treated consumers like a largely featureless mass and towards niche marketing, which often appears closer to a oneonone conversation. Many marketers argue that these four cs are much more valuable than the four ps. The article covers the original concept of the 4 ps of marketing mix product, place, price, and promotion with an example and template for your business. While the 4p is the marketing mix in terms of the business, 4c is a mix from a customer perspective. Smartdraw includes marketing mix templates you can customize and insert into office. Marketing mix the 4 ps and 4 cs understanding marketing. Aug 05, 2015 in this article, we will look at 1 an alternate marketing mix, 2 the 4cs explained, 3 using the 4c model, and 4 an example of the 4cs. Bob lauterborn, professor of advertising at the university of north carolina has tracked the success of new products introduced into the u. Include the 4cs model elements in your business and marketing plan. The more you know the consumer, the better are your targeting strategies, and more is the conversion rate.

As with many aspects of traditional business, todays market demands an adjustment to see things from your customers perspective. The 4cs framework holds that it is through progression in knowledge, skills and understanding of the subject matter, engagement in associated. We need to come to a new understanding of what these mean in 2016 and beyond. Create marketing mix like this template called marketing mix 4cs in minutes with smartdraw. Product, price, place, and promotion are the four elements composing the marketing mix. Lauterborns 4 cs introducing lauterborns 4cs a variant on the 4ps planning models can be useful ways to structure your thinking when creating marketing.

P r e pa r i n g 2 1 s t c e n t u r y s t u d e n t s f o r a g l o b a l s o c i e t y 1 an educ a tors guid e to t h e 4 four c s table of contents letter from dennis van roekel 2 introduction 3 the importance of teaching the four cs 5 the four cs 7 1 critical thinking and problem solving 8 2 communication 3 collaboration 19. Also, idioms that have a certain meaning in one country can have an entirely different meaning in another country. This guide includes ideas and resources that will help advance the four cs in classroom practices. An educators guide to the four cs, to clarify this vision for classroom teachers and education support professionals. The right product to satisfy the needs of your target customer. Many people who have taken a marketing course have learned about the 4 p s of marketing. Nos anos 50 e 60 surgem os teoricos e teorizadores 3. Sep 10, 2014 in content marketing, it is the words that evoke emotion. Jul 23, 2017 the 4cs marketing concept focuses on niche marketing unlike mass marketing which was propagated by the 4ps. Understanding the 4cs of the marketing mix cleverism. It emphasizes hows and whys of approaching marketing in todays online world and explains an extended concept of 7 ps of marketing. This unit is intended to help the reader to be aware of the lauterborns 4cs model and to.

There are four critical elements in marketing your products and business. Sometimes words are less efficient than visual images. Make sure your brand is active in digital marketing. To define marketing mix in terms of the traditional 4 ps of marketing is a fall back to the old days of marketing. The four cs of 21st century skills let students create a whole thats greater than the sum of its parts. These 4ps are product, price, place, and promotion. The marketing mix and the 4 ps of marketing are often used as synonyms for each other. Aug 14, 2011 the roots of the 4 cs of marketing can be traced back to the classical 4 ps marketing mix.

But the skills themselves are so general that its difficult to pin down what, why, or how students should learn the four cs. All in all, the traditional marketing mix conclusion model helps a company define its strategy more efficiently. Its important for your business to engage its customers. In other words, 4 ps approached is changed into 4cs approached. Feb 01, 2012 if we do things like we did before, we probably are going to get results like we did. Your next employee might not work in the same room as you, and your next project. However, that would be a mistake, as you really should be viewing things from the perspective of your customers. Another team in my marketing class did their marketing practicum 4 on pricing and pricing strategies. The 4 cs model of marketing is more consumers oriented.

Lauterborns 4c marketing mix as the theoretical framework. Traditionally, the marketing mix is a combination of 4ps and is more business oriented. A palavra cliente ainda causa rejeicao em alguns educadores. These key parts of the marketing mix are subdivided into two categories with the ps representing the products being marketed and the cs represent the values that customers desire in products. For many years, aspiring marketers were drilled in the four ps of marketing. Are product, price, place and promotion elements of this marketing formula something from the past.