The 4C's and 4P's

Place

Place refers to how the product is distributed to the consumer. If it is not available at the right time in the right place, then even the best product in the world will not be bought in the quantities expected.

The 4P's

Product, Price, Place, Promotion

Promotion

Promotion must be effective - telling consumers about the product's availability and convincing them, if possible, that your brand is the one to choose.

Convenience to customer

Providing easily accessible pre-sales information and demonstrations and convenient locations for buying the product.

Communication with customer

Providing up-to-date and easily accessible two-way communication links with customers to both promote the product and gain back important consumer market research information.

Marketing Mix

The four key decisions that must be taken in the effective marketing of a product.

Price

The right Price is important too. If set too low, then consumers might lost confidence in the product's quality; if too high, then many will be unable or unwilling to afford it.

Cost to customer

The total cost of the product including extended guarantee's, delivery charges and financing costs.

Customer relationship management (CRM)

Using marketing actives to establish successful customer relationships so that existing customer loyalty can be maintained.

Customer Solution

What the firm needs to provide to meet the customer's needs and wants.

Product

Consumers require the right Product. This might be an existing product, an adaptation of an existing product or a newly developed one.