Individual letters “C” mean:
- 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)
- Convenience (Channel) - solution availability (corresponds to the Place in 4P)
- Communication (corresponds to the Promotion in 4P)
The main idea of the mix 4C is to start, while developing marketing strategies, to think first about the “C” from a customer perspective and after that think about “P” from the perspectvie of the enterprise.
Note: the key is the communication - the customer wants to communicate with the enterprise, does not want the “marketing massage”.