Marketing Mix 4C

Marketing Mix 4C is an alternative to the marketing mix 4P. While the 4P is the marketing mix in terms of the business, 4C is a mix from a customer perspective.

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.

Marketing mix 4C is close to the concept of the services (which emphasize the customer perspective) and to the principles of CRM.

Note: the key is the communication - the customer wants to communicate with the enterprise, does not want the “marketing massage”.