Friday, January 14, 2011

THE E'S AND C'S OF THE MARKETING MIX











The 4P's have been accused of being passed their time with the advent of the 4C's and E's:

Consumer wants and needs (vs. Products)
Cost to satisfy (vs. Price)
Convenience to buy (vs. Place)
Communication (vs. Promotion)

Experience - do your customers journey
Everywhere - create an idea without print or TV
Exchange - calculate the value of your customer
Evangelism - bring passion to your brand through engagement

I admit it makes for some interesting reading with credible signs of movement towards pull rather than push; but these publications and talks of the new marketing are little more than clever repackaging of the original 4P's which might sell a couple copies of your latest book, or land you a brief stint in the business industry's lime light, but it does not make for an adequate replacement. These are merely changes to the functions of the 4P's and nothing more.

My advice: Run don't walk from anyone who can't make the distinction.

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