As marketers, we’re all taught about the four pillars of business marketing. The 4 P’s- Product, Price, Place, and Promotion are ingrained in our memory from day one of our education in the marketing world. However, these four categories can be easily aligned with four other, more realistic pillars of marketing: the 4 C’s.
The 4 C’s of marketing, which consist of Consumer wants and needs, Cost, Convenience, and Communication, are arguably much more valuable to the marketing mix than the 4 P’s. The 4 C’s of marketing focus not only on marketing and selling a product, but also on communication with the target audience from the beginning of the process to the very end.
The 4 P’s focus on a seller-oriented marketing strategy, which can be extremely effective for sales. However, the 4 C’s offer a more consumer-based perspective on the marketing strategy.