Essay About Consideration Of The Interaction Of Product And Strategic Change

The 4 Ps And 4 Cs
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The four Ps
The consideration of the interaction of Product, Price, Place and Promotion
provides a valuable structure in working towards a set of strategies. When this
is coupled with substantial market information and used against a background
of careful analysis of the micro- and macro-environment then
marketing objectives are more likely to be achieved:
Ð* Product Ð- all the product or service characteristics aimed at the target market
Ð* Price Ð- the real cost to the customer or user, including other costs than solely
money
Ð* Place Ð- everywhere and every way the product or service is made available
Ð* Promotion Ð- all the methods of communication used to reach the target markets.
The four Cs
The strategic change and approaches implied by Kotlers four Cs will be a
more readily acceptable mix to many librarians and information professionals,
who should nevertheless examine both marketing mix formulas
closely.
Philip Kotler, the Ðexperts expert of marketing, says that marketing must
focus more sharply on the customer. He convincingly argued that the sellers
paradigm of the four Ps Ð- product, price, place and promotion Ð- should
become the four Cs of a buyers or customers mix as propounded by Robert
Lauterborn (1990) in an interview with Mazur (1991Ð-2). Kotlers name is truly
synonymous with marketing. The fact that just about every student and
practitioner of marketing has studied and benefited from his work is a testament
to his contribution