MARKoPEDIA

PART 1

3. 4As and 4Cs

 4 C's of Marketing
Modern version of Marketing Mix that has
shifted firm's focus from being "business-
oriented" to being "consumer-centric"

Customer Cost
(Product) (Price)
identify customer's refers to the amount
need & their your customer is
willingness to pay; willing to pay for the
then create solution product or service
around it offered
Target
Market
Communication Convenience
(Promotion) (Place)
all interactions how easy, simple and
between firm and fast it is for customer
customers to increase to avail product or
exposure, awareness service; what places
and purchase are they willing to
probablity visit

Customers can be "status-conscious",

"convenience-conscious" or "budget-
conscious", hence maintaining a balanced
focus on 4Cs is the key
 4 A's of Marketing
Alternative paradigm to Marketing Mix with "consumer
centric" focus which is more pertinent to rural consumers
y tili b a t p e c c A

Product or service offering must meet or exceed the customer's

need & expectations for given target market
Functional "objective" performance attributes like reliability,
Acceptability expected performance and durability
"subjective" attributes like luxury brands might offer Psychological
same functional but higher psychological acceptability Acceptability
y tilii b a dr off A
Refers to "economic ability" and "psychological willingness" of
the consumer to pay for product or service price
Economic whether consumers in target market have sufficient
Affordability economic resoyces to pay a product's price
driven by consumer's perception of the value he/she Psychological
is expected to obtain from product relative to price Affordability
y tili b a s s e c c A

Measures ability of the consumers to easily access and use the

product or service being offered
whether the company is creating & supplying enough
Availability
product to meet demand of target market

how easy it is for consumer to acquire & use product

Convinience
Eg. Coca-Cola aim of "within an arm's length of desire"

Ensuring consumers are adequately informed about offering's

s s e n er a w A

attributes & benefits to increase trials & repeated purchase

Product refers to the adequate information product specific
Knoweledge features & benefits to persuade consumer
refers to consumer perception about the brand, Brand
driven by brand recall and recognition Awareness
 Business Models
Based on type of participants - B2B, B2C and C2C models.
Internet & E-commerce has added new model called C2B.
Business Consumers
Business

B = Business (vendors,
suppliers, maufacturers)
Consumers

C = Customer (users, clients)

B2C
Describes businesses whose
customers are individual
buyers, not professional ones.
All marketing is dedicated to
needs, interests & challenges
of target group in everyday
life.
Example: A recruitment
software company selling
hiring tools to HR
department.

B2B
Describes businesses whose
customers are other
businesses.
All marketing is dedicated to
needs, interests & challenges
of customers making purchase
on behalf of organisation.
Example: Real estate agency
renting & selling residential
propoerty to individual,
families & students.

Same company can have both B2B and B2C initiatives. Example: An oral care
company that sells toothbrushes, toothpaste, and mouthwash to individuals
(a B2C service) might also sell its products to dentist offices (a B2B service).
 Business Models
Leveraged by a consumer for selling used goods or services to other
C2C

consumers, usually via digital medium.

Transactions here are pushed via a platform provided by a third party,
like OLX and Quickr.

Reversal of B2C model, where end consumers sell their

C2B

products/services to companies.
The method is popular in crowd-sourcing based projects, like logo
designing, sale of royalty-free photographs/media/design elements.

E-commerce Business Model

B2B B2C C2C

C2B B2G

G2B

Note: G = Government