Chapter 2 - Company and Marketing Strategy: Partnering to Build Customer Engagement, Value and Relationships - Discussion Questions - Page 62: 2-4

The four Ps of marketing are product, price, place, and promotion. Each of these strategies helps to produce a desired response from targeted consumers. The four Ps of marketing are designed around the viewpoint of the seller. The four Cs, however, are built around the buyer. The four Cs are consumer solution, consumer cost, convenience, and communication. These are more helpful than the four Ps because they help organizations to gain specific, detailed insights about consumers. Consumer problems help organizations to determine, analyze, and solve a particular customer problem. Customer cost helps organizations to adjust and establish product costs in relation to consumer desires. Connivence helps organizations to track a product's availability. Finally, communication helps organizations to create a meaningful relationship with consumers. These factors cater to the needs, desires, and interests of consumers, which ultimately helps them to be more helpful than the four Ps, which only cater to the desires of the seller.

The four Ps of marketing are product, price, place, and promotion. Each of these strategies helps to produce a desired response from targeted consumers. The four Ps of marketing are designed around the viewpoint of the seller. The four Cs, however, are built around the buyer. The four Cs are consumer solution, consumer cost, convenience, and communication. These are more helpful than the four Ps because they help organizations to gain specific, detailed insights about consumers. Consumer problems help organizations to determine, analyze, and solve a particular customer problem. Customer cost helps organizations to adjust and establish product costs in relation to consumer desires. Connivence helps organizations to track a product's availability. Finally, communication helps organizations to create a meaningful relationship with consumers. These factors cater to the needs, desires, and interests of consumers, which ultimately helps them to be more helpful than the four Ps, which only cater to the desires of the seller.