The SIVA Model provides a demand/customer centric version alternative to the wel l-known 4Ps supply side model

(product, price, place, promotion) of marketing ma nagement. The four elements of the SIVA model are: - Solution: How appropriate is the solution to the customers problem/need - Information: Does the customer know about the solution, and if so how, who fro m, do they know enough to let them make a buying decision - Value: Does the customer know the value of the transaction, what it will cost, what are the benefits, what might they have to sacrifice, what will be there re ward? - Access: Where can the customer find the solution. How easily/locally/remotely can they buy it and take delivery. This model was proposed by Chekitan Dev and Don Schultz in the Marketing Managee mnt Journal of the American Marketing Association, and presented by them in Mark et Leader - the journal of the Marketing Society in the UK. We like the model as it allies well with our thinking and out meta-models where we focus heavily on the customer and how they view the transaction, CORBA cost-b enefit models, adoption models (see last month) the whole e-commerce environment . In fact we might even do a meta-model of SIVA to help you understand each of t he elements in more detail. So chuck out your 4 Ps and get SIVA instead.