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Published by: Venkata Srikanth Kadamasetty on Feb 23, 2012
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‡ A formal approach to this customer-focused marketing mix is known as 4C(Commodity, Cost, Channel, Communication) in 7Cs compass model. This system is basically the four Ps[3] renamed and reworded to provide a customer focus. The four Cs Model provides a demand/customer centric version alternative to the well-known four Ps supply side model (product, price, place, promotion) of marketing management.

± Product Commodity ± Price Cost ± Place Channel ± Promotion Communication .

Channel: marketing channels.Commodity: the product for the consumers or citizens.Cost: total marketing cost. ‡ 4. marketing communication. ‡ 2. ‡ 3. .‡ The four elements of the 7Cs compass model are: ‡ 1.Communication: not promotion.

S = Security. (C7)Circumstances ‡ Compass: ± to Consumer: N = Needs. (C6)Consumer. ‡ Framework of 7Cs compass model[4][5] ‡ 7Cs:(C1)Corporation (and Competitor). (C5)Channel. (C4)Communication. W=Weather.‡ 7Cs Compass Model is in a customer oriented marketing mix. S = Social and Cultural. E = Economic . (C3)Cost. (C2)Commodity. W = Wants. E = Education ± Circumstances: N = National and International.

. the competitors. 3) It is necessary to tackle the internal communication related problems like corporate communication or corporate identity system(CIS). there are the companies of the same business. 1) It is necessary to place more emphases on the organization of the companies.‡ (C1) Corporation( and competitor) is the core of 4Cs. etc. In the market. 2) It is necessary to execute marketing plans in conjunction with the company's objectives.

. Instead of just the customers of 4P marketing model. companies or corporations produce the convenient (C2) commodities for the consumers or citizens with the consideration of the total marketing(C3) cost . This is the way to survive in the period of low growth economics. they are the ordinary citizens nurtured by the motto of the consumerism. and first of all gain their consents through the sufficient (C5) communications and then their confidences by selecting the effective(C4) channels in conjunction with the uncontrollable external circumstances. ‡ (C6) Consumer Consumers are those people encircling the companies.‡ But at the time of economics downturn. However of course they are also including the customers and the potential customers.

W. the safety of the production process and the adequate after-sell warranty.E) ‡ N = Needs: companies can offer more alternatives to meet the various needs of the consumers.S. .‡ four directions marked on the compass: the factors related to the consumer can be explained by the first characters of four directions marked on the Compass. ‡ W = Wants: the substantiated needs to expect the accordingly commodities. ‡ S = Security: the safety of the commodities.(N. ‡ E = Education: consumer right to know the information of the commodities.

International environment now also becomes important. there are also various uncontrollable external environmental factors encircling the companies. they can also be explained the first character of the four directions marked on the compass. (N. ‡ The same as the factors of the consumers.S. ‡ W=Weather .E) ‡ N= National and International Circumstances ‡ The National Circumstances are related to politic and law.‡ (C7)Circumstances Besides the customers.W.

the companies can do little but try to predict when they will happen and adjust the marketing plans. .‡ For most of the natural disasters. financial circumstances and economic growth etc safi. ‡ E=Economic Circumstances: economics climate is changing due to many other uncontrollable factors like energy. it is essential to study the social circumstances of that nation. international income and expense. ‡ S=Social and Cultural Circumstances ‡ When exploring a new oversea market. resources.

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