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Marketing Mix 4C Robert Lauterborn, a Shift Paradigm
October 27, 2018 / February 1, 2020 by admin | ! Leave a comment Why Code of Ethics in
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In 1990, thirty years after 4P’s McCarthy, Robert Lauterborn offered another version of Ethical Decision Making in
the marketing mix 4C  that emphasized the consumer’s perspective. The marketing mix Business : an Framework
of Jerome McCarthy’s version and Borden which contains 4P is more impressed by the Old Version Steps of
point of view of the manufacturer or marketer. While Lauterborn version emphasis on the Personal Selling
customer perspective. Block Youtube Application
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" “The 4P’s was about “What does the marketer want to say?” while the 4C’s asks Business Model Plan
“What does the customer need to hear that the marketer can say?” Computer Tutorial
I felt that the 4P’s was wrong-headed because it looked at the marketing process Copywriting
from the company out, instead of from the customer in, which I felt was backward. Marketing
Marketing Mix
Robert F. Lauterborn Persuasion
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Furthermore, he refuses to see 4C in the perspective of the seller. Uncategorized
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" “Many people have played with the 4P’s and even with the 4C’s, tried to put their
own particular stamp on it, but at the risk of sounding arrogant, no variation I’ve About Lower WIsdom
ever seen has expressed the outside-in concept as simply and elegantly as the Disclaimer
original 4C’s formulation.” Privacy Policy
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― Robert F. Lauterborn
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Definition of Marketing Mix 4C

Lauterborn’s definition of the marketing mix is as follows

• Customer Value (something that is valuable to consumers) instead of Products

• Cost instead of Price volcano tantra hotoilpromotion

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complement other body work and
• Convenience instead of Place healing methods

• Communication instead of Promotion

He said that 4C is his definition of the marketing mix on the strategic level.  Then on the
tactical level, everything one does as part of the small “m” marketing mix is directly
driven by the customer’s needs and interests, habits, and preferences. Robert
Lauterborn.

The background to the emergence of this idea was that more and more goods were
produced and unsold, in 1990. Robert Lauterborn acknowledged the important role of
McCarthy’s version 4P marketing mix that blends the art of advertising and
management. According to Lauterborn, 4P is more impressive the point of view of
producers, not consumers. Maybe McCarthy didn’t mean that, but the person who
studied McCarthy’s ideas in depth would easily misinterpret. Lauterborn said that “The
primary progenitors of the 4P’s tried to preserve it by creating a four-quadrant “donut”
and putting the word “customer” in the center.”  The misinterpretation is because the
term used is more of a producer’s perspective.

Why Lauterborn Change Marketing Mix?

According to Philip Kotler, Marketing Mix still a king in
the internet era. Now, it is challenged. The McCarthy
marketing mix is so popular. Many marketing study or
economic management teach the marketing mix to their
students. In 1990, it is time that internet begin, Bob
Lauterbon show the problem of marketing mix and give
… Continue reading

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Customer Value (Benefits for Consumers)

Forget products, learn the needs and desires of the target market. Neoclassical
economics assumes that products create their own markets because human needs are
unlimited. Now that is no longer valid when production is abundant. The consumer only
buys something he wants. The seller needs to understand in advance what is the needs
and desires of the consumer, then design the product. By actively adjusting supply to the
needs, there is no loss of production.

Cost
Forget prices, understand the costs and sacrifices of consumers. Consumer costs are
not only the official price. The price tag is only one part of consumer costs. Travel back
and forth to the store is a sacrifice of time, effort, cost. Guilt also includes sacrifice, if for
example, the product offered is contrary to the conscience of the consumer, for example,
the company’s production process is not environmentally friendly. The best offer for
consumers is not the best cake and the cheapest price, the factor of consideration is
complex. If the cheap tasty cake contains pork oil, Muslims consider it worthless
because of the huge sacrifice costs

Convenience
Forget the location. Now to access product offerings, consumers don’t have to go
anywhere. They can open the internet, search for the desired product and order. Food
messages can be done via the internet. The location is important because it provides
convenient access to products and services. Now convenience and ease of access can
be obtained through other means, namely the internet and delivery system. In Indonesia,
companies do not have to prepare delivery services. Online motorbikes provide delivery
and purchase facilities.

Communication (Two-Way Communication)

Forget promotion. The important thing is communication. Promotion tends to be one-
way. Communication is two-way, both from consumers and sellers. Adjustment between
value offers and consumer needs requires two-way communication. With two-way
communication, two parties adjust  each other. This communication concept is in
accordance with the millennium era. Because the nature of internet media is two-way
communication.

According to Lauterborn, advertising in the customer perspective is raising language and

art to the level of power. The purpose is to (1) convince a potential customer that my
product or service will satisfy his or her deepest needs and wants better than any
possible alternative and (2) impel him or her to take immediate action.

Marketing Mix Jerome McCarthy

Jerome McCarthy simplified the marketing mix with the 4P concept. Namely
Product, Price, Place and Promotion. McCarthy’s formulation is easy to remember
and this concept was later popularized by Philip Kotler, author of the book
“marketing management” which has become a reference for many universities in
various countries. The formulation of Jerome is formulated in … Continue reading

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Marketing Mix Neil Borden

The marketing mix component experiences development over time. In 1964, Neil H
Borden wrote about The Concept of the Marketing Mix “in the Journal of Advertising
Research, June 1964. About elements of the marketing mix for companies. There are
12 elements of the marketing mix 1. Product Planning — policies and procedures
regarding a) Product … Continue reading

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Why Lauterborn Change Marketing Mix? Marketing Mix Evolution Secret Behind Efficient Marketing Program
April 24, 2019 January 25, 2020 October 9, 2018
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