4C theory of marketing experts from the United States in 1990.docVIP

4C theory of marketing experts from the United States in 1990, Professor Lott made friends, it is consumer demand, re-set the marketing mix of the four basic elements: the consumers (Consumer), cost (Cost), convenience (Convenience) and communication (Communication). It stressed that enterprises should first give top priority to the pursuit of customer satisfaction, followed by efforts to reduce customer acquisition cost, then the customer should be fully aware of the convenience of the buying process, rather than from the perspective of the enterprise sales channel strategy decisions, and finally should also be effective consumer-centric marketing communication. Theory of product-oriented than 4P, 4C theory made great progress and development, which emphasizes customer orientation, in pursuit of customer satisfaction as the goal, which is in fact more and more of todays consumers in the marketing initiative in the market for home business imperative. Jerry? McCarthy (Jerry McCarthy) taught in its Marketing (Marketing, first edition, published in 1960 or so) first proposed this theory. But early in his PhD at Northwestern University, made when his mentor, Richard? Kluyveromyces (Richard Clewett) had used the product (Product), price (Price), distribution (Distribution), Promotion (Promotion) as the core of the theoretical framework. Jerry the distribution into place (Place), to make this theory into the so-called 4P theory. The beginning of the 21st century, 4R marketing Eden Eliot Berg made of 4R Marketing Theory. 4R relationship marketing theory to the core, focusing on building customer loyalty. It describes the four new elements of the marketing mix: the association (Relativity), reaction (Reaction), relations (Relation) and rewards (Retribution). 4R theory emphasizes changes in the market, enterprises and customers in a dynamic long-term interactive relationship should be established to prevent the loss of customers, won long-term and stable market; Second, t