4C replace 4P more than关公战秦琼 also ridiculous - not parrot one of the marketing concept.docVIP

 PAGE \* MERGEFORMAT 7 4C replace 4P more than关公战秦琼 also ridiculous - not parrot one of the marketing concept In recent years, there is a point of view rampant - ‘Integrated Marketing Communication (IMC) in start, which means 4P has become yesterday’s story, the new marketing world, has turned to a 4C. 4C will replace 4P ‘. Who hold this view, experts point out that the first Gedao the product side, hastened to study ‘the consumer needs and desires’, not to sell you can manufacture products, sell to determine a person want to buy products. Temporarily forget about pricing strategies, go and understand the consumer to meet their needs and desires to be paid ‘cost’. Forget channel strategy, should reflect on the purchase of the ‘convenience’. Lastly, please forget about promotion, the correct expression is ‘communication’. The experts also pointed out that the era of 4P is outdated, in turn will be replaced by 4C that the 4P more a departure from the enterprises themselves, their theory has not fit the current market conditions, companies must be based on the pursuit of customer satisfaction as the goal-oriented theory of 4C for market operation and management. Then 4C can really replace the 4P Mody? Let our own under a careful analysis of the true meaning of 4C and 4P. 4P is the U.S. marketing academics, Professor McCarthy, in the 20th century, 60 years, including both product (Product), Price (Price), channel (Place) and promotion (Promotion). He believes that a successful and complete marketing campaign, which means the appropriate product, right price, appropriate communication channels and appropriate marketing promotion measures, the appropriate products and services delivered to a particular market behavior. The 4C theory is marketing experts from the United States, Professor Lauterborn proposed in 1990, is based on consumer demand-oriented, re-set the marketing mix of the four basic elements: namely, consumers (Consumer), cost (Cost) , convenience (Conv