4 C's of Marketing

Erectile Dysfunction’s Fountain of Youth

Michael Thompson

BUS 620

Professor Sasiadek

March 14, 2011

Erectile Dysfunction’s Fountain of Youth

Bradford, O.M., Parker, C., & Goodwin, L (2009) note “erectile dysfunction’ is the failure to achieve and maintain an erection sufficient for satisfactory sexual experience. It affects 100 million men globally” (p.1). There are a few factors that influence the marketing strategy, and thus, the exchange relationship associated with erectile dysfunction.

“First, men are reluctant to talk about erectile dysfunction with their

partner or their doctor. Second, when they do, few men continue using

Viagra in the long term. Third, women and partners play a significant

role in influencing the buying decision process, yet their perspective

is rarely considered in most marketing messages” (Bradford et al., 2009, p. 2).

The consumer benefits from marketing analysis and research identification of our needs and wants. “These include identifying potential exchange partners, developing offerings, communicating information, delivering products, and collecting payments” (Mullins, J. & Walker Jr., O., 2010, p. 5). A market-oriented corporation which integrates the “4C’s” in its marketing strategy is most effective in addressing those factors that influence the customers’ buying patterns (2010, p. 14).

The allocation of the corporation’s resources to create a product, through research and development that meets the physical and psychological needs of the consumer is vital. “The buying decision depends on the degree to which a product is perceived as satisfying either needs or wants” (Bradford et al., 2009, p. 2).

Scanning the environment to identify and remove the barriers that prevent men from addressing this stigma is a second strategy. “Masculinity and male dominance is therefore enshrined in...