Marketing Mix

Marketing Mix 4Ps or 4Cs

Marketing mix is one of the core concepts of the marketing theory. According to Rafiq and Ahmed (1995), Borden in 1965 claimed to be the first to have used the term “Marketing Mix”, but to him it simply consisted of important ingredients or elements making up a marketing program. There are 12 elements composed by Borden in the marketing mix which include product planning, pricing, branding, channels of distribution, personal selling, advertising, promotions, packaging, display, servicing, physical handling, fact finding and analysis. Mc Carthy (1964) simplified the elements to the more memorable 4Ps, which include product, price, place and promotion.

However, the mix has received various criticisms in recent years. It was argued to be too simplistic and misleading (Kent, 1986). Lauterborn (1990) proposed that it was time to retire from 4Ps to his model, which put customer at the heart of the marketing planning. His model, known as 4Cs include customer needs and wants, cost, convenience and communication. This essay shall discuss whether Lauterborn ‘s model offers an effective alternative to the 4Ps and the evaluation of the role of 4Cs in modern marketing practice.

The first P to be replaced is product. Product refers to the different offerings provided for customers. These include both tangible goods such as watches and intangible goods such as financial services. Lauterborn suggested that there is a need to study customer needs and wants in order to attract each one of them with unique item. A “good product” does not sell itself anymore due to increasing number of competitors in the market. Marketers should therefore custom products that are unique and able to satisfy individual needs and wants.

Customer orientated rather than mass market. Nokia can be used as an example. Nokia was once a market leader in the mobile phone market but then loses to their competitor. One of the reasons was due to their weak and slow research and...