4Cs of Marketing

4Cs of Marketing complements the 4Ps of Marketing. It shows what the each P of the 4Ps of Marketing needs to focus on, To understand the use of 4Ps of Marketing we need to know the 4Cs of Marketing.

4C’s of the marketing mix are;

  1. Customer.
  2. Cost.
  3. Convenience.
  4. Communication.


Customer or consumer is the king in the competitive world. In a competitive environment, the product will not create its demand if the consumer doesn’t want it.

First, you must need to study the consumer needs and demands and then develop the product as it satisfies the needs, wants, and demands of the desired customer or consumer demand.


Price is only a subset of the total cost incurred to satisfy the want or needs of customers or consumers. Cost is the most important element of the marketing mix, which affects the decision of the customers.

The marketers must need to give special attention to the cost of a product or service.


Convenience is the most important tool for more sales. The convenience of purchase products helps most of customers or consumers to choose that product.

Take an example of heavy pieces of machinery products like the fridge and air cooler.

If the companies sell these products and do not give you delivery and installation service.

You may not buy the product as you won’t be ready to pick up the machine and install it yourself. You will be looking for your convenience product.


A marketer should consider communication instead of a promotion.

Promotion is manipulative, and it starts from the seller, while communication requires a give and take between the buyer and seller.

How 4P’s and 4C’s of Marketing Mix fit?

4C’s of marketing explained the marketing mix. It explains what should be the main focus in the 4Ps of Marketing Mix.

  • So when the company thinks about its product, it needs to consider what solutions it is providing for its customers.
  • When the company thinks about the price of PSI, it should consider what cost, the customer is willing to pay to get their PSI.
  • As the company reviews the place of PSI, it could evaluate how convenient it is for their customer to find, buy, and get in their hands.
  • As the company plan, the promotions consider the type of communication their customers prefer and through which channels they will be more receptive.

Now marketing mix is defined by the 7Ps of Marketing.

More 'Marketing Strategy' Posts ⁄
Related Posts ⁄