Explain why, according to Kotler, the 4 Ps concept of the marketing mix should be replaced with the 4 Cs concept. Include a brief explanation of each of the 4 Cs
What will be an ideal response?
In today's day and age of customer relationship marketing, the four Ps can be described as the four Cs from the customer's point of view. In lieu of product, there is customer value; that is, customers buy value in products. Customers are more interested in the total costs of obtaining, using, and disposing of a product. That is, customer cost replaces price in customer relationships. The place element of the marketing mix focuses on convenience to customers. Finally, customers and marketers want two-way communication. Marketers should use the four Cs as a base for the four Ps of their marketing mix.
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The negotiating strategy, focus on interests, not positions, calls for the negotiator to
A) quickly uncover the interests of the other side. B) stick to his or her demands until the last. C) find mutual interests with the other side. D) strive to satisfy his or her overall interests.