MARKETING Plan

customer

4P’s 4C’s (Customer Perspective)

Price Cost

Product Customer Value

Promotion Communications

Place Convenience

4P’s represent the 4C’s Remind us that sellers thinking customers want: - Value - Low total costs - High convenience - Communication with, not promotion at

(4P’s – Jerry McCarthy circa 1960)

4P’s

focused

4C’s

A Marketing Plan -­‐  Vision -> Objectives

should detail.. -­‐  The action plan by segment

for each of the 4C’s accompanied by dates, responsibility measurement.