Comparing Marketing's 4Ps and 4Cs
Marketing strategy focuses on who to go after and what to offer. The Go-to-Market and Product Launch plans and programs focus on how to make it happen. Popular references for strategy and planning are frequently centered upon the “4Ps” and more recently the “4Cs” of marketing.
The 4Ps of marketing are a long standing tradition—they are product, price, place, and promotion. Sometimes these 4Ps are also described as including three more elements of: people of the organization, processes needed to deliver and support the product/service, and physical evidence which is the organization’s physical location and how it is structured.
The 4Cs of marketing provide an update and equivalency to the 4Ps leveraging the consumer’s/customer’s perspective. The 4Cs are consumer (this can also include customer), costs, convenience, and communication. A comparison of the 4Ps and 4Cs approaches is provided in the following table:
