This marketing plan document outlines the key elements to focus on from both a seller and customer perspective. It discusses the traditional 4Ps of marketing (Product, Price, Place, Promotion) and how they relate to the 4Cs from the customer perspective (Customer Value, Cost, Convenience, Communications). The plan recommends detailing an action plan for each of the 4Cs for different customer segments, along with dates, responsibilities and measurement to achieve marketing objectives and vision.

1. MARKETING Plan

2. 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

3. A Marketing Plan
-­‐ Vision ->
Objectives
should detail..
-­‐ The action plan by segment
for each of the 4C’s
accompanied by dates,
responsibility measurement.