The document discusses how businesses can better connect with customers by shifting their focus from the traditional 4 P's of marketing (product, price, placement, promotion) to the 4 C's of marketing (consumer wants, convenience, cost, communication). It emphasizes understanding customers and focusing on providing value through convenience, effective communication, and ensuring the costs customers see meet their needs. The key is developing a marketing plan to improve the customer experience by learning about customer wants and benchmarking against high-quality competitors.

1. Using the 4 P’s/ 4 C’s to connect with the customer

2. If you want things to be different
then you’ve got to do different!
“If we do things like we did before, we probably are going
to get results like we did!”

3. From the 4 P’s of Marketing to the
4 C’s of marketing
The 4 P’s- Producer Focus
 Product, Placement, Price, Promotion
The 4 C’s- Customer Focus
 Consumer Wants, Convenience, Cost
Communication

4. The 4 Ps & 4Cs
Marketing Convenience
Mix
Place
Product
Customer
Solution Price Promotion
Customer Communication
Cost

5. Convenience to the Customer
 Much bigger than “ location”—but that
is still crucial;
 Big picture (global information world),
 Accessibility- from email texts to
parking, packaging and presentation.

6. Communication
 When is a pork chop more than a pork
chop…
 The attributes the customer is looking for
 Advertising & Word of Mouth matter…
 Display & Merchandising matter…
 Image projection matters!

7. Cost- the Value that the Customer
sees being met…
 Costs/ Competition/ Communication
(Breakeven),
 Can you express the benefit of what you are doing?
(“Benefit” to the customer).

8. The Give and Get of Marketing

9. Conclusion
 Develop a Plan to improve the quality of your
market and do it step-by-step,
 Understand your customer,
 Visit high quality competition or market and learn
from them.