This document discusses the key elements of marketing - the 4 P's of product, price, place, and promotion. It explains each of the 4 P's in terms of what they refer to for a marketing plan. It then discusses how the 4 P's can be translated into the 4 C's of consumer, cost, convenience, and communication when focusing on the customer perspective. Each of the 4 C's is then further explained in terms of focusing on consumer wants and needs, the cost to satisfy consumers, the convenience for consumers to buy, and effective communication with consumers. The document emphasizes that marketing should start with understanding consumers in order to develop successful products and an effective marketing strategy.

1. Hafiz Hamza
hafizhamza313@gmail.com
www.drhamza.webs.com

2. 
 All four are essential to the success of a marketing plan for
either a product or a service
1. Product
2. Price
3. Place
4. Promotion
 A mix of the four is necessary to sell a product

3. 
 What need does the service/product fulfill
1. Quality
2. Features
3. Design
4. Packaging
5. Range of Products
Product

4. 
 Marketing is responsible for establishing the price of
their service/product
 Must consider the costs of all the inputs (materials,
labour, etc)
 Mark-up Price – How much profit do you want to
make on every product/customer
 The price of your product or service tells the
customer a lot about your product
Price

5. 
 Simply refers to how & where you are going to sell
the product to the consumer
1. Direct Distribution
selling your product directly to the
consumer.
Brick & Mortar vs. Virtual Store
2. Indirect Distribution
Retailers are the best for reaching your
Target Market
Place

6. 
 A successful product or service means nothing unless
the benefit of that product/service can be
communicated to the Target Market
There are many ways to get the Market Target:
i. Public Relations
ii. Advertising
iii. Sales
Promotion

7. 
 The 4 C’s are:
I. Consumer
II. Cost
III. Convenience
IV. Communication
The 4 C’s

8. 
Conversion of 4 P’s to 4 C’s

9. 
 You can't develop products and then try to
sell them to a mass market
o You have to study consumer wants and needs and then
attract consumers one by one with something
o you have to find out what people want and then "build" it
for them
Consumer wants and needs
(vs. Products)

10. 
 One of the most difficult places to be in the business
world is the retailer selling at the lowest price
 If you sell Pizza, for example, you have to consider
the cost of driving to your restaurant. the cost of
conscience of eating meat, etc.
Cost to satisfy (vs. Price)

11. 
o You have to know how each subset of the market
prefers to buy - on the Internet, from a catalogue, on
the phone, using credit cards, etc. Lands End clothing,
Amazon Books and Dell Computers are just a few
businesses who do very well over the Internet
Convenience to buy
(vs. Place)

12. 
 Communication requires a give and take between the
buyer and seller
 Use phone numbers, your web site address, etc. to
help here. And listen to your customers when they
are "with" you
Communication
(vs. Promotion)

13. 
Thank You
Comment or mail for any question
hafizhamza313@gmail.com