Marketer, Customer and Competitive Centric Mixes

28 April, 2008 · Leave a Comment

I’ve written before about the academic arguments against the 4Ps, but what about some alternatives?

The 4Ps main fault is that they are focused on the Marketer and their offering, not the customer and their wants, assuming that we start with the offering and adapt the mix for the customer. The Customer Marketing Mix attempts to overcome this by emphasising

Cost
Communications with the Company
Customer Needs and Wants
Customer Convenience

Surely this is a big improvement, but the customer and the offering don’t exist in vacuums. Today’s competitive landscape requires us to consider more than the customer and company. Crittenden (2005) proposes;

Customer Centrality – the basis
Competitive Capabilities – what we can do and offer
Company Collaborations – who can help us? who can we help? In today’s environment its both easier and necessary to join with other companies to add value. Concentrating on our value offering and then adding the value of other companies= multiple and high quality value elements for the customer
Cyclical Connections – strategy and implementation are part of the same process. Ignoring implementation is a great way to make sure it doesn’t happen. Also consider what was learned from implementation, what were the results, what can we change next time

A part of me is very tempted to come of with my own mix…but I’ll spare you

Victoria L. Crittenden (2005) The rebuilt marketing machine Business Horizons 48:5 Sept-Oct (409-420)

Categories: Contemporary Issues in Marketing
Tagged: 4cs, 4ps, customer centrality, Marketing Mix, marketing strategy

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