Editing Marketing (section)

=== The 4Cs ===
In response to environmental and technological changes in marketing, as well as criticisms towards the 4Ps approach, the 4Cs has emerged as a modern marketing mix model. Robert F. Lauterborn proposed a 4 Cs classification in 1990.<ref name="Lauterborn">{{cite journal |last1=Lauterborn |first1=B |year=1990 |title=New Marketing Litany: Four Ps Passé: C-Words Take Over |journal=Advertising Age |volume=61 |issue=41 |page=26}}</ref> His classification is a more consumer-orientated version of the 4 Ps<ref name="Kotlerkeller">Kotler, P. and Keller, K. (2006), Marketing and Management, Pearson Prentice Hall, Upper Saddle River, NJ, US</ref><ref name="RodriguezRabanalRubio">{{cite journal |last1=Rodríguez |first1=Ismael |last2=Rabanal |first2=Pablo |last3=Rubio |first3=Fernando |year=2017 |title=Business Hacks |journal=Applied Soft Computing |volume=55 |issue=June 2017 |pages=178–196 |doi=10.1016/j.asoc.2017.01.036 |issn=1568-4946|url=https://eprints.ucm.es/id/eprint/71696/1/productDesign.pdf }}</ref> that attempts to better fit the movement from [[mass marketing]] to [[niche market]]ing.<ref name="Lauterborn" /><ref name="DM">{{cite book |last1=Chaffey |first1=Dave |title=Digital marketing: strategy, implementation of and practice |last2=Ellis-Chadwick |first2=Fiona |date=2012 |publisher=Pearson Education |edition=5th |location=Harlow}}</ref><ref name="An analysis of the virtual value ch">{{cite journal |last1=Bhatt |first1=Ganesh D |last2=Emdad |first2=Ali F |date=2001 |title=An analysis of the virtual value chain in electronic commerce |journal=Logistics Information Management |volume=14 |issue=1/2 |pages=78–85 |doi=10.1108/09576050110362465}}</ref>

==== Outline ====
'''Consumer (or client)'''

The consumer refers to the person or group that will acquire the product. This aspect of the model focuses on fulfilling the wants or needs of the consumer.<ref name=":3" />

'''Cost'''

Cost refers to what is exchanged in return for the product. Cost mainly consists of the monetary value of the product. Cost also refers to anything else the consumer must sacrifice to attain the product, such as time or money spent on transportation to acquire the product.<ref name=":3" />

'''Convenience'''

Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however, not only refers to physical stores but also whether the product is available in person or online. The convenience aspect emphasizes making it as easy as possible for the consumer to attain the product, thus making them more likely to do so.<ref name=":3" />

'''Communication'''

Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a product. Unlike promotion, communication not only refers to the one-way communication of advertising, but also the two-way communication available through social media.<ref name=":3">{{Cite web|url=https://catmediatheagency.com/4-ps-of-marketing-strategy/|title=Marketing Strategy: Forget the 4 P'S! What are the 4 C'S?|last=Hester|first=Brittany|date=9 April 2019|website=CATMEDIA Internal Communication|language=en-US|access-date=8 November 2019}}</ref>