Lauterborn's four Cs, The 7Cs Compass Model comprises,The new P's:

Lauterborn's four Cs Robert F. Lauterborn proposed a four Cs classification in 1990[11] which is a more consumer-oriented version of the four Ps[12] that attempts to better fit the movement from mass marketing to niche marketing[citation needed]: Four Ps Four Cs Definition Product Consumer wants and needs A company will only sell what the consumer specifically wants to buy. So, marketers should study consumer wants and needs in order to attract them one by one with something he/she wants to purchase.[11][13] Price Cost Price is only a part of the total cost to satisfy a want or a need. The total cost will consider for example the cost of time in acquiring a good or a service, a cost of conscience by consuming that or even a cost of guilt "for not treating the kids".[11] It reflects the total cost of ownership. Many factors affect cost, including but not limited to the customer's cost to change or implement the new product or service and the customer's cost for not selecting a competitor's product or service.[14] Promotion Communication While promotion is "manipulative" and from the seller, communication is "cooperative" and from the buyer[11] with the aim to create a dialogue with the potential customers based on their needs and lifestyles.[15] It represents a broader focus. Communications can include advertising, public relations, personal selling, viral advertising, and any form of communication between the organization and the consumer[citation needed]. Place Convenience In the era of Internet,[13] catalogs, credit cards and phones people neither need to go anyplace to satisfy a want or a need nor are limited to a few places to satisfy them. Marketers should know how the target market prefers to buy, how to be there and be ubiquitous, in order to guarantee convenience to buy.[11][15] With the rise of Internet and hybrid models of purchasing, Place is becoming less relevant. Convenience takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors[citation needed]. Four Cs: in the 7Cs Compass Model After Koichi Shimizu proposed a four Cs classification in 1973, it was expanded to the 7Cs Compass Model to provide a more complete picture of the nature of marketing in 1979.[16][17][18][19] It attempts to explain the success or failure of a firm within a market and is somewhat analogous to Michael Porter's diamond model, which tries to explain the success and failure of different countries economically. The 7Cs Compass Model comprises: (C1) Corporation – The core of four Cs is corporation (company and non profit organization). C-O-S (organization, competitor, stakeholder) within the corporation. The company has to think of compliance and accountability as important. The competition in the areas in which the company competes with other firms in its industry. The four elements in the 7Cs Compass Model are: A formal approach to this customer-focused marketing mix is known as "Four Cs" (commodity, cost, communication, channel) in the Seven Cs Compass Model. The four Cs model provides a demand/customer centric version alternative to the well-known four Ps supply side model (product, price, promotion, place) of marketing management.[20] Product → Commodity Price → Cost Promotion → Communication Place → Channel "P" category (narrow) "C" category (broad) "C" definition Product (C2) Commodity (Latin derivation: commodus=convenient) : Co-creation.It is not "product out". The goods and services for the consumers or citizens. Steve Jobs has been making the goods with which people are pleased. It will not become commoditization if a commodity is built starting. Price (C3) Cost (Latin derivation: constare= It makes sacrifices) : There is not only producing cost and selling cost but purchasing cost and social cost. Promotion (C4) Communication (Latin derivation: communis=sharing of meaning) : marketing communication : Not only promotion but communication is important. Communications can include advertising, sales promotion, public relations, publicity, personal selling, corporate identity, internal communication, SNS, MIS. Place (C5) Channel (Latin derivation: canal) : marketing channels. Flow of goods. The compass of consumers and circumstances (environment) are: (C6) Consumer – (Needle of compass to consumer) The factors related to consumers can be explained by the first character of four directions marked on the compass model. These can be remembered by the cardinal directions, hence the name compass model: N = Needs W = Wants S = Security E = Education:(consumer education) (C7) circumstances – (Needle of compass to circumstances ) In addition to the consumer, there are various uncontrollable external environmental factors encircling the companies. Here it can also be explained by the first character of the four directions marked on the compass model: N = National and International (Political, legal and ethical) environment W = Weather S = Social and cultural E = Economic These can also be remembered by the cardinal directions marked on a compass. The 7Cs Compass Model is a framework in co-marketing (symbiotic marketing). It has been criticized for being little more than the four Ps with different points of emphasis. In particular, the seven Cs inclusion of consumers in the marketing mix is criticized, since they are a target of marketing, while the other elements of the marketing mix are tactics. The seven Cs also include numerous strategies for product development, distribution, and pricing, while assuming that consumers want two-way communications with companies. An alternative approach has been suggested in a book called 'Service 7' by Australian Author, Peter Bowman. Bowman suggests a values based approach to service marketing activities. Bowman suggests implementing seven service marketing principles which include value, business development, reputation, customer service and service design. Service 7 has been widely distributed within Australia. P's changing with digital age With the advent of digital marketing, marketers are suggesting new P's, or are saying that digital marketing has changed the way these P's used to work. The new P's: People Participate Personalize Product Process Pay Partner But many, including Illinois University, suggest that the P's have only changed and there is no need for new P's. The way these P's have changed is discussed here by using the first two P's only. Product has new terms introduced. Now products are not developed by a company alone; the concept of co-creation and crowd sourcing have jumped in. Promotion is carried out with user created content